Pricing meters

Billable profiles and monthly unique visitors (MUV) are the 2 metrics that determine your contract tier (size) and drive all your usage allowances.

Billable profiles: How Bloomreach counts the customer profiles in the platform that qualify for billing.
MUV: How Bloomreach counts the unique visitors to your site or app each month.

How the two metrics work together

Bloomreach Engagement uses two scale signals: billable profiles and MUV. Your pricing tier is determined by whichever metric is higher—they aren't added together or priced separately. Both appear in your contract and usage dashboard so you can monitor growth against your contracted amounts.

The 2 metrics are linked but grow independently, which means you typically have room to grow in one before the other becomes the binding constraint. This reflects how differently businesses are shaped: a media or retail brand might have millions of anonymous visitors but a smaller registered customer base, while a B2B or financial services company might have the opposite. The same framework covers both.

Bloomreach measures both metrics over the last 3 completed calendar months:

Billable profiles are averaged from daily snapshots each month.
MUV accumulates incrementally throughout the month and is updated daily, reaching its final value on the last day of the month.
Both values are then averaged across the 3-month window and compared against your contracted amounts to determine your pricing tier.

This smooths out short-term spikes without masking sustained growth.

If either metric's average across the last 3 completed calendar months exceeds your contracted amount, your contract may need to be right-sized to a tier that covers your usage.

Workspace-level measurement

Metrics are measured at the project level and evaluated against the projects covered by your Bloomreach account and contract. If your account includes multiple projects—for example, different brands, regions, sandbox, or dev projects—usage may be combined across those projects for contract measurement. Your sales order defines the contracted amounts that apply.

Billable profiles

Billable profiles is the count of customer profiles in your Bloomreach database that qualify for billing. It's one of the 2 primary contractual pricing metrics—alongside MUV—and the multiplier used to calculate all your usage allowances.

What billable profile measures

A profile is billable when it has at least one of the following identifiers:

Email address
Phone number
Hard ID (a custom, unique identifier you assign)

📘
Note
For billing purposes, "phone number" includes any ID used to send a direct message to a user's portable device—for example, WhatsApp IDs, KakaoTalk IDs, and LINE App IDs. Push tokens are excluded.

Push-only and anonymous profiles aren't billable under normal rules. Any combination that includes a push token alongside at least one of these identifiers still counts as billable.

Calculation rules

Billable profiles are calculated from daily snapshots. The count doesn't update in real time. Your billable profiles for a given month are determined by the average of all daily snapshot values in that month. This smooths out day-to-day fluctuations so a single spike doesn't disproportionately affect your measured usage.

What counts

Email only
Phone only
Hard ID only
Any combination of email, phone, or hard ID

For a full breakdown of your usage allowances derived from billable profiles, see Platform allowances.

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Important
Sandbox and dev projects aren't exempt, and there is no deduplication across projects in the same workspace. If the same profile or visitor activity appears in multiple projects, each project counts toward your workspace total.

Fallback rule

If no profiles in your project have email, phone, or hard ID, all profiles—including anonymous and push-only—are counted as billable. This ensures your billable profile count is never zero.

Your allowances are calculated from your contracted billable profiles and don't change mid-contract unless your contract is amended. The fallback rule only applies to projects that don't use email, phone, or hard IDs at all.

Standard example

Step	Action	Change	Running total
1	10,000 profiles imported with email addresses	+10,000	10,000
2	5,000 push-only profiles added (no email/phone/hard ID)	0	10,000
3	2,000 anonymous profiles identified via email capture	+2,000	12,000
4	1,000 profiles deleted (GDPR request)	–1,000	11,000

The usage dashboard doesn't update in real time between snapshots. Changes can take 24–48 hours to appear.

Fallback rule example

Step	Action	Change	Running total
1	8,000 anonymous profiles created through web tracking (no email/phone/hard ID anywhere in the project)	+8,000	8,000
2	2,000 push-only app profiles added	+2,000	10,000
3	1,500 more anonymous profiles added	+1,500	11,500
4	500 profiles deleted	–500	11,000

If your project starts using email, phone, or hard IDs, the fallback rule no longer applies. At that point, only profiles with at least one of those identifiers are billable.

