How to read an MMP plan page, line by line

Start with the plan table, not the product pages

The plan table is the only part of a vendor's site that ties a feature to a price. Product pages are written per feature and rarely say which plan carries it. So open the pricing page, scroll past the cards and find the full comparison table. If there is no table, write down that fact. You will need a sales conversation to learn what the plan holds.

The six lines to read, in order

1. Billing unit. Find what the vendor counts: events, attributed installs, active users or something else. Every other number depends on it. The billing unit entry explains the common ones.
2. Included volume. Note how much of that unit the price covers and what happens above it. This is where overage is defined, if the page defines it at all.
3. Ad channels. Look for the row on ad network attribution. An entry plan may cover a short named list while the higher plan covers hundreds. Check your own channels against the list by name.
4. Feature marks. Go row by row through the features you will use. Ignore the rest for now.
5. Support. Find out who answers when something breaks: documentation, a ticket queue or a named person.
6. Contract term. Check whether you pay monthly and can leave, or sign for a year.

What the marks in a plan table mean

A plan table uses four kinds of mark, and three of them are easy to misread.

The same feature name can cover different scopes in two plans. A postback row, for example, may be ticked in both columns while the lower plan sends postbacks to a few channels only. Read both cells.

A worked reading

Airbridge's pricing page is a useful practice sheet because the full table is public. The Core card shows $40+/mo after a 30-day trial, 500K data points included and $0.0001 per data point after that.^[1] The ad network row carries a note: Google, Meta, Apple Ads and TikTok only.^[1] The event row carries another: standard events only, with custom events in Growth.^[1] Those are two of several notes in the Core column; third-party integrations carry a note too. The short table shows the event limit as an unticked Custom events row, and the words "standard events only" appear in the full table. The full reading of the Core Plan lists every note.

What to do next

Copy the six lines into a sheet with one column per vendor. Fill each cell with the vendor's own words and the page you found them on. Leave a cell empty when the page is silent, and send the empty cells to the vendor as questions. Then compare the filled sheet with the list of capabilities that often sit outside an entry plan, so you know which gaps are normal and which are specific to one vendor.