Planning a budget around Improvado pricing takes some digging. The entry plans have a price tag, but the tiers built for regular reporting need a custom quote, with no published starting price.
I’ll separate what you can work out before the sales call from what only a quote will settle. That way, you’ll know which questions to bring to sales, and whether a self-serve tool like Coupler.io already covers your reporting needs.
TL;DR: Improvado’s prices at a glance
- Free Limited costs $0. It gives you limited AI access to your data but doesn’t store any
- MCP Only costs $100 a month and stores up to 2 million rows a year
- Advanced and Enterprise need a custom quote, and Improvado doesn’t publish a starting price
- The quote depends on data volume, sync frequency, AI usage, workspaces and add-ons
- For reporting and AI analysis without enterprise extras, Coupler.io lists every plan price up to Pro, starting at $24 a month billed annually
Improvado pricing plans: what each one includes
As of October 2026, Improvado’s pricing page lists four plans. Two have a price and all four show their limits.
| Free Limited | MCP Only | Advanced | Enterprise | |
|---|---|---|---|---|
| Price | $0/month | $100/month | Custom | Custom |
| Unique rows per year | None stored | 2M | 600M | 1B |
| Sync frequency | None (live API requests) | Daily | Up to 4x daily | Custom |
| MCP actions per week | 50 | 300 | 4,000 | 12,000 |
| AI agent actions per day | None | None | 200 | 600 |
| Advanced intelligence capabilities | None | None | Marketing data governance + add ons | Marketing data governance + add ons |
| Workspaces | 1 | 1 | Up to 50 | Unlimited |
| SSO (Azure, Okta) and HIPAA | No | No | Included | Included |
| SOC 2 Type II | Yes | Yes | Yes | Yes |
| Premium support and white-glove services | No | No | Included | Included |
Prices make more sense next to the job you need done. Here’s how the plans map to four common ones.
- Asking quick questions about your ad spend: Free Limited gives you 50 MCP actions a week, so you can query your sources from an AI tool you already use. It doesn’t store data, so you’ll outgrow it once you need regular reports.
- Analyzing weekly campaign data in Claude or ChatGPT: MCP Only costs $100 a month and keeps up to 2 million rows a year, synced daily. Its 300 MCP actions a week work out to roughly 40 a day, enough for a small team’s regular questions.
- Running cross-channel reporting for an in-house marketing team: Advanced syncs up to four times a day and adds governance rules and AI agent actions. Attribution and creative analytics are paid extras on this tier.
- Reporting for dozens of clients, or measuring what your budget really drives: Enterprise has no workspace cap, so an agency can give every client its own. It’s also the only tier with incrementality testing and marketing mix modeling.
Improvado’s own plan calculator shows the scale the quoted tiers are built for:
If you want to try before you pay, Free Limited costs $0 a month and gives you AI Agent and MCP access from the first login. Improvado’s onboarding post also references a 14-day free trial with no credit card required, though no trial appears on the pricing page. Past that, MCP Only bills monthly at $100, which comes to $1,200 over a year. It’s the only paid Improvado plan you can start without talking to sales.
Improvado introduced these plans around July 2026, which is why searches for Improvado pricing 2026 still turn up its old Growth plan.
A simpler option for reporting and AI analysis: Coupler.io
If you mainly need data integration, reporting and AI analysis, you don’t have to wait for a quote to see what it’ll cost. Coupler.io’s pricing is public up to the Pro plan.
Coupler.io is a data integration and AI analytics platform. It connects 400+ sources, including Google Ads, Meta Ads, GA4, HubSpot and Shopify. It sends that data to spreadsheets, BI tools like Data Studio and Power BI, data warehouses like BigQuery, and AI tools.
Every source is available on every plan, so your price depends on accounts, destinations and refresh frequency. Here’s what each self-serve plan includes.
| Starter | Active | Pro | Custom | |
|---|---|---|---|---|
| Price, billed annually | $24/month | $99/month | $199/month | Custom |
| Price, billed monthly | $32/month | $132/month | $259/month | Custom |
| Data sources | 400+ | 400+ | 400+ | Custom |
| Accounts | 3 | 15 | 50 | Custom |
| Data volume | 5,000 rows/run | Unlimited | Unlimited | Unlimited |
| Data destinations | 1 | 3 | Unlimited | Custom |
| Data refresh | Daily | Daily | Hourly | Every 15 minutes |
| Users | 1 | Unlimited | Unlimited | Unlimited |
| Workspaces | 1 | 1 | 3 | Unlimited |
Above Pro, the Agency and Enterprise plans are custom-priced. It adds SAML single sign-on, refresh every 15 minutes, a personal account manager, an enterprise SLA and onboarding.
