What Is mParticle? Rokt's Hybrid CDP, Priced on Request

The short answer: if you typed mparticle.com, you now land on rokt.com: mParticle has been Rokt's customer data platform since the two merged in January 2025, in what Rokt calls a US$300 million investment (Rokt's announcement), and it is sold to enterprise consumer brands with no public price list (platform page, checked on 5 November 2026). It resolves events from apps, websites, servers and warehouses to one profile per person and forwards audiences and events to 350+ destinations.

Disclosure: I may earn a commission through some links on this site. It does not change what this page says.

Before you take the demo:

1. Put a rival's price beside the quote. For example, RudderStack's Growth plan starts at $265 a month from 1 million events (RudderStack pricing); 400,000 monthly users sending 25 events each is 400,000 x 25 = 10,000,000 events a month, so ask every vendor for that volume.
2. List what already identifies a customer. A batch is matched to a profile in a priority order you set, customer ID first under the default strategy, which cannot be changed later (IDSync components).
3. Accept the lag at the far end. mParticle's side is real time; a Google Ads list fills in 6 to 12 hours and a Meta audience can take 24 (Google Ads audience docs, Facebook audience docs).

One profile, then any destination

Inputs: SDKs for web, iOS and Android, a server-side Events API taking batches under 128 KB for one user (Events API), feeds, and Warehouse Sync, which runs your SQL against BigQuery, Snowflake, Redshift or Databricks hourly to monthly (Warehouse Sync setup). IDSync merges what arrives into one profile. Outputs: events to tools such as Amplitude, audiences to Google Ads Customer Match and Facebook Custom Audiences, warehouses such as BigQuery, and erasure forwarding (getting started).

Composable Audiences run as SQL inside your warehouse, zero-copy and on a schedule, and cannot refresh in real time, per the docs (Composable Audiences). mParticle Agent turns a plain-language goal into up to three audience definitions, saves nothing until you confirm, and cannot activate an audience or connect an output (Agent guide).

Who it is built for

The vendor's phrase is "enterprise consumer brands" (hybrid architecture page), and the retail pitch is to recognise one buyer across app, web and store, then stop paying to acquire people who already buy. It suits a brand with several apps, a data team and a warehouse; a EUR 5M company with a website and an email tool has nothing to plug in.

What it costs

Nothing is published: the old pricing URL and the docs' Sign Up link both land on the platform page and its Talk to an expert form (platform page, checked on 5 November 2026), and no free tier or trial is documented.

Rokt's own business is offers shown at checkout (about Rokt), and Rokt sits in mParticle's directory as an event and audience output (Rokt audience integration): the parent is a destination, so the shortest route from a new audience to paid media here leads into Rokt's network. Connect it because it is in your plan, not because it is in the menu.

How it compares

Twilio Segment. Priced by monthly tracked users, quoted on request, card-free trial; give both vendors the same month of data.

RudderStack. Warehouse-first: free to 250,000 events a month, then Growth at $265 a month from 1 million events, 15% off on annual billing. Choose it when engineers own the pipeline.

Hightouch. A composable CDP on your warehouse, usage-based with no MTU limits and a free tier with two active syncs. Choose it when the profile already lives there.

Amplitude. Product analytics first: a Free plan with 2 million events a month and one-time audience syncs (Amplitude pricing). Choose it when analytics is the job.

Where to start

How to use mParticle sends one audience to Google Ads, Meta and BigQuery and shows where each one lags.

FAQ

Is mParticle an ETL tool?

No. It moves customer events and profiles, not arbitrary tables: the BigQuery output creates one table per event name seen in the last 30 days (BigQuery output), and Warehouse Sync pulls rows back in.

How does it handle GDPR erasure requests?

As a processor, via the OpenDSR API or the dashboard: erasure takes up to 14 days, access and portability run on Mondays and Thursdays, and forwarded erasure is sent, not verified (data subject requests).

Can one event reach an ad platform, an analytics tool and a warehouse at once?

Yes. A connection pairs one input with one output, so one input feeds Google Ads as an audience, Amplitude as events and BigQuery as a warehouse, each on its own clock (connect an output).