Databox

Name: Databox
Brand: Databox
Price: 064 USD

Every marketing number on one board, with a free plan and a CEO who came from HubSpot

Databox is a business and marketing analytics dashboard platform that connects to marketing, sales, finance, and product tools, pulls their metrics into shared dashboards and scheduled reports, and adds goals, alerts, benchmarks, forecasting, and AI-assisted analysis, priced by the number of connected data sources rather than by data volume, with a free plan for three sources and paid tiers from $64 a month.

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Overview

Databox answers a different question from the attribution tools in this category. It is not trying to tell you which channel caused a sale; it is trying to make sure that everyone in the business is looking at the same numbers without anyone spending a morning assembling them. Connect HubSpot, Google Ads, Meta, GA4, Stripe, Shopify, and your spreadsheet, and the result is a board that updates itself, delivers to Slack or email on a schedule, and can be handed to a client or a board member without explanation.

The product has widened well past dashboards. Goals and OKRs turn metrics into targets with progress tracking, alerts and anomaly detection flag movement before someone notices at month end, benchmarks compare your performance against anonymised peer companies which is a genuinely distinctive feature, datasets allow blending and calculation across sources, and forecasting projects metrics forward. There is an MCP server on paid plans, so an AI assistant can query the connected data directly rather than through the interface.

Pricing is by connected data source rather than by data volume, which is the structural decision that determines whether Databox is cheap or expensive for you. The free plan covers three data sources, one user, one dashboard, and ten custom metrics. Analyst is $64 a month billed annually for five sources with unlimited dashboards and hourly sync. Pro is $159 with unlimited users and additional sources at $5.60 each. Growth is $399 with fifteen-minute sync, full datasets, forecasting, OKRs, sub-accounts, and a dedicated customer success manager. Custom adds white labelling and SSO.

The company is unusually well-suited to small business buyers because of who runs it. Databox was founded in 2013, is headquartered in Boston with a substantial Slovenian engineering presence, and is led by Peter Caputa IV, formerly the VP who built HubSpot's agency partner programme. That heritage shows in the product: agency sub-accounts, client reporting, benchmarks, and a partner-friendly commercial posture are all first-class concerns rather than afterthoughts.

Best for

Small and mid-sized businesses and marketing agencies who want one self-updating board covering marketing, sales, and revenue metrics, delivered automatically to clients, executives, and Slack, without building anything or hiring an analyst.

Not the right fit for

Anyone expecting attribution; Databox displays what each connected platform reports, so double-counted conversions from Meta and Google arrive in your dashboard unchallenged and unresolved.
Teams with many data sources on a budget; pricing is per connected source, so a business connecting a dozen tools pays substantially more than the headline tier price suggests.
Data teams who want a real modelling layer, version control, and SQL-native transformation; this is a dashboard product, not a warehouse or a BI platform, and datasets are a lighter tool than dbt or Looker.
Businesses that need website analytics or event tracking; Databox collects nothing itself and displays only what other tools already measured.
Buyers who need white labelling or SSO on a published price; both are Custom-tier features requiring a sales conversation.

How it works

1
You connect data sources through pre-built integrations covering marketing, sales, finance, support, and product tools, plus spreadsheets, databases, and a push API for anything without a native connector. Each connected tool counts as a data source, which is the unit your plan is priced in.
2
Metrics from those sources are assembled into dashboards using a drag-and-drop designer with prebuilt templates per tool, so a first board exists within an hour rather than a week. Custom metrics and calculations let you define the numbers your business actually runs on rather than only the ones a vendor decided to expose.
3
Datasets are the layer above that, allowing blending, filtering, and calculation across multiple sources, which is how spend from one platform and revenue from another end up in a single computed metric. Full dataset capability sits on the Growth tier, with a limited version on Pro.
4
Distribution is where Databox differs from a BI tool. Dashboards can be scheduled to email and Slack, displayed on a TV in the office, viewed on mobile, or shared with clients through sub-accounts and white labelling. Goals track progress against targets, alerts fire on thresholds and anomalies, benchmarks compare you against anonymised peers, and forecasting projects the metrics forward. AI credits power natural-language analysis, and an MCP server lets Claude and other assistants query the data directly.

