Databox vs Whatagraph
Reviewed by MarTechRadar Research Desk. Pricing & entity snapshots verified Oct 15, 2026.
Databox (Web SaaS) and Whatagraph (Web SaaS) both compete in Multi-Touch Attribution & eCommerce Dashboards. On pricing, Databox lists Free plan · $71–$199/mo (free plan), whereas Whatagraph lists From $812/mo · Enterprise plan (no free plan disclosed). Technically, Databox is rated L2 · Workflow copilot with a 4.3/5.0 (Proprietary moat (category leader)) moat, while Whatagraph is rated L2 · Workflow copilot with a 2.0/5.0 (Workflow-embedded) moat. Corporate profile: Databox (founded 2012, HQ Boston, Massachusetts, $4.8M funding) vs. Whatagraph (founded 2015, HQ Amsterdam, North Holland, $10.1M funding). Verified by the MarTechRadar Research Desk (Oct 11, 2026 for Databox; Oct 15, 2026 for Whatagraph). At a 5-seat team baseline, Databox starts at $79/mo vs Whatagraph at ~$812/mo (base).
Databox
Agentic business intelligence and performance dashboard platform automating cross-channel metric aggregation, client reporting, and conversational analytics.
5-User Team Cost: $79/mo (Free plan · $71–$199/mo) · Autonomy: L2 · Workflow copilot · Moat: 4.3/5.0 (Proprietary moat (category leader))
Target fit: B2B SaaS (Web SaaS)
Whatagraph
Agentic marketing intelligence and reporting platform unifying cross-channel data ingestion, blending, and white-label client dashboards.
5-User Team Cost: ~$812/mo (base) (From $812/mo · Enterprise plan) · Autonomy: L2 · Workflow copilot · Moat: 2.0/5.0 (Workflow-embedded)
Target fit: B2B SaaS, Marketing Agencies (Web SaaS)
How Databox and Whatagraph differ
- Pricing model: Databox is freemium, Whatagraph is subscription.
- Entry price: Databox starts lower (Free plan · $71–$199/mo) than Whatagraph (From $812/mo · Enterprise plan).
- Databox has a free plan; none is recorded for Whatagraph.
- Moat tier: Databox is rated Proprietary moat (category leader), Whatagraph Workflow-embedded.
- Databox was founded earlier (2012) than Whatagraph (2015).
- Headquarters: Databox in Boston, Massachusetts, Whatagraph in Amsterdam, North Holland.
- Verified backing: Databox records $4.8M (Techstars, Founder Collective); Whatagraph records $10.1M (Rockstart, Inventures).
- Ecosystem stack: Databox connects with Salesforce, HubSpot, Slack, Google Analytics 4 (GA4); Whatagraph connects with Google BigQuery, Looker.
Computed from the fields below. Only editor-verified ratings and vendor-sourced prices are compared.
When to choose Databox vs Whatagraph (and when to walk away)
Choose Databox if
- Target ICP & Stack Fit: You operate as B2B SaaS requiring a Web SaaS deployment for Marketing Attribution, with verified ecosystem connectivity for Salesforce, HubSpot, Slack, Google Analytics 4 (GA4).
- L2 Architecture & Defensibility: Deep catalog of 100+ native business application connectors paired with a governed semantic layer and embedded agentic copilot ('Genie') delivering automated root-cause metric diagnostics.
- Commercial Model Fit: Your procurement budget aligns with Free plan · $71–$199/mo and want a self-serve free tier for zero-cost initial validation.
Walk away from Databox if
- Walk away if your workflow requires uncapped enterprise volume on the Free plan · $71–$199/mo entry plan without upgrading tiers.
- Walk away if your workflow cannot tolerate hourly API polling limits: Standard plans sync third-party data on scheduled hourly runs rather than streaming raw sub-second server events.
- Walk away if dashboard rollups vs. raw mta is a deal-breaker for your team: Databox rolls up platform-reported metrics into scorecards rather than running user-level multi-touch tracking on raw click logs.
Choose Whatagraph if
- Target ICP & Stack Fit: You operate as B2B SaaS and Marketing Agencies requiring a Web SaaS deployment for Marketing Attribution, with verified ecosystem connectivity for Google BigQuery, Looker.
- L2 Architecture & Defensibility: End-to-end marketing data platform pairing native ad and CRM connectors with Whatagraph IQ AI agents, cross-channel data blending, and white-label client reporting dashboards.
