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Marketing · head to head

CleverTap vs Marketing Evolution

CleverTap logo

CleverTap

Marketing

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

From
On request
Rated
-
Full reviewWebsite
Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/month
Rated
-
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.; Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom quote
  • They diverge on capability: CleverTap covers Cross-channel journeys, Marketing Evolution covers Multi-touch attribution.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which CleverTap and Marketing Evolution actually diverge.

Attributes where CleverTap and Marketing Evolution differ
AttributeCleverTapMarketing Evolution
Starting priceOn request$5000/month
Pricing modelquotesubscription
PlatformsWeb, iOS, Android, REST APIWeb, Api, Analytics
FoundedUnknown2008

Identical on both: free tier (No), user rating (Not yet rated), category (Marketing).

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 Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

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 Marketing Evolution
  • Reactivating lapsed users with push and WhatsApp sequences triggered by behaviour rather than by list membershipnot Marketing Evolution
  • Running holdout tests to prove that lifecycle messaging causes retention rather than correlating with itnot Marketing Evolution
  • Consolidating a separate analytics tool and a separate messaging tool into a single event pipelinenot Marketing Evolution

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot CleverTap
  • Attribution modeling and customer journey reconstructionnot CleverTap
  • AI-agent-ready marketing data context and business ontologynot CleverTap
  • Marketing budget planning and scenario simulation with Darwin toolnot CleverTap
  • Cross-channel performance monitoring and KPI standardizationnot 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.

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom quote

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

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

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 Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution review

Questions people ask

Is CleverTap or Marketing Evolution better?
Neither clearly leads. CleverTap starts at On request and Marketing Evolution at $5000/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, CleverTap or Marketing Evolution?
CleverTap starts at On request and Marketing Evolution at $5000/month.
Does CleverTap or Marketing Evolution run on more platforms?
CleverTap runs on Web, iOS, Android, REST API. Marketing Evolution runs on Web, Api, Analytics.
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 Marketing Evolution is typically brought in for.
What can CleverTap do that Marketing Evolution cannot?
CleverTap covers Cross-channel journeys, Product analytics, TesseractDB, Clever.AI. Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis.

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.

Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

Source
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.

Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

Source
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.

Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

Source
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