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Testing · head to head

GrowthBook vs VWO

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
VWO logo

VWO

Marketing

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: 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.; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: GrowthBook covers Feature flags, VWO covers A/B testing.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which GrowthBook and VWO actually diverge.

Attributes where GrowthBook and VWO differ
AttributeGrowthBookVWO
Pricing modelPer user per monthusage-based
PlatformsWeb, Self-hosted, DockerWeb, iOS, Android, Server-side
CategoryTestingMarketing
FoundedUnknown2007

Identical on both: starting price (Free), free tier (Yes), 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 GrowthBook

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

Only in VWO

  • A/B testing
  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Google Analytics
  • Slack
  • SSL encryption

What people use each for

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

GrowthBook

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

VWO

  • A/B testing and multivariate testingnot GrowthBook
  • Conversion rate optimisationnot GrowthBook
  • Behavioural analytics and session recordingsnot GrowthBook
  • Feature experimentation and progressive rolloutsnot GrowthBook

Where each one falls short

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

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.

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

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

VWO

Free

No published plan breakdown. See the VWO review.

Which should you pick?

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

Choose VWO if

  • You need a/b testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want multivariate testing.
VWO review

Questions people ask

Is GrowthBook or VWO better?
Neither clearly leads. GrowthBook starts at Free and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, GrowthBook or VWO?
GrowthBook starts at Free and VWO at Free.
Does GrowthBook or VWO run on more platforms?
GrowthBook runs on Web, Self-hosted, Docker. VWO runs on Web, iOS, Android, Server-side.
Can I use GrowthBook for free?
Both have a free tier, so you can try either at no cost before committing.
What is GrowthBook best used for?
GrowthBook is most often used for an engineering team that wants feature flags without a per-monthly-active-user bill that grows with product success, a data team that needs experiment results to reconcile exactly with the metrics reported in its bi tool, a company with data residency or privacy constraints that cannot send user-level event data to a third-party vendor, running long-tail experiments where sequential testing and cuped shorten the time to a decision on low-traffic surfaces. Of those, an engineering team that wants feature flags without a per-monthly-active-user bill that grows with product success and a data team that needs experiment results to reconcile exactly with the metrics reported in its bi tool are not what VWO is typically brought in for.
What can GrowthBook do that VWO cannot?
GrowthBook covers Feature flags, Warehouse-native analysis, Reusable metric definitions, Bayesian and frequentist engines. VWO covers A/B testing, Multivariate testing, Heatmaps, Session recordings.

Answered from the vendors’ own pages

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.

VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

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.

VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

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.

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