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 in New Zealand. Azure Data Factory had about 880 branded searches, while Fivetran had 350. Azure Data Factory made up 64.7% of all data integration and ETL tool searches we track, and Fivetran accounted for 25.7%. 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 three. Fivetran was mentioned before Azure Data Factory in four out of five answers.
Who do people search for more?
Azure Data Factory, about 3 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 Azure Data Factory in 4 of 5 answers
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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 three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Fivetran was listed before Azure Data Factory in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Matillion5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Azure Data Factory3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Talend1 of 5Named in 0 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 data integration and ETL tools
5 answers
Asked ChatGPT
“Which ETL data integration tool should I use in New Zealand?”
Asked ChatGPT
“What are the best ETL data integration tools in New Zealand?”
Asked ChatGPT
“What's the best ETL data integration tool in New Zealand for a data team?”
Searched Google, AI Overview
“best etl tool”
Searched Google, AI Overview
“data pipeline tools”
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 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 six data integration and ETL tools we track, month by month, from searches in New Zealand.
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
| Month | Azure Data Factory | Fivetran | Airbyte | Talend | Matillion | Stitch |
|---|---|---|---|---|---|---|
| Oct 2025 | 54% | 29.4% | 8.6% | 4.3% | 1.8% | 1.8% |
| Nov 2025 | 56.7% | 26.8% | 7.1% | 4.7% | 2.4% | 2.4% |
| Dec 2025 | 63.7% | 20.4% | 8% | 5.3% | 1.8% | 0.88% |
| Jan 2026 | 63.2% | 19.3% | 9.6% | 4.4% | 2.6% | 0.88% |
| Feb 2026 | 54.5% | 26.5% | 7.6% | 5.3% | 3% | 3% |
| Mar 2026 | 58.3% | 27.2% | 7.3% | 4% | 1.3% | 2% |
| Apr 2026 | 56.7% | 26.8% | 9.4% | 3.9% | 1.6% | 1.6% |
| May 2026 | 55.8% | 27.1% | 9.3% | 3.9% | 2.3% | 1.6% |
| Jun 2026 | 55.4% | 31.5% | 6.9% | 1.5% | 2.3% | 2.3% |
| Jul 2026 | 58.1% | 27.4% | 8.1% | 1.6% | 2.4% | 2.4% |
| Aug 2026 | 56.7% | 27.6% | 7.9% | 3.9% | 2.4% | 1.6% |
| Sep 2026 | 64.7% | 25.7% | 3.7% | 2.9% | 2.2% | 0.74% |
How has the Azure Data Factory and Fivetran comparison changed over the last 12 months?
3 findings
- 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 data integration and ETL tools in New Zealand moved from 54% to 64.7%, and its estimated monthly branded searches held steady at 880.
- Across the 12 months ending September 2026, Fivetran’s share of searches among data integration and ETL tools in New Zealand moved from 29.4% to 25.7%, and its estimated monthly branded searches moved from 480 to 350.
How did search popularity change for New Zealand data integration and ETL tools in September 2026?
2 changes
In September 2026, Azure Data Factory gained share of searches among data integration and ETL tools in New Zealand, from 56.7% to 64.7%.
In September 2026, Fivetran lost share of searches among data integration and ETL tools in New Zealand, from 27.6% to 25.7%.
How are branded searches counted?
5 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
4 branded search terms
- fivetran
- fivetran data integration
- fivetran data pipeline
- fivetran etl
Other head-to-heads among data integration and ETL tools
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