Softwr

Marketing · head to head

AB Tasty vs GrowthBook

AB Tasty logo

AB Tasty

Marketing

Conversion optimization platform

From
€500/month
Rated
-
Full reviewWebsite
GrowthBook logo

GrowthBook

Testing

Open source feature flags and A/B testing that run experiment analysis inside your own data warehouse

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only GrowthBook has a free tier, so it costs nothing to try first.
  • Each has a real cost: AB Tasty no transparent pricing published; requires custom sales conversation for any quote; GrowthBook warehouse-native analysis is only an advantage if you have a warehouse with clean event data in it; without one, GrowthBook has nothing to compute against and you are back to buying an event-collecting platform.
  • They diverge on capability: AB Tasty covers A/B testing, GrowthBook covers Feature flags.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which AB Tasty and GrowthBook actually diverge.

Attributes where AB Tasty and GrowthBook differ
AttributeAB TastyGrowthBook
Starting price€500/monthFree
Pricing modelquotePer user per month
Free tierNoYes
PlatformsWebWeb, Self-hosted, Docker
CategoryMarketingTesting
Founded2011Unknown

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in AB Tasty

  • A/B testing
  • Multivariate testing
  • Personalization
  • Google Analytics
  • Salesforce
  • SSL encryption
  • Cloud deployment
  • Web support

Only in GrowthBook

  • Feature flags
  • Warehouse-native analysis
  • Reusable metric definitions
  • Bayesian and frequentist engines
  • CUPED variance reduction
  • Self-hosting
  • Guardrail metrics

Both cover

  • Visual editor

What people use each for

The jobs each tool is most often brought in to do.

AB Tasty

  • A/B and multivariate testing on web and mobilenot GrowthBook
  • Feature flagging and progressive rolloutsnot GrowthBook
  • Personalising content for identified and anonymous visitorsnot GrowthBook
  • Search, recommendations and merchandising for ecommercenot GrowthBook
  • Conversion optimisation experiments across channelsnot GrowthBook

GrowthBook

  • An engineering team that wants feature flags without a per-monthly-active-user bill that grows with product successnot AB Tasty
  • A data team that needs experiment results to reconcile exactly with the metrics reported in its BI toolnot AB Tasty
  • A company with data residency or privacy constraints that cannot send user-level event data to a third-party vendornot AB Tasty
  • Running long-tail experiments where sequential testing and CUPED shorten the time to a decision on low-traffic surfacesnot AB Tasty

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

AB Tasty

  • No transparent pricing published; requires custom sales conversation for any quote
  • Pricing determined by traffic volume, number of domains, and selected modules
  • No fixed pricing plans available; all customers receive individualized proposals

GrowthBook

  • Warehouse-native analysis is only an advantage if you have a warehouse with clean event data in it; without one, GrowthBook has nothing to compute against and you are back to buying an event-collecting platform.
  • Metrics are SQL, so a marketing or product team without data engineering support cannot define or fix them, and a badly written metric silently produces a confident wrong answer.
  • Cloud Pro bills per seat and then adds CDN request and bandwidth overages, so a high-traffic site can find the variable component exceeds the seat cost it budgeted for.
  • Self-hosting means you own the Mongo database, the SDK endpoint availability and the upgrade path, and a flag service that is down is a production incident, not an analytics inconvenience.
  • The statistics engine exposes real choices, Bayesian versus frequentist, sequential testing, variance reduction, and the tool will not stop a team that configures them wrongly, so it rewards statistical literacy and punishes its absence.

Pricing, plan by plan

AB Tasty

€500/month
  • Standard$500/month
    • A/B testing
    • Basic personalization
    • Analytics

GrowthBook

Free
  • Open source (self-hosted)Free
    • Unlimited users, feature flags and experiments
    • One project
    • MIT licensed, you run the infrastructure
  • Starter (cloud)Free
    • Up to 3 users
    • 1 project
    • Unlimited flags, experiments and traffic
  • Pro (cloud)$40/month
    • Per seat, up to 50 users
    • 3 projects
    • CDN overage at $10 per million requests beyond the included allowance
  • Enterprise$undefined/year
    • Unlimited users and projects
    • SSO, audit logs and advanced permissions
    • Available on cloud or self-hosted

Which should you pick?

Choose AB Tasty if

  • You need a/b testing.
  • You also want multivariate testing.
AB Tasty review

Choose GrowthBook if

  • You need feature flags.
  • You want to start without paying.
  • You work on Web, Self-hosted, Docker.
  • You also want warehouse-native analysis.
GrowthBook review

Questions people ask

Is AB Tasty or GrowthBook better?
Neither clearly leads. AB Tasty starts at €500/month and GrowthBook at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, AB Tasty or GrowthBook?
GrowthBook has a free tier; the other does not. Paid plans start at €500/month for AB Tasty and Free for GrowthBook.
Does AB Tasty or GrowthBook run on more platforms?
AB Tasty runs on Web. GrowthBook runs on Web, Self-hosted, Docker.
Can I use GrowthBook for free?
Yes. GrowthBook has a free tier, so you can try it without paying. AB Tasty starts at €500/month.
What is AB Tasty best used for?
AB Tasty is most often used for a/b and multivariate testing on web and mobile, feature flagging and progressive rollouts, personalising content for identified and anonymous visitors, search, recommendations and merchandising for ecommerce. Of those, a/b and multivariate testing on web and mobile and feature flagging and progressive rollouts are not what GrowthBook is typically brought in for.
What can AB Tasty do that GrowthBook cannot?
AB Tasty covers A/B testing, Multivariate testing, Personalization, Google Analytics. GrowthBook covers Feature flags, Warehouse-native analysis, Reusable metric definitions, Bayesian and frequentist engines. Both handle Visual editor.

Answered from the vendors’ own pages

AB Tasty: How does AB Tasty calculate pricing?

AB Tasty pricing is customized based on average traffic over the past 12 months or monthly active users (MAUs). The vendor does not offer fixed pricing plans and instead builds custom proposals around each customer's business goals and scope.

Source
GrowthBook: Is the self-hosted version actually usable, or crippled?

It is genuinely usable: unlimited users, flags and experiments on one project under an MIT licence. The paid tiers add multiple projects, SSO, audit logs and support.

AB Tasty: What factors affect AB Tasty pricing besides traffic volume?

Pricing is customized based on traffic volume, number of domains, selected modules, and implementation scope. All pricing includes platform access, onboarding, training, and support with no hidden fees or surprise overage charges.

Source
GrowthBook: Do I need a data warehouse?

For experiment analysis, effectively yes. Feature flagging works without one, but the reason to choose GrowthBook over a flag-only tool is the warehouse-native statistics.

AB Tasty: Does AB Tasty offer a free trial or proof of concept?

AB Tasty does not offer a traditional free trial. Instead, the vendor provides a free proof of concept evaluation typically lasting 1 to 2 weeks to assess platform fit before purchase commitment.

Source
GrowthBook: How does the cost compare with LaunchDarkly or Optimizely?

GrowthBook charges per seat rather than per monthly active user or per tracked event, so cost stops scaling with traffic. At high volume that difference is large.

GrowthBook: Does it support mobile and server-side flags?

Yes, there are SDKs across JavaScript, React, Python, Go, Ruby, PHP, Java, Kotlin, Swift and more, covering client, server and mobile evaluation.

Share

Related pages

More on AB Tasty

More on GrowthBook

Keep looking

Other head to heads