Adverity Connect vs Salesforce Marketing Cloud
Adverity Connect vs. Salesforce Marketing Cloud Intelligence (Datorama)
Salesforce runs two separate marketing analytics products — a legacy platform with 170 connectors and a new platform with 13. Adverity Connect is enterprise-grade marketing ETL with 600+, cloud-neutral data ownership, and one product roadmap.
No commitment. 30-minute session.
92% of reviewers rate Adverity 4★ or above on G2
Adverity makes two products.
Adverity Connect handles data integration and is the subject of this page. Adverity Atlas is a separate marketing knowledge layer. It works on Connect data or any other warehouse you already use. Also building an agentic marketing team? Adverity Atlas is where that conversation starts.
Salesforce Marketing Cloud Intelligence (also known as MCI, and formerly known as Datorama) is Salesforce's established marketing analytics platform. It has 170 native API connectors and is designed for organizations already running the Salesforce ecosystem: Marketing Cloud, CRM, and Commerce Cloud. Salesforce acquired Datorama in July 2018 and rebranded it MCI in 2022. The Datorama name persists in practitioner vocabulary, Salesforce Help URLs, and third-party directories.
Adverity Connect is an enterprise-grade marketing ETL. It collects marketing data from 600+ sources, applies transformation, and harmonizes metrics so they are comparable across platforms. Data lands in your warehouse or 40+ destinations. Four quality monitors run on every fetch, flagging issues before data arrives. Built for marketing data specifically, not adapted from a general-purpose tool. Six hundred customers use it today, from direct-to-consumer brands to global media agencies.
The key differences.
Features compared
Prebuilt connectors |
600+ pre-built connectors across 24 marketing categories. |
MCI: 170 native API connectors. New Marketing Intelligence: 13 named prebuilt connectors (as of June 2026), expanding at approximately 10 per release cycle. |
|---|---|---|
Data transformations |
No-code transformations (7 types), Python scripting, AI Transformation Copilot — across all tiers. |
MCI: C/JavaScript rule setup; no out-of-the-box options. New Marketing Intelligence: Einstein AI for automated semantic modeling and normalization. |
Data quality monitoring |
4 universal monitors on every fetch (duplication, volume, timeliness, column consistency) + 5 custom rule types. Issues surfaced before the warehouse. |
MCI: not a documented native feature. Salesforce has a published known-issues KB article on MCI performance degradation at scale. |
Workspace nesting |
Unlimited nesting depth by brand, market, agency, or business unit. Child workspaces inherit transformation rules from parents. Sibling workspaces are isolated. |
MCI: two-level workspace cap. For global marketing organizations managing multiple markets and business units, two levels does not reflect operational reality. |
Marketing-specific harmonization |
Data Mapping, Default Data Mapping, Data Dictionary, Calculated KPIs, Smart Naming Conventions — built into the pipeline. |
MCI: limited native harmonization; cross-platform normalization requires manual configuration. New MI: Einstein AI for automated data normalization — capability confirmed but breadth constrained by 13-connector ceiling. |
Data ownership and storage |
Warehouse-first. Data delivered to the customer's own warehouse (Snowflake, BigQuery, Databricks, Redshift) or Adverity-managed Snowflake hosting. Customer controls governance and retention. Connect can also write to Salesforce Data Cloud. |
MCI and new MI both store data within Salesforce/Data Cloud ecosystem by default. Intelligence+ deepens this by adding Data Cloud licenses. Export to non-Salesforce BI tools requires additional integration work. |
Pricing model |
Fixed tiers (Core, Standard, Professional). Predictable per contract. |
MCI: fixed org tiers (Starter, Growth, Plus). Premium connectors add per-source charges. New Marketing Intelligence: consumption-based Data Cloud pricing. Intelligence+: adds Data Cloud and Tableau Next license costs on top of existing MCI spend. |
Support |
4.5/5 (242 reviews, Adverity — June 2026). |
MCI: approximately 4.2/5 (approximately 102 reviews — down from 136 in April 2026). G2 support score: 8.0 vs. Adverity 9.0. |
When to choose
Your paid media stack has more than 13 sources.
