--- title: "Azure Data Factory vs Fivetran: Which is searched more?" description: "Is Azure Data Factory or Fivetran more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the ETL tools set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/etl-tools/compare/azure-data-factory-vs-fivetran" publisher: "Brandwave" --- # Azure Data Factory vs Fivetran: Which is searched more? Is Azure Data Factory or Fivetran more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the ETL tools set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Azure Data Factory and Fivetran - **Competitive set**: ETL tools - **Market**: Global - **Month measured**: Sep 2026 - **Azure Data Factory Share of Search**: 29% - **Fivetran Share of Search**: 7.1% ## Is Azure Data Factory or Fivetran more popular in search? - In September 2026, Azure Data Factory had more branded searches than Fivetran among ETL tools worldwide. Azure Data Factory had about 201,000 branded searches, while Fivetran had 49,500. Azure Data Factory made up 29% of all ETL tool searches we track, and Fivetran accounted for 7.1%. - Azure Data Factory was ahead of Fivetran in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Azure Data Factory’s share of searches among ETL tools worldwide moved from 23.4% to 29%, and its estimated monthly branded searches held steady at 201K. - Across the 12 months ending September 2026, Fivetran’s share of searches among ETL tools worldwide moved from 8.6% to 7.1%, and its estimated monthly branded searches moved from 74K to 49.5K. ## Top ETL tools in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fivetran appeared in all five answers. Azure Data Factory was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fivetran was listed before Azure Data Factory in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Fivetran | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Airbyte | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | AWS Glue | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | dbt | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Informatica | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Azure Data Factory | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Matillion | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Talend | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Stitch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about ETL tools - Asked ChatGPT "Which ETL tool should I use?": 1. Fivetran, 2. Airbyte, 3. Informatica, 4. Azure Data Factory, 5. AWS Glue, 6. dbt - Asked ChatGPT "What are the best ETL tools?": 1. Fivetran, 2. Airbyte, 3. dbt, 4. AWS Glue, 5. Azure Data Factory, 6. Informatica, 7. Matillion, 8. Talend - Asked ChatGPT "What's the best ETL tool for data pipelines?": 1. Airbyte, 2. Fivetran, 3. dbt, 4. AWS Glue - Searched Google, AI Overview "etl tools": 1. Fivetran, 2. Airbyte, 3. Matillion, 4. AWS Glue, 5. Azure Data Factory, 6. dbt - Searched Google, AI Overview "data integration tools": 1. Fivetran, 2. Airbyte, 3. Informatica, 4. Talend Not named in any answer: Stitch. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for ETL tools worldwide in September 2026? - In September 2026, Azure Data Factory gained share of searches among ETL tools worldwide, from 28.3% to 29%. - Estimated monthly branded searches for Fivetran worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026. ## Month by month | Month | Azure Data Factory estimated searches | Azure Data Factory Share of Search | Azure Data Factory rank | Fivetran estimated searches | Fivetran Share of Search | Fivetran rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 23.4% | 2 | 74K | 8.6% | 3 | | Nov 2025 | 165K | 23.8% | 2 | 49.5K | 7.1% | 3 | | Dec 2025 | 135K | 23.6% | 2 | 40.5K | 7.1% | 3 | | Jan 2026 | 165K | 23.8% | 2 | 49.5K | 7.1% | 3 | | Feb 2026 | 165K | 24.1% | 2 | 49.5K | 7.2% | 3 | | Mar 2026 | 201K | 24.7% | 2 | 49.5K | 6.1% | 3 | | Apr 2026 | 165K | 24.2% | 2 | 49.5K | 7.3% | 3 | | May 2026 | 165K | 24.7% | 2 | 49.5K | 7.4% | 3 | | Jun 2026 | 165K | 27.3% | 2 | 49.5K | 8.2% | 3 | | Jul 2026 | 165K | 28% | 2 | 40.5K | 6.9% | 3 | | Aug 2026 | 165K | 28.3% | 2 | 40.5K | 6.9% | 3 | | Sep 2026 | 201K | 29% | 2 | 49.5K | 7.1% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Azure Data Factory’s and Fivetran’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Azure Data Factory**: Measured on the search term “azure data factory”. - **Fivetran**: Measured on the search term “fivetran”. - [Azure Data Factory profile](/demand/global-en/brands/azure-data-factory) - [Fivetran profile](/demand/global-en/brands/fivetran) - [All ETL tools worldwide](/demand/global-en/categories/etl-tools): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Azure Data Factory or Fivetran more popular in search? In September 2026, Azure Data Factory had more branded searches than Fivetran among ETL tools worldwide. Azure Data Factory had about 201,000 branded searches, while Fivetran had 49,500. Azure Data Factory made up 29% of all ETL tool searches we track, and Fivetran accounted for 7.1%. ## Cite this page Brandwave. "Azure Data Factory vs Fivetran: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/etl-tools/compare/azure-data-factory-vs-fivetran This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/etl-tools/compare/azure-data-factory-vs-fivetran. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.