# Improvado

> Improvado is a marketing data platform that extracts campaign, spend, and revenue data from more than a thousand advertising, CRM, analytics, and retail media sources, harmonizes the fields into a consistent schema, loads the result into a warehouse or its own storage, and exposes that governed data to dashboards and to AI agents through an MCP server. It is sold mainly to large in-house marketing teams and to agencies managing substantial media spend, with a free limited tier, a $100 per month MCP-only plan, and quote-based Advanced and Enterprise tiers above them.

- Category: Client Reporting Dashboards (https://saastracker.org/categories/agency-reporting)
- Website: https://improvado.io
- Starting price: Free Limited at $0 per month; MCP Only at $100 per month; Advanced and Enterprise by quote
- Free plan: Free Limited: 50 MCP actions per week, 1 workspace, live API requests to all sources, limited AI agent and MCP access. No stored row allowance.
- Free trial: No standard self-serve trial of the full platform; evaluation runs through a demo and a scoped pilot. The Free Limited tier serves as the self-serve entry point.
- Founded: 2015, HQ: San Diego, California, United States, Ownership: Venture-backed, independent
- Profile last reviewed: 2026-08-23
- Canonical profile: https://saastracker.org/products/improvado

## Overview

Most reporting tools in this category start from the dashboard and work backwards to the data. Improvado starts from the pipeline. Its core proposition is that once a marketing organization runs more than a handful of channels, the expensive problem is not chart-building but reconciliation: Google Ads calls a thing a campaign, Meta calls a similar thing a campaign but counts conversions on a different attribution window, the CRM stores an opportunity keyed to neither, and the agency's naming convention drifted three quarters ago. Improvado's answer is an extraction layer plus a harmonization layer that maps roughly 46,000 platform-specific metrics and dimensions into a shared vocabulary before anything reaches a report.

The platform is built in layers a buyer can adopt in stages. Extraction and loading pulls from the connector library. Transformation applies mapping, naming normalization, currency conversion, and custom modeling. Marketing Data Governance monitors campaign naming, budget pacing, and brand safety rules against the incoming data and flags violations. Reporting and insights either pushes clean tables into Tableau, Looker Studio, Power BI, or a warehouse of your choice, or renders dashboards inside Improvado itself. Above all of it sits the AI agent, which answers natural-language questions against the governed model and generates SQL with lineage attached.

The 2025 and 2026 versions of the product lean heavily on that agent layer. Improvado now describes itself as a marketing agentic operating system and ships an MCP server, so an external assistant such as Claude or Codex can query and act on the same governed data rather than screen-scraping a BI tool. That repositioning also changed the pricing shape: where Improvado was previously quote-only with entry deals commonly quoted in the tens of thousands of dollars a year, there is now a free limited tier and a $100 per month MCP-only plan aimed at teams that want agent access to their sources without the full data platform.

It remains, in practice, an upmarket product. The published tiers that include the real platform, governance, professional services, SSO, and the higher row allowances are still custom quote, implementation typically runs weeks rather than days, and the company's own descriptions point at medium to large enterprises and agencies with meaningful media spend. A three-person agency reporting on twelve client accounts will find the cheap tiers thin and the useful tier priced for a different buyer. That is worth stating plainly rather than dressing up.

## How it works

1. You connect sources through the connector library, which covers paid media (Google Ads, Meta, TikTok, LinkedIn, Amazon Ads, The Trade Desk, DV360), organic and social, CRM (Salesforce, HubSpot), web analytics, retail media, call tracking, and ecommerce. Authentication is per-account, and agencies typically connect many client accounts under separate workspaces.

2. Extracted data lands in a normalized form rather than raw platform output. Improvado's mapping layer reconciles differing metric names, conversion definitions, currencies, and time grains so that spend from six platforms can be summed without an analyst quietly deciding which definition wins. Custom mapping tables let you fold in your own campaign taxonomy.

3. Transformed data is written where you want it: Improvado's managed storage, or your own BigQuery, Snowflake, Redshift, Databricks, or Azure warehouse. Sync frequency is plan-dependent, with daily sync on the entry paid plan and more frequent refresh on higher tiers. Row volume per year is the primary meter (2M on MCP Only, 600M on Advanced, 1B on Enterprise).

4. Governance runs as a continuous check against the incoming data. Naming-convention rules catch campaigns that violate the taxonomy before they pollute a quarter of reporting, budget pacing compares actual spend against plan, and brand safety rules flag placements or creative that breach policy. Violations surface as alerts rather than as a discovery three months later during a QBR.

