20 Top Tableau Alternatives in 2024 | Full Features and Pricing

We shortlisted 20 Tableau alternatives for three use cases: marketing reporting, data pipelines, and data analytics. Compare pricing and features.
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20 Top Tableau Alternatives in 2024 | Full Features and Pricing

We shortlisted 20 Tableau alternatives for three use cases: marketing reporting, data pipelines, and data analytics. Compare pricing and features.

Many Tableau users report that the software is: 

  • Hard to use: You need to understand SQL, as well as configure data connections, clean the data, and build your own visualizations. 
  • Complex: While Tableau offers drag-and-drop charts and widgets, you need to do extra tweaks to design an advanced dashboard. This can take months.
  • Laggy: If you have 10+ marketing channels and huge rows of data, it can take anywhere from 20 minutes to a few hours to import them into Tableau. The platform also lags when doing calculations.

In this article we’ve rounded up 20 Tableau alternatives that eliminate these pain points. 

They’re also easier 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 to:

  1. 6 Best Overall Tableau Alternatives
  2. 7 Tableau Alternatives for Marketing Reporting
  3. 3 Tableau Alternatives for Enterprise Data Analytics
  4. 4 Tableau Alternatives for Data Pipelines & ETL
💡 Our Selection Process

To come up with this list of Tableau alternatives, we did three things:

1. We first got to know Tableau 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: marketing reporting, enterprise data analytics, or data pipelines and ETL.

6 Best Overall Tableau Alternatives - Quick Summary

Here are the 6 best alternatives that have similar (but better) features as Tableau:

  1. Adriel - A Great Marketing Intelligence Software for Easy Marketing Analytics & Reporting 
  2. Tapclicks -  A Great Business Intelligence Tool for Simple Analytics
  3. Looker Studio - A Great Free Reporting Tool for Simple Dashboards and Reports
  4. Grow.com - A Great Business Intelligence Software for Non-Techies
  5. Power BI - A Great Business Intelligence Software for Data Analysis Teams
  6. 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 a mix between Tableau and Looker Studio.

It’s a business intelligence tool with a data pipeline built in. This means the software automatically pulls, cleans, and visualizes data. 

But Adriel also comes with a sprinkling of fun features specifically useful for marketers, such as an AI ad generation tool, and ad creative insights.

Unlike Tableau, setting up is a breeze on Adriel. All you have to do is:

  1. Select a data source from a drop-down menu.
A drop-down menu showing data connections - Adriel
  1. Choose a ready-made template to build your dashboard. Or, use drag-and-drop widgets to design your own.
A snapshot of Adriel's GA4 dashboard template - Adriel
  1. Adriel will automatically clean your data and show you key metrics on the dashboard.
A screenshot of a marketing dashboard showing key metrics for different brands and different channels - Adriel

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.

This set up process usually takes less than a week, not a few months like on Tableau. 

The dashboard also refreshes data in real-time (not every 24 hours) so you get up-to-date insights whenever you log in.

When the time comes for reporting, simply download PDFs or share them as live links. These reports are also fully customizable.

A screenshot of a custom, whitelabeled marketing report - Adriel

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.
How Adriel's marketing dashboard's alert system works - Adriel
  • 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. 
A screenshot of how marketers can edit their advertising campaigns directly on Adriel - Adriel
  • Custom dashboards and reports: Design both reports and live dashboards.
A beautifully whitelabeled and custom marketing dashboard for Louis Vuitton - Adriel
  • 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.
A screenshot of a word cloud showing keywords that drive more engagement on ads - Adriel


Hear from marketing agencies and brands who love Adriel:

A screenshot of a review from Cirque du Soleil for Adriel - Adriel
Read the full case study here.
A screenshot of a review left by a marketing agency for Adriel - Adriel
Read the full case study here.


Adriel’s pricing starts from $299/month. Here’s a breakdown (as of March 2024):

Adriel's pricing - Adriel

So, how does Adriel compare to Tableau? Let’s find out.

Adriel vs. Tableau - Feature Comparison

Here’s a snapshot of how Adriel compares to Tableau:

A table comparing Adriel vs. Tableau - Adriel
Get the full comparison here.

Compared to Tableau, Adriel is:

  • More comprehensive: 650+ data integrations vs. 100
  • Easier to use and set up: You can get your dashboard up and running in less than a week on Adriel.
  • Real-time: Get alerted in real-time when KPIs trend up or down.
  • Intuitive: Present your data in any format using pre-made templates.
  • Insightful: Adriel shows you ad creative insights to boost ROI. It is possible to see ad creatives on Tableau, but you need JavaScript codes.

Grab a demo below and our Customer Success Manager will help you build the perfect dashboard!

Book a demo with Adriel - Adriel

2. TapClicks - Best for Simple Analytics and Reporting

Tapclicks' marketing dashboard - Adriel

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. 

