Pangolin review
Bayesian MMM with margin-aware recommendations, from £1,500 per month.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Pangolin is a cloud-based media mix modeling service for direct-to-consumer and e-commerce brands. Its Bayesian models estimate advertising channel contribution and incremental returns while accounting for seasonality and promotions. Small teams looking for an alternative to attribution based only on platform reporting may value its focus on contribution and budget decisions; it is also positioned for mid-market and enterprise use through higher-tier capabilities.
The core Growth plan costs £1,500 per month and includes Bayesian MMM, incremental ROAS, budget recommendations and contribution-margin optimization. Scale is £2,990 per month plus 0.75% of spend; it adds scenario planning, forecasting, campaign-level granularity and marketplace measurement. Enterprise costs £5,000 per month plus 0.50% of spend and adds multi-brand and multi-market modeling, custom model specification, SSO, a dedicated strategist and an SLA. The Free tier provides full onboarding support for the first 3 months, rather than an ongoing free plan.
Data can enter through CSV upload with guided mapping or, on paid plans, pre-built connectors and scheduled syncing; listed integrations include Shopify, Meta Ads, CRM systems and ERP systems. Model validation, data health checks and channel diagnostics help teams assess model inputs and outputs. Response curves and saturation estimates add context to recommendations, while scenario planning is reserved for Scale and Enterprise. The monthly entry price makes Growth a considered purchase for a small team, and spend-based fees increase the cost of Scale and Enterprise. Teams needing multi-market analysis or scenarios may find those tiers relevant; those seeking a no-cost ongoing tool or lower entry pricing should look elsewhere.
Pangolin pros and cons
- Where it wins
- Reports incremental ROAS, new-customer ROAS and channel contribution.
- Uses response curves and saturation estimates to guide budget allocation.
- Paid plans add connectors and scheduled syncing; higher tiers add scenarios.
- Where it doesn't
- Growth starts at £1,500 per month, a substantial entry price.
- Scenario planning and forecasting require Scale or Enterprise.
- Enterprise starts at £5,000 per month plus 0.50% of spend.
Pangolin fact sheet, pricing and score →
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