5. Consumption happens three ways. BI tools read the clean tables through a direct warehouse or connector link. Improvado's own dashboards and templates cover teams that do not want to run a separate BI stack. And the AI agent plus MCP server let a person or an external assistant ask questions in natural language, with the platform generating governed SQL and returning results with lineage, so the answer can be audited rather than trusted blindly.

## Best for

In-house marketing teams and agencies running significant multi-channel media spend across many accounts, where the real cost is reconciling inconsistent platform data rather than drawing charts, and where governance, warehouse delivery, and auditable AI access to marketing data justify a quoted contract.

## Not the right fit for

- Small agencies with a handful of clients that need branded PDF reports on a fixed monthly fee; the purpose-built agency reporting tools do that job for a fraction of the price.
- Teams that want a credit-card signup, a 14-day trial, and a published price for the tier they will actually use; the useful tiers are quote-only and gated behind a demo.
- Freelancers and one-person consultancies, where the row allowances on the cheap tiers are not the binding constraint but the implementation effort is.
- Organizations with a single channel or two; harmonization across 1,000 sources is not a benefit if you use three of them.
- Buyers who need the data live in minutes; extraction is scheduled, and near-real-time is not the product's promise on standard plans.
- Teams without any analytics capability at all, since the platform rewards someone who can model data and will otherwise be used at a fraction of its value.

## Features

### Extraction and connectors

The pipeline half of the product, and the reason most buyers arrive.

- **1,000+ source connectors**: Paid media, organic social, CRM, web analytics, retail media, call tracking, affiliate, and ecommerce platforms, maintained by Improvado rather than by your engineers.
- **Historical backfill**: New connections pull historical data rather than starting from the connection date, which is what makes year-over-year reporting possible in the first month.
- **Scheduled and live API requests**: Scheduled syncs handle the bulk load, while live API requests hit a source directly when a question needs today's numbers rather than last night's snapshot.
- **Multi-account and multi-workspace ingestion**: Many client or brand accounts per platform, organized into separate workspaces with their own permissions, which is how agencies and holding companies keep tenants apart.
- **Connector monitoring and sync alerts**: Failed or partial syncs are surfaced as alerts, since a silently broken connector is the failure mode that quietly corrupts a monthly report.
- **Custom source support**: Sources outside the catalogue can be added through custom connector work on higher tiers, generally as part of the professional services engagement.

### Harmonization and transformation

Turning six vocabularies into one, which is the part nobody wants to build twice.

- **Cross-platform metric mapping**: Roughly 46,000 platform-specific metrics and dimensions mapped into a shared schema so spend, impressions, and conversions are comparable across sources.
- **Campaign naming normalization**: Parsing rules extract brand, region, channel, and audience from campaign names, rescuing structure from taxonomies that were never enforced at the platform.
- **Currency and time-grain conversion**: Multi-currency spend converted to a reporting currency and time grains aligned, which matters the moment a client runs media in more than one market.
- **Custom modeling and calculated metrics**: Derived metrics, blended CAC, and business-specific calculations defined once at the model layer instead of separately in every dashboard.
- **Data lineage**: Every field traces back to the source and transformation that produced it, which is the difference between an auditable number and one somebody has to defend from memory.

### Marketing data governance

Continuous rule checks against live campaign data, sold as a distinct capability on Advanced and above.

- **Naming convention enforcement**: Rules flag campaigns, ad sets, and creatives that break the agreed taxonomy while the campaign is still running and the fix is cheap.
- **Budget pacing monitoring**: Actual spend compared against plan per campaign, channel, or client, with alerts when pacing drifts rather than a post-mortem at month end.
- **Brand safety scanning**: Placement and creative checks against policy rules, aimed at organizations where a bad adjacency is a reputational event rather than a metric.
- **Data quality alerts**: Anomaly and completeness checks that catch missing days, duplicated rows, and impossible values before they reach a report.
- **Workspace permissions and roles**: Role-based access per workspace, so a client, an account team, and an analyst see different surfaces of the same governed model.

### AI agent and MCP

The 2025 and 2026 repositioning: governed data made available to assistants, not just to dashboards.