Every paid plan also includes Coupler AI. Ask it to “Connect Shopify and Meta Ads to Claude and compare ROAS by campaign“, and it helps you set up the connection, then answers questions. It works inside Coupler.io or from your own AI tool. Pre-built AI Skills handle recurring tasks, such as a weekly campaign review.
Both platforms handle data integration and reporting, but they’re built for different jobs. Here’s how they compare, need by need:
| Need | Improvado | Coupler.io |
|---|---|---|
| Public pricing and billing options | Partial fit (public for entry plans only, quoted tiers are contract- based) | Strong fit (public up to Pro, monthly or annual billing) |
| Governance across many workspaces | Strong fit | Good fit (team and client workspaces, access controls) |
| Attribution, mix modeling, incrementality | Strong fit (add-ons) | Not covered |
| Refresh frequency | Similar (up to 4x daily, custom on Enterprise) | Strong fit (hourly on Pro, every 15 minutes on Agency & Enterprise) |
| AI integrations and capabilities | Strong fit (AI agent and MCP) | Strong fit (Coupler AI, in-app or in your own AI tool) |
| Destinations | Similar (BI tools, warehouses) | Strong fit (spreadsheets, BI tools, warehouses, AI tools) |
| Dashboard templates | Partial fit (Recipe Library, team templates) | Strong fit (250+ templates) |
In practice, one person can run multi-client reporting with Coupler.io. Paid media specialist Palmer Krehel pulls each client’s Google Ads, Facebook Ads, Google Analytics, HubSpot and Shopify data through Coupler.io, and Claude builds the dashboards. He hasn’t written any code, and a new client dashboard takes about two minutes to start.
If you’re considering a setup like Palmer’s instead of Improvado, the full feature comparison is in Coupler.io vs Improvado.
Get 400+ data sources and Coupler AI on any paid plan
Book a demoHow the Improvado pricing model works for custom quotes
Once you need stored history, more syncs, more AI capacity or more workspaces, you move to Advanced or Enterprise. Improvado prices those around your setup, using the factors on its “Is Improvado right for you” page.
That’s a different model from Supermetrics pricing, which starts from the destination you send data to and adds fees for extra users, sources and accounts.
Data volume
The Advanced plan raises the yearly row allowance from 2 million on MCP Only to 600 million, and Enterprise to 1 billion. Improvado doesn’t publish what that 300x jump costs.
Practical example: an online store running 20 campaigns with 50 ads each, tracked daily, creates about 1,000 rows a day from one ad platform. That’s roughly 365,000 rows a year before you add a second platform or more breakdowns.
Sync frequency
Advanced syncs up to four times a day. Improvado’s data extraction docs say hourly sync is “available by request only,” and the number of extraction schedules is set by your contract.
Practical example: if your team checks spend before a morning and an afternoon stand-up, four syncs a day covers it. If you adjust bids every hour during a sale, ask for hourly sync in the quote.
AI agent and MCP actions
Advanced allows 4,000 MCP actions a week and 200 AI agent actions a day, and Enterprise triples both. Improvado’s AI agent docs count one credit per tool call, so one multi-step question can use several. Ask sales how many questions a day the cap covers in practice. If you bring your own LLM key, your AI provider bills the model calls instead.
Practical example: a five-person team asking three questions a day uses about 75 of Advanced’s 200 agent actions, but one multi-step review can spend ten in a single session.
Improvado’s AI usage settings show the actions included in your plan, how many you’ve used and how many remain, so you can see how close your team is to the cap:
Advanced Intelligence add-ons
Improvado lists its measurement features as paid add-ons. None has a public price.
On Advanced and Enterprise:
- ✅ Multi-Touch Attribution
- ✅ Creative Analytics Intelligence
On Enterprise only:
- ✅ Incrementality Testing
- ✅ Marketing Mix Modeling
Practical example: if you want to know which channel drove a sale, that’s attribution, available on either custom tier. If you want to know what happens when you move budget from search to social, that’s mix modeling, which needs Enterprise.
Each add-on is its own analytics module, built on the same marketing data. Creative Analytics, for example, ranks ad creatives by spend and ROAS (in Improvado’s demo), then flags which formats to scale/rework:
Workspaces
Advanced caps workspaces at 50, while Enterprise has no stated cap. Improvado’s workspace docs say you raise the limit through your customer success manager.
