Capabilities that are often outside an MMP entry plan

Why entry plans leave things out

An entry plan is priced for a small team, so vendors fill it with what a small team uses every week and hold back what costs more to run or support. That is reasonable. The trouble starts when a buyer reads the product pages, assumes the whole product is in the cheapest plan and finds the gap after the SDK is live.

Six capabilities to check

Fraud detection

Fraud tooling is often placed in a higher plan or sold on its own. Whether you need it on day one depends on where you buy. The sister guide on ad fraud prevention basics explains when it starts to matter.

Raw data export

Dashboards and report downloads are normally included. Scheduled delivery of every event to cloud storage is often not. See raw data export for what the term covers.

More ad networks

Some entry plans name the channels they cover. If yours are on the list, the limit costs you nothing. The guide on ad channel integrations shows how to count what you need.

Custom events and web measurement

An entry plan may record a fixed list of standard events and leave custom events to a higher plan. In the same way, it may measure the step from website to app while leaving on-site web events out.

A named success manager

Entry plans usually come with documentation and a ticket queue. A person assigned to your account tends to arrive with a contract. The support levels guide covers the difference.

One vendor's split, as an example

Airbridge publishes its split in full, which makes it a clear illustration. Core includes deferred deep links, web-to-app attribution, SKAN 4.0 reporting and predictive LTV. All six capabilities in the table above are in the Growth Plan: 330+ ad networks, fraud detection, raw data export, custom events, web event measurement and a dedicated CSM.^[1] Other vendors draw the line in other places. The plan comparison on the home page shows where each one draws it.

How to decide which gaps matter

1. Mark each of the six as "need now", "need within a year" or "do not need".
2. For every "need now", find the plan that includes it and use that plan's price in your comparison.
3. For every "need within a year", ask what moving up will cost and whether you can do it mid-term.
4. Ignore the rest. A capability you will not use is not a reason to pay more.

If four or more items land in the first group, you are not shopping for an entry plan, and the right comparison is between the vendors' higher plans.