18 Top Salesforce Marketing Cloud (Datorama) Competitors in 2024 | Full Features and Pricing

We shortlisted 18 Salesforce Marketing Cloud alternatives for three use cases: Marketing Reporting, Data Pipelines & ETL, and Best Overall. Compare pricing and features.
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18 Top Salesforce Marketing Cloud (Datorama) Competitors in 2024 | Full Features and Pricing

We shortlisted 18 Salesforce Marketing Cloud alternatives for three use cases: Marketing Reporting, Data Pipelines & ETL, and Best Overall. Compare pricing and features.

Many Salesforce Marketing Cloud (formerly Datorama) users report that the software is:

  • Expensive: The pricing model is steep, posing a significant financial challenge for small and medium-sized businesses. While larger companies might justify the expense with the platform's features, it remains a tough sell for smaller operations.
  • Slow: Performance varies wildly, with the platform often dragging, especially when managing complex processes in the journey builder. These slowdowns can be a major source of frustration.
  • Clunky and Difficult: Salesforce Marketing Cloud is cumbersome and unintuitive, demanding extensive training. It's more like navigating a tech labyrinth than using a marketing tool, making it tough for everyday marketers to use efficiently.

In this article we’ve rounded up 18 Salesforce Marketing Cloud competitors that eliminate these pain points. They’re easier, faster, and come with more useful features for marketers and non-techies.

We want you to find the best software, so we carefully analyzed different tools for different use cases and industries. 

Whether you’re a marketing agency, enterprise, or anywhere in between, you’ll be able to find one that fits your needs.

Jump ahead

  1. 7 Best Overall Salesforce Marketing Cloud Alternatives
  2. 7 Salesforce Marketing Cloud Alternatives for Marketing Reporting
  3. 4 Salesforce Marketing Cloud Alternatives for Data Pipelines & ETL

💡 Our Selection Process

To come up with this list of Salesforce Marketing Cloud alternatives, we did three things:

1. We first got to know Salesforce Marketing Cloud well – its top features, pros and cons, pricing, and what users are saying about it online.

2. Then, we selected alternative tools based on their unique use cases, top features, and popularity among different target audiences.

3.We then categorized them according to their use case: best overall, marketing reporting, or data pipelines and ETL.

7 Best Overall Salesforce Marketing Cloud (Datorama) Competitors - Quick Summary

Here are the 7 best alternatives that have similar features as Salesforce Marketing Cloud but are easier to use:

  1. Adriel - A Great Marketing Intelligence Software for Easy Marketing Analytics & Reporting
  2. Domo - Best for Unified Data Analytics
  3. Datorama - Best One-Stop Solution for Marketing Analytics
  4. TapClicks - A Great Business Intelligence Tool for Simple Analytics
  5. Grow.com - A Great Business Intelligence Software for Non-Techies
  6. Tableau - A Great Business Intelligence Software for Advanced Data Visualization
  7. Trevor.io - A Great Data Analytics Tool for Self-Serve Analytics

1. Adriel - Best for Easy Marketing Analytics & Reporting

Adriel is a marketing intelligence platform that collects, analyzes, and visualizes data from 650+ sources. 

The best way to describe Adriel is as a marketing command center. It offers so much more fun and advanced features for marketers to truly save time, stay on top of their campaigns, and optimize ROAS. 

Here’s what you’ll be able to do on Adriel:

✅ Create dashboards in minutes: We want to make your life as easy as possible so we built over 27 dashboard templates. Just grab one, and go. 

✅ Manage all your campaigns in one place: Adriel doesn’t just report on metrics, you can also edit all your campaigns across every platform directly on your dashboard. Reallocate budgets or stop money-leaking campaigns without having to jump from one platform to another. 

✅ Customize both dashboards and reports: Agencies will love this—on Adriel, you can whitelabel both your live dashboards and reports with your own brand colors and logos. 

✅ Optimize ROAS: When you’re managing multiple ad campaigns, it can be difficult to optimize spend and ROAS. To eliminate the guesswork, our Marketing Mix Optimizer (MMO) analyzes campaign performance on your behalf.