Feature breakdown

28 features in 5 modules

Dashboards and visualisation

The core product, built to be readable by people who did not make it.

Drag-and-drop dashboard designer: Boards assembled without code, with layout control granular enough to produce something presentable to a client but simple enough that a marketer builds it alone.
Prebuilt templates: Ready-made dashboards per connected tool, so a HubSpot or Google Ads board exists immediately rather than requiring design work before the first useful view.
Custom metrics and calculations: Define the numbers your business actually manages against rather than being limited to what each platform chooses to expose; ten on the free plan and unlimited from Analyst upward.
Datasets: Blending, filtering, and calculation across multiple connected sources so spend from one tool and revenue from another combine into a single computed metric; limited on Pro and full on Growth.
Multiple viewing surfaces: Web, mobile app, TV display for an office wall, and scheduled email or Slack delivery, which is how the numbers reach people who never log in.
Unlimited dashboards from Analyst: The free plan allows one dashboard, which is the constraint that pushes most serious users to pay rather than any data limit.

Goals, alerts, and performance management

The layer that turns a dashboard into something people act on.

Goals: Targets attached to metrics with progress tracking, so a board shows whether you are on pace rather than only what happened.
OKRs: Objective and key result tracking, available as an add-on on Pro and included on Growth.
Alerts and anomaly detection: Threshold and anomaly-based notifications, available even on the free plan, which is how a spend problem gets caught on the day rather than at month end.
Benchmarks: Comparison of your metrics against anonymised peer companies, which is genuinely distinctive: almost no other tool in this category will tell you whether your conversion rate is normal for your size and industry.
Forecasting: Projection of metrics forward based on historical performance, an add-on on Pro and included on Growth.
Scheduled reporting: Recurring delivery to email and Slack so recurring client and executive reporting stops being a manual task.

Data sources and connectivity

Broad across the small business software stack, with an escape hatch for everything else.

Marketing and advertising connectors: Google Ads, Meta Ads, LinkedIn Ads, Google Analytics 4, Search Console, and the rest of the paid and organic stack.
CRM and sales sources: HubSpot, Salesforce, Pipedrive, and comparable systems, which given the company's HubSpot heritage are among the best-supported integrations in the product.
Revenue and finance sources: Stripe, QuickBooks, Shopify, and similar, so revenue sits on the same board as the spend that produced it.
Spreadsheets and databases: Google Sheets, Excel, and SQL databases for the numbers that only exist in someone's file.
Push API and custom integrations: Send arbitrary metrics into Databox from your own systems when no native connector exists.
MCP server: Available from the Analyst plan, letting Claude and other MCP-compatible assistants query your connected business data conversationally rather than through the dashboard interface.

Agency and team features

Built by people who ran an agency partner programme, and it shows.

Sub-accounts: Separate client environments under one agency login on the Growth plan, which is the feature that makes multi-client reporting manageable rather than chaotic.
Unlimited users from Pro: Seat counts stop being a pricing lever at $159, which is a favourable contrast with tools charging per additional user.
White labelling: Client-facing branding on the Custom tier, so reporting carries the agency's identity rather than the vendor's.
Client sharing and permissions: Dashboards shared with clients and stakeholders under controlled access rather than by exporting screenshots.
Dedicated customer success manager: Included from the Growth plan, which is unusual at $399 a month and reflects the agency-partner heritage.

Plans, sync, and administration

The allowances that decide what you actually pay.

Data source pricing: Three sources on Free, five on Analyst, and three included on Pro and Growth with unlimited capacity at $5.60 per additional source, which is the primary cost lever to model.
Sync frequency by tier: Hourly sync on Analyst and Pro, fifteen-minute sync on Growth, which matters for teams making intraday decisions rather than weekly ones.
Historical data: 24 months of historical data from the Analyst plan, which exceeds GA4's 14-month event-level ceiling for the metrics Databox stores.
AI credits: 50 a month on Free, 500 on Analyst, 1,500 on Pro, and 4,000 on Growth, powering natural-language analysis across connected data.
SSO and advanced security: Single sign-on, advanced security, priority support, and security review sit on the Custom tier.

