Pacing Console vs Funnel.io: a data hub with budgets, or a budget tool with actions
By the PlanConversion Strategy Team.
Funnel is a marketing data hub: it collects data from hundreds of connectors, sends it to Sheets, Looker Studio, BI tools and warehouses, and includes Budgets and targets with a pacing percentage and daily email alerts, from $300 a month billed annually. Pacing Console is a budget pacing tool for Google Ads, Microsoft Ads and LinkedIn Ads that judges pace to the hour, shows the daily budget to set and applies budget changes through your own script, with CRM pipeline by campaign; Pro is $49 USD per workspace a month after a free first month. Pick Funnel if you need one governed data source for every report; pick Pacing Console if the job is landing paid search and LinkedIn budgets and seeing what that spend produced in the CRM.
Many teams use Funnel for reporting and Pacing Console for daily budget work.
Pacing Console at a glance
- What it is
- A budget pacing tool from PlanConversion: hourly pace for every campaign, month-end forecasts and the daily budget that lands the month
- Platforms
- Google Ads, Microsoft Ads and LinkedIn Ads
- CRM
- HubSpot, Salesforce, Pipedrive, or any CRM by CSV or API: lifecycle stage counts by campaign (Pro)
- Pipeline and revenue
- Enterprise: opportunities, pipeline value, average deal size, won revenue, customers, win rate, pipeline-to-spend, ROAS and CAC for every campaign, credited to the campaign that first brought in the contact
- 1 month free
- First month free at any spend, for up to 3 users. Then Pro, or the workspace pauses with its data kept
- Pro
- $49 USD per workspace a month, or $490 USD a year (12 months for the price of 10); 10 users included, then $5 USD per extra user
- Enterprise
- $1,500 USD a month, billed annually, 10 users included, then $20 USD per extra user a month
- With Link Console
- Pro: add Link Console for $39 USD a month, so both products are $88 USD per workspace a month ($880 USD a year); Enterprise adds Link Console for $199 USD a month for all users. One account for both products: the same login, team and billing
- Start and sign-in
- First month free, no credit card; Google or Microsoft sign-in
At a glance
| Criterion | Pacing Console | Funnel.io |
|---|---|---|
| What it is | A budget pacing tool for Google Ads, Microsoft Ads and LinkedIn Ads, set up in about 15 minutes | A marketing data hub that connects sources and exports to reporting tools and warehouses, with budgets, targets and dashboards |
| Price | First month free for up to 3 users at any spend; then Pro $49 USD per workspace a month or $490 USD a year, 10 users included, then $5 USD per extra user; Enterprise $1,500 USD a month, billed annually, with 10 users included, then $20 USD per extra user | Starter from $300 a month and Business from $600 a month, both billed annually; Enterprise custom; Funnel Measure (MMM, MTA, incrementality) is an add-on |
| Trial | First month free, no credit card | 14-day free trial, no credit card needed |
| Users | 10 on Pro, then $5 USD per extra user | Unlimited on every plan |
| Data freshness | Hourly, from a pre-filled script in Google Ads and Microsoft Ads and a LinkedIn connection | Exports daily on Starter and every 2 hours on Business and Enterprise |
| Budget pacing | Built in per campaign: expected spend cut to the hour of the pull, weekday schedules, flight dates and a pace tolerance band | Budgets and targets with up to three breakdowns; pacing shown as spend divided by budget for the dates you view |
| Alerts | Daily email that lists only the off-pace campaigns and the budget to set, plus stale-data warnings | Email alerts on cost, budget, pacing or budget remaining; they run daily on the previous day’s data and check the whole budget, not each breakdown |
| Forecast | Month-end spend, conversions and cost per conversion; P10 to P90 range on Pro | Budget days remaining and a recommended daily pace on dashboard cards; forecasts not described in its Budgets article |
| Budget changes | One-click changes on Pro, queued and applied by your own script in Google Ads and Microsoft Ads, with a change log | Not described; its pages say marketers use pacing to adjust bids and daily limits, which happens in each platform |
| CRM and pipeline | CRM lifecycle stages by campaign on Pro; pipeline and revenue by campaign on Enterprise | Possible by connecting CRM sources and building the report |
| AI | Pacing Console AI on Enterprise: why a campaign is off pace, reallocation ranked by effect, Ask your budget chat; a person approves every change | Funnel AI and MCP on every plan to ask questions about your data; its docs say neither can create a budget |
| Platforms | Google Ads, Microsoft Ads, LinkedIn Ads | 117 connectors on Starter, 579 on Business, 600+ on Enterprise |
Where Pacing Console wins
- Pace judged to the hour the data was pulled, so a campaign is not flagged at 9 am for missing a full day of spend
