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Marketing · head to head

Optimove vs Whatagraph

Optimove logo

Optimove

Marketing

Retention marketing platform that forces control groups and reports uplift per customer

From
On request
Rated
-
Full reviewWebsite
Whatagraph logo

Whatagraph

Marketing

Automated marketing reporting and analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Whatagraph has a free tier, so it costs nothing to try first.
  • Each has a real cost: Optimove it requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.; Whatagraph the entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • They diverge on capability: Optimove covers Customer modelling, Whatagraph covers Automated reporting.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Optimove and Whatagraph actually diverge.

Attributes where Optimove and Whatagraph differ
AttributeOptimoveWhatagraph
Starting priceOn requestFree
Pricing modelquotesubscription
Free tierNoYes
PlatformsWeb, iOS, Android, REST APIWeb, Mobile, Api
FoundedUnknown2016

Identical on both: 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 Optimove

  • Customer modelling
  • Mandatory control groups
  • Optibot
  • Multichannel orchestration
  • Self-optimising campaigns
  • Realtime triggers

Only in Whatagraph

  • Automated reporting
  • Multi-channel integration
  • Custom dashboards
  • Data visualization
  • PDF reports
  • Real-time updates
  • Historical tracking
  • Anomaly detection

What people use each for

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

Optimove

  • An operator that has to prove incremental revenue from retention marketing to a finance committeenot Whatagraph
  • Segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membershipnot Whatagraph
  • Running hundreds of small always-on campaigns where per-campaign uplift decides which survivenot Whatagraph
  • Coordinating retention messaging with paid audience suppression so lapsed customers are not paid for twicenot Whatagraph

Whatagraph

  • Automated client marketing reports for agenciesnot Optimove
  • Blending data from multiple ad platforms into one dashboardnot Optimove
  • White-labelled reporting under an agency's own brandingnot Optimove

Where each one falls short

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

Optimove

  • It requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
  • Pricing is based on tracked customers, so an inflated database of accounts that will never return costs money exactly like an unpruned email list does.
  • The modelling layer is largely opaque, so when a lifecycle stage assignment looks wrong there is limited ability to inspect why beyond vendor support.
  • The interface is dense and built for daily operators, and occasional users typically never become independent in it.
  • Email delivery is through bundled or third-party sending infrastructure rather than an in-house ESP, which adds a party to any deliverability investigation.

Whatagraph

  • The entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • Only two plans exist and the Prime plan is custom priced with no published rate
  • Public API access, transfer to BigQuery and Looker, a custom report domain and premium integrations all require the Prime plan
  • Data sources are metered as credits at 1 credit per connected data account, so each additional ad account consumes quota
  • Extra credits can be bought only up to the next plan threshold, after which an upgrade is required
  • Moving to either the Max or Prime plan requires booking a call with sales rather than self-serve upgrade
  • The free trial is 14 days

Pricing, plan by plan

Optimove

On request
  • Optimove$undefined/year
    • Priced by number of tracked customers
    • Channel modules and Kumulos-derived mobile messaging licensed separately
    • Annual contract including onboarding services

Whatagraph

Free
  • FreeFree
    • Up to 3 data sources
    • Basic dashboards
    • Daily updates
  • Starter$99/month
    • Up to 10 data sources
    • Advanced dashboards
    • Hourly updates
  • Professional$299/month
    • Unlimited data sources
    • Real-time updates
    • White-label

Which should you pick?

Choose Optimove if

  • You need customer modelling.
  • You work on Web, iOS, Android, REST API.
  • You also want mandatory control groups.
Optimove review

Choose Whatagraph if

  • You need automated reporting.
  • You want to start without paying.
  • You work on Web, Mobile, Api.
  • You also want multi-channel integration.
Whatagraph review

Questions people ask

Is Optimove or Whatagraph better?
Neither clearly leads. Optimove starts at On request and Whatagraph at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Optimove or Whatagraph?
Whatagraph has a free tier; the other does not. Paid plans start at On request for Optimove and Free for Whatagraph.
Does Optimove or Whatagraph run on more platforms?
Optimove runs on Web, iOS, Android, REST API. Whatagraph runs on Web, Mobile, Api.
Can I use Whatagraph for free?
Yes. Whatagraph has a free tier, so you can try it without paying. Optimove starts at On request.
What is Optimove best used for?
Optimove is most often used for an operator that has to prove incremental revenue from retention marketing to a finance committee, segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membership, running hundreds of small always-on campaigns where per-campaign uplift decides which survive, coordinating retention messaging with paid audience suppression so lapsed customers are not paid for twice. Of those, an operator that has to prove incremental revenue from retention marketing to a finance committee and segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membership are not what Whatagraph is typically brought in for.
What can Optimove do that Whatagraph cannot?
Optimove covers Customer modelling, Mandatory control groups, Optibot, Multichannel orchestration. Whatagraph covers Automated reporting, Multi-channel integration, Custom dashboards, Data visualization.

Answered from the vendors’ own pages

Optimove: Why does it insist on control groups?

Because uplift is the reported metric. Without a holdout the platform cannot attribute revenue, and the reporting that justifies the licence stops working.

Whatagraph: What is the starting price for Whatagraph's Max plan?

The Max plan starts at 699 euros per month when billed annually.

Source
Optimove: Is it only for iGaming?

No, but that is where its density of customers and its default lifecycle models are strongest. Subscription retail and financial services are the other common verticals.

Whatagraph: Do Whatagraph plans limit the number of users or reports?

No, both the Max and Prime plans include unlimited users and unlimited reports.

Source
Optimove: Can it send email itself?

It orchestrates and personalises, then sends through connected delivery infrastructure. Deliverability remains a shared responsibility with that provider.

Whatagraph: What is a 'source credit' in Whatagraph pricing?

One source credit equals one connected data account. The Max plan starts with 50 source credits, and the Prime plan includes a custom amount based on needs.

Source
Whatagraph: What's included in both Whatagraph plans?

Both Max and Prime plans include Whatagraph IQ with automated report creation, live chat support, EU data center access, and version history.

Source
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