Short answer: GrowthBook cloud is free for up to three users and $40 per seat per month on Pro, which covers up to fifty users and three projects. Enterprise is a custom quote. The self-hosted edition has no license fee. Every plan, including the free one, includes unlimited experiments, unlimited feature flags and unlimited traffic, which makes GrowthBook the only tool in this category billed on the size of your team rather than the size of your audience.
Last updated September 2026. Every figure below was read at growthbook.io/pricing and in the project's public repository on September 2, 2026. Where a number comes from somewhere else, it says so.
GrowthBook pricing in 2026
GrowthBook publishes a complete rate card, which is worth noting before anything else. Four of the largest vendors it competes with, Optimizely, Adobe Target, AB Tasty and Contentsquare, will not show a self-serve buyer a number at any tier. GrowthBook prints its price on the page.
There are two deployment tracks, and each has a free tier and a paid tier.
| Cloud plan | Price | Seats | Projects | Traffic |
|---|---|---|---|---|
| Starter | Free, no credit card | Up to 3 | 1 | Unlimited |
| Pro | $40 per seat per month | Up to 50 | 3 | Unlimited |
| Enterprise | Custom quote | Custom | Custom | Unlimited |
| Self-hosted plan | Price | Projects | Traffic |
|---|---|---|---|
| Open source | No license fee | 1 | Unlimited |
| Enterprise | Custom quote | Custom | Unlimited |
Two absences are worth naming, because they are unusual in this market. There is no monthly and annual billing toggle anywhere on the page, and no published discount for paying up front. Compare that to Crazy Egg, which is annual-only at every tier, so its advertised $29 is really a $348 yearly commitment, or to PostHog, which publishes a volume discount ladder running from 20% to 40%. GrowthBook's $40 is simply $40, billed monthly per person. We also checked the pricing page's structured data for Offer blocks retaining plans that had quietly left the visible table, the method that surfaced Unbounce's withdrawn Starter plan, and found none.
Why GrowthBook bills your headcount instead of your traffic
This is the fact that decides most GrowthBook comparisons, and almost no published roundup mentions it. Every competing tool meters some measure of your audience. GrowthBook meters your team.
| Tool | Bill is based on | At the limit |
|---|---|---|
| GrowthBook | Seats, $40 each on Pro | No traffic limit exists |
| PostHog | Events, recordings, flag requests | Charges a published per-unit rate |
| Crazy Egg | Tracked pageviews | Stops collecting until the 1st |
| Heap | Sessions | Keeps collecting, paywalls the dashboard |
| Hotjar | Sessions, with a replay cap | Stops recording above the cap |
| Convert Experiences | Tested visitors | Charges $2.80 to $3.99 per 1,000 |
| AB Tasty | Trailing 12-month traffic | No published price at any tier |
The consequence is a clean split, and which side you land on has nothing to do with how good the product is.
Small team, large audience: GrowthBook is dramatically cheaper than anything else here. Four people running experiments across a site with fifty million monthly visitors pay $160 a month, and that number does not move if traffic doubles. No other vendor on that table serves that volume at that price, and several would not quote at all.
Large team, modest audience: the arithmetic inverts. A fifty-person product organization on Pro pays $2,000 a month whether the site sees ten thousand visitors or ten million. That is the same as PostHog's flat Enterprise platform package. Seat pricing also creates an incentive that traffic pricing does not, because it makes you ration who gets an account, which is the opposite of what a company trying to build an experimentation habit actually wants.
The practical planning question, then, is which number in your business is growing faster: traffic or headcount. A seat-priced tool rises quietly, one hire at a time, and rarely triggers a review the way a usage spike does, so it is the kind of line item worth putting a budget alert on before the renewal rather than discovering at contract time.
What GrowthBook costs at three real team sizes
| Team | Plan | Monthly | Annual |
|---|---|---|---|
| 3 people | Starter | $0 | $0 |
| 8 people | Pro | $320 | $3,840 |
| 20 people | Pro | $800 | $9,600 |
| 50 people | Pro | $2,000 | $24,000 |
Traffic does not appear in that table at any row, which is the whole point.
Is GrowthBook free?