It then automatically reallocates ad spend from money-sucking campaigns to cash cows. 

✅ Get real-time alerts: Adriel sends you real-time alerts when KPIs trend up or down. You can also choose how you want to be notified - via email or mobile app. 

We also have a goal pacing feature which you can use to gauge how close you are to reaching goals. 

✅ Get ad creative insights: Adriel centralizes all your creative data and tells you keywords, emojis, and colors that resonated best with your audience.  

Use these insights to create better ad copy and creative images that maximizes ROAS. This is unique ONLY to Adriel.

Setting up is a breeze on Adriel. All you have to do is:

  1. Select a data source from a drop-down menu.
  1. Choose a ready-made template to build your dashboard. Or, use drag-and-drop widgets to design your own.
  2. Adriel will automatically clean your data and show you key metrics on the dashboard.

Absolutely no coding or technical know-how required. If you need help, one of our dedicated Customer Success Managers will guide you through the process.

Top 5 Features

  • 650+ data integrations: Adriel connects with ALL your advertising, social media, email, SEO, and eCommerce channels. Explore all integrations here. If you don’t see an integration you need, we can build one for you.
  • Real-time data refresh: The metrics on your dashboard are updated in real-time. No data lags.
  • Custom alerts: Set up real-time alerts to notify you when KPIs trend up or down. You can get alerts via email, mobile app, or on the dashboard.
  • Native campaign management: Edit your campaigns right from Adriel’s dashboard. Reallocate budget, turn campaigns on/off, and schedule ad creatives. Adriel pushes changes to your ad platform automatically. 
  • Custom dashboards and reports: Design both reports and live dashboards.
  • Ad creative insights: Analyze and A/B test your ad creatives right on Adriel’s dashboard. Find out which colors, keywords, and emojis drive the highest engagement, and use them in your future ads.


Hear from marketing agencies and brands who love Adriel:

Read the full case study here.
Read the full case study here.


Adriel’s pricing starts from $299/month. Please contact us for a custom pricing plan.

So, how does Adriel compare to Salesforce Marketing Cloud? Let’s find out.

Adriel vs. Salesforce Marketing Cloud - Feature Comparison

Here’s a snapshot of how Adriel compares to Salesforce Marketing Cloud:

Get the full comparison here.

Compared to Salesforce Marketing Cloud, Adriel is:

  • More comprehensive: 650+ data integrations vs. 174
  • Easier to set up: You can get your dashboard up and running in less than a week on Adriel.
  • Intuitive: On Adriel, you can create a dashboard in a few seconds using one of our pre-made templates.
  • Accurate: We offer custom metrics and data blending to make sure your metrics and KPIs are laser accurate. 
  • Less expensive: You can get started with Adriel at $299/month for 10 data connections, 3 user seats, and unlimited dashboards.

Grab a demo and our Customer Success Manager will help you set up the perfect dashboard.

2. Domo - Best for Unified Data Analytics

Domo is an all-in-one data “experience” platform. It pulls in data from 1000+ sources (Domo calls them “Business Apps”) through low-code or no-code connectors. 

These Business Apps work two-way, meaning you can not only get data from them but also push automations and triggers to execute actions in them.

Domo’s dashboard is also very interactive and comes with custom data views and advanced visualizations. You can slice and dice your data any way you’d like to get deeper insights. 

Another useful feature of Domo is its custom alerts. You can determine how and when you want to be notified when goals are reached or new issues pop up. 

Top 5 Features

  • 1000+ data integrations
  • Real-time data updates across marketing channels
  • Customizable dashboards and interactive visualizations
  • Advanced AI framework for scalable data analysis
  • Custom alerts and mobile app

Pros and Cons


  • Simplifies data management with a unified platform.
  • Enhances decision-making with real-time insights.
  • Offers a broad range of data connectors for comprehensive integration.
  • Custom alerts notify you instantly when something changes.


  • Can be costly, especially for smaller companies.
  • A steep learning curve and below par customer service.
  • Lags may occur during peak usage times.
  • New feature rollout can be slow.



