Power BI Data Connectors: Best Native and Third-Party Options in 2026
Power BI connects to Microsoft data with almost no setup. Marketing data takes more work.
None of Microsoft's own connectors pull from Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, HubSpot or Shopify. Third-party data connectors for Power BI fill that gap, and each reaches Power BI by a different route: a certified connector in Get Data, a URL for the Web connector, or a connector you install. The route changes setup, refresh and cost.
This guide compares native and third-party Power BI data connectors, explains how they work, and shows you how to connect a data source.
What are Power BI data connectors?
A Power BI data connector links Power BI to a database, file or app. It handles sign-in, pulls data through Power Query for cleaning, and lets the Power BI Service refresh it on a schedule.
Most data connectors in Power BI offer one of two connection modes:
- Import copies data into the Power BI data model. Reports load fast, and scheduled refresh runs up to 8 times a day on Pro, or 48 on Premium Per User and Fabric capacity.
- DirectQuery keeps data in the source and queries it whenever someone opens a visual. It works mainly with databases and warehouses. In the Power BI Service, queries time out after about 4 minutes, and intermediate results are capped at 1 million rows by default; Premium capacity can raise that cap.
For marketing data, Import is the usual choice. Ad and CRM connectors rarely support DirectQuery, and a few refreshes a day is enough for most reports.
Types of data connectors in Power BI
There are three types of data connectors in Power BI. They differ in who builds them and what refresh needs. Third-party tools can also deliver data through Power BI's native Web connector, without a separate connector file.
Native connectors
Microsoft builds and maintains these, and they come with Power BI Desktop. The classic Get Data dialog groups them as File, Database, Microsoft Fabric, Power Platform, Azure, Online Services and Other. A redesigned Get Data window is available as a preview feature.
Certified third-party connectors
Vendors build these, and Microsoft certifies and distributes them with Power BI. They appear in Get Data without a connector file to install, though you usually set up a query or dataset in the vendor's app first. The vendor provides support, and most require a paid account.
Custom connectors
Power BI custom data connectors are written in the M language with the Power Query SDK for Visual Studio Code. They're packaged as .mez or signed .pqx files, and unsigned ones only load after you change the Data Extensions security setting. CData, for example, distributes its connectors this way.
| Type | Built by | Cost | Setup effort | Gateway for scheduled refresh | Best for |
|---|---|---|---|---|---|
| Native | Microsoft | Included | Low | Only for on-premises sources | Microsoft apps, files, databases, warehouses |
| Certified | Vendors, reviewed by Microsoft | Usually the vendor's plan | Low | Usually not | Marketing and SaaS apps |
| Custom | Vendors or your developers | License or developer time | Medium to high | Usually | REST APIs and internal systems |
How many data connectors does Power BI have?
The Power BI number of data connectors is just over 200, based on Microsoft's Power Query connector list in October 2026. That list of Power BI data sources connectors includes both Microsoft-built and certified third-party connectors, and availability differs between Power BI, Excel and other Power Query products. Many entries carry a Preview or Legacy tag, so fewer are ready for production reports.
You may also see figures of 1,000+. Those refer to Power Platform connectors for Power Automate and Power Apps, a separate catalog whose connectors don't appear in Power BI's Get Data.
Which marketing sources have no native connector
Power BI doesn't have native connectors for Facebook Ads, Google Ads, LinkedIn Ads, TikTok Ads, HubSpot or Shopify. To report on these sources, you can use a certified third-party connector, a service that provides a URL for Power BI's Web connector, or an ETL tool that loads data into a warehouse such as BigQuery or Snowflake.
Power BI data connectors list at a glance
Native entries are included with Power BI. Third-party prices are entry plans on annual billing, checked in October 2026.
