Plausible Analytics Revenue (2024)

Plausible Analytics reported monthly recurring revenue of approximately $23,300 as of May 2021, implying an annualized revenue run rate of roughly $279,600. That compares to MRR of approximately $400 in April 2020, when co-founder Marko Saric joined the company, representing a gain of more than 5,700 percent over roughly 13 months.

Plausible Analytics served approximately 3,300 paying customers as of May 2021, up from fewer than 100 in early 2020. The company generates roughly 1,000 trial signups per month, with approximately 50 trials recorded on the day of the interview. Saric stated that about one-third of trial users convert to paid plans.

Pricing is usage-based and tied to monthly page views. Plans start at $5 per month for sites with up to 1,000 page views and scale to hundreds of dollars per month for high-traffic sites. The largest customer, a site with approximately 150 million page views per month, pays roughly $600 per month. Saric noted that approximately 80 percent of customers are on the lower two pricing tiers, covering sites with up to 100,000 page views per month. The company does not offer a permanent free tier, though the open-source codebase can be self-hosted at no cost.

Plausible Analytics operates on a usage-based monthly subscription model, charging customers according to the number of page views their websites generate each month. Plans begin at $5 per month and scale upward based on traffic volume. The company has spent zero dollars on paid advertising since its founding and relies entirely on content marketing, open-source community engagement, and word-of-mouth for customer acquisition.

The company is profitable as of May 2021. With two employees and approximately $23,300 in MRR, revenue per employee is approximately $11,650 per month, a figure the host noted during the interview. Gross logo churn is approximately 2 percent per month. Expansion MRR has consistently exceeded churn MRR: in March 2021, expansion MRR was $800 against churn MRR of $300; in the month prior, expansion was $400 against churn of $400; and in April 2021, expansion MRR was $300 against churn MRR of $100. Saric said he monitors expansion MRR closely and considers it healthy when expansion covers churn each month.

The trial-to-paid conversion rate is approximately 33 percent. Approximately 80 percent of customers sit on the lower two pricing tiers, covering up to 100,000 page views per month. The natural upsell mechanism is built into the pricing structure: as a customer's website traffic grows, their page view count rises and they move to a higher tier automatically. Saric noted the company sends a polite upgrade email rather than enforcing tier limits strictly, and that customers generally respond positively. Burn rate, CAC, LTV, and gross margin were not discussed in the interview.

Plausible Analytics operates with a team of two people as of May 2021. The technical co-founder handles all product development and design. Marko Saric handles all marketing, content, and community work. Both founders work full time on the company. Saric noted that neither founder drew a salary for the first several months, then received a reduced salary for a period, and that by approximately January or February 2021 both were reaching salary levels comparable to prior employment.

Saric said he does not plan to hire in the near term, noting that adding headcount could slow the company down through training overhead, and that the team has optimized operations sufficiently to support 3,300 customers with two people.