Domo offers a free plan with limited capabilities. Here’s a detailed breakdown (as of March 2024):

3. Datorama - Best One-Stop Solution for Marketing Analytics

Datorama (now known as Marketing Cloud Intelligence) is a powerful one-stop solution for multichannel marketing analytics. 

With its analytics suite, you can easily map and harmonize data from 170+ platforms to get a complete picture of marketing performance. 

It also offers a powerful AI feature called “Einstein Marketing Insights”. 

With Einstein, you can select a KPI you want to improve and track changes 24/7. Einstein also gives you suggestions on how to reduce spend or which ad creatives performed well and why. It looks at all your data and ranks insights on what’s driving the most engagement.

As part of the Salesforce ecosystem, it’s easy to use Datorama together with other products like Tableau and Data Cloud. 

Top 5 Features

  • 174+ data integrations
  • Easy integrations with other Salesforce products
  • AI-powered insights and automations
  • Native Slack integration to push insights and alerts
  • A dedicated training program called "Trailhead"

Pros and Cons


  • Brings all marketing data into one centralized report.
  • AI insights and suggestions to optimize ad campaigns and reduce spend
  • Visualize and export your data in Tableau with a “clicks note code” native integration
  • Custom alerts pushed to Slack


  • Initial setup and data connection can be complex
  • Overwhelming dashboard interface
  • There can be challenges with API integration for third-party products
  • Occasional lags when accessing data



Marketing Cloud Intelligence offers three main plans based on users.Here’s a detailed breakdown (as of March 2024):

All licenses come with a free ‘Standard Success Plan’ which includes online learning and community access. 

If you want 24/7 support, expert coaching, or designated account manager, you’ll need to opt for more expensive plans.

4. TapClicks - Best for Simple Analytics and Reporting

TapClicks is a comprehensive reporting tool for marketing agencies. 

You can easily connect to most key marketing channels like social media, PPC, and SEO. This helps you see how well your marketing is working in one place.

TapClicks also comes with a useful feature for agencies called “TapOrders”. It’s a client management dashboard to keep track of all your client details, budgets, and objectives. 

The platform is user-friendly and comes with drag-and-drop features. 

You can also create different dashboard views for different users (e.g. data analyst, clients) to make sure they’re getting only the insights they need. 

Top 5 Features

  • 200+ data integrations
  • Customizable dashboards with a drag-and-drop interface
  • Real-time data updates for timely decision-making
  • Automated reporting features to streamline processes
  • Mobile access to manage campaigns on the go

Pros and Cons


  • Highly customizable for reporting and order management.
  • Strong reporting scheduler feature.
  • Great customer service.
  • User-friendly interface, facilitating the creation of advanced dashboards.


  • Can be complex to set up, especially for custom calculations.
  • Some issues with data import accuracy.
  • The platform’s UI can be non-intuitive and occasionally slow.
  • The integration process can sometimes be lengthy.



Not publicly available.

5. Grow.com - Best No-code Business Intelligence Platform

Grow.com is a no-code business intelligence (BI) platform built for non-techies. It combines ETL, data warehousing, and visualization in one platform. 

You can pull in info from different places, like your CRM or marketing tools, and see it all in one place.

Grow is very easy to use while still supporting advanced data analytics like predictive modeling. Anyone in the organization can start building dashboards without technical skills and background. 

You can also reach out to their 24/7 customer support team if you find yourself in a jam. 

Top 5 Features

  • 150+ data integrations
  • No-code platform, easy for non-technical users
  • Real-time data refresh 
  • Customizable dashboards and reporting tools
  • User-friendly interface for straightforward data visualization

Pros and Cons


  • Simplifies data integration from various sources.
  • Offers real-time updates for immediate decision-making.
  • User-friendly, suitable for users without technical expertise.
  • Customizable reporting aligns with specific business needs.


  • May have limitations in handling extremely large datasets.
  • Integration might be challenging with some non-standard data sources.
  • Advanced features might require a learning curve for new users.
  • Dependence on internet connectivity for accessing real-time data.