Use cases

4 documented

Marketing agency reporting to a dozen clients

Every client wants a monthly report, each has a different tool stack, and assembling them by hand eats the first week of every month.

Sub-accounts on the Growth plan keep each client separate, prebuilt templates get boards live quickly, and scheduled delivery means the report goes out whether or not anyone remembers. White labelling requires the Custom tier, which is the upsell to expect once clients start asking whose logo that is.

Small business owner who wants one number board

Revenue is in Stripe, leads are in HubSpot, spend is in Google Ads and Meta, and nobody has ever seen them on the same screen.

The free plan connects three sources and produces one dashboard, which is often enough to prove the point. Adding the fourth source is what triggers the $64 Analyst plan, and that is a fair trade rather than a trap.

Ecommerce brand spending $50,000 a month on ads

Wants spend, revenue, and email performance on one board without paying a percentage of GMV.

Databox prices by data source rather than by revenue or traffic, so a growing brand's reporting cost stays flat while its GMV rises. What it will not do is reconcile Meta's and Google's competing conversion claims, so an attribution tool is still needed if that gap matters.

Founder reporting to a board quarterly

Board decks are assembled by hand every quarter, and the numbers do not reconcile with what the team saw last month.

Goals and OKRs track against targets continuously, benchmarks provide peer context that a board actually finds useful, and 24 months of history means the trend lines survive.

Pricing

from $0 (Free), then $64 per month billed annually (Analyst)

Freemium, with paid tiers priced by the number of connected data sources plus per-source overage, differentiated by sync frequency, dataset capability, and included features rather than by data volume.

Plan	Price	Includes
Free	$0 per month	3 data sources 1 user, 1 dashboard 10 custom metrics 50 AI credits per month Anomaly detection and basic sharing The single-dashboard limit, not the data source count, is usually what pushes people to pay.
Analyst	$64 per month billed annually	5 data sources, 1 user Unlimited dashboards and custom metrics All integrations and datasets MCP server 24 months of historical data, hourly sync 500 AI credits per month
Pro	$159 per month billed annually	3 data sources included, unlimited capacity at $5.60 each Unlimited users Goals, with forecasting and OKRs as add-ons Hourly sync 1,500 AI credits per month Unlimited users at $159 is the reason most teams of more than two people skip Analyst.
Growth	$399 per month billed annually	Full datasets and 15-minute sync Forecasting and OKRs included Sub-accounts for agencies Dedicated customer success manager 4,000 AI credits per month
Custom	Custom quoted	White labelling SSO and advanced security Priority support and security review Account setup assistance Custom data sources and AI credits

Add-ons

Additional data sources ($5.60 per month each): Applies on Pro and Growth, where capacity is unlimited but only three sources are included.
Forecasting and OKRs (Add-ons on Pro): Both are included at the Growth tier.

Billing notes

The quoted tier prices are annual-billing rates; annual billing saves 20 percent, so monthly billing costs correspondingly more.
Data sources are the cost lever. Pro and Growth include only three sources with unlimited capacity at $5.60 each, so a business connecting twelve tools adds roughly $50 a month on top of the tier price.
There are no data volume fees, so a business at 100,000 monthly pageviews or $50,000 in monthly ad spend pays exactly what a much smaller one pays; cost tracks tool count, not scale.
White labelling and SSO are Custom-tier only, which is the most common reason an agency ends up in a sales conversation rather than staying self-serve.
Forecasting and OKRs are add-ons on Pro and included on Growth, so the effective gap between $159 and $399 is smaller than it looks for teams that want both.

Value assessment: Databox is priced well for what it is, which is a finished dashboard product that requires no building. The free plan is genuinely usable rather than a teaser, Analyst at $64 removes the dashboard limit for a single operator, and unlimited users at $159 on Pro is a real advantage over per-seat competitors. The structure to model carefully is data sources: at $5.60 each beyond the three included on Pro and Growth, a business with a wide tool stack pays noticeably more than the tier price, and an agency wanting white labelling has to leave self-serve entirely. Compared with Supermetrics, you are paying for the dashboard rather than the connector depth, and compared with any attribution tool you are paying for presentation rather than answers. For a small business that wants one board and no project, that is a good trade.

