Canonical entities and grains
Metric Hive models accounts, sources, campaigns, ads, orders, order lines, products, customers, and dates as explicit business entities with defined reporting grains.
Quick take
Funnel is broad. Metric Hive is governed by design.
This comparison is not about pretending Funnel is weak. Funnel has a broad connector catalog and mature marketing data workflows. The question is whether your team wants an established data hub with plan gates, or an earlier-stage semantic-layer-first product where the governed data model and readiness boundaries are visible from the start.
| Decision area | Metric Hive | Funnel |
|---|---|---|
| Architecture | Semantic-layer-first marketing and commerce intelligence with canonical entities, grains, metrics, and guarded query datasets. | Legacy marketing data hub focused on collecting, storing, modeling, harmonizing, reporting, exporting, and measuring marketing data. |
| Pricing model | A published monthly usage framework separates sources and optional capabilities. Pricing does not prove that a module or destination is enabled for an account. | Starter and Business annual starting prices, custom Enterprise pricing, Flexpoints capacity, and quote/add-on measurement modules. |
| Measurement | MMM and MTA have substantial implementation, but remain non-sellable and limited to educational readiness or a controlled pilot until release gates pass. | Measurement is not available on Starter and is listed as request-quote or add-on behavior in public pricing. |
| Exports | Destination adapters and registry-eligibility rules exist, but live customer exports require a readiness review and successful destination smoke test. | Warehouse exports are documented as raw-style exports for some cases; formula custom metrics cannot be exported to a warehouse. |
Semantic layer
Harmonization is not the same as a governed metric contract
Funnel now describes a semantic layer. Public Funnel pages frame it around marketing data harmonization, field mapping, smart fields, business rules, naming conventions, budget mapping, and transformations. Metric Hive uses the semantic layer as the contract every surface must preserve.
Metric aggregation behavior
Metrics carry additive, derived, or non-additive behavior so ROAS, MER, CAC, margin, revenue, spend, and contribution profit are not blindly rolled up.
Query-safe datasets
Frontend pages select approved fields, filters, views, and export modes. Table names, joins, tenant identity, and semantic relationships stay in backend contracts.
Export contract and eligibility
Destination adapters are designed to preserve modeled meaning, but registry eligibility is not proof that a live customer export is enabled. Availability is confirmed per destination and account.
Pricing
Use this page when Funnel pricing feels hard to forecast
Funnel publishes starting points, but the final number can depend on plan level, Flexpoints, connector needs, add-ons, measurement scope, and enterprise requirements. Metric Hive publishes a different usage framework, while keeping release and account-readiness gates separate from price.
Starts high before add-ons
Funnel Starter publicly starts at $300/month billed annually, and Business starts at $600/month billed annually before custom Enterprise behavior and measurement add-ons.
Business and Enterprise gates
Funnel gates many connectors, export options, custom integrations, governance, roles, audit logs, data center options, and support commitments behind higher plan levels.
Published economics are not availability
Metric Hive publishes intended usage economics separately from product readiness. Export, commerce, and measurement access must still be confirmed for the account.
Fit
When to choose Metric Hive or Funnel
The right answer depends on whether you need a mature data hub now or want to evaluate an inspectable semantic contract with explicit readiness boundaries.
Choose Metric Hive when
You want canonical metric definitions, public source mappings, declared report grains, and a readiness review that separates implemented contracts from customer-enabled capabilities.
Choose Funnel when
You primarily need an established marketing data hub with a very large connector catalog, mature agency workflows, and enterprise services attached to a plan and quote model.
Metric Hive is not right when
You need broadly enabled destinations, production-ready MMM or MTA, turnkey commerce-profit workflows, or a mature agency portal today and cannot accept a controlled pilot or readiness gate.
Source notes
Refresh these sources before publishing changes
Competitor pricing and packaging can change. Re-check these public pages before major copy edits or paid search campaigns.
Inspect the contract before comparing access
Review the public semantic contracts first, then confirm connector, destination, commerce, and measurement readiness for the account you would actually use.