Not publicly available.

6. Tableau - Best for Advanced Data Analytics and Visualization

Tableau is a business intelligence and data visualization tool. You can connect to 100+ data sources and easily get insights from the data. 

Tableau offers a variety of powerful data analytics features like:

  • Tableau Desktop: for creating dashboards. You can use interactive visuals like dynamic charts and heat maps to make sense of large datasets.
  • Tableau Server: for sharing insights across teams.
  • Tableau Cloud: a fully-hosted, cloud-based data analytics tool.
  • Tableau Prep Builder: for preparing, cleaning, and transforming data.

Tableau also integrates with Einstein Analytics: an AI recommendation engine. It gives you suggestions on how to improve your marketing performance and boost ROI. 

 Top 5 Features

  • 100+ data integrations
  • User-friendly interface with drag-and-drop function
  • Customization options for tailored dashboards and reports
  • High-performance analytics, even with large datasets
  • Mobile app

Pros and Cons


  • Powerful data handling and visualization tools.
  • Easy to use for creating calculated values and visualizations.
  • Supports Python for customized visualizations.
  • Active user community for support and resources.


  • Relatively expensive, especially for small businesses.
  • Steep learning curve for new users and advanced features.
  • Limited data cleaning capabilities; struggles with uncleaned data.
  • Some limitations in data modeling and dictionary capabilities.



Tableau offers different pricing tiers for data analysts, editors, and viewers, starting from as low as $15 per month. But the final cost can be anywhere between $5000-$6000 when combined with implementation and maintenance fees.

Here’s a breakdown (as of March 2024):

7. Trevor.io - Best for Self-Serve Data Analytics

Trevor is a data analytics tool that lets your whole team easily get answers from your database, no SQL skills needed. 

The platform offers two main tools:

  • SQL editor: This is for technical teams to directly search and look at data in databases. 
  • Query Builder: This is for non-technical teams to dig into data, create dashboards, and set alerts. 

Trevor connects to many databases like Postgres, MySQL, and more. You can easily send relevant data, alerts, and reports to the tools you’re already using.

It also offers no-code embedded dashboards to share insights with teams. 

Top 5 Features

  • Easy SQL tool to query databases
  • Simplifies report creation for non-technical users
  • Embeddable dashboards with a variety of tools
  • Automated notifications for data changes
  • Connects with various databases seamlessly

Pros and Cons


  • Easy and fast set up and dashboard-building
  • Enterprise-grade security
  • Helpful customer support team
  • Flat-rate pricing for dashboards


  • Their dashboard tool is still in Beta – dashboards look less refined compared to other established BI tools
  • No white labeling available
  • Limited widgets and chart types available 



Trevor’s pricing is based on “credits”, which are economic units you can use to run queries. 

It’s free for up to 3000 credits, but the pricing scales as you use more. For instance:

  • 5000 credits = $75/month
  • 8000 credits = $120/month
  • 12000 credits = $190/month

Or, you can opt for the “Plus” plan which includes unlimited users and a self-hosted option for $500/month.

7 Salesforce Marketing Cloud Competitors for Marketing Reporting

If you’re an agency or a marketing team and you’re looking for an easy and affordable reporting tool, here are our top picks:

  1. Adriel BI - Best for Multichannel Visualization and Reporting
  2. Opteo - Best for Google Ads Reporting and Management
  3. Klipfolio - Best for Self-Serve Data Visualization
  4. Whatagraph - Best for Simple Cross-Channel Marketing Reporting
  5. Dashthis - Best for Easy Marketing Reporting with Personalized Support 
  6. Geckoboard - Best for Reporting KPIs with Teams
  7. AgencyAnalytics - Best for Marketing and SEO Agency Reporting

1. Adriel BI - Best for Multichannel Visualization and Reporting

Adriel BI is a powerful tool that lets you see and manage your ad data from over 650 channels in one place. 

You can easily connect your ads or upload spreadsheet data without any coding. The dashboard shows you key metrics and tracks ad performance in real-time, comparing different ads, campaigns, and platforms. 