| Connector | Type | Sources covered | Refresh options | Free option | Starting price (billed annually) | Best for |
|---|---|---|---|---|---|---|
| Excel and Text/CSV | Native | Files | Import | Yes | Included | Budgets and exports |
| SQL Server and Azure SQL | Native | Databases | Import or DirectQuery | Yes | Included | Product and order data |
| SharePoint and OneDrive | Native | Lists and files | Import | Yes | Included | Shared team files |
| Dataverse and Dynamics 365 | Native | Microsoft CRM | Import or DirectQuery | Yes | Included | Dynamics 365 data |
| BigQuery and Snowflake | Native | Warehouses | Import or DirectQuery | Yes | Included | Large datasets |
| Salesforce | Native | Objects and reports | Import | Yes | Included | CRM pipeline |
| Google Analytics | Native | GA4 | Import | Yes | Included | Web traffic |
| Coupler.io | Web URL | 400+ | Manual to 15 min | Free plan, 7-day trial | $24/mo | Combining sources, pre-built dashboard templates |
| Supermetrics | Certified | 170+ | Not stated; set in Power BI | 14-day trial | $44/mo | Fixed channel set |
| Windsor.ai | Certified | 350+ | Daily to 15 min | Trial, then free plan | $19/mo | Many client accounts |
| Funnel | Certified | 579 (Business) | Daily to 2 hours | 30-day trial | $600/mo with Power BI | Central data hub |
| CData | Custom | 250+ | DirectQuery or gateway | 30-day trial | $399/yr per source | DirectQuery to apps |
| Power My Analytics | Third-party | 80+ | Not stated; hourly is an add-on | 14-day trial | $41.63/mo | Several BI tools |
Vendors count sources differently, and prices are each vendor's entry plan, so check what that plan includes. Refresh options show how often the vendor updates data; Power BI's own refresh schedule applies on top. Publishing reports needs Power BI Pro ($14 per user per month) or Premium Per User ($24); on an F64 or larger Fabric capacity, viewers don't need their own license.
Best native Power BI data connectors
These seven native Power BI data connectors cover most data that lives in Microsoft tools, files, databases and warehouses.
Excel and Text/CSV
Pulls workbooks and delimited files: budgets, targets, offline sales and ad platform exports. A typical use is a spend-versus-budget report.
- Keep in mindFiles on your computer need a gateway for scheduled refresh, so store them in SharePoint or OneDrive for Business.
SQL Server and Azure SQL Database
Connects to databases that hold product, order or sign-up data, in Import or DirectQuery mode. A typical use is setting orders next to campaign spend.
- Keep in mindA SQL Server on your internal network needs an on-premises data gateway; Azure SQL Database doesn't.
SharePoint and OneDrive
Pulls SharePoint lists and the files stored on a site. There's no separate OneDrive connector: for a single file, Microsoft recommends the Web connector with the file's URL.
- Keep in mindThe SharePoint folder connector lists every file in the folder and its subfolders, so point it at the narrowest folder you can.
Dataverse and Dynamics 365
Pulls leads, contacts and opportunities from Dataverse, the data layer behind Dynamics 365, in Import or DirectQuery mode.
- Keep in mindAn admin has to enable the TDS endpoint first. Queries time out after 5 minutes, and Microsoft recommends Azure Synapse Link for large volumes.
Google BigQuery and Snowflake
Connect to cloud data warehouses in Import or DirectQuery mode. A typical use is reporting on a GA4 export in BigQuery, or on ad data an ETL tool loads into Snowflake.
- Keep in mindDirectQuery reports with many visuals add warehouse costs: BigQuery bills by data scanned, Snowflake by compute time.
Salesforce
Power BI has two Salesforce connectors: Salesforce Objects for standard and custom objects, and Salesforce Reports for reports you've already built. Both are Import only.
- Keep in mindSalesforce Reports returns at most 2,000 rows, and both connectors need API access, which trial accounts lack.
Google Analytics
The connector itself is generally available. It pulls GA4 properties through the Google Analytics Data API when you pick the "Implementation 2.0" option, which is still labeled Beta.
- Keep in mindLong date ranges can return partial data, and there's no native Google Ads connector for cost data.
Best third-party Power BI data connectors
With third-party Power BI data connectors, the route a tool uses decides most of the setup and refresh work:
| Route | Tools | Setup | Refresh |
|---|---|---|---|
| Certified connector | Supermetrics, Windsor.ai, Funnel | Sign in from Get Data | Power BI Service, usually no gateway |
| Web URL | Coupler.io, Windsor.ai | Paste a URL into Get Data > Web | The tool's schedule, then the Power BI Service |
| Custom connector | CData | Install a file in Power BI Desktop | Usually through an on-premises data gateway |
Coupler.io
Coupler.io is a data integration and AI analytics platform with 400+ sources on every plan. Describe the report you need in plain language, and Coupler AI helps set up the data flow.