Any marketing team running a modern multi-platform stack will exceed 13 connectors quickly. Google Ads, Meta, LinkedIn, TikTok, Amazon, The Trade Desk, Snapchat, Pinterest, and a handful of attribution or CRM tools already puts you past what the new Salesforce Marketing Intelligence platform supports as of June 2026. Connect has 600+ connectors available today, covering every major platform across paid media, analytics, ecommerce, and attribution, with no wait for a future release cycle.
Data governance or compliance requires ownership outside Salesforce.
Both MCI and the new Marketing Intelligence store data in Salesforce/Data Cloud by default. If your organization has data residency requirements, GDPR, UK GDPR, or CCPA obligations, or governance policies that prohibit storing sensitive data in a vendor's infrastructure, that default creates a structural problem. Connect's warehouse-first architecture means it doesn't.
You are an MCI customer evaluating your options.
The March 2025 launch of Salesforce's separate Marketing Intelligence platform changed the roadmap conversation for every MCI customer. You are now choosing between staying on a platform Salesforce has visibly deprioritized and migrating to a new platform that has 13 connectors and requires additional Data Cloud and Tableau Next licenses. Intelligence+ is the official bridge, but it deepens Salesforce spend without resolving the migration question. Connect is a stable single-product alternative with a clear roadmap, 600+ maintained connectors, and 30-to-60-day onboarding.
When to choose
Your organization is deeply embedded in the Salesforce ecosystem.
If Salesforce CRM, Marketing Cloud, and Commerce Cloud are already core infrastructure, MCI's integration depth is a genuine advantage. The data model is built for that ecosystem, the integrations are native, and the switching cost of moving data models built around Salesforce objects is real. If your analytics workflows depend on cross-referencing campaign performance against CRM data that lives in Salesforce, MCI's interoperability is a structural benefit. Not just a marketing claim.
You are actively evaluating the new Marketing Intelligence platform and already run Agentforce.
If your organization is committed to Salesforce's Agentforce platform and evaluating MI as part of a broader consolidation, the comparison is MI versus Adverity Connect, not MCI versus Connect. MI's native Agentforce integration and conversational analytics capabilities are architecturally credible and designed for that stack. The connector ceiling is the real constraint. For teams whose paid media stack fits within the 13 supported sources and that already have Data Cloud infrastructure in place, MI's AI story is worth evaluating.
You want built-in dashboards without adding another BI tool.
MCI's native dashboards, CSS/JS customizable, ship as part of the platform. If your team doesn't want to stand up or license a separate visualization tool, MCI's bundled approach handles that out of the box.
Teams that made the switch.
GLOBAL PERFORMANCE MARKETING AGENCY
iProspect saved 200 hours per month on a single test brand after deploying Adverity Connect to automate data collection and pipeline management across its client portfolio.
AUTOMOTIVE MARKETPLACE
After deploying Adverity Connect, Cars.com was able to calculate ROAS against actual business outcomes rather than platform-reported metrics. In their words: "Because of the data availability that Adverity has made possible, we are now able to calculate true return on ad spend, not in the ad platform, but through the actual business.
92% of reviewers rate Adverity 4 stars or above.
44% cite support as a standout positive. (G2, SUMMER 2026. Based on 263 reviews.)
Most migration anxiety comes from the unknown.
It shrinks fast once you map what you actually have.
Adverity Connect's implementation is not self-serve. Every customer gets a dedicated account manager from day one: not a ticketing system, not an onboarding checklist. 44% of Adverity's G2 reviewers cite support as the standout positive, the single most mentioned theme across 263 reviews. Supermetrics is built around a self-serve model; their service layer is an add-on to a product designed to be used without it.
Adverity Connect onboarding takes 30 to 60 days. Your account manager works through the transition with you: mapping existing pipelines, setting up connectors, confirming data quality before the old system is switched off. You run both pipelines in parallel until the team is confident. Nothing gets cut over until you say it does.
A tool that doesn't fit your data requirements, breaks connectors without alerting you, or can't accommodate your org structure is not a neutral choice. It has a cost that compounds every month.
Enterprise-grade ETL, without enterprise-grade complexity.
Trusted by 600+ marketing teams globally
