Azure Data Factory vs Informatica:Which is more popular?
In September 2026, Informatica had more branded searches than Azure Data Factory among ETL tools worldwide. Informatica had about 368,000 branded searches, while Azure Data Factory had 201,000. Informatica made up 53% of all ETL tool searches we track, and Azure Data Factory accounted for 29%. When we asked ChatGPT and Google AI Overviews about ETL tools, Azure Data Factory and Informatica each appeared in three of the five answers. Azure Data Factory and Informatica were each mentioned first in two of the four answers that named either.
Who do people search for more?
Informatica, about 83% more searches than Azure Data Factory
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top ETL tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Azure Data Factory and Informatica were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Azure Data Factory and Informatica were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Fivetran1st
Airbyte2nd
AWS Glue3rd
dbt4th- Informatica5th
Azure Data Factory6th
Matillion7th
Talend8th
Stitch–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Fivetran5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Airbyte5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AWS Glue4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- dbt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Informatica3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Azure Data Factory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Talend2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Matillion2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Stitch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ETL tools
5 answers
Asked ChatGPT
“Which ETL tool should I use?”
Asked ChatGPT
“What are the best ETL tools?”
Asked ChatGPT
“What's the best ETL tool for data pipelines?”
Searched Google, AI Overview
“etl tools”
Searched Google, AI Overview
“data integration tools”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Azure Data Factory or Informatica more popular in search?
This chart shows how often people search Google for Azure Data Factory and Informatica by name. Each line represents a brand's share of searches for all nine ETL tools we track, month by month, from English-language searches worldwide.
Share of searches by month for Informatica, Azure Data Factory. The figures are in the table below the chart.
View monthly share of searches table
| Month | Informatica | Azure Data Factory | Fivetran | Airbyte | AWS Glue | Talend | Matillion | dbt | Stitch |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.4% | 23.4% | 8.6% | 4.7% | 4.7% | 3.2% | 1.4% | 1.2% | 0.34% |
| Nov 2025 | 53.1% | 23.8% | 7.1% | 4.8% | 4.8% | 3.2% | 1.7% | 1.2% | 0.35% |
| Dec 2025 | 52.7% | 23.6% | 7.1% | 4.7% | 4.7% | 3.9% | 1.4% | 1.4% | 0.33% |
| Jan 2026 | 53.1% | 23.8% | 7.1% | 4.8% | 4.8% | 3.2% | 1.7% | 1.2% | 0.27% |
| Feb 2026 | 53.7% | 24.1% | 7.2% | 4.8% | 4% | 3.2% | 1.4% | 1.2% | 0.35% |
| Mar 2026 | 55.3% | 24.7% | 6.1% | 4.1% | 4.1% | 2.7% | 1.5% | 1.2% | 0.3% |
| Apr 2026 | 54.1% | 24.2% | 7.3% | 4.9% | 4% | 2.7% | 1.5% | 1.2% | 0.28% |
| May 2026 | 55.1% | 24.7% | 7.4% | 4.1% | 3.3% | 2.7% | 1.2% | 1.2% | 0.28% |
| Jun 2026 | 49.8% | 27.3% | 8.2% | 4.5% | 3.7% | 3% | 1.6% | 1.6% | 0.31% |
| Jul 2026 | 51% | 28% | 6.9% | 4.6% | 3.8% | 2.5% | 1.4% | 1.7% | 0.27% |
| Aug 2026 | 51.6% | 28.3% | 6.9% | 3.8% | 3.8% | 2.5% | 1.4% | 1.4% | 0.22% |
| Sep 2026 | 53% | 29% | 7.1% | 3.2% | 3.2% | 2.1% | 1.2% | 0.95% | 0.23% |
How has the Azure Data Factory and Informatica comparison changed over the last 12 months?
3 findings
- Informatica was ahead of Azure Data Factory 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, Informatica’s share of searches among ETL tools worldwide moved from 52.4% to 53%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for ETL tools worldwide in September 2026?
2 changes
In September 2026, Informatica gained share of searches among ETL tools worldwide, from 51.6% to 53%.
In September 2026, Azure Data Factory gained share of searches among ETL tools worldwide, from 28.3% to 29%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Azure Data Factory’s and Informatica’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
1 branded search term
- azure data factory
Informatica
1 branded search term
- informatica
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