Before the data reaches Power BI, you can filter it and join or append sources, so your data model starts from one prepared table. Ready-made Power BI dashboard templates give you a first report, and you connect through Get Data > Web.
- Starting price
- $24/month billed annually for 3 accounts, with a free plan and a 7-day trial.
Best for: teams that want to describe a report in plain language and get several sources ready for Power BI.
Supermetrics
Supermetrics is a marketing data platform with 170+ sources for Power BI. You build queries in the Supermetrics Hub, then load them through its certified connector.
- Starting price
- $44/month for 3 sources and 1 user, after a 14-day trial.
Best for: marketing teams reporting on a fixed set of channels.
Windsor.ai
Windsor.ai is a no-code marketing data tool with 350+ sources on every plan. It offers a certified connector (Import only) or a query URL for the Web connector.
- Starting price
- $19/month for 3 sources and 75 accounts with daily refresh; hourly needs Standard ($99/month). A 30-day trial drops to a free plan with 1 source.
Best for: agencies reporting on many client accounts.
Funnel
Funnel is a marketing data hub that collects and maps data from 579 sources on its Business plan, with a certified connector and refresh every 2 hours.
- Starting price
- $600/month on Business, the first plan with Power BI export (plans start at $300/month, billed annually). A 30-day free trial is available, though Funnel doesn't say whether it includes Power BI export.
Best for: large teams and agencies centralizing all marketing data.
CData Power BI Connectors
CData sells one desktop connector per source, covering 250+ CRM, ERP, database and marketing apps, with DirectQuery support.
- Starting price
- $399/year for a one-source desktop license; some sources cost more. A 30-day trial is available.
Best for: technical teams that need DirectQuery to business apps.
Power My Analytics
Power My Analytics is a marketing data hub with 80+ sources. It sends data to Power BI as well as other BI and AI tools.
- Starting price
- $41.63/month for 5 sources, 5 accounts and 2 users, after a 14-day trial.
Best for: small teams reporting on a handful of ad and social accounts.
How to connect a data source in Power BI
These steps work for any native or certified connector.
- Open Power BI Desktop and click Get data.
- Browse by category or search for the source.
- Sign in to the source and choose Import or DirectQuery, if the connector offers both.
- In the Navigator, tick the tables you need. Click Transform Data to clean them in Power Query, or Load.
- Publish the report to the Power BI Service and set a scheduled refresh in the semantic model settings. Add a gateway if the source sits on your own network.
Example: a marketing source through a third-party tool
With a certified connector such as Windsor.ai, save a query in Windsor, then pick Windsor in Get Data and select it.
With a Web URL tool such as Coupler.io, the setup starts outside Power BI. Describe what you need, for example "Combine my Facebook Ads and LinkedIn Ads spend into one table for Power BI," and Coupler AI helps set up the data flow. Run it once, copy the integration URL, and paste it into Get data > Web. After publishing, schedule the Power BI refresh at least 10 minutes after the data flow runs, as Coupler.io's docs recommend.
FAQ
Are Power BI data connectors free?
Native and certified connectors cost nothing to use in Power BI Desktop. Sharing reports and refreshing them in the Power BI Service needs Pro or Premium Per User. Third-party tools and warehouses charge separately.
Which connectors support DirectQuery?
Mostly databases and warehouses: SQL Server, Azure SQL Database, Snowflake, Google BigQuery, Dataverse, Databricks, Amazon Redshift and PostgreSQL. Google Analytics, Salesforce and most marketing connectors are Import only.
Do I need a gateway to refresh connector data?
On-premises sources, files on your computer and most custom connectors need a gateway for scheduled refresh. Cloud sources usually don't, but check the requirements for your specific connector.
How often can Power BI refresh connector data?
Up to 8 scheduled refreshes a day on Pro and 48 on Premium Per User or Fabric capacity. With third-party tools, the tool's own refresh schedule also applies.
Choosing a connector
Start with where the data lives. Native connectors cover Microsoft apps, files, databases and warehouses at no cost beyond your Power BI license.
For ad platforms, social media and most CRMs, pick a third-party tool, then compare its route. Certified connectors are the quickest to set up. Web URL tools let you prepare and combine data before it arrives. Custom connectors and DirectQuery drivers suit teams that already run a gateway.