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Verity vs Evidence

Evidence alternative for marketing teams

Verity vs Evidence

Evidence is business intelligence as code: reports and dashboards are Markdown files with SQL and components, kept in a Git repository and owned by a data team. Its open source framework is Evidence Core, and its hosted platform is Evidence Studio. Verity is for the marketing or ecommerce team that wants the same end result managed: the store, ad and email data loaded into your own BigQuery, modelled, and on a dashboard from the first day. A Verity dashboard can be exported as code in Evidence format, so starting managed does not lock you in.

Checked against Evidence’s public sources on 13 November 2026.* Compared as dashboards and BI.

Dashboards and BI in Verity →

At a glance

Yes

Partly

No, or not found in public sources*

VerityEvidence*
Where the data comes from
Loads your store, ad and email data for you
Yes: Managed, on a schedule
Partly: Some apps, in Studio
Works on your own BigQuery
Yes
Yes
Data model built and maintained for you
Yes
Not found in public sources: Your team writes it
KPIs and definitions
One definition per KPI in a semantic layer
Yes: You approve it
Yes: Metrics as YAML files
KPIs against targets and budgets
Yes: Targets, budgets, guardrails
Partly: Target comparison in a report
Ready made marketing and ecommerce dashboards
Yes: Per source and combined
Not found in public sources
Working with it
Build your own dashboards without code
Yes
Partly: Through the AI agent
Ask questions in plain language
Yes: Data Chat
Yes: Studio
MCP server for AI assistants
Yes: 100+ tools
Yes: Studio
AI assistant builds dashboards over MCP
Yes: As a draft for review
Partly: Queries and charts
Sharing and taking it with you
Share with the team and send on a schedule
Yes: Workspaces, email, spreadsheet
Yes: Email and Slack, as PDF
Dashboards as code
Yes: Export in seven formats
Yes: Markdown and SQL in Git
Embed dashboards in your own site or app
No
Yes: Enterprise plan
Hosting and pricing
Open source or self hosted option
No: Managed cloud
Yes: MIT licensed core
Published pricing
Yes: From €500/mo, unlimited users
Yes: Studio $2,500/mo, flat

Where Evidence is ahead

Evidence is the purer form of BI as code. Reports are Markdown files with SQL and components, every change goes through Git with a preview, and metrics are defined once in files next to them. The framework is open source under the MIT licence and can be self hosted. Studio sends reports as PDF by email or Slack and embeds them in your product on the Enterprise plan. Verity does not offer PDF export of a dashboard, embedding or self hosting.

Where the two differ most

In who the tool is made for. Evidence is written by people who are comfortable with SQL and a repository, and it reads a warehouse that is already filled. Its hosted warehouse can sync some applications, such as Google Ads and Facebook Ads, and we did not find Shopify among them. Verity is made for the team without those people. It loads the store, ad and email data into your own BigQuery, maintains the models and the definitions, and lets a marketer build a dashboard without code.

From Verity to Evidence

The two can follow each other. Every Verity dashboard has an Export as code action, and Evidence is one of its seven formats. The file holds the structure of the dashboard, its definitions and its queries, never data, and the data is already in your own BigQuery. Expect a data team to review the result in Evidence: it is a head start, not a one click migration. On price, Evidence Studio is $2,500 per month flat for unlimited users, and Verity starts at €500 per month excluding VAT.

Which one fits

Choose Verity when

Nobody on the team writes SQL, and you want dashboards you can build and change without code.

Your data is still in Shopify or WooCommerce, GA4, Meta Ads, Google Ads and Klaviyo, and you want it loaded and modelled for you.

You want revenue, new customers and return on ad spend defined for you, with targets and budgets next to the actuals.

You want dashboards per channel and for the whole business on the first day.

You want to start managed and keep the door open. A Verity dashboard exports as code in Evidence format when a data team takes over.

Choose Evidence when

You have a data team that wants every report as a file in Git, reviewed in a pull request before it goes live.

You want to write reports in Markdown and SQL, not click them together. Evidence says it has no drag and drop interface.

You want an open source, MIT licensed framework you can host yourself without a platform fee.

Your data is already in a warehouse such as Snowflake, Databricks, Postgres or BigQuery.

You want reports delivered as PDF, or analytics embedded in your own product on the Enterprise plan.

Built in, add on or separate tool

What you get as part of each product, and what comes on a higher plan, as an add on or from another vendor.