Tapclicks order management dashboard - Adriel

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.


A screenshot of a customer review for Tapclicks


Not publicly available.

3. Looker Studio - Best Free Reporting Tool

Looker Studio's free dashboard - Adriel

Looker Studio is Google’s free tool for creating simple marketing reports. Featuring 21 native integrations, you can easily create interactive reports and share them with your team or clients. 

What makes Looker Studio especially attractive is that it's completely free. 

Anyone can start creating reports, regardless of their budget or technical know-how. However, you do need to pay if you want to connect to more obscure data sources or get advanced analytics.

Google also recently announced Duet AI in Looker which automatically generates reports, visualizations, and slides. Duet is free until May 11, 2024. 

Top 5 Features

  • 21+ native data integrations
  • Open canvas for custom report layouts
  • Extensive data connector support for Google-owned data sources
  • Real-time editing and collaboration on reports
  • AI-assisted report creation

Pros and Cons


  • High customizability and broad connectivity options.
  • User-friendly interface with drag-and-drop features.
  • Free of cost, making it accessible to a wider audience.
  • Strong in visualization design and integration with data sources.


  • Limited support for embedding and user management.
  • Challenges with 3rd party integrations and complex visualizations.
  • Can be slow when working with large data sets.
  • Certain functionalities are exclusive only to Looker Studio, limiting flexibility.


A screenshot of a customer review for Looker Studio - Adriel


Looker Studio is free for native integrations but it can cost up to $3,000 per month to maintain data pipelines.

4. 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.


A screenshot of a customer review for Grow.com - Adriel


Not publicly available.

5. Power BI - Best for Data Analysis Teams

Power BI's data analytics dashboard - Adriel

Power BI is Microsoft’s business intelligence platform that combines a user-friendly interface with powerful data analytics.  

It works in five main steps:

  1. Bring in data from 100+ sources (including databases, business applications, and webpages)
  2. Prepare and transform the data to be analysis-ready
  3. Build a report page with drag-and-drop visualizations
  4. Get insights into trends and patterns of your data
  5. Share reports with team members

Power BI is also easy to use with other Microsoft tools like Excel and SharePoint. 

Top 5 Features

  • 100+ data integrations
  • Real-time dashboards for up-to-date insights
  • Custom visualizations and extensive chart types
  • Drag-and-drop feature for easy report creation
  • Robust data modeling capabilities

Pros and Cons


  • User-friendly interface, easy for various user skill levels.
  • Strong customer support with a live chat feature.
  • Flexible features for mobile use, including a sleek user interface on iPadOS.
  • Highly scalable platform suitable for various business sizes.


  • Pricing can be confusing and expensive, particularly for the premium tiers.
  • Steep learning curve.
  • Resource-intensive, requiring significant processing power.
  • Limited MacOS support, posing a challenge for users preferring Apple systems.


A screenshot of a review for Power BI - Adriel


Power BI's basic plans start from $10/user/month but there are limitations on the number of data rows, refresh dates, and data storage. 

Enterprises that need maximum capacity can opt for the Premium plan.

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

Power BI's pricing - Adriel
Power BI's pricing - Adriel

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

Trevor.io's dashboard - Adriel

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 


A screenshot of a customer review for Trevor.io - Adriel


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.

Trevor.io's pricing - Adriel

7 Tableau Alternatives for Marketing Reporting

If you’re an agency 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's marketing dashboard - Adriel

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


A screenshot of a customer review for Adriel - Adriel


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):

Adriel's pricing - Adriel

2. Opteo - Best for Google Ads Reporting and Management

Opteo's Google Ads reporting dashboard - Adriel

Opteo is a complete Google Ads reporting toolkit.

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


A screenshot of a customer review for Opteo - Adriel


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

Opteo's pricing - Adriel

3. Klipfolio - Best for Self-Serve Data Visualization

Klipfolio dashboard - Adriel

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


A screenshot of a customer review for Klipfolio - Adriel


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


Klipfolio's pricing for PowerMetrics - Adriel


Klipfolio's pricing for Klips - Adriel

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

Whatagraph dashboard - Adriel

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.


A screenshot of a customer review for Whatagraph - Adriel


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):

Whatagraph's pricing - Adriel

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

Dashthis dashboard - Adriel

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.


A screenshot of a customer review for Dashthis - Adriel


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):

Dashthis' pricing - Adriel

6. Geckoboard - Best for Reporting KPIs with Teams

Geckoboard's dashboard - Adriel

Geckboard 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:

Geckoboard's dashboard example for support teams - Adriel

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.


A screenshot of a customer review for Geckoboard - Adriel


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

Geckoboard's pricing - Adriel

7. AgencyAnalytics - Best for Marketing and SEO Agency Reporting

AgencyAnalytics dashboard - Adriel

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. 

AgencyAnalytic's auto report generation - Adriel

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.


