Hightouch vs Lytics — Pricing, Plans, and Verified Costs (2026)
Both Hightouch and Lytics use custom pricing — request quotes from each to compare.
How pricing works
These two tools don't price the same way, so the headline numbers below aren't directly comparable until you plug in your own volume.
- Hightouch (Per Usage) — Hightouch bills purely on usage — Monthly Tracked Rows (MTRs). There is no fixed per-seat fee, so the monthly cost depends entirely on how much you consume.
- Lytics (Per Usage) — Lytics bills purely on usage — Credits (one credit = one user profile update). There is no fixed per-seat fee, so the monthly cost depends entirely on how much you consume.
Per-minute, per-credit and per-token rates exclude any downstream model, speech or telephony costs unless the vendor states otherwise.
The leading warehouse-native CDP, and a new entrant to the Leaders quadrant in Gartner's 2026 CDP ranking. Connectivity runs the opposite direction to Segment's: rather than collecting events into its own store, Hightouch reads customer data where it already lives — Snowflake, BigQuery, Databricks, Redshift — and syncs it out to 200+ destinations including Salesforce, HubSpot, Braze, Klaviyo and the major ad platforms. This pattern is called reverse ETL. Your warehouse stays the single source of truth and no duplicate customer database is created. Priced by Monthly Tracked Rows.
A composable, Google Cloud-native CDP acquired by Contentstack in January 2025. Its connectivity design leans on running inside your own cloud: it deploys into your Google Cloud project and works directly against BigQuery, so customer data never leaves your infrastructure, while still syncing audiences out to ad platforms, email tools and personalisation engines. Under Contentstack it is being positioned alongside the CMS, pairing content management with audience data so that personalisation decisions and the content they serve sit in one stack. Billed in credits, where one credit is one update to a user profile.
All plans compared
| Tier role | Plan | Hightouch monthly | Hightouch annual | Lytics monthly | Lytics annual |
|---|---|---|---|---|---|
| Free / starter | Basic Reverse ETL (Free) / Developer | Free | Free | Free | Free |
| Enterprise | — / Enterprise | — | — | Custom | Custom |
Tier names differ across vendors. Rows are aligned by tier role, not name. Full tier structures on each tool's page.
What each is best for
Hightouch is worth it if… Hightouch makes sense when you already have a warehouse and a data team, and the gap is getting that data into the tools your marketers and sales reps actually use. Because it activates data in place rather than copying it, you avoid paying a CDP to store what you're already storing — which is why it's positioned as the cost leader against Segment and Tealium.
Lytics is worth it if… Lytics appeals to teams already standardised on Google Cloud who want a CDP that does not become another data silo. The credit model is unusually legible — you can reason about cost by estimating profile updates rather than decoding tiers.
Bottom line: Similar positioning, closer to a preference call than a strategic one.
Choose Hightouch over Lytics if…
Choose Hightouch if…
- You want to pay only for actual usage (per usage, a free entry tier).
- You match the profile Hightouch is built for: Hightouch makes sense when you already have a warehouse and a data team, and the gap is getting that data into the tools your marketers and sales reps actually use.
- You need a general-purpose cdp (customer data platform) option rather than a vertical-specific one.
Choose Lytics if…
- You want to pay only for actual usage (per usage, a free entry tier).
- You match the profile Lytics is built for: Lytics appeals to teams already standardised on Google Cloud who want a CDP that does not become another data silo.
- You need a general-purpose cdp (customer data platform) option rather than a vertical-specific one.
At a glance
| Hightouch | Lytics | |
|---|---|---|
| Free plan | Yes | No |
| Entry price | Custom pricing | Pricing not published |
| Enterprise available | No | Yes |
| Pricing model | Per Usage | Per Usage |
| Verification | Checked September 24, 2026 | Checked September 24, 2026 |
| Full pricing | View full pricing | View full pricing |
Pricing last verified September 24, 2026. Tracked daily.