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

Inbound meters (events, attributed conversions, orchestrations) keep flowing past the limit with an overage badge so you never lose data. Outbound meters (messages, activations, 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 1,000,000 events, 1,500 paid-channel attributed conversions, 1,000,000 orchestrations, 10,000 messages, 100,000 activations, 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.

Both count as Orchestrations — one per-person engine decision. An experiment/flag assignment is one orchestration (one user × one variant bucketed into a running experiment); a journey branch or suppression decision is one too. Waits, delays, and report views are free. Running 3 experiments concurrently with 100K visitors each generates ~300K orchestrations. Free up to 1,000,000 / mo. Messages a journey sends are NOT double-counted as orchestrations — they bill once under Messages.

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 $120K. 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, named for the value they create: Events (raw web + mobile + server ingest), Attributed conversions (paid-channel attributions only — organic is free), Orchestrations (experiment/flag assignments + journey decisions), Messages (email + push + in-app deliveries), Activations (CAPI conversions + audience syncs sent out), and AI generations. AI 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.

You pay when Apex attributes a conversion to a campaign you ran: an ad click, a tagged campaign, or a tracked Apex Link we match to the visit. Direct traffic, unpaid search, and untagged shares are organic and always free. Conversions driven by an Apex Partner Network affiliate are covered on the partner side, not this meter, so you're never charged twice for the same sale.

Event-level data stays queryable for 13 months on every plan, free tier included. That's long enough to compare this quarter to the same quarter last year, which is the comparison that usually matters. Aggregates and rollups are kept longer. If you need to query raw events past 13 months, Extended retention adds 12-month increments.

Because they exist mainly to lock customers into annual contracts. We charge for the work we do, not for the privilege of being a customer. No platform fee, no minimum, no seats.

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.