It's user-friendly with drag-and-drop features and ready-made templates, yet offers the power of more complex BI tools. 

Adriel also provides creative insights to improve your ad campaigns and customizable reporting options. 

When the time comes for reporting, you can simply download a PDF version or share links to the live dashboard.

Top 5 Features

  • 650+ data integrations
  • Real-time data refresh
  • Custom alerts to stay on top of campaigns 24/7
  • Whitelabel both dashboards and reports
  • Ad creative insights

Pros and Cons


  • No-code data connectors lets you set up your dashboard in less than a week
  • Easy to design the dashboard using drag-and-drop widgets and templates
  • Customizable dashboards and reports
  • Get unique ad creative insights that you can’t get anywhere else


  • More catered towards ad management, not for advanced data analytics



Adriel's pricing model was built with marketing agencies in mind and is a lot leaner than other marketing intelligence tools. 

At $299 per month, you can connect to ALL 650+ data sources and build and share unlimited dashboards and reports.

Here’s a full breakdown (as of March 2024):

2. Opteo - Best for Google Ads Reporting and Management

Opteo is a complete toolkit for Google Ads reporting.

Once your Google Ads accounts are connected, Opteo continuously monitors campaign performance. When something comes up, it suggests an ‘Improvement’ that can be pushed live to your account in a few seconds.

For example, if your ad spend went over budget for a campaign, you can instantly reduce spend or pause the campaign on Opteo’s dashboard. This change is pushed live to Google Ads automatically. 

Opteo offers 40 different ‘Improvement’ types ranging from adjusting bids, adding new keywords, or A/B testing ad creatives. 

Top 5 Features

  • Automated recommendations for PPC campaign optimization
  • User-friendly interface and tutorial system
  • Continuous monitoring of Google Ads accounts
  • Quick implementation of changes via the native platform
  • Ad creative insights

Pros and Cons


  • Saves significant time on manual optimizations
  • Easy to use, even on mobile devices
  • “Smart” recommendations to improve Google Ads performance
  • Offers excellent customer service


  • Only available for Google Ads - not suitable for those with campaigns on other channels.
  • Pricing structure can be expensive for small businesses or individuals with limited advertising budgets
  • Occasional platform lags or glitches



Opteo’s pricing is based on advertising spend and user accounts. Here’s a detailed breakdown (as of March 2024):

3. Klipfolio - Best for Self-Serve Data Visualization

Klipfolio is a two-in-one dashboard software for self-serve data visualization and analytics. 

Its “plug-and-play” system facilitates integration with 130+ data sources without requiring any codes. If you don’t see a native integration, you can use their REST/URL option to import your data.

Klipfolio offers two main products:

  • PowerMetrics: This is a self-serve metrics platform. Data teams use this to deliver a catalog of trusted metrics and straightforward analytics to other users in the organization. 
  • Klips: These are customizable dashboards. You can connect your data and use Excel-like formulas and functions to transform the data, perform calculations, and more. It also comes with 90+ dashboard examples to get inspiration from. 

Top 5 Features

  • Easy creation of complex dashboards.
  • Wide range of data source integrations.
  • User-friendly “plug-and-play” system.
  • Variety of customizable dashboard templates.
  • Excellent customer support and continuous feature updates

Pros and Cons


  • Simplifies the monitoring of various metrics
  • No coding needed for many integrations
  • User support is highly praised
  • Continuously adding new features


  • Learning curve can be steep for new users.
  • Some technical knowledge required for advanced customization
  • Occasionally, instructional materials may be outdated
  • Certain limitations in terms of “intelligent” data analysis



Klipfolio offers two different pricing plans: one for PowerMetrics and one for Klips. Here’s a detailed breakdown (as of March 2024):



4. Whatagraph - Best for Simple Cross-Channel Marketing Reporting

Whatagraph makes it easy to connect, visualize, and share your marketing data in one place. It brings in data from 45+ channels and turns it into easy-to-understand metrics. 

