Entry plan

How it works

Vendors name it differently: starter, basic, core. The name tells you nothing. What makes a plan the entry plan is its position: it is the first one you pay for. It normally sets three things. The first is a price or a starting price. The second is an included volume, counted in the vendor's billing unit. The third is a feature list with limits, such as a short list of ad channels or a cap on connections to other tools.

An entry plan is a paid plan, so it is different from both a free plan and a free trial.

When it matters

It matters when you are buying your first MMP or moving to a cheaper one. A small team can stay on the entry plan for a long time, so its contents are the product as far as you are concerned. A feature on the vendor's product page that sits in a higher plan is not something you have.

Read the plan with the line-by-line method, and check what happens above the included volume. Some entry plans charge overage. Others move you up a tier.

How it relates to attribution

The entry plan decides which installs get attributed at all. If the plan covers four ad channels and you buy from a fifth, installs from the fifth show up without a source. The plan also decides which events reach your reports and whether you can take the data out. So the plan table is part of your measurement setup, as much as the SDK is.