In this post
Most pricing in this category caps or charges by tracked visitors. That means the month your marketing finally works — the launch that gets picked up, the post that goes wide — is the month your tracking bill spikes. It felt backwards to us, so every Aurora plan, including the free one, includes unlimited tracked visitors.
The problem with visitor-based pricing#
Visitor volume is mostly a marketing outcome. The people who use Aurora every day are on the sales team. Charging more because a blog post did well punishes a win that has nothing to do with whether scoring and routing are worth paying for.
It also creates bad incentives. We've spoken to teams who removed tracking from their docs or blog to stay under a visitor tier — throwing away exactly the signals that help identify serious evaluators. A pricing model shouldn't make your data worse.
Your bill should grow when your team grows, not when a post goes viral.
What the plans charge for#
Pricing scales with the things that reflect how much value a team gets from Aurora:
| Starter | Team | Scale | |
|---|---|---|---|
| Price | $0 | $29 per seat / month | Custom |
| Seats | 1 | Unlimited | Unlimited |
| Tracked visitors | Unlimited | Unlimited | Unlimited |
| History | 30 days | Unlimited | Unlimited |
| Scoring rules | 10 | Unlimited | Unlimited |
| Routing, shared inbox, CRM sync | — | Included | Included |
| SCIM, audit logs, 99.9% SLA | — | — | Included |
- Seats map to how many people are working the queue.
- History matters once you want to analyze trends or backfill new rules against months of data.
- Routing and sync are what a growing team needs; a founder selling solo usually doesn't.
SAML single sign-on is included on every plan, including Starter. We don't think basic security should be an upsell.
The math behind it#
The obvious question: how is unlimited sustainable? Three reasons.
- Events are cheap; people are expensive. Storing and scoring a page view costs a tiny fraction of a cent. Our main costs are engineering and support, which scale with the number of teams and seats, not visitors.
- We store compactly. Raw events are rolled up into visitor profiles and scoring history. We keep what scoring needs and drop the rest on a schedule.
- Fair use covers the edge cases. Automated traffic is filtered before it counts, and workspaces sending more than 50 million events a month talk to us about a Scale plan. Fewer than 0.5% of workspaces ever get close.
What the free plan includes#
Starter isn't a time-limited trial. It's one full seat, forever, with the same real-time scoring engine as every other plan: unlimited visitors, ten scoring rules, Slack and email alerts, 30 days of history and SAML SSO. Most solo founders and early teams run on it for months before they need a second seat.
When you do upgrade, nothing changes except what's added — your rules, history and integrations stay exactly as they are. See the full comparison on the pricing section, or talk to us about Scale.