Brandwave

Funnel vs Supermetrics:Which is more popular?

In September 2026, Funnel had more branded searches than Supermetrics among marketing data integration platforms in New Zealand. Funnel had about 2,420 branded searches, while Supermetrics had 170. Funnel made up 77.1% of all marketing data integration platform searches we track, and Supermetrics accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about marketing data integration platforms, Funnel and Supermetrics each appeared in four of the five answers. Funnel and Supermetrics were each mentioned first in two of the four answers.

Among marketing data integration platforms in New Zealand in September 2026

Who do people search for more?

Funnel, about 14 searches for every 1 for Supermetrics

Funnel 2.4K searchesSupermetrics 170 searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Funnel in 4 of 5Supermetrics in 4 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Funnel first in 2Supermetrics first in 2

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Top marketing data integration platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Funnel and Supermetrics were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Funnel and Supermetrics were each listed first in two of the four answers.

Most recommended by AI

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

  1. Funnel1st
  2. Supermetrics2nd
  3. Fivetran3rd
  4. Windsor.ai4th
  5. Adverity5th
  6. Improvado–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Funnel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supermetrics4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Windsor.ai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fivetran2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adverity1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Improvado0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about marketing data integration platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Funnel or Supermetrics more popular in search?

This chart shows how often people search Google for Funnel and Supermetrics by name. Each line represents a brand's share of searches for all six marketing data integration platforms we track, month by month, from searches in New Zealand.

Funnel and Supermetrics among marketing data integration platforms in New Zealand, by month

Share of searches by month for Funnel, Supermetrics. The figures are in the table below the chart.

View monthly share of searches table
MonthFunnelFivetranWindsor.aiSupermetricsAdverityImprovado
Oct 202574.7%18.7%1.2%4.3%0.78%0.39%
Nov 202576.1%15%1.4%6.6%0.47%0.47%
Dec 202582.7%10.7%1%4.6%0.51%0.51%
Jan 202680.6%10.4%1%7%0.5%0.5%
Feb 202684.3%11.1%0.7%3.1%0.35%0.35%
Mar 202677.6%12.5%4.5%4.5%0.64%0.32%
Apr 202676.5%12.7%5.6%4.4%0.4%0.4%
May 202674.7%12.5%5.4%6.6%0.39%0.39%
Jun 202670.8%14.4%6.3%7.7%0.37%0.37%
Jul 202669.2%13.7%7.3%9%0.43%0.43%
Aug 202671.9%12%7.9%7.9%0.37%0%
Sep 202677.1%10.2%6.7%5.4%0.32%0.32%

How has the Funnel and Supermetrics comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand marketing data integration platforms in September 2026?

2 changes

  1. In September 2026, Funnel gained share of searches among marketing data integration platforms in New Zealand, from 71.9% to 77.1%.

  2. In September 2026, Supermetrics lost share of searches among marketing data integration platforms in New Zealand, from 7.9% to 5.4%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Funnel’s and Supermetrics’ 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.

Funnel

2 branded search terms

  • funnel io
  • funnel.io

Supermetrics

1 branded search term

  • supermetrics

How the Brand Demand Index is measured

Other head-to-heads among marketing data integration platforms

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