What should you consider?

A recent import added profiles with billable identifiers. Any profile imported with an email, phone, or hard ID is immediately billable.
Anonymous visitors who provided an email or phone—for example, through a sign-up form—move from non-billable to billable.
Integrating a new channel can create profiles with billable identifiers.
The fallback rule may be active. If no profiles have email, phone, or hard IDs, all profiles are counted, including anonymous and push-only.
Many profiles being push-only or anonymous will lower your count. These are excluded from billing by design.
Recent GDPR deletions reduce your count. Deleted profiles are removed from the snapshot.
If you're looking at a single project, your count may appear lower. The usage dashboard reconciles at the workspace level.

MUV

MUV approximates the number of distinct visitor identities that generate qualifying tracked activity on your site or app within a calendar month. It resets on the first day of each month.

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Note
MUV is one of the 2 primary pricing metrics. Your contract specifies your contracted MUV limit. The usage dashboard shows your month-to-date usage against that limit.

What MUV measures

Bloomreach counts 2 types of visitors:

Anonymous visitor: A visitor with no prior identifiers, tracked via a freshly assigned anonymous ID (browser cookie, device ID, or app instance ID).
Identified visitor: A visitor linked to a customer profile with an identifier such as an email address or phone number, or a returning visitor with an existing anonymous ID.

🚧
Important
Sandbox and dev projects aren't exempt, and there is no deduplication across projects in the same workspace. If the same visitor generates qualifying activity in multiple projects in the same month, each project counts toward your workspace MUV total.

The same person can contribute 2 MUV increments in a single month—one as an anonymous visitor and one as an identified visitor. Both count as separate first-time events, even after identity resolution. MUV measures visitor activity, not unique individuals.

Calculation rules

Monthly reset: MUV resets to zero on the first of each calendar month.
No decrease within a month: Retroactive merges or profile updates don't reduce the count.
Counted after identity resolution: MUV is computed from events after identity resolution—but both anonymous first-seen and identified first-seen still count as separate increments.
Qualifying events only: System events or historical imports don't create MUV increments.

What counts

First anonymous visit of the month
First identified visit of the month

What doesn’t count

The following tracked events don’t affect MUV. That means if the profile has only this event tracked and no others, it won’t increase the MUV counter.

campaign
survey
merge
ab test
anonymization
voucher
consent
recommendation
clarity
managed_endpoint
customer_update
notification_state

How MUV increments work

Scenario	Increment
First anonymous visit of the month	+1
Returning anonymous visit (same cookie or device ID)	0
Anonymous visitor logs in for the first time this month	+1
Same identified visitor returns (already counted this month)	0
Visitor arrives anonymously, then logs in — both in the same month	+2 total
Cookie or device ID expires mid-month; visitor returns with a new anonymous ID	+1 (new anonymous first-seen)
Cookie expires mid-month; visitor returns with new anonymous ID, then logs in	+2 (new anonymous first-seen + identified first-seen, if not yet identified this month)

Example

Step	Action	Change	Running MUV
1	User visits your site for the first time — tracked anonymously	+1	1
2	User logs in (identified for the first time this month)	+1	2
3	User visits again the next day (returning identified visitor)	0	2
4	User visits again at the end of the month	0	2
5	Month resets — user visits on the 1st of next month	+1	1

The user was first seen as an anonymous visitor, then as an identified visitor. Both are first-time occurrences in the month, so both count.

How your allowance is calculated

MUV is a contractual pricing meter, not a per-profile allowance. Your contract specifies the contracted number of MUV directly. Your usage dashboard shows your month-to-date usage against that contracted limit.

What should you consider?

The same person can be counted more than once: a visitor who came anonymously and then logged in during the same month contributes two increments by design.
A sale, campaign, or product launch can drive a high volume of first-time visitors.
An increase in bot traffic getting through your bot prevention systems can inflate first-time anonymous visitor counts.
A visitor doesn't add to MUV on return if their cookie or device ID is unchanged—Bloomreach recognizes them as already counted. If the cookie has expired, there's no link to the previous visit, and the visitor counts as new.
If you're looking at a single project, your count may appear lower. Check the workspace-level dashboard for a summarized view across projects.