Data Integration

Top 5 ETL Tools to Watch Out for in 2024

Have a look at the top 5 ETL Tools to watch out for in 2024.
DataChannel Research
7 min to read


Welcome to the ever-expanding universe of data, a realm where raw information is transformed into decision-making fuel. As we stand at the dawn of 2024, five specific ETL (extract, transform, and load) tools are primed to reshape the landscape of data integration. Your business needs to stay ahead of the curve in order to maintain a competitive edge.

Evaluation Criteria for choosing top 5 ETL tools

In essence, ETL tools facilitate the process of extracting data from various sources, transforming it into a structurally unified format, and then loading it into a final destination like a database or data warehouse. 

These tools are critical in data integration, as they enable businesses to consolidate data from disparate sources into a single, unified view. This unification is essential to:
• Build a coherent and consolidated data view to enhance data accessibility.
• Perform real-time reporting and analytics.
• Improve business intelligence through data quality and data management capabilities.

Evaluation Criteria for choosing top 5 ETL tools

When evaluating the top ETL tools for 2024, we have considered a variety of metrics such as-

  • ease of use (especially with no-code platforms), 
  • scalability to handle growing data volumes, 
  • cost-effectiveness, 
  • the array of data connectors provided
  • Another vital aspect is their G2 rating (that reflects real world user satisfaction and market presence).

1. DataChannel

Overview & Features

DataChannel, an ETL tool on the rise, promotes seamless data integration by facilitating extract, transform and load processes. Without writing a line of code, you can set up and synchronize your data from various sources. One of the tool's standout features is its comprehensive coverage of the Amazon ecosystem. With 100+ integrations to choose from you'll have no problem connecting your business's data points. From CRM systems to social media platforms, DataChannel has you covered. Its modern data stack can handle virtually any data integration problem and interoperability scenario, presenting you with clean, unified data that's ready for detailed analysis.

Alongwith its ETL capabilities, DataChannel is one of the very few tools which also offers seamless Reverse ETL functionalities. Not only data integration, DataChannel also caters to your data activation requirements, a platform that works well for both data teams and marketing teams.

In line with some of its biggest competitors, DataChannel last year also launched its very own Management API, thus allowing data engineers/ developers to programmatically move data from their desired data source to the destination without having to actually interact with DataChannel’s web interface.

To enhance support for Agency clients, DataChannel is actively developing DataChannel workspaces. These workspaces will enable enterprise clients, especially marketing agencies, to create and manage multiple workspaces within a single account. This eliminates the need for logging into separate accounts for each client and allows for a hierarchical structure of role-based access, including Super Admin, Admin, and User levels.

DataChannel Orchestration is also one of the powerful features that is also going to be rolled out in Jan 2024. Orchestration with DataChannel will allow users to build end-to-end workflows within DataChannel itself instead of relying on a stack of multiple tools serving different requirements. From data extraction, transformation to loading & activation, you can do it all in DataChannel.

Evaluation metrics and criteria

On the cost front, DataChannel remains a favorite for small businesses and large organizations alike because of its very competitive price packages. This tool offers serious bang-for-the-buck, embodying the true essence of cost-effective data integration. Scalability-wise, DataChannel is designed to grow with your enterprise. Regardless of whether your data comes from five sources or fifty, it can effortlessly scale up its extract-transform-load process. Also, its ability to integrate with a variety of data sources, perform data transformations, and enable seamless data loading speaks greatly about its scalability.

G2 Rating: 4.8/ 5

Comparatively, DataChannel's G2 rating stands firmly within the top-echelon of ETL platforms, which cannot be said for many of its competitors. It's recognized for its user-friendly interface, fantastic customer service, and excellent platform functionality. 

Use cases and real-life examples

1.  A case in point is a small marketing agency in Atlanta, which managed to integrate data from Google Ads, Facebook Ads, and their CRM system, paving the way for a unified data analysis. 