Whatagraph also offers a wide range of templates so you can instantly visualize your data. You can either create dashboards and reports, or standalone graphs, charts, funnels, or tables.

You can then share these visualizations in four different ways:

  • Share links to live dashboards
  • Create email templates with report PDFs
  • Export into spreadsheets
  • Move marketing data to a warehouse like BigQuery 

Top 5 Features

  • 45+ data integrations
  • No-code transformations to blend, unify, aggregate, and group your data
  • Easy and intuitive user interface
  • Wide range of plug-and-play dashboard templates and hundreds of visualization widgets
  • Shareable links to interactive live dashboards

Pros and Cons


  • Intuitive and easy to use.
  • Regular addition of new integrations.
  • Visually appealing report layouts.
  • Automated and customizable reporting features.


  • Occasional backend UI and data pulling issues.
  • Some limitations in design customization.
  • Challenges with certain integrations and data connections.
  • User interface improvements needed for easier file and folder management.



Whatagraph’s pricing is based on the number of user seats and data sources you want to connect to. Here’s a full breakdown (as of March 2024):

5. Dashthis - Best for Easy Marketing Reporting with Personalized Support 

Dashthis is an automated and easy-to-use marketing report tool. It takes a no-frills approach, offering just the right amount of features that marketers need.

You can connect to 30+ data sources natively or import your own data using a CSV File Manager. 

Dashthis is well-known for their exceptional customer support.

Instead of leaving you to figure out the platform for yourself, Dashthis offers personalized support. Their “Business” ($289/month) and “Standard” ($449/month) plans come with:

  • A dedicated customer success specialist
  • Personalized onboarding
  • Priority support
  • 1-on-1 screen sharing screens
  • Email support 

Top 5 Features

  • 30+ data integrations
  • Simple CSV File Manager to import data
  • User-friendly interface for straightforward reporting
  • Preset widgets for easy report building
  • Excellent customer support

Pros and Cons


  • Simplifies digital marketing reporting.
  • Wide range of data integrations.
  • Dedicated, hands-on customer support.
  • Easy-to-use and efficient for various reporting tasks.


  • Some limitations in dashboard customization.
  • Occasional challenges with widget editing.
  • Users may desire more advanced features.
  • Certain integrations require additional setup.



Dashthis’ pricing is based on the number of dashboards, advanced features, and the level of customer service you need. Here’s a gist (please go to their official website for more information):

6. Geckoboard - Best for Reporting KPIs with Teams

Geckoboard specializes in building and sharing KPI dashboards within teams. 

You can simply connect to over 90+ data sources and use the drag-and-drop interface to design a dashboard. If you don’t see an integration you need, the Geckoboard team can build it for you via Zapier or their custom API. 

You can then share this dashboard with your team in multiple ways:

  • Send a sharing link
  • Display on TV
  • View on mobile
  • Schedule snapshots for email and Slack

Geckoboard is designed to be easy to use so anyone in the organization can just read insights right away. You can also start creating dashboards in a few minutes using dashboard examples. 

For instance, below is a dashboard example for Support teams:

Top 5 Features

  • 80+ data integrations
  • Easy plug-and-play dashboard examples
  • User-friendly, drag-and-drop dashboard interface
  • Status indicators for highlighting key metric changes
  • Easy dashboard sharing options, including TV displays

Pros and Cons


  • Super easy to set up.
  • Integrates with the marketing channels you need.
  • Customizable dashboards with no coding needed.
  • Excellent for visualizing and sharing data across teams.


  • Some technical knowledge may be required.
  • Limited "intelligent" data analysis capabilities.
  • Limited customization options.
  • Occasional lags or glitches during data processing.



Geckoboard’s pricing is affordable for most companies and teams. Here’s a detailed breakdown (as of March 2024):

7. AgencyAnalytics - Best for Marketing and SEO Agency Reporting

AgencyAnalytics is a user-friendly marketing reporting platform built for agencies. It offers 80+ data integrations, including SEO, social media, and PPC channels. The dashboard is also easy to use with drag-and-drop features. 