VerityEvidence*
Loading store, ad and email dataBuilt in and managed, into your own BigQuerySome applications in Studio’s hosted warehouse; otherwise your own warehouse
Data models and KPI definitionsBuilt in and maintained for youYour team writes them as SQL and YAML files
Building a dashboardWithout code, from a sentence, or by an AI assistantIn Markdown and SQL, with an AI agent in Studio
Dashboards as codeExport as code in seven formats, Evidence among themThe native way of working, in Git
AI questions and MCPBuilt inEvidence Studio
PDF deliveryNot offered for dashboards; written reports go by emailEvidence Studio, by email or Slack
Embedding in your own productNot offeredEvidence Studio, Enterprise plan
Self hostingNot offeredEvidence Core, open source

What we checked about Evidence

Each statement comes from Evidence’s own website or documentation, read on 13 November 2026.*

  • Evidence describes itself as business intelligence for teams and agents: “BI as code so your team and their agents can build and ship analytics together.” Reports and dashboards are defined as Markdown files with SQL and components.

    Source: Evidence homepage, read on

  • Since August 2026 there are two products on one open source foundation: Evidence Core, an open source framework for building data apps as code, and Evidence Studio, a business intelligence platform built on Evidence Core.

    Source: Evidence blog: Evidence Core, read on

  • Evidence Studio Team costs $2,500 per month as one flat price for unlimited users, with the Analytics Agent, Slack bot and MCP, PDF export and scheduled emails. Enterprise is priced on request and adds embedding, single sign on and deployment on your own infrastructure.

    Source: Evidence pricing, read on

  • Evidence projects correspond to Git repositories, and GitHub is currently the only supported Git provider.

    Source: Evidence docs: version control, read on

  • Metrics are defined once as YAML files in the project and referenced by name from any data component.

    Source: Evidence docs: metrics, read on

  • The Evidence Warehouse in Studio syncs data from applications through Fivetran. The supported applications listed are Linear, HubSpot, Stripe, GitHub, Attio, PostHog, Google Ads, Facebook Ads and Twilio.

    Source: Evidence docs: Evidence Warehouse, read on

  • Evidence states that its internal reporting has no drag and drop interfaces or workflows driven by a user interface.

    Source: Evidence: internal reporting, read on

  • The Studio MCP server lets AI assistants such as Claude and ChatGPT connect to a live Evidence workspace, and every request runs as the signed in user.

    Source: Evidence docs: Studio MCP, read on

  • A report can be sent on a recurring schedule or once, rendered as a PDF and delivered by email or to a Slack channel.

    Source: Evidence docs: scheduled reports, read on

  • Self hosted projects must use a direct connector to a database, and there are no platform fees for self hosting.

    Source: Evidence docs: self host, read on

  • Evidence is licensed under the MIT licence.

    Source: Evidence on GitHub, read on

Questions

Is Verity an Evidence alternative?

For a marketing or ecommerce team without people who write SQL, yes: Verity loads and models the data and the team builds dashboards without code. For a data team that wants every report as a file in Git, Evidence is the better fit, and Verity does not try to replace it.

Can I export a Verity dashboard to Evidence?

Yes. Evidence is one of the seven formats of the Export as code action on a Verity dashboard, next to dbt MetricFlow, Cube, Lightdash, Looker (LookML), Metabase and a Markdown handoff. The file holds the structure, the definitions and the queries, never data rows. It is a head start for a team that continues in Evidence, and they should expect to review it there. Verity does not import Evidence projects.

Does Evidence load data from Shopify or ad platforms?

According to the Evidence documentation (checked 13 November 2026), the hosted Evidence Warehouse in Studio syncs a list of applications through Fivetran that includes Google Ads and Facebook Ads. We did not find Shopify in that list, and a self hosted project connects to a database only. Verity loads Shopify, WooCommerce, GA4, Meta Ads, Google Ads, Microsoft Ads, Klaviyo, Brevo and ActiveCampaign into your own BigQuery.

Do both have an MCP server?

Yes. According to the Evidence documentation (checked 13 November 2026), Evidence Studio has an MCP server that connects assistants such as Claude and ChatGPT to a live workspace to run queries and search published content. Verity's MCP server has 100+ tools, and an assistant can build a whole dashboard through it as a draft for review.

Read next

Dashboards and BI in VerityData models and the semantic layerAI analyticsVerity over MCPDocumentation: dashboard toolsPricing

Also compare

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Sources

Evidence homepageEvidence pricingEvidence blog: Evidence CoreEvidence: internal reportingEvidence docsEvidence docs: version controlEvidence docs: metricsEvidence docs: Evidence WarehouseEvidence docs: Evidence AgentEvidence docs: MCP overviewEvidence docs: Studio MCPEvidence docs: scheduled reportsEvidence docs: embedded analyticsEvidence docs: target comparisonEvidence docs: self hostEvidence on GitHub

* Information about Evidence is based on Evidence’s public website and documentation as we read them on 13 November 2026. Products, features and prices change, and we may have missed or misread something. Check Evidence’s own website for current details. Evidence is a trademark of its owner. Verity is not affiliated with or endorsed by Evidence. Spotted something that is not right? Email [email protected] and we will correct it.

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