2. Another example is a mid-sized e-commerce company that accumulated numerous reviews across platforms. By using DataChannel, the company streamlined its customer feedback, which led to trending product insights that shaped their marketing strategy.

Pros and cons of using the tool


1. Simple to set up, versatile on data connectors and delivers reliable, on-time data integration.

2. Affordable pricing and scalability, an ETL tool that is hard to match. DataChannel provides an all-inclusive solution to managing data, cementing its place as one of the top ETL tools to watch out for in 2024.


Some users have reported a steep initial learning curve, whereas others have experienced minor issues with customizing the dashboard.

2. Fivetran

Overview & Key Features

Fivetran, a cloud-native ETL (Extract, Transform, Load) tool, is taking data integration to AAA—all new, automated, and analytic level. The tool comes packed with a rich arsenal of over 150 data connectors, enabling plugging and playing data sources with unique simplicity and agility to match the evolving data landscape. Fivetran tops the chart for its robust automation capability. Not only can it connect to your data sources, but it can also detect schema changes and handle adjustments automatically. This functionality gives it an edge over its competition, making data synchronization a breeze. 

Evaluation Metrics and Criteria

1. Cost-effectiveness: Its pay-as-you-go pricing model makes it an attractive choice for businesses, however, with growing data needs the tool starts to prove very expensive for small and medium sized businesses.
2. Scalability: With automated updates and seamless integration of data connectors, you can scale up or down as your business evolves, making Fivetran a truly agile ETL tool.

G2 Ratings: 4.2/ 5

Its G2 rating is consistently high, reflecting positive user experiences and the tool's efficiency in handling complex data operations. 

Pros and Cons of Using the Tool


Its key advantages include seamless automation, scalability, versatility with diverse data sources, and exceptional data handling - all of which contribute to an efficient, data transformation process. 


The tool might pose a challenge for non-technical users with complex mapping and transformation tasks. Additionally, despite a pay-as-you-go model, costs tend to escalate for large-scale businesses processing extensive amounts of data. The pricing model is complicated based around the concept of monthly active rows (MAR).

3. Airbyte

Overview & Key Features

This partially open-source data integration platform offers a simple yet flexible solution for your data pipeline needs. Its comprehensive collection of pre-built data connectors allows seamless integration with different data sources, significantly reducing the time and effort typically required for extraction, transformation, and loading processes. Moreover, Airbyte also provides a no-code interface, making data extraction simple for non-technical users, but at the same time not limiting the power users who want to write custom logic.

Evaluation Metrics and Criteria

When it comes to evaluation metrics, Airbyte's user-friendly interface is highly praised for its initial cost-effectiveness and scalability. There have been issues reported for self hosted deployments as they do not scale well for production grade tasks.

G2 Ratings: 4.5/ 5

Despite tough competition from established players like Informatica and Stitch, it ranks highly on ease-of-use and implementation, providing a more user-friendly and cost-effective solution.

Pros and Cons of Using the Tool


  1. Wide variety of data connectors & option to code a fresh one.  
  2. Interface that is user-friendly, however the tool does expect some level of coding expertise.
  3. Large open-source community for building connectors.


  1. Number of certified connectors (actively supported by Airbyte) is small.  
  2. With its expanding connector library, there may be small bugs in less utilized or newer data sources.  
  3. Airbyte as an open source does not work well for production systems, is not scalable, and its cloud version is expensive too.‍
  4. The pricing model is complicated based around Airbyte credits.

4. Stitch

Overview & key features

Stitch caters to businesses that connect to various data sources, automate data flows, and streamline data integration. Its signature "No-code" platform, offering data connectors to popular databases and SaaS platforms.