- Per-campaign alerts: the morning email names each off-pace campaign and the daily budget that lands it, where Funnel’s alerts check the budget total
- Budget changes applied in one click through your own script, with a log, instead of a trip into each platform
- Spend next to CRM lifecycle stages (Pro) and pipeline and revenue (Enterprise) by campaign without building joins
- Pro at $49 USD per workspace a month, a fraction of Funnel’s published starting price, when pacing is the job
- Pacing Console AI explains the cause of a pacing problem and ranks reallocations by their effect on month-end spend and leads
Where Funnel.io wins
- Hundreds of connectors and destinations, including Meta, TikTok, BI tools and warehouses; Pacing Console covers Google Ads, Microsoft Ads and LinkedIn Ads
- Unlimited users on every plan
- One governed data layer for every report, not only pacing
- Measurement add-ons for marketing mix modeling, multi-touch attribution and incrementality testing
- SAML, OIDC and SCIM sign-in on its Enterprise plan
Spend to pipeline: what each one shows
Funnel can hold ad spend and CRM data side by side if you connect both and model the report; its Budgets feature compares a cost metric with a budget across breakdowns such as traffic source or country, and emails you when the total crosses a limit. That is strong for a marketing ops team that already owns a data model.
Pacing Console starts from the campaign budget and works down funnel without a data project: pace and the daily budget to set, then conversions and cost per conversion, then CRM lifecycle stages by campaign on Pro, then pipeline and revenue by campaign on Enterprise. Cost per opportunity and cost per dollar of pipeline sit on the same row as the pace, so a budget move can be judged by what it does to pipeline, not only to spend.
How to switch from Funnel.io
- Create a Pacing Console workspace; the first month is free, no credit card.
- Paste the pre-filled scripts into Google Ads and Microsoft Ads (one per manager account), schedule them hourly and connect LinkedIn Ads.
- Copy the monthly amounts from your Funnel budget into each campaign, and add flight dates and weekday schedules where they apply.
- Connect HubSpot, Salesforce or Pipedrive on Pro to see lifecycle stages by campaign next to spend.
- Keep Funnel for cross-channel reporting and warehouse feeds, and send finance the Pacing Console read-only report link for budget status.
How we checked
Every fact about Funnel.io on this page comes from Funnel.io’s own public pricing, product and help pages, checked on November 11, 2026, and listed under Sources. Prices are in USD as published that day and change over time, so confirm them with Funnel.io before you buy. Where a feature is described as not listed, we did not find it on those pages; it may exist elsewhere.
Which one fits your team
Choose Pacing Console when
- Landing Google Ads, Microsoft Ads and LinkedIn Ads budgets each month is the job
- You want the daily budget to set and one-click changes, not another dashboard
- Leadership asks for cost per opportunity next to pacing
- You do not need a data warehouse project to answer budget questions
Choose Funnel.io when
- You need many channels, including Meta and TikTok, in one governed data source
- Your team builds reports in BI tools or a warehouse
- You want budget and target tracking across any KPI, not only ad spend
Frequently asked questions
Does Funnel.io have budget pacing?
Yes. Its Budgets and targets feature lets you set budgets with up to three breakdowns and shows pacing as spend divided by budget. Alerts run daily on the previous day’s data and check the whole budget. Its docs do not describe changing budgets in the ad platforms.
How much does Funnel cost?
Its pricing page lists Starter from $300 a month and Business from $600 a month, both billed annually, and Enterprise at custom pricing, with a 14-day free trial and no credit card needed.
Can I use Funnel and Pacing Console together?
Yes, and many teams would. Funnel feeds cross-channel reports and warehouses; Pacing Console paces Google Ads, Microsoft Ads and LinkedIn Ads every hour and queues budget changes that your own script applies.
Which one ties ad spend to pipeline?
Both can show it. In Funnel you connect a CRM source and build the report. In Pacing Console, CRM lifecycle stages by campaign come with Pro and pipeline and revenue by campaign with Enterprise, next to pace and forecast.
Is Pacing Console free?
The first month is free for up to 3 users at any spend, with no credit card. After it, the workspace moves to Pro at $49 USD a month or pauses.
Sources
Competitor pages checked on .
- Funnel plans and pricing (funnel.io/pricing)
- Funnel Help Center: Budgets (help.funnel.io/en/articles/12981307-budgets)
- Funnel: budget and performance tracking (funnel.io/performance-monitoring)
