Brandwave

Azure Data Factory vs Fivetran:Which is more popular?

In September 2026, Azure Data Factory had more branded searches than Fivetran among data integration and ETL tools worldwide. Azure Data Factory had about 201,000 branded searches, while Fivetran had 49,500. Azure Data Factory made up 14.6% of all data integration and ETL tool searches we track, and Fivetran accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about data integration and ETL tools, Fivetran appeared in all five answers and Azure Data Factory in two. Fivetran was mentioned before Azure Data Factory in every answer.

Among data integration and ETL tools worldwide in September 2026

Who do people search for more?

Azure Data Factory, about 4 searches for every 1 for Fivetran

Azure Data Factory 201K searchesFivetran 49.5K searches

Who does AI mention more?

Fivetran, mentioned in every answer we collected

Fivetran in 5 of 5Azure Data Factory in 2 of 5

Who does AI recommend more?

Fivetran, named ahead of Azure Data Factory in every answer

Fivetran first in 5Azure Data Factory never first

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Top data integration and 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 two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fivetran was listed before Azure Data Factory in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Fivetran1st
  2. Airbyte2nd
  3. Informatica3rd
  4. Matillion4th
  5. AWS Glue5th
  6. Azure Data Factory6th
  7. dbt7th
  8. Talend8th
  9. Apache Airflow9th
  10. Domo10th
  11. +4 more

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
  • Informatica4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Matillion4 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
  • Talend3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Azure Data Factory2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Apache Airflow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AWS Glue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Domo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+4 more

See every answer about data integration and ETL tools

5 answers

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 Fivetran more popular in search?

This chart shows how often people search Google for Azure Data Factory and Fivetran by name. Each line represents a brand's share of searches for all 14 data integration and ETL tools we track, month by month, from English-language searches worldwide.

Azure Data Factory and Fivetran among data integration and ETL tools worldwide, by month

Share of searches by month for Azure Data Factory, Fivetran. The figures are in the table below the chart.

View monthly share of searches table
MonthDomoInformaticaAzure Data FactoryBoomiFivetranMuleSoftWorkatoApache AirflowAirbyteAWS GlueTalendMatilliondbtStitch
Oct 202528.1%28.1%12.5%6.9%4.6%4.6%3.1%3.8%2.5%2.5%1.7%0.76%0.62%0.18%
Nov 202527.6%27.6%12.4%8.3%3.7%4.5%3.7%3.7%2.5%2.5%1.7%0.91%0.61%0.18%
Dec 202535.7%23.9%10.7%8.7%3.2%3.9%3.2%3.2%2.1%2.1%1.8%0.64%0.64%0.15%
Jan 202631.9%26.1%11.7%7.8%3.5%4.3%3.5%3.5%2.3%2.3%1.6%0.86%0.57%0.13%
Feb 202628%28%12.6%8.4%3.8%4.6%3.8%3.1%2.5%2.1%1.7%0.75%0.62%0.18%
Mar 202629.4%29.4%13.1%7.2%3.2%3.9%3.2%3.2%2.2%2.2%1.4%0.79%0.65%0.16%
Apr 202632.6%26.7%12%6.6%3.6%4.4%3.6%3.6%2.4%2%1.3%0.72%0.59%0.14%
May 202633.6%27.5%12.3%6.8%3.7%3.7%3%3%2%1.7%1.4%0.6%0.6%0.14%
Jun 202635%23.4%12.8%7%3.9%3.9%3.9%3.2%2.1%1.7%1.4%0.77%0.77%0.15%
Jul 202630.7%25.1%13.8%9.2%3.4%4.1%3.4%3.4%2.3%1.9%1.2%0.68%0.83%0.13%
Aug 202635.5%23.8%13%8.7%3.2%3.9%3.2%2.6%1.8%1.8%1.2%0.64%0.64%0.1%
Sep 202632.7%26.7%14.6%8%3.6%3.6%2.9%2.4%1.6%1.6%1.1%0.59%0.48%0.12%

How has the Azure Data Factory and Fivetran comparison changed over the last 12 months?

3 findings

How did search popularity change for data integration and ETL tools worldwide in September 2026?

2 changes

  1. In September 2026, Azure Data Factory gained share of searches among data integration and ETL tools worldwide, from 13% to 14.6%.

  2. In September 2026, Fivetran rose from 6th to 5th among data integration and ETL tools worldwide.

How are branded searches counted?

2 search terms

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

1 branded search term

  • azure data factory

Fivetran

1 branded search term

  • fivetran

How the Brand Demand Index is measured

Other head-to-heads among data integration and ETL tools

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