- **Natural-language querying**: Questions asked in plain English against the harmonized model, answered with the generated SQL shown rather than hidden.
- **MCP server**: An MCP endpoint that lets external assistants such as Claude or Codex read and act on the governed marketing data through one connection instead of a dozen platform APIs.
- **Auto-generated dashboards**: Live dashboards produced from a prompt, using the governed model so a generated chart inherits the same definitions as a hand-built one.
- **Budget reallocation recommendations**: Spend-shift suggestions derived from performance across channels, presented as recommendations against pacing targets rather than executed automatically.
- **Experiment tracking with confidence scoring**: Campaign tests tracked in-platform with a confidence read on the result, keeping the test log next to the data it was measured on.
- **MCP action metering**: Agent usage is metered in actions per week (50 on Free Limited, 300 on MCP Only, 4,000 on Advanced, 12,000 on Enterprise), which is the practical ceiling on how heavily an assistant can be pointed at the data.

### Delivery and reporting

Where the clean data ends up.

- **Warehouse destinations**: Delivery into BigQuery, Snowflake, Redshift, Databricks, or Azure, so the data stays yours and the BI layer is your choice.
- **BI tool connections**: Direct feeds into Tableau, Looker Studio, Power BI, and similar, which is how most large teams actually consume the output.
- **In-platform dashboards and templates**: Prebuilt reporting templates for common paid media and executive views for teams that do not want a separate BI deployment.
- **Scheduled distribution**: Reports and extracts delivered on a schedule to stakeholders and clients rather than pulled manually each cycle.
- **Attribution and modeling add-ons**: Multi-touch attribution and creative analytics on Advanced, with marketing mix modeling and incrementality testing at the Enterprise end, all priced separately from the base platform.

## Use cases

- **Head of analytics at a mid-market agency with 40 client accounts**: Each client runs four to eight channels, and the reporting team spends the first six working days of every month pulling exports and reconciling spend that does not tie out between platforms and the finance system. Outcome: Sources are connected per client workspace, spend and conversion definitions are harmonized once at the model layer, and monthly reporting collapses from six days of manual work to a review pass on data that arrives already reconciled.
- **VP of marketing at a multi-brand ecommerce company**: Paid spend crosses eight platforms and three currencies, and nobody can answer what blended customer acquisition cost was last quarter without an analyst spending two days in a spreadsheet. Outcome: Blended CAC is defined as a calculated metric once, computed on converted currency across all sources, and available in the executive dashboard and to the AI agent, so the answer takes a question rather than a project.
- **Marketing operations lead at an enterprise with a data team**: The data team already owns Snowflake and does not want another BI tool, but is losing sprints to maintaining brittle in-house connectors to a dozen ad platforms that break whenever a vendor changes an API. Outcome: Improvado runs as the extraction and harmonization layer writing into Snowflake, the existing BI stack stays untouched, and connector maintenance moves off the engineering roadmap entirely.
- **Analytics manager rolling out AI assistants to a marketing org**: Marketers are pasting CSV exports into chat assistants and getting confident answers built on stale, mislabeled, or partial data, with no way to check the working. Outcome: The MCP server gives assistants one governed connection to the harmonized model, generated SQL and lineage make each answer checkable, and the CSV habit stops because the sanctioned route is faster.
- **Compliance-conscious brand team at a regulated advertiser**: Campaign naming has drifted across three agencies, budget pacing is discovered late, and a placement adjacency incident would be a board-level problem. Outcome: Governance rules flag naming violations and pacing drift while campaigns are live, brand safety scanning runs continuously, and the quarterly review becomes a confirmation rather than an investigation.

## Pricing

Tiered subscription metered primarily on data volume (rows per year), agent usage (MCP actions per week and platform actions per day), and workspaces. Two published tiers sit at the bottom (Free Limited and MCP Only at $100 per month); the Advanced and Enterprise tiers that include the full platform, governance, and professional services are custom quote only. Attribution, creative analytics, incrementality testing, and marketing mix modeling are separately priced add-ons.

