Fivetran vs Informatica:Which is more popular?
In September 2026, Informatica had more branded searches than Fivetran among ETL tools worldwide. Informatica had about 368,000 branded searches, while Fivetran had 49,500. Informatica made up 53% of all ETL tool searches we track, and Fivetran accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about ETL tools, Fivetran appeared in all five answers and Informatica in three. Fivetran was mentioned before Informatica in every answer.
Who do people search for more?
Informatica, about 7 searches for every 1 for Fivetran
Who does AI mention more?
Fivetran, mentioned in every answer we collected
Who does AI recommend more?
Fivetran, named ahead of Informatica in every answer
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Top ETL tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fivetran appeared in all five answers. Informatica 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 Informatica in every answer.
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 Fivetran or Informatica more popular in search?
This chart shows how often people search Google for Fivetran 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, Fivetran. 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 Fivetran and Informatica comparison changed over the last 12 months?
3 findings
- Informatica was ahead of Fivetran in every measured month of the 12 months ending September 2026.
- 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.
- 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%.
Estimated monthly branded searches for Fivetran worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fivetran’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.
Fivetran
1 branded search term
- fivetran
Informatica
1 branded search term
- informatica
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