GrowthBook vs VWO
GrowthBook
Open-source, warehouse-native feature flagging and experimentation that computes results from event data already in your warehouse.
Full directory entry →VWO
A/B testing and conversion optimization suite from Wingify that pairs client- and server-side experiments with heatmaps, recordings, and surveys.
Full directory entry →Facts, side by side
| GrowthBook | VWO | |
|---|---|---|
| Pricing model | freemium · from $40 | paid |
| Pricing notes | Self-hosting is free under the MIT license with unlimited users. Cloud Starter is free for up to 3 users with unlimited flags and experiments; Pro is $40/seat/month (up to 50 users) and adds the visual editor, multi-armed bandits, and safe rollouts; Enterprise (cloud or self-hosted) is quoted. Cloud plans meter CDN usage (1M requests/month on Starter, 2M on Pro with overage pricing). | Quote-based — no public list prices. Growth/Pro/Enterprise tiers are priced per product on usage (visitor quota consumed as visitors enter tests; events-stored-per-MAU caps vary by tier). 30-day free trial with no credit card; no permanent free plan. |
| Open source | Yes | No |
| Self-hostable | Yes — MIT-licensed; runs from a Docker image against your own database, connected to your warehouse. | No |
| Categories | Experimentation | Experimentation, Session replay |
| Who it's for | data engineers, implementation engineers, measurement managers | marketing managers, measurement managers, agency partners |
| Integrations listed | 11 | 15 |
Directory entries last updated: GrowthBook 2026-07-18 · VWO 2026-07-18.
In brief
GrowthBook — Open-source, warehouse-native feature flagging and experimentation that computes results from event data already in your warehouse. Pricing: freemium · from $40. Self-hosting is free under the MIT license with unlimited users. Cloud Starter is free for up to 3 users with unlimited flags and experiments; Pro is $40/seat/month (up to 50 users) and adds the visual editor, multi-armed bandits, and safe rollouts; Enterprise (cloud or self-hosted) is quoted. Cloud plans meter CDN usage (1M requests/month on Starter, 2M on Pro with overage pricing). Self-hosting: Yes — MIT-licensed; runs from a Docker image against your own database, connected to your warehouse.. Listed integrations: bigquery, snowflake, clickhouse, databricks, redshift, postgres, athena, mixpanel, segment, rudderstack, google-analytics-4.
VWO — A/B testing and conversion optimization suite from Wingify that pairs client- and server-side experiments with heatmaps, recordings, and surveys. Pricing: paid. Quote-based — no public list prices. Growth/Pro/Enterprise tiers are priced per product on usage (visitor quota consumed as visitors enter tests; events-stored-per-MAU caps vary by tier). 30-day free trial with no credit card; no permanent free plan. Self-hosting: No. Listed integrations: google-analytics-4, google-tag-manager, segment, mixpanel, adobe-analytics, amplitude, heap, rudderstack, tealium-iq, mparticle, hubspot, bigquery, snowflake, fullstory, microsoft-clarity.
Which one, when
Derived mechanically from the structured facts above — deltas only, not an editorial verdict. Where the facts tie, read both entries.
- its pricing model is freemium, where VWO is paid
- you want an open-source codebase — VWO is not open source
- you need to self-host — GrowthBook supports it and VWO does not
- its entry lists data engineers and implementation engineers in "who it's for"; VWO's does not
- you also need Session replay — not a listed category for GrowthBook
- its entry lists marketing managers and agency partners in "who it's for"; GrowthBook's does not
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