A unique feature of AgencyAnalytics is auto report-generation. You can schedule when and how you want to send reports. 

AgencyAnalytics also offers a full suite of SEO tools to streamline your SEO or content agency. You can track rankings daily, monitor backlinks, perform SEO audits, and more on the platform. 

Top 5 Features

  • 80+ data integrations
  • User-friendly interface with drag-and-drop widgets and tables
  • White labeled reports with client’s branding
  • Comprehensive SEO analysis tools
  • Automated report generation

Pros and Cons


  • Easy to use – no coding required.
  • Auto report generation saves time. 
  • Detailed and beautiful reports.
  • Fast and responsive customer service.


  • Doesn’t come with advanced data analytics features.
  • No custom alerts – hard to keep track of campaigns. 
  • No ad creative insights.
  • Can get expensive as your agency scales.



AgencyAnalytics offers three levels of pricing: Freelancer, Agency, and Enterprise. 

But you’ll need to add on extra tools like Rank Tracker. 

Here’s a summary (please go to their official website for more information):

4 Salesforce Marketing Cloud Competitors for Data Pipelines & ETL

If you’re looking for a specific ETL (Extract, Transform, Load) solution to maintain your data pipelines, we’ve got you. Here are the 4 best ones in the market:

  1. Adriel DataStream - Best for Easy Data Transforming and Exporting
  2. Supermetrics - Best for Moving Data into Analytics Tools
  3. Funnel.io - Best for Granular Data Insights
  4. Improvado - Best for AI-Powered Data Insights

1. Adriel DataStream - Best for Easy Data Transforming and Exporting

Adriel DataStream makes it easy to connect, harmonize, and export your data, whether you're a data analyst, marketer, or an agency owner. 

It works in 3 ways:

  • Connect your data using 650+ pre-built connectors
  • Adriel DataStream harmonizes your selection of dimensions and metrics, getting it ready for export.
  • Export your data easily to platforms you already use, like Google sheets, databases, or Looker Studio

Adriel DataStream is designed to be simple and save you time. This entire process takes minutes, not hours. 

Top 5 Features

  • 650+ pre-built data connectors
  • Quick and simple data integration without coding.
  • Accurate data processing for consistency.
  • Real-time data streaming to dashboards and tools.
  • Flexible exporting to preferred analytics platforms.

Pros and Cons


  • Designed to be easy to use for anyone, even if you don’t have any technical background
  • Real-time data streaming enhances immediate analysis.
  • Flexible export options to various analytics tools.


  • May lack some advanced customization features.
  • Certain data connectors could require additional setup.


Read the full case study here.


Adriel’s pricing includes three main tools:

  • Adriel BI: a no-code data visualization tool for multichannel reporting
  • Adriel DataStream: a data pipeline ETL platform
  • AdOptimize: AI-powered suggestions and insights to boost ad ROI

2. Supermetrics - Best for Moving Data into Analytics Tools

Supermetrics is a popular data pipeline ETL platform. 

It moves data from 150+ marketing and sales platforms into your reporting and analytics tools. 

It’s important to note that Supermetrics itself does not offer any visualization options. It merely cleans and transports your data into third-party tools. This includes:

  • Spreadsheets: Google Sheets, Excel
  • Business intelligence software: Looker Studio, Tableau
  • Data integration: Google BigQuery, Snowflake
  • Collaborative work: Monday.com

Essentially, it acts as a “part-time data engineer” as one user online called it.

Top 5 Features

  • 150+ data integrations
  • Real-time, automatic data refreshers
  • Custom reports in your favorite reporting tool
  • User-friendly interface for easy setup and use
  • Automated data collection and updating for current insights

Pros and Cons


  • Stable and easy integrations with multiple platforms.
  • Easy to pull data and manage connections in BigQuery.
  • Guided templates for quick-start.
  • Helpful customer service.


  • Slow performance when datasets get too large. 
  • Issues reported with data accuracy and transfer reliability.
  • Complicated set up process.
  • Pricing can increase significantly with additional data sources.



