Overview

Founded in 2015 and headquartered in San Diego, Improvado automates marketing data extraction, loading, transformation, governance, reporting, and insights. It connects sources to a warehouse or BI tool, including customer-owned and managed warehouses. That makes it a stronger fit for teams building a shared analytics pipeline than for buyers seeking only a standalone dashboard.

Improvado says it offers more than 1,381 integrations across 15 categories. Users can authenticate pre-built connectors and begin pulling data without engineering work, or request custom connectors. The platform handles pagination, rate limits, token refresh, and batching for multi-account extraction, reducing the operational burden of maintaining many data feeds.

Key features

The AI Agent provides answers, dashboards, and recommendations from marketing data, and can automate reporting, detect anomalies, and forecast outcomes. Its MCP and OpenAPI interfaces can connect Claude, Codex, and other AI agents to marketing data. This gives teams a path to use data through conversational or agent-based workflows, though the weekly MCP action limits on lower tiers constrain how much those workflows can be used.

Improvado also supports hourly data refresh, spend tracking, pipeline tracking, custom dashboards, and CRM reporting. Those capabilities make it relevant beyond extraction alone, but the main distinction remains its role as a data movement and preparation layer feeding warehouse, BI, and AI use cases.

Security-conscious organizations can consider its SOC 2 Type II report, examined by BARR Advisory, with the latest audit completed with no findings. Its Trust Center lists CCPA, GDPR, HIPAA, and SOC 2 Type 2 compliance areas. Improvado offers Business Associate Agreements when customers require them and says it will not handle PHI without a BAA, an important boundary for healthcare use.

Pricing

Improvado has a free plan and a 14-day trial; paid pricing starts at $100/mo. The tiers are differentiated by annual row capacity, daily actions, weekly MCP actions, and workspace count, so buyers should match those limits to expected data volume and agent use.

Plan	Price	Limits and inclusions
Free Limited	Free	50 MCP actions per week, one workspace, AI Agent and MCP included, and live API requests.
MCP Only	100.00 USD per month	2M rows per year, daily sync, 300 MCP actions per week, and one workspace.
Advanced	Custom pricing	600M rows per year, 200 actions per day, 4,000 MCP actions per week, up to 50 workspaces, and Premium Customer Support.
Enterprise	Custom pricing	1B rows per year, 600 actions per day, 12,000 MCP actions per week, unlimited workspaces, and Premium Customer Support.

Free Limited is a way to try the AI Agent and MCP workflow, but its 50-action weekly ceiling and single workspace make it a narrow option for sustained multi-team use. MCP Only raises the allowance to 300 actions per week and adds 2M annual rows, but still permits just one workspace and uses daily sync. Advanced is the more suitable step for organizations coordinating across many workspaces; Enterprise increases capacity and removes the workspace cap. Both upper tiers use custom pricing, so teams must weigh their needs against a negotiated cost.

Platforms

Improvado is available on web and through an API. Its MCP and OpenAPI surfaces also enable connections to supported AI-agent workflows.

Who it's for

Improvado is aimed at medium to large enterprises and agencies seeking customized analytics across multiple marketing data sources. It is particularly suited to teams that need automated extraction and transformation feeding a warehouse or BI environment, or that want marketing data accessible to AI agents. Smaller teams with modest reporting needs may find the single-workspace entry tiers and their action caps restrictive relative to a simpler dashboard-focused tool.

Pros and cons

Pros

More than 1,381 integrations across 15 categories, with custom connectors available, can cover broad marketing data estates.
Automated handling of pagination, rate limits, token refresh, and batching reduces routine work in multi-account extraction.
AI Agent, MCP, and OpenAPI access extend marketing data into reporting and agent workflows.
Advanced and Enterprise include Premium Customer Support, and the listed SOC 2 and compliance provisions suit organizations with governance requirements.

Cons

The Free Limited and MCP Only plans allow only one workspace, limiting their usefulness for teams managing separate groups or clients.
MCP action quotas are finite on every tier, including 300 per week on the $100.00 USD per month MCP Only plan.
Advanced and Enterprise use custom pricing, making budget planning less direct than the fixed-price entry tier.
MCP Only provides daily rather than hourly sync, which may not suit teams needing more frequent updates.

Alternatives

Compare marketing analytics software for more options in the category.

Singular may suit buyers who prefer conversion-based pricing, with a free plan that includes 15,000 paid conversions and a Growth plan billed at $0.05 per contact.
Databox is worth considering for teams prioritizing a dashboard-oriented tool with a free forever tier of one user, three data sources, and 50 AI credits per month.
Power My Analytics may be a fit for teams that want to start with unlimited sample-data sources, all destinations, Data Builder access, and MCP and API access on a free plan.
Definite offers a self-hosted option and a free tier with two users, two connectors, 1 GB of storage, five credits per month, and daily sync.
Triple Whale is another freemium option, with a free plan for 10 users and 12 months of data storage and retention.
Maxymizely is a paid alternative available on web, iOS, and Android.
Adzooma offers a free web plan with one SEO profile, one Web Metrics profile, three PPC alerts, and one user seat.
Octoboard has a freemium web and API offering, including a Marketing Analytics plan at 15.00 EUR per month.

Verdict

Choose Improvado if your organization needs broad marketing-source coverage, automated data pipelines, and a route into warehouse, BI, and AI-agent workflows. Its strongest case is the combination of connector breadth and operational handling for multi-account data. Look elsewhere if your team needs a low-cost, multi-workspace setup or predictable pricing at enterprise scale; the entry tiers cap workspaces and actions, while the larger plans require custom pricing.

	Improvado	Roistat
Free plan	Yes	No
Free trial	No	Yes
Paid from	$100/mo	$300/mo
Open source	No	No
Platforms	api, Web	api, Web
Free plan	Yes	No
Paid from	100 /mo	300 /mo
Data refresh	hourly	hourly
Spend tracking	Yes	Yes
Pipeline tracking	Yes	Yes
Custom dashboards	Yes	Yes
CRM reporting	Yes	Yes

Improvado vs Roistat

Improvado

Roistat