- **Free Limited**: $0 per month. 50 MCP actions per week; 1 workspace, live API requests to all sources; Limited AI agent and MCP access. An agent-access sampler rather than a working data platform; there is no yearly row allowance attached to it.
- **MCP Only**: $100 per month. 2 million rows per year; Daily data sync; 300 MCP actions per week, 1 workspace; Knowledge graph and modeling included. The only published price for a plan that actually stores and syncs data. 2M rows per year is modest once several paid channels are connected at daily grain.
- **Advanced**: Custom quote annual contract. 600 million rows per year, 200 actions per day, 4,000 MCP actions per week; Up to 50 workspaces; Marketing Data Governance, premium support, SSO (Azure, Okta); Add-ons available: creative analytics intelligence, multi-touch attribution, incrementality testing. This is the tier most buyers who evaluate Improvado end up on, and it is the tier with no published price.
- **Enterprise**: Custom quote annual contract. 1 billion rows per year, 600 actions per day, 12,000 MCP actions per week; Unlimited workspaces; White-glove professional services; All Advanced add-ons plus marketing mix modeling.

Add-ons:

- Multi-touch attribution (Quoted separately): Available from the Advanced tier upward.
- Creative analytics intelligence (Quoted separately): Creative-level performance analysis, from Advanced upward.
- Incrementality testing (Quoted separately): Available from Advanced upward.
- Marketing mix modeling (Quoted separately): Enterprise tier only.
- Customization credits (Included in quote (720 per year cited on Advanced)): Credits fund custom connector and modeling work by Improvado's team.

Billing notes:

- Row volume per year is the primary meter, not the number of sources or seats, so a team connecting many low-volume platforms is treated more kindly than one connecting a few high-volume ones at fine granularity.
- Agent usage is separately metered in MCP actions per week and platform actions per day; heavy assistant use can hit a ceiling before the row allowance does.
- The published $100 MCP Only plan buys 2 million rows per year, which several paid media accounts at daily campaign grain can consume well inside twelve months.
- Advanced and Enterprise are quote-only annual contracts. Public third-party estimates for full deployments commonly land in the tens of thousands of dollars per year and higher, and Improvado's own materials describe a typical client with substantial annual ad spend.
- The most valuable modules (attribution, incrementality, marketing mix modeling, creative analytics) are add-ons on top of the base contract, so a headline quote is rarely the final number.
- There is no self-serve trial of the Advanced feature set; evaluation is a demo and a scoped pilot, which lengthens the buying cycle relative to tools in this category that let you connect an account in ten minutes.

Value assessment: Judged against what it replaces, in-house connector maintenance, an analyst reconciling spend by hand, and a BI project that stalls on data quality, Improvado is defensible for an organization spending seven or eight figures on media. The harmonization layer is genuinely hard to build, the governance rules catch problems that cost real money, and warehouse delivery means you are not locked into someone else's dashboard. For a small business or a small agency the calculus inverts. The two published tiers are thin, the tier with the actual product is quote-only, implementation is measured in weeks, and the same monthly client PDF can be produced by a purpose-built agency reporting tool for well under a hundred dollars. Improvado is on this list because agencies encounter it, not because most small agencies should buy it.

## Strengths

- A connector library well past a thousand sources, including retail media, call tracking, and long-tail platforms that lighter tools simply do not cover.
- Genuine harmonization rather than side-by-side widgets: metrics are mapped into one schema so cross-channel numbers can be summed without an analyst arbitrating definitions.
- Warehouse-first delivery into BigQuery, Snowflake, Redshift, Databricks, or Azure, which keeps the data owned by the customer and the BI layer replaceable.
- Marketing Data Governance is a real differentiator: naming enforcement, budget pacing, and brand safety checked continuously against live campaign data.
- The MCP server is a serious answer to the CSV-into-chatbot problem, giving assistants one governed connection with generated SQL and lineage that can be audited.
- Lineage on every field, which turns reported numbers into something defensible in a room where someone disputes them.
- Professional services and custom connector work are part of the higher-tier engagement, so the hard cases do not become the customer's problem.

## Limitations

- The useful tiers are quote-only. Advanced and Enterprise have no published price, and the two priced tiers (Free Limited and $100 MCP Only) do not represent the product most buyers evaluate.
- No standard self-serve trial or sandbox of the full platform; access typically requires qualifying as a lead and sitting through a demo first.
- Implementation is a project, not a signup. Reported deployments average around two months including setup, onboarding, and internal alignment on definitions.
- The 2 million rows per year on the MCP Only plan is a hard ceiling that several daily-grain paid media accounts can exhaust, and the next step up is a custom quote with no visible price.
- Reviewers repeatedly report inconsistent data delivery when syncing across many platforms with differing settings, and syncs that need attention rather than running invisibly.
- A steep learning curve that assumes technical capability; several reviewers describe some calculations as unintuitive and requiring custom fixes to get right.
- The high-value analytics (multi-touch attribution, incrementality, marketing mix modeling, creative analytics) are separately priced add-ons rather than included capability.
- Data is scheduled rather than streaming on standard plans, so it is not the tool for intraday bid decisions.
- Overkill for single-channel or low-spend advertisers, where the harmonization layer solves a problem those teams do not have.

