Adverity vs. Improvado

Down to Adverity and Improvado and still can't decide? Let's see how Adverity's powerful integrated data platform and advanced capabilities stacks up against Improvado.

At a glance

Improvado offers a reliable end-to-end ETL solution with marketing-friendly features for users who wish to ingest, transform, and explore their data in-platform.

However, new users may struggle with its relatively steep learning curve and often find that its connectivity is lacking whether ingesting data or sharing it externally.

Adverity is a better integrated solution designed to cater to a wider range of use cases.

With features that streamline the application of powerful transformations and data quality monitoring, it is the best choice for decreasing the time to insights.

Who should use Adverity?

Teams across all industries with a wide range of data use cases.

Enterprise businesses that need to enforce user access control that reflects their organizational structure.

Businesses that want the ability to scale their data operations as they grow.

Who should use Improvado?

Teams with a small number of data use cases limited to marketing.

Non-enterprise businesses that will loosely enforce the governance of user access.

Businesses that do not envisage they will need to scale up their data operations in the future.

Features compared



No. of Connectors	600+	500+
Multi-tiered Workspaces	Yes - Hierarchical tree structure with workspaces on different levels. This means data and other content from child workspaces can be shared with Parent workspaces.	No - Workspaces adopt a flat structure and cannot share data and settings freely.
Out-of-the-Box Data Transformations	Easy to use prebuilt transformations instantly ready to use. Option to use AI-powered Enrichment CoPilot feature for more complex transformations.	No.
Data Pipeline Management	Performance Manager feature keeps data processing tasks optimal so there’s no delay in using your data.	No.
Reverse ETL	Yes - Adverity offers audience activation and offline conversion upload functionality.	No.
AI-powered Data Quality Monitoring

Don’t just take our word for it!

See how G2 users compare Supermetrics and Adverity below. Or check it out for yourself on G2’s website!



Scalability	8.4	7.4
Data Collection	8.8	8.6
Reporting	8.2	6.7
ROI Tracking	8.4	7.7
Customer Insights	8.3	7.7
Spend Management	8.7	7.2
*Collected from G2.com, August 2024

Can you instantly access your data?

Though Improvado lists 500 + connectors - the majority of these are “Available by Request only” which requires the support team’s involvement in setting up the integration.
Notable Connectors with this categorization include Moz, Google Trends, Adobe Advertising Cloud, and Google Cloud Storage. This means users cannot instantly access these data sources, delaying time to insights for businesses that rely on these platforms.

Adverity boasts a greater number of “native” connectors and destinations meaning these are immediately available for users to ingest data from and send data to without requiring support.

Data Transformations straight out-of-the-box

Both Adverity and Improvado offer scripting options as well as AI assistance for performing data transformations. However - Adverity also provides a selection of pre built templates for performing transformations quickly - such as translating language, converting currency, and creating/editing dataset columns. This means new users can get their data in the correct format right away for analysis.

Scalable Data Governance

Improvado incorporates a flat hierarchical structure for its workspaces and limits what data and settings can be shared across each, making the governing of user access control more difficult. Furthermore, Improvado primarily requires users to create data streams singularly which can be time-consuming.

With Adverity, users are free to set up workspaces that copy the structure of their teams or wider business. So as the business grows, you can simply assign or reassign profiles to the correct workspace to ensure the right users immediately have the right access.

Coming Soon! As your data operations scale up, the process of ensuring your single source of truth always fulfills your data objectives is further streamlined with the ability to clone workspaces as well as apply bulk edits across datastreams.

Lastly, with the Performance Manager you can maximize the processing of your tasks however you see fit so your data is always ready for use regardless of data volume.

In summary

Improvado works best for smaller businesses that seek to automate their marketing reporting with the added benefit of AI to assist with data transformation.
However, due to a large portion of connectors and destinations only available by request, delays in retrieving insights are to be expected.

The lack of features addressing scale will hamper efforts for enterprise businesses looking to build and maintain a single source of truth to cover their use cases.

On the other hand, Adverity provides the best data foundation for large and growing businesses.

With native connectors providing users instant access to their data sources as well as AI features for governing data quality and performing data transformations, the result is a unified data hub that can fulfill Business Intelligence, Analytics, and MMM needs.

And with in-platform tours and excellent support, users both new and experienced can rapidly build a single source of truth to fuel their business’ strategic decisions.

Need to migrate from an existing tool?

Relax. With Adverity, migration is hassle-free, backed by expert support and implementation teams dedicated to ensuring a seamless experience for your business.

(Spoilers: We've done this before!)

Adverity has been a game changer for our organization

Adverity makes data access simple. This frees our engineering resources to focus on more.

Mike Forst

Senior Technical Product Manager

More reviews at G2

Automated reporting in just a few clicks

Since we've implemented Adverity, our data is more consistent and automated. We can now focus on analyzing the data and optimizing our campaigns.

Arlinda Bates

Senior Data Analyst

More reviews at G2

Great tool for controlling your marketing spend

Very flexible and powerful solution, all relevant traffic and tracking partners are available.

Albrecht Fischer

Head Of Marketing

More reviews at G2

Adverity vs. Improvado

At a glance

Improvado offers a reliable end-to-end ETL solution with marketing-friendly features for users who wish to ingest, transform, and explore their data in-platform.

However, new users may struggle with its relatively steep learning curve and often find that its connectivity is lacking whether ingesting data or sharing it externally.

Adverity is a better integrated solution designed to cater to a wider range of use cases.

With features that streamline the application of powerful transformations and data quality monitoring, it is the best choice for decreasing the time to insights.

Who should use Adverity?

Teams across all industries with a wide range of data use cases.

Enterprise businesses that need to enforce user access control that reflects their organizational structure.

Businesses that want the ability to scale their data operations as they grow.

Who should use Improvado?

Teams with a small number of data use cases limited to marketing.

Non-enterprise businesses that will loosely enforce the governance of user access.

Businesses that do not envisage they will need to scale up their data operations in the future.

Features compared

No. of Connectors

Multi-tiered Workspaces

Out-of-the-Box Data Transformations

Data Pipeline Management

Reverse ETL

AI-powered Data Quality Monitoring

Don’t just take our word for it!

See how G2 users compare Supermetrics and Adverity below. Or check it out for yourself on G2’s website!

Scalability

Data Collection

Reporting

ROI Tracking

Customer Insights

Spend Management