Yes, genuinely, on both tracks, and the free tier is more complete than almost anything comparable. The cloud Starter plan needs no credit card and gives three users unlimited experiments, unlimited feature flags and unlimited traffic, plus both Bayesian and frequentist statistics engines, sample ratio mismatch detection, multiple testing corrections, shareable reports, more than 24 SDKs, a REST API, webhooks, an MCP server and the Slack integration.
That is worth putting in context. Across the eight vendor pricing pages we have audited, the consistent finding has been that nothing in this market will split-test a page at the entry price: Crazy Egg gates A/B testing behind its $99 Plus tier, and the enterprise vendors will not quote at all. GrowthBook is the exception to that pattern.
The catch is a prerequisite rather than a meter. The free plan has no visual editor and no split URL tests, both of which start on Pro. So unlimited free experimentation is real, but only if you have a developer to define variations in code and a data warehouse holding clean event data. The honest version of the claim is narrower than most roundups make it: nothing in this category lets a marketer split-test a headline without engineering help at the entry price, but GrowthBook will let an engineering team do it for nothing.
Is GrowthBook open source?
Partly, and the distinction is worth two minutes because most comparisons, including an earlier version of our own, describe it as MIT-licensed and stop there. The repository's LICENSE file states that content is available under the MIT Expat license except for three directories, which carry a separate proprietary GrowthBook Enterprise License.
| Path | License |
|---|---|
| Most of the repository | MIT Expat |
| packages/back-end/src/enterprise | GrowthBook Enterprise License |
| packages/front-end/enterprise | GrowthBook Enterprise License |
| packages/shared/src/enterprise | GrowthBook Enterprise License |
What makes this more than a footnote is which code lives in those paths. The enterprise directories hold the governance features a larger or regulated company most wants when it decides to run the software itself: custom roles, SCIM provisioning, team permissioning, approval workflows. The features that push a company toward self-hosting are exactly the ones the open license does not cover. GitHub reflects the mixture, reporting the repository license as NOASSERTION rather than MIT.
None of that makes it a worse deal. The MIT core is real and substantial, the project is actively developed with more than 8,000 GitHub stars and commits landing daily, and disclosing a mixed license beats publishing no license terms at all. But if you are choosing GrowthBook to satisfy a formal open source policy, read the policy against those three directories first.
Self-hosted free is not a bigger version of cloud free
Teams usually assume the self-hosted open source edition contains everything the free cloud plan does and more, since you are running the whole system. That is not the case, and the gaps tend to surface after the migration.
| Capability | Cloud Starter (free) | Self-hosted open source (free) |
|---|---|---|
| Single sign-on | Google only | None |
| Real-time SDK streaming updates | Included | Enterprise only |
| Managed warehouse option | Available | Not offered |
| Event forwarder | Available | Not offered |
| Seat limit | 3 users | No published cap |
| Infrastructure to maintain | None | All of it |
The two that catch people are single sign-on and streaming updates. A three-person startup on free cloud signs in with Google; the same team self-hosting gets no SSO at all until it buys Enterprise. And real-time flag propagation, which is precisely what you want from a kill switch, ships on every cloud tier including the free one but becomes an Enterprise feature when you self-host. Self-hosting buys data residency and unlimited seats. It costs you things the free cloud plan hands over without asking.
What stops improving as the price goes up
We run this check on every pricing ladder, because vendors advertise what scales and stay quiet about what does not. GrowthBook has one clear plateau and one meaningful step.
Projects stop at three. Starter gets one, Pro gets three, and that holds until Enterprise. Since Pro is priced per seat, a two-person team paying $80 a month and a fifty-person team paying $2,000 a month receive the identical three projects. Spending twenty-five times more buys no extra project separation at all, which is a genuine constraint for an agency or any company running several distinct products.
Support response is the step. Free is community support only. Pro adds email and live in-app support, with a first response target for an outage of one business day. Enterprise cuts that to one hour, with two hours for degraded service, and adds a 99.99% uptime SLA.
That one business day figure deserves a pause, given what the product does. GrowthBook controls feature flags, including the instant kill switch you would reach for while a release is actively breaking production. On Pro, a Friday evening outage of the system that turns bad features off carries a contractual first response target of the next business day. For a $40 seat that is not unreasonable, and the community Slack in practice tends to move faster than the SLA promises. But if flags gate anything revenue-critical, it is a real reason to price Enterprise, and it is not a line that appears on any comparison chart.