## Comparisons

- **Improvado vs AgencyAnalytics**: Different products that get shortlisted together only because both say marketing reporting. AgencyAnalytics is built for agencies producing branded client dashboards and monthly PDFs, priced per client account, live in an afternoon, with a published price you can act on. Improvado is a data pipeline with a governance and agent layer on top, priced by data volume, deployed over weeks, and aimed at organizations where the reconciliation problem is bigger than the presentation problem. A small or mid-sized agency almost always wants AgencyAnalytics; a holding company or an in-house team feeding a warehouse wants Improvado.
- **Improvado vs Cyfe**: Opposite ends of the same shelf. Cyfe is a cheap, flat-rate dashboard tool with a long tail of simple widgets, useful for putting a handful of live numbers on a screen with no implementation cost at all. Improvado does not compete on that: it is a harmonization and delivery platform whose entry-level published plans are not the real product. If your requirement is a live KPI board and a small monthly bill, Cyfe is the honest answer. If your requirement is trustworthy cross-channel spend data landing in a warehouse, Cyfe is not in the conversation.
- **Improvado vs Supermetrics**: The closest genuine competitor in the extraction layer and the one most Improvado deals are argued against. Supermetrics is cheaper, self-serve, and famous for its Google Sheets and Looker Studio connectors, which is exactly what a lean team wants. Improvado goes further on harmonization, governance, and professional services, and it is the one that maps metric definitions across platforms rather than handing you each platform's fields to reconcile yourself. Start with Supermetrics; move to Improvado when the reconciliation work, not the extraction work, is what is costing you.
- **Improvado vs Funnel**: The most direct like-for-like comparison. Both are marketing data platforms with large connector libraries, cross-channel normalization, and warehouse delivery. Funnel tends to be easier to buy, with clearer self-serve entry and a data-transformation workflow marketers can drive themselves. Improvado leans harder into governance rules, attribution and mix-modeling add-ons, and white-glove services, which reads as an advantage to a large enterprise and as friction to everyone else. Shortlist both; the deciding factor is usually whether you want to run the transformation layer yourself or have a vendor team run it.
- **Improvado vs Fivetran**: Fivetran is the general-purpose ELT tool: more sources across the whole business, deeply reliable pipelines, and no opinion about marketing. Improvado is narrower and opinionated, and the opinion is the point, since it ships the marketing metric mapping, naming normalization, and pacing rules that a Fivetran customer would have to build in dbt themselves. Companies with a real data engineering team often choose Fivetran plus dbt and save money; marketing organizations without one choose Improvado to avoid owning that modeling layer.
- **Improvado vs Databox**: Databox is a KPI dashboard product with a generous free tier, a large template library, and a metric-count pricing model built for small teams that want their numbers visible on a TV and in Slack. It does not attempt harmonization or warehouse delivery. Improvado is the pipeline that would feed something like Databox in a larger organization. For a small business the practical advice is Databox first, and only look at Improvado if data reconciliation is genuinely the constraint.

## Implementation

- Setup time: Weeks, not hours. Reported deployments average around two months end to end, covering connector setup, historical backfill, agreeing metric definitions and naming taxonomy internally, and validating that the numbers tie out against the source platforms. The Free Limited and MCP Only tiers can be started in minutes, but they are not the deployment most buyers are evaluating.
- Learning curve: Steep, and it assumes someone with analytics capability. The connector setup is manageable; the parts that take time are the modeling decisions (which conversion definition wins, how campaign names are parsed, how currency and time grain are handled) and the governance rules. Multiple reviewers describe some calculations as unintuitive and needing custom fixes.
- Onboarding: Hands-on and customized, with a solutions team rather than a self-serve wizard. Premium support is a stated Advanced-tier feature and white-glove professional services come with Enterprise, including custom connector and modeling work funded by customization credits. There is no standard sandbox unless you qualify as a lead.
- Migration: Because the output can be written to your own warehouse, the data itself is portable and that is the main defence against lock-in. What is not portable is the transformation and harmonization logic, which lives in Improvado's model. Before switching, export the mapping definitions and calculated metrics as documentation, and expect to rebuild that layer in dbt or in the replacement platform. Historical data already landed in your warehouse stays yours; historical data held only in Improvado's managed storage should be exported before the contract ends.

