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Marketing · head to head

CleverTap vs Device Magic

CleverTap logo

CleverTap

Marketing

Mobile-first engagement and retention analytics billed on monthly active users

From
On request
Free plan
No
Full reviewWebsite
Device Magic logo

Device Magic

Surveys

Offline mobile forms for field crews, quote-only with a three user minimum, now under GoCanvas

From
On request
Free plan
No
Full reviewWebsite

The short version

  • Each has a real cost: CleverTap the platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.; Device Magic neither plan publishes a price and both carry a three user minimum billed annually, so a two-person business cannot buy it at all and a small firm cannot benchmark the quote against published competitors
  • They diverge on capability: CleverTap covers Cross-channel journeys, Device Magic covers Fully offline capture.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which CleverTap and Device Magic actually diverge.

Attributes where CleverTap and Device Magic differ
AttributeCleverTapDevice Magic
PlatformsWeb, iOS, Android, REST APIiOS, Android, Web
CategoryMarketingSurveys

Identical on both: starting price (On request), pricing model (quote), free tier (No), 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 CleverTap

  • Cross-channel journeys
  • Product analytics
  • TesseractDB
  • Clever.AI
  • Experiments
  • Web and app personalisation

Only in Device Magic

  • Fully offline capture
  • Formatted PDF output
  • Destinations
  • Dispatch and scheduling
  • Resource data
  • Conditional logic
  • White labelling

What people use each for

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

CleverTap

  • A consumer app with millions of installs but low monthly activity that does not want to pay for dormant profilesnot Device Magic
  • Reactivating lapsed users with push and WhatsApp sequences triggered by behaviour rather than by list membershipnot Device Magic
  • Running holdout tests to prove that lifecycle messaging causes retention rather than correlating with itnot Device Magic
  • Consolidating a separate analytics tool and a separate messaging tool into a single event pipelinenot Device Magic

Device Magic

  • A mechanical contractor whose service certificates must reach the customer as a specific PDF layout immediately after the visitnot CleverTap
  • An inspection crew working in basements and rural sites where there is no signal for most of the working daynot CleverTap
  • A utility that needs the day's jobs dispatched to named engineers with the right form attached to each onenot CleverTap
  • A business replacing carbon-copy job sheets where the office currently re-keys every sheet into an accounting systemnot CleverTap

Where each one falls short

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

CleverTap

  • The platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.
  • Billing on monthly active users is cheaper for dormant-heavy bases but more expensive for products with high activity rates, and the definition of an active user is set in the contract rather than by you.
  • Event volume caps sit alongside the user caps, so a chatty instrumentation plan can trigger overage charges that are negotiated rather than published.
  • Deliverability support for email is thinner than at dedicated email providers, and teams sending high email volumes often keep a separate ESP for the largest campaigns.
  • Segmentation quality depends entirely on the event taxonomy, so without an owner who governs event naming the reports and segments diverge from reality within a couple of releases.

Device Magic

  • Neither plan publishes a price and both carry a three user minimum billed annually, so a two-person business cannot buy it at all and a small firm cannot benchmark the quote against published competitors
  • Device Magic is now part of GoCanvas, which sells an overlapping mobile forms product, so buyers should ask directly about long-term investment in Device Magic before signing a multi-year term
  • Per user per month pricing means seasonal and occasional field staff consume full seats, and businesses with a large casual crew pay for licences that are used a few weeks a year
  • It captures and delivers data but does not manage the work itself, so there is no job costing, no scheduling depth and no invoicing, and it usually sits alongside a field service management system rather than replacing one
  • PDF layout control is the main reason to buy it and is also the most fiddly part of the product; complex certificate layouts take real configuration effort and are not something a field supervisor will maintain

Pricing, plan by plan

CleverTap

On request
  • Essentials$undefined/year
    • Billed on monthly active users rather than stored profiles
    • Push, in-app and web messaging
    • Standard segmentation and analytics
  • Advanced$undefined/year
    • Adds email, SMS and WhatsApp channels
    • Journey orchestration and experiments
    • Higher event and MAU allowances
  • Cutting Edge$undefined/year
    • Full AI and personalisation modules
    • Extended data retention
    • Dedicated technical account management

Device Magic

On request
  • Max$undefined/month
    • Per user per month, billed annually
    • Three user minimum
    • Unlimited forms and submissions
  • Enterprise$undefined/month
    • Per user per month, billed annually
    • Three user minimum
    • Everything in Max

Which should you pick?

Choose CleverTap if

  • You need cross-channel journeys.
  • You work on Web, iOS, Android, REST API.
  • You also want product analytics.
CleverTap review

Choose Device Magic if

  • You need fully offline capture.
  • You work on iOS, Android, Web.
  • You also want formatted pdf output.
Device Magic review

Questions people ask

Is CleverTap or Device Magic better?
Neither clearly leads. CleverTap starts at On request and Device Magic at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, CleverTap or Device Magic?
CleverTap starts at On request and Device Magic at On request.
Does CleverTap or Device Magic run on more platforms?
CleverTap runs on Web, iOS, Android, REST API. Device Magic runs on iOS, Android, Web.
What is CleverTap best used for?
CleverTap is most often used for a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles, reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership, running holdout tests to prove that lifecycle messaging causes retention rather than correlating with it, consolidating a separate analytics tool and a separate messaging tool into a single event pipeline. Of those, a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles and reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership are not what Device Magic is typically brought in for.
What can CleverTap do that Device Magic cannot?
CleverTap covers Cross-channel journeys, Product analytics, TesseractDB, Clever.AI. Device Magic covers Fully offline capture, Formatted PDF output, Destinations, Dispatch and scheduling.

Answered from the vendors’ own pages

CleverTap: Does CleverTap charge for users who stopped opening the app?

No. Billing is on monthly active users, so a dormant account stops counting without you deleting anything, which is the opposite of contact-based email pricing.

Device Magic: What does Device Magic cost?

It does not publish prices. Both the Max and Enterprise plans are per user per month billed annually with a three user minimum, and you get a figure from sales.

CleverTap: Can it replace a product analytics tool?

For funnels, cohorts and retention it usually can. For exploratory analysis across many custom properties, teams tend to keep a warehouse copy and query it directly.

Device Magic: Who owns Device Magic?

It is part of GoCanvas, which also sells a competing mobile forms product.

CleverTap: What happened to Leanplum customers?

CleverTap acquired Leanplum in 2022 and migrated customers onto its own platform, so Leanplum contracts are not a live option.

Device Magic: Does it work with no signal?

Yes, that is the main use case. Forms and reference data are held on the device and submissions sync when connectivity returns.

Device Magic: Is there a submission limit?

No. Both plans list unlimited forms, unlimited submissions and unlimited lifetime data storage, so the cost variable is seats.

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