Strengths & limitations

Strengths

A genuinely useful free plan with three data sources, anomaly detection, and sharing, which lets a small business prove the value before spending anything.
Finished dashboards out of the box via prebuilt templates per tool, so there is no build project between signing up and having something to show.
Unlimited users from the $159 Pro plan, which is a significant cost advantage over per-seat dashboard and reporting tools.
Benchmarks against anonymised peer companies are genuinely distinctive and answer a question no attribution tool addresses, which is whether your numbers are normal.
Goals, OKRs, alerts, anomaly detection, and forecasting turn the dashboard into a performance management surface rather than a passive report.
Agency features are first-class rather than afterthoughts, including sub-accounts, client sharing, scheduled delivery, and a dedicated CSM from the Growth tier.
An MCP server from the Analyst plan means Claude and other assistants can query your connected business data directly.
Pricing is decoupled from data volume, so a growing business does not get punished with a larger bill for the same reporting.
An established company since 2013 led by Peter Caputa IV, formerly of HubSpot, with roughly 150 employees and thousands of customers.

Limitations

No attribution logic whatsoever: platform-reported numbers arrive as stated, so Meta and Google both claiming the same conversion will both appear on your board.
Per-source pricing means a business with a wide tool stack pays materially more than the tier price implies, at $5.60 per additional source on Pro and Growth.
White labelling and SSO are Custom-tier only, which removes the two features agencies most often need from the self-serve path.
Datasets are a lighter modelling layer than a real BI or warehouse stack, so data teams will outgrow them.
It collects no data of its own, so anything your existing tools do not measure cannot appear.
The free plan's single dashboard limit is restrictive enough that it functions more as an extended trial than a permanent tier for most businesses.
Forecasting and OKRs are add-ons rather than included on Pro, so the advertised $159 is not the full cost for teams that want them.
The connector library, while broad, is not as deep as Supermetrics' for pure marketing data extraction.

Head-to-head comparisons

5 alternatives

Databox vs Supermetrics

from €49 per month (Starter), or €39 per month billed yearly

The direct comparison. Supermetrics is a pipeline with the deeper marketing connector library, feeding Sheets, Looker Studio, Power BI, or a warehouse from €49 a month, with no dashboard of its own. Databox is the finished dashboard with goals, alerts, benchmarks, and a free plan. If you already have a reporting destination you trust, Supermetrics. If you want boards handed to you today with nothing to build, Databox.

Full Databox vs Supermetrics comparison

Databox vs Triple Whale

from $0 (free plan), then $219 per month (Foundation)

Triple Whale runs its own pixel, credits each Shopify order once, and prices against your GMV, which makes it an attribution and operating platform rather than a reporting one. Databox displays what each platform claims, for a price that does not move with your revenue. DTC brands that need the numbers corrected buy Triple Whale; businesses that need the numbers gathered buy Databox.

Full Databox vs Triple Whale comparison

Databox vs HockeyStack

from Custom (not published)

HockeyStack is a B2B attribution and analytics workbench that joins web, CRM, and ad data to explain what actually produced pipeline, at quote-only pricing reported around $2,200 a month. Databox costs a fraction of that and explains nothing: it presents what your tools already concluded. If the question is which channel worked, HockeyStack. If the question is what happened last week, Databox.

Full Databox vs HockeyStack comparison

Databox vs Dreamdata

from Free plan at $0; paid plan is custom-quoted

Dreamdata builds account-level B2B customer journeys and attributes revenue to channels, with audience and conversion sync back to ad platforms and a free tier of its own. Databox has no journey model and no attribution, but covers far more of the business than marketing alone, including finance, support, and product metrics. B2B marketing teams frequently run both, with Dreamdata answering the attribution question and Databox carrying the company-wide reporting.

