Lytics vs Zeta — Pricing, Plans, and Verified Costs (2026)
Both Lytics and Zeta 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.
- 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.
- Zeta (Per Usage) — Zeta bills purely on usage — Annual contract plus usage overages. 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.
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.
Zeta CDP+ is the data layer of Zeta Global's enterprise marketing cloud, and the distinguishing feature is what it connects to beyond your own systems: Zeta operates a large proprietary identity and intent data set, so the platform enriches your first-party profiles with third-party signals rather than only unifying what you already hold. Alongside that it does the expected work — ingesting from web, app, CRM and warehouse sources, resolving identity, then activating into email, ads, site personalisation and its own messaging channels. Zeta Global is publicly traded (NYSE: ZETA). Enterprise contracts, nothing published.
All plans compared
| Tier role | Plan | Lytics monthly | Lytics annual | Zeta monthly | Zeta annual |
|---|---|---|---|---|---|
| Free / starter | Developer / — | Free | Free | — | — |
| Enterprise | Enterprise / Custom | Custom | Custom | 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
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.
Zeta is worth it if… Zeta is bought for reach as much as for data management — the pitch is that its own audience graph helps you find and score people you do not already know, which a pure first-party CDP cannot do. That makes it a marketing-cloud decision rather than an infrastructure one.
Bottom line: Similar positioning, closer to a preference call than a strategic one.
Choose Lytics over Zeta if…
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.
Choose Zeta if…
- You want to pay only for actual usage (per usage, a free entry tier).
- You match the profile Zeta is built for: bought for reach as much as for data management — the pitch is that its own audience graph helps you find and score people you do not already know, which a pure first-party CDP cannot do.
- You need a general-purpose cdp (customer data platform) option rather than a vertical-specific one.
At a glance
| Lytics | Zeta | |
|---|---|---|
| Free plan | No | No |
| Entry price | Pricing not published | Custom pricing |
| Enterprise available | Yes | 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.