## Platform, API & security

- Platforms: Web application, Warehouse destinations: BigQuery, Snowflake, Redshift, Databricks, Azure, BI destinations: Tableau, Looker Studio, Power BI, MCP server for AI assistants (Claude, Codex, custom agents)
- API: REST API for programmatic extraction and pipeline management, plus an MCP server that exposes the governed data model to external AI assistants with read and write access to connected platforms. Data can also be delivered directly into a customer-owned warehouse, which is how most engineering-led teams consume it.
- Compliance: SOC 2, HIPAA, GDPR, CCPA, ISO 27001
- Data residency: Cloud-hosted with warehouse delivery into the customer's own cloud region, which is the usual route to a specific residency requirement. Specific residency commitments are handled contractually on Advanced and Enterprise.
- SSO: SSO with Azure and Okta on Advanced and Enterprise tiers.
- Security notes: HIPAA compliance is listed as an Advanced-tier feature rather than a baseline, which is worth checking against your requirement. Role-based access runs per workspace, so client or brand data can be isolated across up to 50 workspaces on Advanced and unlimited on Enterprise.

## Support

- Channels: Dedicated customer success manager on paid tiers, Email and ticket support, Premium support on Advanced, White-glove professional services on Enterprise, Documentation and knowledge base
- Documentation: Public product documentation covering connectors, the data model, transformations, and the MCP server, alongside a substantial marketing-analytics content library that functions as category education more than as reference material.
- Community: No large public user community in the way self-serve tools have one; the support relationship is a named account team, which is consistent with a quote-based enterprise sale. Third-party review coverage on G2 and Capterra is the main source of unfiltered user opinion.

## Company

- Founded: 2015
- Founders: Daniel Kravtsov, Dmitry Nasikanov, Ali Flynn
- Headquarters: San Diego, California, United States
- Ownership: Venture-backed, independent
- Employees: 95+ (company-stated, across 14 time zones)
- Funding: Approximately $34M raised in total, including a $22M Series A led by Updata Partners announced in May 2022, with earlier participation from Bessemer Venture Partners, Operator Collective, 500 Startups, and others.

Funding history:

- Seed (2019): $8M. Reported round backed by US and international investors, including angels from the ad-tech industry.
- Series A (2022): $22M. Led by Updata Partners, announced alongside the launch of the enterprise revenue data platform positioning.

Timeline:

- 2015: Founded by Daniel Kravtsov and Dmitry Nasikanov as a marketing data extraction and automation tool.
- 2019: Raises a reported $8M seed round and expands the connector catalogue and enterprise customer base.
- 2022: Raises a $22M Series A led by Updata Partners and repositions as a marketing and sales revenue data platform for enterprise.
- 2023: Marketing Data Governance introduced as a distinct capability covering naming conventions, budget pacing, and brand safety.
- 2024: Connector library passes 1,000 sources with roughly 46,000 mapped metrics and dimensions; AI-assisted natural-language querying added.
- 2025: Google Cloud Ready BigQuery designation; the AI agent becomes the headline product and the MCP server ships, giving external assistants governed access to marketing data.
- 2026: Repositioned as a marketing agentic operating system, with a free limited tier and a $100 per month MCP-only plan published beneath the existing quote-based Advanced and Enterprise tiers.

## Integrations

Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, Amazon Ads, The Trade Desk, Google Analytics 4, Salesforce, HubSpot, Shopify, BigQuery, Snowflake, Redshift, Databricks, Tableau, Looker Studio, Power BI, CallRail

## FAQ

### What is Improvado used for?

Improvado extracts marketing and revenue data from more than a thousand advertising, CRM, analytics, and retail media platforms, maps their differing metrics into one consistent schema, and delivers the harmonized result to a data warehouse, a BI tool, its own dashboards, or an AI assistant through its MCP server. It is used by organizations whose main reporting problem is reconciling inconsistent cross-channel data rather than building charts.

### How much does Improvado cost?

There are four tiers. Free Limited is $0 per month with 50 MCP actions per week and one workspace. MCP Only is $100 per month with 2 million rows per year, daily sync, and 300 MCP actions per week. Advanced (600 million rows per year, up to 50 workspaces, governance, SSO) and Enterprise (1 billion rows per year, unlimited workspaces) are custom quote only. Third-party estimates put full deployments in the tens of thousands of dollars per year, and attribution, incrementality, and mix-modeling modules are priced on top.