Key features of Stitch include:

 - Simple and swift data replication
- Wide range of pre-built integrations
- High scalability
- Secure data pipeline
- Seamless integration with popular data warehouses

Evaluation metrics and criteria

Its pricing model caters to businesses of all sizes, making it a pragmatic option even for startups and SMEs. With scalability at its core, Stitch effortlessly handles increased data volumes. It significantly reduces the technical barrier, permitting non-technical personnel to easily configure and manage data pipelines. With security embedded in its blueprint, Stitch ensures data is handled with the highest levels of security and compliance.

G2 ratings: 4.5/ 5

While every ETL tool has its unique strengths, Stitch sets itself apart with its simplicity, robustness, and cost-effectiveness. On G2, the leading destination for product discovery and reviews, Stitch holds a strong rating, reflecting its consistent performance and user satisfaction. Comparatively, Stitch stands out for its scalability and user-friendliness, posing a serious competition to more complex and expensive tools.

Pros and Cons of using the tool


Stitch proves to be a cost-effective option for small & medium size businesses owing to its pricing model, moreover it readily adapts to its users' increasing data needs.


1. Despite its robust features, it may fall short for certain complex transformations, and its error logging system could also be more detailed. So, it might not be ideal for businesses needing intricate data manipulation.

2. Stitch is a legacy product, and as an ETL tool building integrations with fresh data sources is very limited.

5. Funnel

Overview & key features

A SaaS-based, no-code ETL tool, Funnel helps you extract data from over 500 sources, transforming it according to user needs, and loading it into the user's preferred data warehouse, data visualization tool, or BI solution - this tool covers all the bases. 

Key features 

• Custom Data Transformations: You can adjust, clean, and classify your data in Funnel easily.
• Data Connectors: Funnel can connect, collect, and integrate data from various sources like digital marketing platforms, CRM systems, and more.
• Data Export Capabilities: Extracted data can be loaded to almost any data destination like Google Data Studio, Tableau, Power BI, and more.
• Data Harmonization: It ensures that data collected from different sources is compatible and reliable across reports.

Evaluation metrics and criteria

Adapting to the modern data stack method, it brings value by saving both time and resources spent on data gathering and processing. Additionally, its scalability and flexibility make it more attractive for growing companies. Through accommodating an increasing amount of data, it can support workload boosts without a drop in performance.

G2 ratings: 4.5/ 5

When compared to other tools, excels in data integration, customization, making it a top player among ETL tools. While other tools might be better at certain complex data architectures, Funnel keeps it simple and effective.

Pros and cons of using the tool


With Funnel, you get a tool that delivers, saving you bandwidth with its No-code feature and its ease for non-technical users.


1. For more complex data architectures that require in-depth customizations, Funnel might show some limitations.

2. While it supports many data sources, there are still some more niche platforms that they have yet to cover, and the platform is very expensive too for small businesses.


DataChannel: the only tool in the list which combines the power of ETL & Reverse ETL.

What sets DataChannel apart is its unique combination of traditional ETL processes with Reverse ETL capabilities — a powerful feature in the data integration landscape. It allows users to extract data from various sources, transform it, and then load it into a destination. From there, users can push the refined data back into operational systems making it the right tool for flexible, bidirectional data integration.

Recommendation for the best ETL tool based on the evaluation metrics

Ultimately, choosing the best ETL tool truly depends on your business requirements and data integration strategy. DataChannel, being so versatile and cost-effective, comes quite close to being a one-size-fits-all solution. Nevertheless, if your focus is on complex data transformations, Informatica could be your best bet. For startups or small businesses looking for a budget-friendly tool with excellent scalability, Stitch might just hit the sweet spot.

Final thoughts on the future of ETL tools in the data integration industry

As we peer into the future of data integration, it's clear that ETL tools will continue to evolve and adapt to keep up with growing data demand and complex integration needs. The innovation of combining ETL and Reverse ETL processes points to an exciting future, where more comprehensive and bidirectional data flow becomes the norm. In a world where getting the right data to the right place at the right time is of utmost priority, ETL tools will continue to play a transformative role in shaping the future of business operations.

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