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Marketing & analytics · guide

Marketing & analytics software pricing

Updated · 30 comparisons

Marketing tools have the most varied pricing in software, and the axis they bill on decides everything. Email platforms charge by contacts stored or emails sent. Analytics charges by events or sessions. CRMs charge per seat, then per contact, then per feature. Comparing two tools means first agreeing on what you're being metered for.

The axis is the decision

Contacts vs sends. An email tool that bills by contacts stored punishes a large list you email rarely; one that bills by emails sent punishes a small list you email daily. Your list size and send frequency pick the winner before you look at the rate.

Events and the sampling cliff. Analytics tools include an event or session allowance and then either bill overage, sample your data, or stop collecting. A growing product hits this wall predictably — check what happens at 3x your current volume.

The CRM stack tax. CRMs advertise a low per-seat price and layer on paid tiers for automation, reporting, and additional contact blocks. The realistic cost for a small team is usually two tiers above the entry plan.

Comparing

Identify your metering axis — contacts, sends, events, or seats — and your volume on it. Price both tools at the tier that covers that volume plus the features you need, and model it again at 3x. Each comparison below works through the common matchups with current numbers, every figure checked against the vendor's pricing page and dated.

Comparisons in this guide

Other pricing guides

Every figure on these pages is checked against the provider's own pricing and dated. The complete machine-readable dataset is on the data page.