mParticle is an enterprise customer data platform, owned by Rokt, that collects app and web data, resolves it into customer profiles and sends it to 300+ marketing and analytics tools. It is built for consumer brands with developers on staff. There are no public prices: customers prepay mParticle Credits that usage draws down.
mParticle is now owned by Rokt
Rokt and mParticle announced their merger on 16 January 2025, with Rokt investing $300 million and taking ownership of the company.
mParticle keeps its own name, website and docs, and also appears as 'Rokt mParticle' on Rokt's site.
Checked October 4, 2026
The bottom line
Strong plumbing for large consumer brands; budget and model usage before signing.
4 - no public prices and an upfront credit commitment metered across many billing items.
Ease of use5/10
5 - needs data planning and SDK implementation by developers before marketers see value.
Ecosystem9/10
9 - 300+ integrations including Snowflake, Braze, Meta and Adobe, plus APIs.
Support7/10
7 - detailed developer docs and a partner network; support terms depend on contract.
What it really is
An enterprise customer data platform that collects, unifies and routes first-party data, owned by Rokt.
Our take
mParticle is built for brands with real engineering capacity and many downstream tools: you instrument once with its SDKs, resolve identities, and fan data out to 300+ destinations. Rokt's ownership pushes it toward ad performance features such as Match Boost and audience expansion. The price model is the main hurdle: a prepaid credit commitment metered across many billing items, with no public rates.
Why we rate it
Wide SDK coverage, identity resolution and a very large integration catalogue.
The catch
Opaque, commitment-based pricing with many billable items, and engineering work to implement.
Best for
Consumer brands with apps and websites
Teams feeding many marketing and analytics tools
Data teams needing governance
Not good for
Startups on small budgets
Teams without developers
Friction report
Time to value
Weeks to months: contract, data planning and SDK implementation across platforms.
Scale breakpoint
Event volume and real-time features consume credits faster as you grow.
Walled garden
Low: APIs, warehouse sync and 300+ integrations move data in and out.
What mParticle bills for under value-based pricing
Billing item
How it is counted
Tiered events
Per million events, the greater of events ingested or events after output rules
Additional long-term retention
Extra storage units times stored event counts
Real-time audience lookback
Extra units times real-time tier events
Real-time products
Active audiences and calculated attributes above 5 included
Hosted rule invocations
Executions of mParticle-hosted rules
Backfill and data replays
Events retrieved from storage
Profile API
Blocks of 50 queries per second
From mParticle's usage metering docs, checked 4 October 2026. Each item uses rates from your contract and draws down prepaid mParticle Credits; no public rates are published.
Frequently Asked Questions
mParticle does not publish prices; its pricing page leads to a sales contact form. Under value-based pricing you commit upfront to mParticle Credits, and usage such as event volume, data retention and real-time audiences draws them down. Larger commitments get bigger discounts (checked 4 October 2026).
Yes. mParticle calls itself a customer data platform. It collects data through SDKs and APIs, unifies it into customer profiles and sends it to marketing, analytics and warehouse tools.
Rokt, an ecommerce technology company. The two announced their merger on 16 January 2025, with Rokt investing $300 million. mParticle keeps its own brand and website.
Brands use it to track app and web events once, resolve which events belong to the same customer, build audiences and predictive segments, and send that data to tools such as Braze, Meta, Snowflake and Adobe.
No free trial or free plan is listed. mParticle offers demos and a pricing request through its contact page (checked 4 October 2026).
mParticle alternatives
Other customer data and analytics tools to compare:
Amplitude: Product analytics platform that can also sync audiences to other tools.
PostHog: Open-source product analytics with data pipelines to send events onward.
Mixpanel: Product analytics for measuring engagement and user behavior.
Heap: Digital analytics that captures user interactions automatically, without manual event tracking.
