Fulcrum vs Whatagraph
Side-by-side trajectory, velocity, and editorial themes.
Field-data captures grow a BI layer while mobile coasts on fixes.
Fulcrum continues steady weekly shipping across web, iOS, and Android, but the substance is concentrated on the web. Recent releases add a freehand lasso selection on maps, a Power BI connector, and time-aware Insights (Beta) queries. Mobile cadence is dominated by single-issue stability fixes rather than new capabilities.
The product is widening from pure field-data capture into the analyze-and-share layer above it. Web work is going into bulk-action ergonomics, BI tooling integration, and growing the Insights surface. Mobile platforms are tracking a maintenance pattern, with versioned releases shipping one or two narrow fixes at a time and no new user-facing capabilities.
Expect Insights to gain depth toward general availability, with more BI-side integrations and richer bulk operations on web selections. Mobile is unlikely to see significant new capabilities in the next cycle.
Whatagraph adds Data Storage and a Snowflake source — agency reports stop waiting on live API calls.
Whatagraph is moving from 'report builder over live API connections' to 'managed data layer plus report builder.' Two recent releases anchor the shift: Data Storage lets Whatagraph store customer data on its own infrastructure with a 24-month default backfill, and Snowflake has been added as a first-party data source so warehouse tables can sit alongside paid media and web analytics in the same report. Around that, the company is filling in standard reporting depth — GeoMap widget, conditional formatting, Gauge and Heatmap widget types — plus broader integration coverage like bol. Retailer and Advertising for Benelux retail media and a rebuilt event-level CallTrackingMetrics.
The product is pushing toward becoming an agency-grade marketing reporting platform that also owns the data plumbing. Historically agencies had to choose between Whatagraph-style report builders (fast but live-API constrained) and BigQuery-based stacks (flexible but heavyweight). Whatagraph's managed Storage destination collapses that choice, and the Snowflake source pulls customer-warehouse data directly into the reporting surface — both moves widen the addressable customer set into mid-market and larger agencies.
Expect the next quarter to deepen the data layer: a SQL-style transformation interface on stored data, more warehouse sources (likely Databricks or Redshift), and a billing change that splits the storage layer from the report-builder seat licenses. The GeoMap widget will exit beta with continent-grouped drill-downs.
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