Pricing varies according to the destination you want to move your data into. If you have multiple sources and destinations, you can expect to pay around $2000/month.

3. Funnel.io - Best for Granular Data Insights

Funnel is a data hub to connect, store, organize, and share all your marketing data. 

With 500+ data integrations, it’s one of the more comprehensive integration libraries in the market. You can get data from multiple ad accounts and channels, and extract it into a dashboard, spreadsheet, or warehouse in minutes.

Funnel is also highly customizable. 

Within its Data Explorer, you can segment and group your data using dimensions and filters. This is great to delve into your marketing data effortlessly and uncover valuable insights. 

You can also create custom metrics for more accurate reporting. 

Top 5 Features

  • 500+ data integrations
  • Easy setup and no-code data connections
  • Custom metrics for more accurate reporting
  • Real-time data refresh
  • Helpful customer support team 

Pros and Cons


  • Simplifies marketing data integration across platforms.
  • Time-efficient with reduced manual data handling.
  • Reliable and easy to implement.
  • Valuable for tracking marketing ROI and performance metrics.


  • Limited in terms of unique metrics availability.
  • May experience issues with data download sources.
  • Cost builds up with more data sources and destinations.
  • Slight learning curve in understanding all functionalities.



You can get started with Funnel for free for three connectors and one destination. 

The Business plan starts from $1100/month (billed annually). But if you need more connectors and destinations, it can cost up to $3000/month.

4. Improvado - Best for AI-Powered Data Insights

Improvado is an ETL platform that collects data from 500+ sources and translates it into business-ready insights. You can then load these insights into any destination of your choice. 

What sets Improvado apart from other ETL tools is its new “AI Agent”. It’s like having your own personal marketing analyst.

You can ask the AI any questions you have about your marketing data, and it will give you summarized, succinct answers in seconds. 

The AI also constantly monitors your ad data and alerts you when KPIs trend up or down, or when your campaigns are over the budget. It also uses multi-touch attribution models to link marketing spend back to revenue. 

Top 5 Features

  • 500+ data integrations
  • Powerful AI feature for advanced data analysis
  • Helpful and fast customer support for set up and troubleshooting
  • Alerts for when KPIs trend up or down
  • Ad spend management

Pros and Cons


  • Streamlines integration from numerous marketing platforms.
  • AI-enhanced analytics for deeper insights.
  • Comprehensive support and flexible data handling.
  • Time-efficient, reducing manual data tasks.


  • Comparative data analysis across platforms can be challenging.
  • Higher cost, potentially burdensome for smaller organizations.
  • User interface may be complex for some.
  • Reliance on customer support for intricate configurations.



Not publicly available

Salesforce Marketing Cloud (Datorama) Competitors FAQs

Have questions about Salesforce Marketing Cloud? We answered them below:

What is Datorama called now?

Datorama is now known as Salesforce Marketing Cloud. It was rebranded after being acquired by Salesforce to become part of their extensive suite of marketing tools.

What is the difference between Tableau and Datorama?

Tableau and Datorama (now part of Salesforce Marketing Cloud) cater to different needs within the data analytics and visualization space:


Tableau is a general data visualization tool used across various industries for deep data exploration and creating complex, interactive dashboards.

Datorama focuses specifically on marketing analytics, helping marketers consolidate and analyze campaign data from multiple sources.

User Base:

Tableau serves data analysts and BI professionals across diverse sectors.

Datorama targets marketers and marketing agencies, integrating marketing data for performance tracking and optimization.


Tableau supports a wide range of data sources and offers extensive visualization capabilities for detailed data analysis.

Datorama offers marketing-specific tools like AI-powered insights and is integrated with Salesforce, enhancing its CRM capabilities.

How to choose the right Salesforce Marketing Cloud alternative for your company?

We recommend reading our list thoroughly, shortlisting 5 tools, and booking a product demo with their sales team. 

Head into the product demo with your own list of needs, use cases and outcomes—and give each tool a score based on how well they serve your needs.

Other choice considerations include:

  • Price
  • Data privacy
  • Quality of customer support
  • Community & templates to help
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