Databox

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 users, data sources, and AI credits rather than by data volume, with a free plan for three sources and paid plans from $71 a month billed annually.

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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 plan rather than by data volume, with each plan capping users, connected data sources, and monthly AI credits. The free plan covers one user, three data sources, one dashboard, and ten custom metrics. Analyst is $71 a month billed annually ($89 monthly) for one user and five sources with unlimited dashboards and hourly sync. Team Core is $199 for three users and ten sources, Team Scale $319 for ten users and thirty sources, and Agency $79 plus $20 per extra client pack. White labelling, SSO enforcement, OKRs, and 15-minute sync are paid add-ons on any plan, and Custom adds an embedded engineer who builds the setup for you.

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. CSV export of datasets is listed from the Team plans up.
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; dataset CSV export from the Team plans.
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 any plan at $14 a month billed annually.
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, no longer listed as a priced feature on the pricing page.
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 Team Scale, Agency, and Custom, which is the feature that makes multi-client reporting manageable rather than chaotic.
Unlimited users on Agency and Custom: Databox does not charge per seat, but the Team plans cap users at 3 and 10; only Agency and Custom are unlimited.
White labelling: Client-facing branding as an $80-a-month add-on on any plan, 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: No longer listed on any self-serve plan; Custom now bundles an embedded engineer and implementation help instead.

Plans, sync, and administration

The allowances that decide what you actually pay.

Data source pricing: Three sources on Free, five on Analyst, ten on Team Core, thirty on Team Scale, and twenty on Agency plus five per client pack; more sources means a bigger plan, which is the primary cost lever to model.
Sync frequency by tier: Daily sync on Free, hourly on every paid plan, and fifteen-minute sync as a paid add-on per source, which matters for teams making intraday decisions rather than weekly ones.
Historical data: Historical data is pulled from connected sources, so a new board is not limited to the install date.
AI credits: 50 a month on Free, 150 on Analyst, 500 on Team Core, 1,000 on Team Scale, and 300 on Agency plus 50 per client pack, powering natural-language analysis across connected data.
SSO and advanced security: SSO and two-factor enforcement are a $40-a-month add-on on any plan; a security and compliance review sits on Custom.

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.

Client packs on the Agency 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 $71 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 historical data pulled from the sources means the trend lines survive.

Pricing

from $0 (Free), then $71 per month billed annually ($89 monthly) (Analyst)

Freemium, with paid plans priced by users, connected data sources, and monthly AI credits, a per-client Agency plan, and paid add-ons for white labelling, security, fiscal calendars, OKRs, and faster sync.

Plan	Price	Includes
Free	$0 per month	1 user, 3 data sources 1 dashboard, 10 custom metrics 50 AI credits per month Daily sync, Genie AI analyst, performance summaries The single-dashboard limit, not the data source count, is usually what pushes people to pay.
Analyst	$71 per month billed annually ($89 monthly)	1 user, 5 data sources Unlimited dashboards and custom metrics Custom data integrations (Sheets, Excel, SQL/NoSQL), API, MCP server Hourly sync 150 AI credits per month No sharing or notifications; those start on Team.
Team Core	$199 per month billed annually ($249 monthly)	3 users, 10 data sources 500 AI credits per month Sharing and notifications, CSV export Custom skills, Genie in Slack, routines, MCP connectors
Team Scale	$319 per month billed annually ($399 monthly)	10 users, 30 data sources 1,000 AI credits per month Everything in Team Core Sub-accounts
Agency	$79 per month billed annually ($99 monthly), plus client packs	Unlimited users, 20 data sources, 300 AI credits 4 clients included Client packs at $20 a month annually ($25 monthly): 1 client, 5 sources, 50 AI credits, up to 50 packs Bulk actions, custom templates, cross-client reporting
Custom	Custom quoted	Unlimited users, custom sources and AI credits Embedded engineer who builds dashboards and data setup for you Security and compliance review AI implementation and enablement

Add-ons

Branding and white labelling ($80 per month billed annually ($100 monthly)): Available on any plan.
Advanced security management ($40 per month billed annually ($50 monthly)): Enforce SSO and two-factor authentication.
Fiscal calendar ($160 per month billed annually ($200 monthly))
OKRs ($14 per month billed annually ($18 monthly))
15-minute sync ($14 per month billed annually ($18 monthly) per data source)
AI credit top-ups (Priced flexibly): No published rate.

Billing notes

The headline plan prices are annual-billing rates; annual billing saves 20 percent against monthly.
Data sources are capped per plan (3, 5, 10, 30, and 20 on Agency plus 5 per client pack); adding more means moving up a plan rather than paying a per-source overage.
Databox does not charge per seat, but the Team plans cap users at 3 and 10; unlimited users come only with Agency and Custom.
White labelling and SSO enforcement are add-ons on any plan rather than Custom-only features, which keeps agencies self-serve.
Every paid plan syncs hourly; 15-minute sync is a paid add-on per data source.

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 $71 removes the dashboard limit for a single operator, and the Agency plan at $79 plus $20 per client pack is the cheapest self-serve route to unlimited users. The structure to model carefully is the combination of users and data sources: the Team plans cap both, so a five-person team with fifteen tools lands on Team Scale at $319. White labelling is now an $80 add-on rather than a reason to leave self-serve. 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.