Full Databox vs Dreamdata comparison

Databox vs Plausible Analytics

from $9/mo (Starter at up to 10k monthly pageviews)

Plausible is a cookieless web analytics tool from $9 a month that collects your traffic data; Databox is a dashboard that displays data other tools collected, and can display Plausible's alongside HubSpot and Stripe. They solve different halves of one problem and pair naturally: Plausible measures the website without a consent banner, Databox puts that number on the same board as revenue.

Full Databox vs Plausible Analytics comparison

Implementation & onboarding

Setup time: An hour to a first useful board: connect two or three sources, apply a prebuilt template, and share it. A full agency setup with sub-accounts, custom metrics, and datasets across a dozen clients is a week of design work.
Learning curve: Low. The dashboard designer is drag-and-drop, templates cover the common cases, and the concepts are metrics and goals rather than dimensions and scopes. Datasets are the only piece that requires real thought, because blending across sources means deciding which definitions win.
Onboarding: Fully self-serve with a free plan and a 14-day trial, no credit card required. A dedicated customer success manager is included from the Growth tier, and account setup assistance sits on Custom.
Migration notes: Databox pulls historical data from connected sources, with 24 months of history from the Analyst plan, so a new board is not limited to the install date. Note that GA4's own 14-month event-level retention limits how far back that particular source can supply. Because Databox stores no primary data of its own, leaving means losing the boards rather than losing the data, since the underlying numbers still live in the source tools.

Platform, API & security

Platforms: Web appiOS and Android mobile appsTV display modeSlack and email delivery
API: Push API for sending custom metrics from your own systems, plus an MCP server from the Analyst plan for querying connected data from Claude and other AI assistants.
Compliance: GDPRSOC 2CCPA
Data residency: Not published as a self-serve regional option; a security review is part of the Custom-tier engagement.
SSO: Single sign-on on the Custom tier only.
Security notes: Databox installs no tracking script on your website and collects no visitor data of its own, so it has no effect on your cookie consent obligations. It processes metrics pulled from your existing tools under a standard data processing agreement, and advanced security review is part of the Custom tier.

Support & resources

Channels: Email and chat supportDedicated customer success manager from GrowthPriority support on Custom
Documentation: Documentation covering every integration, dashboard building, datasets, goals, and the push API, alongside a large body of marketing benchmark research the company publishes from its own aggregated data.
Community: Substantial agency partner ecosystem inherited from the founders' HubSpot partner heritage, plus a widely read benchmarks and reporting blog.

Company

Founded: 2013
Headquarters: Boston, Massachusetts, United States, with engineering in Slovenia
Ownership: Venture-backed; privately held, led by chief executive Peter Caputa IV, formerly of HubSpot
Founders: Andrej Zitnik, Davorin Gabrovec, Vlada Petrovic
Employees: Approximately 150
Funding: Approximately $3.7M raised, which is modest for a company of its age and size and implies a capital-efficient rather than growth-at-all-costs posture.

Timeline

2013Databox is founded by Andrej Zitnik, Davorin Gabrovec, and Vlada Petrovic, growing out of earlier mobile dashboard work.
2017Peter Caputa IV, who built HubSpot's agency partner programme, joins as chief executive, steering the product toward agencies and small business reporting.
2020Benchmarks launch, comparing customer metrics against anonymised peer companies, which becomes the product's most distinctive feature.
2023Goals, OKRs, alerts, and forecasting expand the product from dashboards into performance management.
2026An MCP server, AI credits across every tier, and a restructured plan lineup with unlimited users from Pro define the current product, with roughly 150 employees and thousands of customers.

Integrations

HubSpot, Salesforce, and Pipedrive
Google Ads, Meta Ads, and LinkedIn Ads
Google Analytics 4 and Google Search Console
Stripe, QuickBooks, and Shopify
Klaviyo, Mailchimp, and email platforms
Google Sheets, Excel, and SQL databases
Slack and email for scheduled delivery
Push API for custom metrics
MCP server for Claude and other AI assistants

Frequently asked questions

10 questions

What is Databox?

Databox is a dashboard and reporting platform that connects to your marketing, sales, finance, and product tools and puts their metrics on shared boards that update themselves. It adds goals, OKRs, alerts, anomaly detection, peer benchmarks, forecasting, and AI-assisted analysis, and delivers reports on a schedule to email, Slack, or a client-facing dashboard.

