Free up to your scale.
Then pay for what you use.

Inbound meters (events, mobile attributions) keep flowing past the limit with an overage badge so you never lose data. Outbound meters (sends, CAPI conversions, AI generations) pause at the limit with an override toggle — you consent to the per-unit cost before continuing. No surprise bills.

Free tier covers your first 25,000,000 events, 1,500 paid-channel mobile attributions, 1,000,000 variant assignments, 10,000 sends, 100,000 CAPI conversions, and 50 AI generations per month. Integrations and partners are unlimited and always included; you only pay $2/active partner/mo as a Stripe Connect passthrough (no markup, inactive partners free). Above any meter cap, per-unit pricing applies (see the calculator). No platform fee, no minimum, no seats.

Per variant assignment. One assignment = one user × one variant they were bucketed into for a running experiment. Running 3 experiments concurrently with 100K visitors each generates ~300K assignments. Free up to 1,000,000 / mo. Journeys and marketing campaigns are NOT a separate meter — sends emitted inside them count under "sends", and the variant assignments their experiments produce count here.

When you need SSO/SAML, an SLA, customer-managed KMS for encryption keys, EU data residency, or a dedicated success contact. Enterprise contracts start at $36K ARR and average $130K. Below that, Pay-as-you-go is identical to Enterprise on every other axis — no feature gates.

Anything captured by the snippet, Mobile SDK, or Server Events API: page views, custom events, conversions, identity calls. Six billing meters: web-measurement, mobile-measurement (paid-channel attributions), experiments (variant assignments), communications (email + push + in-app sends), outbound (CAPI + audience sync), and ai-generation. AI generations is metered separately because Bedrock inference has its own cost shape. Integrations are unlimited and don't count as a meter — every event that flows through a connector is already metered by the underlying meter.

Because they exist mainly to lock customers into annual contracts. Apex's wedge against the Iterable / Braze / Northbeam / Impact bundle is that the consolidation alone saves more than any platform fee would extract. We charge for the work we do, not for the privilege of being a customer.

PostHog is great. Their pricing model inspired ours. Their scope is product analytics + experiments + session recording for engineers. Apex covers that plus communications, paid-media measurement (CAPI), partner network, and the cross-customer ML recommendations layer — for growth teams. Same generous-free posture, broader surface.

AppsFlyer's free tier is 12,000 conversions in your first year, then $0.07 per conversion forever, with no monthly free tier after year one. Adjust's free tier is 1,500 attributions per month, but only for the first 12 months, then you must upgrade. Apex gives you 1,500 paid-channel attributions every month, forever, at $0.05 per attribution after that. Over three years that's 54,000 free attributions vs AppsFlyer's 12,000 or Adjust's 18,000. We don't punish long-term customers.

Absolutely. Apex adapts to your growth model during onboarding. For PLG, you get PQL (Product-Qualified Lead) scoring based on activation, usage depth, and expansion signals instead of traditional MQL scoring. Your funnel, dashboard, and experiments adjust to measure what matters for self-serve conversion. Hybrid models get dual-track scoring that weights both intent signals and product usage.