A screenshot of a customer review for AgencyAnalytics - Adriel


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):

AgencyAnalytic's pricing - Adriel

3 Tableau Alternatives for Enterprise Data Analytics

If you’re an enterprise looking for a more robust tool with powerful analytics, here are our top 3 picks:

  1. Sprinklr -  Best for Social Media Campaign Analysis and Management
  2. Domo - Best for Unified Data Analytics
  3. Datorama - Best One-Stop Solution for Marketing Analytics

1. Sprinklr - Best for Social Media Campaign Analysis and Management

Sprinklr's dashboard - Adriel

Sprinklr is a powerful social media analytics platform built for enterprises. From planning campaigns to creating reports, you can manage all your paid social and organic campaigns from 30+ channels in one place.

Sprinklr uses AI to analyze your social media data, helping you figure out how your marketing is doing and how you can improve it. The AI also takes care of smart bidding and budget allocation automatically. 

You can see live updates about how your ads are doing and what people are saying about them right on the dashboard. 

How Sprinklr shows ads on their dashboard - Adriel

Top 5 Features

  • 30+ integrations with social, digital, and traditional channels
  • Unified platform for efficient social media marketing management
  • AI-powered smart bidding, budget allocation, and pacing control
  • Real-time ad creative insights and comments
  • Customizable dashboards and visualizations

Pros and Cons


  • Unifies data from various social channels for comprehensive analysis.
  • AI-driven analytics and automations to boost ROI. 
  • Provides real-time insights for on-the-go campaign optimization.
  • Gives you detailed ad creative insights to devise future campaign strategies.


  • Can be overwhelming due to its extensive functionalities.
  • High learning curve – requires ongoing training to fully utilize the platform’s capabilities.
  • Pricey for small- to mid-sized companies.
  • Lags during peak hours.


A screenshot of a customer review for Sprinklr - Adriel


Not publicly available.

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. 

Domo's custom alerts - Adriel

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.


A screenshot of a customer review for Domo - Adriel


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

Domo's pricing - Adriel

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

Datorama's dashboard - Adriel

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


A screenshot of a customer review for Datorama - Adriel


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

Datorama's pricing - Adriel

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.

Datorama's pricing - Adriel

4 Tableau Alternatives 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

How Adriel's datastream works - Adriel

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.


A screenshot of a customer review for Adriel - Adriel
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
Adriel's pricing - Adriel

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.

How Supermetrics' data pipeline works - Adriel

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.


A screenshot of a customer review for Supermetrics - Adriel


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.

Supermetrics' pricing - Adriel

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.


A screenshot of a customer review for Funnel - Adriel


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.

Funnel's pricing - Adriel

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. 

Improvado's AI answers questions - Adriel

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.


A screenshot of a customer review for Improvado - Adriel


Not publicly available

Tableau Alternatives - FAQs

Have questions about Tableau? We answered them below:

What is Tableau?

Tableau is a powerful and widely used data visualization tool that helps individuals and organizations to see and understand their data. It's part of the broader category of business intelligence (BI) tools, designed to simplify the process of data analysis and presentation through visualizations. 

Tableau offers several products catering to different needs:

  1. Tableau Desktop: The main application for creating and publishing interactive data visualizations and dashboards.
  2. Tableau Server and Tableau Online: These platforms allow users to share and collaborate on Tableau visualizations over the web.
  3. Tableau Prep: A tool designed for preparing and cleaning data for analysis.
  4. Tableau Public: A free version of Tableau software that allows data enthusiasts to create and share their visualizations with the public, with the limitation that the work will be saved on the Tableau Public web servers.

Who is Tableau’s biggest competitor?

Tableau's biggest competitor in the field of business intelligence (BI) and data visualization is often considered to be Microsoft Power BI. 

Both Tableau and Power BI are leading tools in the BI market, each offering powerful data visualization and analysis capabilities but targeting slightly different user bases and use cases.

Other notable competitors include:

Is Tableau a market leader?

Yes, Tableau is widely regarded as a market leader in the field of business intelligence (BI) and data visualization. Its reputation as a market leader is supported by its strong user base, extensive feature set, and its ability to handle complex data visualization tasks.

Fun fact: Tableau was acquired by tech giant, Salesforce, in 2019. 

What is Google's tool similar to Tableau?

Google's tool that is similar to Tableau, focusing on data visualization and business intelligence, is Google Data Studio. 

Google Data Studio is part of the Google Cloud Platform suite and offers capabilities that allow users to create interactive dashboards and engaging reports from a variety of data sources. 

It is designed to help users transform their data into customizable informative reports and dashboards that are easy to read, easy to share, and fully customizable.

The best thing about Google Data Studio is its seamless integration with other Google services, such as Google Analytics, Google Ads, Google Sheets, and BigQuery, making it a convenient choice for users already utilizing Google's ecosystem.

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