Their Pitch
Compound advertising and ecommerce outcomes with real-time relevance.
Our Take
It's a data traffic director for mobile apps. Collects all your user behavior data and routes it to whatever analytics or marketing tools you want without building dozens of custom connections.
Deep Dive & Reality Check
Used For
- +**Your app sends purchase events to 8 different tools with 8 different formats** → One SDK sends clean, standardized data everywhere automatically
- +**You're manually building user segments in spreadsheets from messy data exports** → Create behavioral audiences that sync to your email and ad platforms in real-time
- +**Your developers are building custom integrations instead of product features** → Drop in their SDK and connect to 300+ tools without writing integration code
- +Cross-device user matching - knows when the same person uses your iPhone app and website
- +Built-in analytics with funnels and cohorts so you're not completely dependent on third-party tools
Best For
- >Your mobile app hit scale and you're drowning in event tracking across 15 different tools
- >You're tired of developers spending weeks building custom data connections instead of features
- >Your marketing team wants user segments but your data is scattered across incompatible systems
Not For
- -Small apps under 10K users - the pricing is built for scale and you'll overpay for features you don't need
- -Simple websites that just need Google Analytics - this is overkill if you're not doing complex user tracking
- -Teams that want plug-and-play simplicity - you'll need developers to set up the SDK and configure data flows properly
Pairs With
- *Amplitude (where your product team does deep behavioral analysis that mParticle's basic analytics can't handle)
- *Google Analytics (for web tracking since mParticle is mobile-heavy)
- *Snowflake (to store all your customer data for custom analysis and data science)
- *Braze (for push notifications and email campaigns triggered by the behavioral segments)
- *Facebook Ads (to target your high-value user segments for lookalike campaigns)
- *Mixpanel (another destination for event data when you need more advanced product analytics)
The Catch
- !No transparent pricing - it's 'value-based' which usually means expensive once you hit their data volume thresholds
- !The free Core Analytics has data sampling and short retention, so you'll need paid upgrades for real usage
- !Setup requires both developers (for SDK integration) and marketers (for audience building) - not a one-person show
Bottom Line
The Swiss Army knife of mobile data routing - handles the messy plumbing so you don't have to build 300 integrations yourself.