### Does Improvado have a free trial?

Not in the conventional sense. There is a Free Limited plan you can sign up for, but it only covers limited AI agent and MCP access with no stored row allowance. Evaluating the Advanced feature set means booking a demo and qualifying as a lead; there is no standard self-serve sandbox of the full platform.

### Is Improvado suitable for a small agency?

Usually not. The published cheap tiers are thin, the tier with the real product is quote-only and priced for organizations managing large media budgets, and implementation typically runs about two months. A small agency producing branded monthly client reports is better served by a purpose-built agency reporting tool with a published per-client price. Consider Improvado when the cost of reconciling data across channels exceeds the cost of the platform.

### Improvado vs Supermetrics: what is the difference?

Supermetrics is the cheaper, self-serve extraction tool, strongest at pulling platform data into Google Sheets, Looker Studio, or a warehouse, leaving you to reconcile the definitions. Improvado adds the harmonization layer that maps metrics across platforms into one schema, plus governance rules, professional services, and attribution modules. Supermetrics is the better first purchase; Improvado is what you move to when the modeling work is the bottleneck.

### How many data sources does Improvado support?

More than 1,000 sources as of 2026, spanning paid media, organic social, CRM, web analytics, retail media, call tracking, affiliate, and ecommerce, with roughly 46,000 platform-specific metrics and dimensions mapped into its shared schema. Custom connectors can be built on higher tiers through customization credits.

### Can Improvado send data to my own data warehouse?

Yes, and this is one of its main advantages. It writes to BigQuery, Snowflake, Redshift, Databricks, and Azure, so the cleaned data lives in infrastructure you own and your BI layer stays your choice. This also limits lock-in: the data is portable even though the transformation logic that produced it is not.

### What is the Improvado MCP server?

It is an MCP endpoint that lets AI assistants such as Claude or Codex query and act on the governed marketing data through one connection instead of a dozen separate platform APIs. Answers come back with generated SQL and lineage attached so they can be audited. Usage is metered in MCP actions per week, from 50 on the free tier to 12,000 on Enterprise.

### How long does Improvado take to implement?

Reported deployments average around two months, covering connector setup, historical backfill, agreeing internal metric definitions and naming taxonomy, and validating that the numbers reconcile against the source platforms. The connectors themselves are the quick part; agreeing what a conversion means across six teams is what takes the time.

### What do users complain about most with Improvado?

Three things recur in reviews. Data delivery can be inconsistent when syncing across many platforms with differing settings, so syncs need monitoring rather than running invisibly. The learning curve is steep and assumes technical capability, with some calculations described as unintuitive and needing custom fixes. And onboarding is a project with real internal effort, not a signup.

### Who owns Improvado?

It remains an independent, venture-backed company. It has raised roughly $34M in total, including a $22M Series A led by Updata Partners in May 2022, with Bessemer Venture Partners, Operator Collective, and 500 Startups among earlier investors. It has not been acquired.

### Does Improvado do attribution and marketing mix modeling?

Yes, but as separately priced add-ons rather than included features. Multi-touch attribution, creative analytics intelligence, and incrementality testing are available from the Advanced tier upward; marketing mix modeling is Enterprise only. Budget your quote accordingly, since the base contract price is rarely the final number.

## Editorial verdict

Improvado solves a real and genuinely hard problem: making campaign, spend, and revenue data from a thousand platforms comparable enough to be summed, governed enough to be trusted, and portable enough to land in your own warehouse. The governance layer and the MCP server are more than repositioning, and the harmonization work behind them is the kind of thing that takes years to build and is miserable to maintain in-house. It is also, plainly, not a small-business purchase. Two published tiers exist, and neither is the product; the tier that matters is a quote, evaluation runs through a demo rather than a trial, implementation averages about two months, and the highest-value analytics arrive as paid add-ons. If your organization spends seven figures or more on media across many channels and the reconciliation cost is measured in analyst weeks, Improvado is a serious and defensible choice. If you are an agency of five looking for client dashboards next Tuesday, buy something else and revisit this when the data problem, not the reporting problem, is what hurts.

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-23. Awards are judged on published criteria: https://saastracker.org/methodology