How much does Databox cost?

There is a free plan with three data sources, one user, one dashboard, and ten custom metrics. Analyst is $64 a month billed annually for five sources, unlimited dashboards, hourly sync, and 24 months of history. Pro is $159 with unlimited users and additional sources at $5.60 each. Growth is $399 with fifteen-minute sync, full datasets, forecasting, OKRs, sub-accounts, and a dedicated CSM. Custom adds white labelling and SSO. Annual billing saves 20 percent and there is a 14-day trial.

Do I need a cookie consent banner because of Databox?

No. Databox installs no tracking script on your website and collects no visitor data of its own; it reads metrics from tools you already run. It therefore has no effect on your consent banner obligations. The privacy question it raises is a standard data processing agreement, not a collection question.

Does Databox do attribution?

No, and this is the most important limitation to understand. Databox shows what each connected platform reports. If Meta claims a conversion and Google claims the same one, both appear on your board exactly as stated, so the totals will exceed reality. Resolving that requires a tool that adjudicates between platform claims, such as Attribution, Dreamdata, HockeyStack, or Triple Whale for ecommerce.

What does it cost at 100,000 monthly pageviews or $50,000 monthly ad spend?

The same as at any other scale. Databox prices by connected data sources rather than by data volume, traffic, or ad spend, so a business at $50,000 a month of spend pays exactly what one at $5,000 pays for the same tool stack. Your bill is determined by how many tools you connect and which tier's features you need.

Is the free plan actually usable?

For a single operator, yes, up to a point. Three data sources, anomaly detection, and basic sharing cover a small business connecting Stripe, HubSpot, and Google Ads. The binding constraint is the single dashboard, which most people hit before they hit the source limit, and that is what pushes them to the $64 Analyst plan.

Is Databox good for agencies?

It was built by people who ran HubSpot's agency partner programme, so yes in most respects: sub-accounts on Growth, unlimited users from Pro, scheduled client delivery, and a dedicated CSM. The gap is white labelling, which is a Custom-tier feature, so an agency that needs its own branding on client reports has to leave the self-serve path. Pirsch, by contrast, includes white labelling at $12 for web analytics specifically.

How does Databox compare to Supermetrics?

Supermetrics is a pipeline that moves marketing data into Sheets, Looker Studio, Power BI, or a warehouse, with a deeper marketing connector library and no dashboard. Databox is the dashboard, with goals, alerts, and benchmarks, and a free plan. If you already have a reporting destination and template you trust, Supermetrics is the better plumbing; if you want finished boards with nothing to build, Databox.

What are benchmarks and are they useful?

Benchmarks compare your metrics against anonymised peer companies of similar size and industry, which is a genuinely distinctive feature: almost nothing else in this category will tell you whether a 2.1 percent conversion rate is good or bad for a business like yours. It is most useful for founders and boards who lack internal history to compare against, and least useful for teams with years of their own trend data.

Who is behind Databox?

Databox was founded in 2013 by Andrej Zitnik, Davorin Gabrovec, and Vlada Petrovic, is headquartered in Boston with engineering in Slovenia, and is led by chief executive Peter Caputa IV, who previously built HubSpot's agency partner programme. It employs roughly 150 people and has raised only about $3.7M, which suggests a capital-efficient company rather than one under pressure to grow at any cost.

Editorial verdict

Databox is the right buy for a small business or agency that wants every number on one self-updating board and has no appetite for a reporting project. The free plan is genuinely usable, templates mean a first dashboard exists within the hour, unlimited users from $159 removes the seat tax that plagues competitors, and benchmarks against anonymised peers answer a question nothing else in this category asks. The HubSpot partner heritage shows in how well the agency workflow is handled. Be honest about two things before buying. It does no attribution, so the double-counted conversion numbers your ad platforms report will land on your dashboard unchallenged and you will need a separate tool if that matters. And per-source pricing plus Custom-tier white labelling and SSO mean a wide tool stack or an agency brand requirement costs more than the tier list implies. Compare it directly against Supermetrics, and decide whether you are buying a dashboard or a pipe.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.