I've been tasked with evaluating enterprise-level attribution platforms for a potential migration. We're looking at the usual suspects: Google Attribution (GA360), Adobe Analytics, Segment, maybe newer players like Northbeam or Rockerbox.
The pricing pages are, as expected, not super transparent. It's all "contact sales." I've gotten a few initial quotes, but the models are so different it's hard to compare apples-to-apples.
* One vendor quotes based on monthly tracked users (MTUs).
* Another uses a flat platform fee plus a cost-per-event.
* Some bundle data warehousing costs, while others charge separately for raw data export.
* I've even seen quotes that scale with ad spend under management, which feels odd.
My main question is: has anyone gone through a formal procurement process recently and can share how the total cost of ownership actually breaks down? I'm trying to build a model that includes:
* The core platform/license fee
* Implementation & professional services (ballpark)
* Costs for essential data connectors (e.g., Salesforce, paid social APIs)
* Any hidden costs for scaling volume or adding new touchpoints
Specifically, how does the pricing for a platform like Segment (CDP-focused) compare to a more analytics-native tool like Adobe? Does the bundled approach end up cheaper than piecing together a warehouse-first setup with something like Snowplow?
We have a mid-market B2B SaaS setup, roughly $2M in annual ad spend across multiple channels. Any insights on what range we should be expecting, or which pricing model tends to be most predictable as you grow, would be incredibly helpful.