Funnel

Funnel operates a B2B SaaS model centred on a marketing intelligence platform. It creates value by reducing manual marketing reporting work, centralising fragmented campaign and revenue data, and enabling downstream analytics and activation. The business expands account value through tiered subscriptions, usage-based capacity pricing, premium analytics modules, and enterprise services such as bespoke connector development.

Funnel is a Swedish B2B software company that provides a cloud platform for collecting, normalising, modelling, measuring and activating marketing data. Its core products help marketing teams, analysts, agencies and operations teams connect data from advertising, CRM and sales systems, build a unified dataset, analyse campaign performance, and send first-party conversion data back to advertising platforms.

The company primarily makes money through subscription software sold on tiered plans based on data capacity, feature access and usage, with higher-value add-ons for measurement and enterprise capabilities. Its 2024 acquisition of Adtriba expanded Funnel from data integration into unified marketing measurement, adding marketing mix modelling, attribution and incrementality testing to its broader marketing intelligence offering.