- Commercial Model Fit: Your procurement budget aligns with From $812/mo · Enterprise plan.
Walk away from Whatagraph if
- Walk away if your team is at early validation stage with a <$250/mo tool budget (Whatagraph starts at From $812/mo · Enterprise plan before seat or usage expansion).
- Walk away if your workflow cannot tolerate high entry price floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
- Walk away if upstream API sync latency is a deal-breaker for your team: High-volume ad network rate caps can add sync latency during peak reporting hours, and the tool lacks a first-party click pixel.
Side-by-side facts
| Field | Databox | Whatagraph |
|---|---|---|
| Subtrack | Multi-Touch Attribution & eCommerce Dashboards | Multi-Touch Attribution & eCommerce Dashboards |
| Pricing | Free plan · $71–$199/mo | From $812/mo · Enterprise plan |
| Pricing model | Freemium | Subscription |
| Published pricing tiers | Free ($0/mo) · Analyst ($71/mo (annual)) · Agency (From $79/mo (annual)) · Team ($199/mo (annual)) | Enterprise / Custom (Custom quote) |
| Free access | Free plan | No free plan disclosed |
| Enterprise plan | Not recorded | Yes |
| AI autonomy level | L2 · Workflow copilot | L2 · Workflow copilot |
| Moat tier & score | 4.3 / 5.0 · Proprietary moat (category leader) | 2.0 / 5.0 · Workflow-embedded |
| Delivery | Web SaaS | Web SaaS |
| Audience | B2B SaaS | B2B SaaS, Marketing Agencies |
| Ecosystem integrations | Salesforce, HubSpot, Slack, Google Analytics 4 (GA4), Meta Ads, Looker | Google BigQuery, Looker |
| Compliance & governance | SOC 2, GDPR | — |
| Funding & backing | $4.8M · Backed by Techstars, Founder Collective | $10.1M · Backed by Rockstart, Inventures |
| Founders | Andrej Zitnik, Davorin Gabrovec, Vlada Petrovic | — |
| Company size | 51-200 employees | — |
| Founded | 2012 | 2015 |
| Headquarters | Boston, Massachusetts | Amsterdam, North Holland |
| Fact-checked | MarTechRadar Research Desk, Oct 11, 2026 | MarTechRadar Research Desk, Oct 15, 2026 |
| Governance & docs | Trust & Security ↗ · System Status ↗ · API & Docs ↗ · Changelog ↗ · Terms ↗ · Privacy ↗ | — |
Databox vs Whatagraph: TCO & constraint stress test
Test how both tools behave under your team size, monthly budget ceiling, CRM ecosystem, and governance guardrails.
Databox
Low Procurement Risk · Strong Fit- Published Self-Serve Entry Floor: Databox publishes a transparent entry point (Free plan · $71–$199/mo) with a free tier for initial validation before committing.
- Tier Fit for 5-Seat Scale: Agency (From $79/mo (annual)): Agency baseline with unlimited staff & client users, white-label options, and +$20/mo data source packs.
- Primary Operational Bottleneck: Monthly AI Credit Caps: Genie AI briefs and anomaly checks draw from monthly credit pools (50 to 500 credits on self-serve plans).
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the Free plan · $71–$199/mo entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Databox's Free plan · $71–$199/mo tier before converting from monthly to annual billing.
Whatagraph
High Deal-Risk · Constraint Mismatch- Budget Ceiling Breached ($812/mo vs. $800/mo cap): At 5 seats, Whatagraph's verified entry floor (From $812/mo · Enterprise plan) exceeds your $800/mo budget before add-ons or overages.
- Published Self-Serve Entry Floor: Whatagraph publishes a transparent entry point (From $812/mo · Enterprise plan) for initial validation before committing.
- Primary Operational Bottleneck: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
Walk-Away Rule: Walk away if your team is at early validation stage with a <$250/mo tool budget (Whatagraph starts at From $812/mo · Enterprise plan before seat or usage expansion).
Negotiation Lever: Negotiate price-lock protection on additional seats and overage credits above the From $812/mo · Enterprise plan entry tier.
Limitations
Databox
Key platform limits and trade-offs include: Hourly API Polling Limits: Standard plans sync third-party data on scheduled hourly runs rather than streaming raw sub-second server events. Dashboard Rollups vs.Full limitations in the Databox review
Whatagraph
Limitations and trade-offs to weigh before choosing Whatagraph: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.Full limitations in the Whatagraph review
Official vendor architectural differentiators & migration proof
To help buyers evaluate real-world switching costs, verified founders, solutions architects, and PMMs at both Databox and Whatagraph can submit up to 3 evidence-backed architectural differentiators or verified customer migration case studies.