Entry price history

Plans were restructured on 27 September 2026, so the current entry price is not directly comparable with the earlier one.

Checked	Entry price	What happened
27 September 2026	$71	Databox rebuilt its lineup: Analyst is $71 a month billed annually ($89 monthly) with 150 AI credits rather than 500, and the Pro and Growth plans gave way to Team Core, Team Scale and a per-client Agency plan, with white labelling and SSO now sold as add-ons.
22 August 2026	$64	First recorded

Dates are when SaaSTracker checked the vendor’s published pricing, not when the vendor changed it. See the price changes log for movements across the whole database.

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 on the Agency plan from $79 a month, with client packs rather than per-seat fees for each new client.
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, and anomaly detection 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 white-label add-on on any plan.
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.
Plans cap data sources and users together, so a business with a wide tool stack or a mid-sized team jumps to Team Scale at $319 sooner than the entry price implies.
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.
White labelling, SSO enforcement, OKRs, and faster sync are separate add-ons, so the plan price 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

Pairs well with

7 categories

Databox is a analytics tool, and a team running it still has 7 neighbouring categories to staff. The pick in each is Zoho CRM for sales CRM, Bïrch (formerly Revealbot) for paid ads management, Mangools for SEO & content marketing, Carrd for landing page builders, Dataddo for customer data platforms, WhatConverts for call tracking & attribution and Microsoft Clarity for CRO & experimentation, each the leading tool in that category on published criteria.

Zoho CRMSales CRM · Best Value
Because
Databox sends buyers elsewhere for white labelling or SSO on a published price. Zoho CRM adds wider Zoho suite.
Benefit
Every conversation ends up on a record, so a rep leaving does not take the pipeline with them.
Bïrch (formerly Revealbot)Paid Ads Management · Best Value
Because
Databox lists no attribution logic whatsoever among its limits. Bïrch (formerly Revealbot) adds a read-only MCP connector exposes rules.
Benefit
Budget moves to what converts without somebody logging into three ad platforms every morning.
MangoolsSEO & Content Marketing · Best Value
Because
Databox is built for analytics, not SEO. Mangools adds around five seats on the Agency plan at roughly $89.90 per month.
Benefit
Pages get written for demand that already exists, and ranking movement is visible rather than guessed.
CarrdLanding Page Builders · Best Value
Because
Databox is built for analytics, not landing pages. Carrd adds maintained despite the tiny team.
Benefit
A campaign page ships the same afternoon without waiting on an engineer.
DataddoCustomer Data Platforms · Ease of Use
Because
Databox sends buyers elsewhere for a real modelling layer, version control, and SQL-native transformation. Dataddo adds predictable per-flow pricing with unlimited users and sources.
Benefit
Events get collected once and sent everywhere, instead of a tag per destination.
WhatConvertsCall Tracking & Attribution · Ease of Use
Because
Databox is built for analytics, not call tracking. WhatConverts adds excellent agency tooling.
Benefit
Phone calls get attributed to the campaign that caused them, like every other conversion.
Microsoft ClarityCRO & Experimentation · Ease of Use
Because
Databox is built for analytics, not CRO. Microsoft Clarity adds unlimited projects and unlimited team members.
Benefit
Page changes get tested rather than argued about, and the winner is measured.

Pairings follow the methodology: the leading tool in each complementary category, chosen on published criteria. Placement cannot be purchased.

Full Databox stack

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. The Custom plan adds an embedded engineer, data and semantic-layer setup, and AI implementation help.
Migration notes: Databox pulls historical data from connected sources, 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: SAML 2.0 SSO; enforcing SSO and two-factor authentication is a $40-a-month add-on on any plan.
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: Chat and email support on paid plansEmbedded engineer and implementation 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 (Analyst, Team, Agency with client packs, Custom) 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

13 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 one user, three data sources, one dashboard, and ten custom metrics. Analyst is $71 a month billed annually ($89 monthly) for one user and five sources with unlimited dashboards and hourly sync. Team Core is $199 ($249 monthly) for three users and ten sources, Team Scale $319 ($399) for ten users and thirty sources, and Agency $79 ($99) for unlimited users and four clients, plus $20 client packs. Custom is quoted. Add-ons include white labelling at $80, SSO enforcement at $40, and OKRs at $14 a month. 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, the Genie AI analyst, and daily sync 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 $71 Analyst plan. Note that sharing and notifications only start on the Team plans.

Is Databox good for agencies?

It was built by people who ran HubSpot's agency partner programme, and the Agency plan shows it: $79 a month billed annually for unlimited users and four clients, with client packs at $20 each, bulk actions, custom templates, and cross-client reporting. White labelling is an $80-a-month add-on on any plan, so an agency can put its own branding on client reports without a sales call. 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.

What should I pair Databox with?

What do I pair with Databox for Sales CRM?

Zoho CRM. Databox sends buyers elsewhere for white labelling or SSO on a published price. Zoho CRM adds wider Zoho suite.

Is Databox enough on its own?

For analytics, yes. Databox does not cover paid ads management, SEO & content marketing and landing page builders, and its own profile says so; Bïrch (formerly Revealbot), Mangools and Carrd are the tools that fill those gaps.

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, the Agency plan's client packs remove 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 plan caps on users and sources, plus paid add-ons for white labelling and SSO, mean a wide tool stack or an agency brand requirement costs more than the entry price 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.