What GrowthBook does not publish
Three things, and they are the normal three. Enterprise pricing on both cloud and self-hosted is a quote, described only as tailored to your scale and licensing requirements. Enterprise is what unlocks custom OIDC single sign-on, SCIM provisioning, custom roles, approval workflows, exportable audit logs, ramp schedules, holdouts, the 99.99% SLA and the one hour outage target, plus HIPAA with a BAA available on self-hosted. Volume or seat-count discounts are not published, though at fifty seats it is reasonable to assume sales has room. And there is no published overage rate on the free tier's CDN allowance: Pro states $10 per million requests beyond 2 million and $1 per GB beyond 20GB, while Starter simply lists 1 million requests and 5GB with no stated consequence for exceeding them.
How GrowthBook pricing compares
| Tool | Entry price | Publishes full pricing? |
|---|---|---|
| GrowthBook | Free, then $40 per seat | Yes, except Enterprise |
| Microsoft Clarity | Free | Yes, it is free |
| PostHog | $0 base, pay as you go | Yes, including a discount ladder |
| Crazy Egg | $29, annual only | Yes |
| Convert Experiences | About $299 | Yes |
| Kameleoon | From about $495 | Floor only |
| Optimizely, Adobe Target, AB Tasty | Not published | No |
| Converto | $19 flat | Yes |
For a fuller breakdown of who wins at which team size, see our GrowthBook alternatives comparison, and if you are weighing the open source route specifically, the GrowthBook alternative for teams without engineering time covers what self-hosting actually asks of you. It is also worth reading alongside PostHog pricing, the other genuinely transparent vendor in this category, and Microsoft Clarity pricing if free and unmetered is the requirement.
Frequently asked questions
How much does GrowthBook cost?
GrowthBook cloud is free for up to three users, then $40 per seat per month on Pro for up to fifty users and three projects. Enterprise is a custom quote. There is no monthly and annual billing toggle and no published prepayment discount, so $40 is a flat monthly rate per person. The self-hosted open source edition carries no license fee.
Is GrowthBook free?
Yes, on two tracks. The cloud Starter plan is free with no credit card for up to three users and one project, including unlimited feature flags, unlimited experiments and unlimited traffic. Self-hosted open source is also free of license fees. What costs money is Pro at $40 per seat, plus, if you self-host, the infrastructure and engineering time to run it.
Is GrowthBook open source?
Partly. Most of the repository is licensed under MIT Expat, but three directories, packages/back-end/src/enterprise, packages/front-end/enterprise and packages/shared/src/enterprise, carry a separate proprietary GrowthBook Enterprise License. GitHub reports the repository license as NOASSERTION. The accurate description is source-available with an MIT core, not fully open source.
What is GrowthBook enterprise pricing?
GrowthBook does not publish an Enterprise price on either cloud or self-hosted, describing it only as tailored to your scale and licensing requirements. Enterprise unlocks custom OIDC single sign-on, SCIM provisioning, custom roles, approval workflows, exportable audit logs, the 99.99% uptime SLA and a one hour outage response target.
Does GrowthBook limit traffic?
No. Unlimited traffic and unlimited experiments are included on every plan including the free one, which makes GrowthBook the only tool in this category that does not meter your audience. The single usage meter is CDN delivery: 1 million requests and 5GB a month on Starter, 2 million and 20GB on Pro, then $10 per million requests and $1 per GB.
Is GrowthBook cheaper than Optimizely?
Almost certainly, though Optimizely publishes no price so nobody can state the gap precisely. Optimizely is a sales-quoted annual contract typically negotiated in the tens of thousands. GrowthBook publishes $40 per seat, so a ten-person team pays $4,800 a year with unlimited traffic. Optimizely earns its price with a sequential-testing statistics engine and SDK breadth some enterprises genuinely need.
What is GrowthBook used for?
Three jobs in one platform: feature flags for controlling releases and rolling back with a kill switch, A/B testing with Bayesian and frequentist engines, and product analytics that runs on your own data warehouse. It is warehouse-native, querying BigQuery, Snowflake, Redshift or ClickHouse directly rather than copying your event data into the vendor's system.
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