Why teams choose Databox over Whatagraph
Work at Databox? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Databox Official Differentiators & Case Study →Why teams choose Whatagraph over Databox
Work at Whatagraph? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Whatagraph Official Differentiators & Case Study →Pricing notes & tier schedules
Databox: Free plan · $71–$199/mo
Databox offers a Free plan at $0/month (1 user, 3 data sources, and 50 monthly AI credits).
- Free ($0/mo, 1 user (3 data sources)): 1 user, 3 data sources, daily refreshes, and 50 monthly AI credits.
- Analyst ($71/mo (annual), 1 user (5 data sources)): 1 user ($99/mo monthly), 5 data sources, 150 AI credits/mo, and MCP & API access.
- Agency (From $79/mo (annual), Unlimited users (multi-client)): Agency baseline with unlimited staff & client users, white-label options, and +$20/mo data source packs.
- Team ($199/mo (annual), 3 users (10 data sources)): 3 in-house users ($249/mo monthly), 10 data sources, and 500 monthly AI credits.
- Per-Seat Linear Scaling: Databox prices licenses on a per-user/seat basis (Free plan · $71–$199/mo); expanding from 2 to 15+ operators multiplies base recurring spend linearly.
- Annual Billing Headline vs. Monthly Premium: Headline entry rates reflect annual billing commitments (Save 20%); month-to-month flexibility carries a higher effective monthly rate or requires annual prepayment.
Whatagraph: From $812/mo · Enterprise plan
Whatagraph sells two yearly plans built around source credits and workspace features. The Max plan starts from $812/month billed yearly and includes Whatagraph IQ Agents, advanced links, data groups and blends, white-label reports, KPI alerts, and a dedicated success manager.
- Enterprise / Custom (Custom quote, 15–50+ seats (Enterprise SLA)): Sales-negotiated annual contract for custom volume, SSO/RBAC governance, and dedicated SLA.
- Credit & Usage Burn Multiplier: Workflows on Whatagraph consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.
- High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
Frequently asked questions: Databox vs Whatagraph
How does Databox pricing compare to Whatagraph in 2026?
Databox is listed at Free plan · $71–$199/mo (freemium, free plan), whereas Whatagraph is listed at From $812/mo · Enterprise plan (subscription, no free plan disclosed).
How do Databox and Whatagraph compare on AI autonomy and moat depth?
On the MarTechRadar L1–L5 scale, Databox is rated L2 · Workflow copilot with a Proprietary moat (category leader) moat (4.3/5.0), while Whatagraph is rated L2 · Workflow copilot with a Workflow-embedded moat (2.0/5.0).
Which teams are Databox and Whatagraph built for?
Databox is a Web SaaS product in Multi-Touch Attribution & eCommerce Dashboards designed for B2B SaaS. Whatagraph is a Web SaaS product in Multi-Touch Attribution & eCommerce Dashboards designed for B2B SaaS, Marketing Agencies.
What are the main limitations of Databox vs Whatagraph?
For Databox: Key platform limits and trade-offs include: Hourly API Polling Limits: Standard plans sync third-party data on scheduled hourly runs rather than streaming raw sub-second server events. Dashboard Rollups vs. For Whatagraph: Limitations and trade-offs to weigh before choosing Whatagraph: High Entry Price Floor: Because the Max plan starts at $812/month billed yearly, Whatagraph is not built for solo freelancers or tiny agencies that only need a few client reports.
What are the hidden TCO drivers and contract negotiation levers for Databox vs Whatagraph?
For Databox: Per-Seat Linear Scaling (Databox prices licenses on a per-user/seat basis (Free plan · $71–$199/mo); expanding from 2 to 15+ operators multiplies base recurring spend linearly.) Negotiation lever: Validate exact quota thresholds (seats, credits, or API calls) included in Databox's Free plan · $71–$199/mo tier before converting from monthly to annual billing. For Whatagraph: Credit & Usage Burn Multiplier (Workflows on Whatagraph consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.) Negotiation lever: Negotiate price-lock protection on additional seats and overage credits above the From $812/mo · Enterprise plan entry tier.
Excerpts are quoted verbatim from each fact-checked review. Last updated Oct 15, 2026.