Practical example: if you run an agency with one workspace per client and you have 60 clients, you’d pass Advanced’s cap, so your quote would start at Enterprise.
Governance rules and customization credits
Marketing data governance is included in both custom tiers. Advanced includes 50 governance rules and 720 customization credits a year. Enterprise doubles the rules and raises the credits to 960. Improvado doesn’t say what a customization credit covers.
Practical example: an agency with 12 clients, each with its own naming convention, needs a rule per client and uses a quarter of Advanced’s 50 before covering anything else.
Security, support and professional services
Improvado says each enterprise contract includes a dedicated customer success manager, a professional services team, and custom data connectors.
Extra professional services are billed “at Improvado’s then current rates” under a separate statement of work, per its Services Agreement. Ask where included services end.
Put together, Improvado pricing comes down to how much data you move, how often, how much AI you use and which extras you add.
The cost questions to ask before an Improvado sales call
Before the call, it helps to know two numbers. An Improvado blog post, updated in September 2026, says its enterprise plans start at $30,000+ a year. And according to G2, buyers get an average discount of 13–14% off the list price, so it’s worth asking for one.
Beyond the discount, these questions shape your final price. Next to each, I’ve noted what Improvado’s docs already tell you:
| Ask sales | What’s already known |
|---|---|
| What do the add-ons cost? | Attribution, creative analytics, mix modeling and incrementality are all paid add-ons, and none has a public price |
| What happens when I hit a limit? | The AI agent docs indicate usage can stop when you reach a limit. I couldn’t find a published overage rate, so ask whether going over means an upgrade, an extra charge, or a temporary block |
| Is onboarding included? | No onboarding fee is published, and setup times are loosely estimated between 2-4 weeks |
| What contract term is required? | Improvado’s standard Services Agreement invoices fees in advance and makes the rest of the term’s fees due if you end early. Your Order Form can set different terms |
| What if my sources, workspaces or rows grow? | Limits go up through your customer success manager, at a price you won’t see until you ask |
If you expect your data or team to grow, I’d focus on the limit and growth questions. When going over a limit means an upgrade, you could end up renegotiating halfway through your contract. Ask for expansion pricing in writing before you sign.
None of the reviews since the 2026 plans update mention price, so I went back to older ones. In those, team size seemed to shape whether the price felt worth it:
- Smaller teams: a mid-market reviewer on G2 wrote that it “can be expensive, particularly for smaller businesses or startups with limited budgets.”
- Larger teams: an enterprise reviewer said the row-based pricing suited their data needs, and a Capterra reviewer felt the features justified a high price tag.
Overall, Improvado rates 4.4/5 on G2 (89 reviews) and 4.5/5 on Capterra (22 reviews), and G2 reviewers report about 14 months to see a return on investment.
Improvado pricing vs Coupler.io: which is better value?
Comparing price alone won’t help much here, because the two tools solve different problems. Improvado is a measurement platform with data integration built in. Coupler.io connects your data to the reports, dashboards and AI tools you use every day. So the real question is which problem you’re paying to solve.
Improvado makes sense if you:
- need multi-touch attribution or creative analytics built into your marketing ETL platform
- want to run marketing mix modeling or incrementality testing in the same platform
- manage data for many brands or clients and need governance rules across workspaces
Coupler.io makes sense if you:
- want transparent pricing and flexible billing, with every plan price up to Pro listed before you sign up and the option to pay monthly or annually
- want to start small and move up a plan as your accounts grow
- want your marketing data connected and ready for reports, dashboards and AI, without paying for measurement features you won’t use
Look at the questions your team asks each week. Coupler AI can answer “what happened?” and “why did it change?” from your reports. If your questions need statistical modeling to answer, that’s where Improvado’s price starts to pay off.
FAQ
Can Improvado change its prices without notice?
Its terms of use say “Prices and availability… are subject to change without notice.” On a quoted plan, renewal terms sit in your Order Form, so ask what happens to the price when your term renews.
Is Improvado affordable for small businesses?
Usually not, and Improvado says as much. Its “Is Improvado right for you” page describes the platform as “built for large enterprises and agencies.” It also says that if three or four systems and one warehouse cover all your data, Improvado isn’t the right buy.
Does Improvado offer refunds?
Generally, no. Improvado’s refund policy covers only duplicate payments, and its standard Services Agreement calls subscription fees non-refundable.
