You change plan from Billing in your dashboard. Pick the tier and the traffic step, and the confirmation shows exactly what moves — every limit with its before and after, the price, and the date it starts — before anything happens.
There are two things you can change independently, because they are two independent axes:
Your traffic step — how many events a month you pay for
Your tier — Starter or Pro, which sets sites, seats, retention and API access
Changing one does not change the other.
Moving up
Takes effect immediately, as long as you stay on the same billing period. Your new limits apply at once — the extra sites, the extra seats, the higher event allowance.
You are charged a prorated amount for the rest of your current period, and the full new price from the next one.
If you change the billing period at the same time, the two directions differ: monthly to yearly lands today, yearly to monthly waits for your renewal. See Monthly and yearly below.
Moving up a traffic step is what you want when you keep going over your event limit. Moving up a tier is what you want when you need a second site, another seat, the API, or longer retention.
Moving down
Takes effect at the end of your current period. You keep what you are paying for until then; nothing is removed early and nothing is refunded.
There is no proration on a downgrade, because you have already paid for the period.
A smaller event limit you are not using is not a downgrade. If you send 800,000 events a month and move from a 10M step to a 5M one, nothing is being taken away — so that change happens immediately rather than waiting.
We compare against what you have actually sent this period, which is the same number on your dashboard. If the new step would not cover it, the change waits.
Before you downgrade a tier, check three things
Sites. Starter allows 1, Pro allows 30. If you have more sites than the lower tier allows, stop collecting on the extras first. The downgrade will not silently delete a site for you and it will not silently keep it either — resolve it before the period ends.
Seats. Starter allows 1, Pro allows 30. Remove the extra members first.
Retention. Starter keeps 3 years, Pro keeps 5. Downgrading shortens your retention window, and events older than the new window are deleted. If those matter, export first — see Data retention.
API keys keep working. The API, the CLI and MCP are on both tiers, so a downgrade does not revoke your keys. Keys scoped to a site you had to remove under the site limit will stop resolving, because the site is gone — not because of the plan.
Monthly and yearly
Yearly gives you two months free — it is ten months' price for twelve months of service.
The two directions behave differently, and it is worth knowing which one you are asking for.
Monthly to yearly takes effect immediately. Your year starts the day you switch: the unused part of the month you paid for is credited, and the annual invoice is raised the same day. Because the billing date moves, this also starts a fresh event period — the count for the month you were in does not carry across.
Yearly to monthly waits for your renewal. Nothing is charged on the day you ask, and the change applies when the year you paid for ends.
Why only one direction waits. Leaving a year mid-term would credit every unused day at the annual rate, and that balance can cover many months of a monthly plan — measured on a $240 annual plan 45 days in, the credit paid for the next twenty-three months. It is also the only way to take the annual discount without honouring the year. Entering a year has no such problem: the credit is a part-month at most.
What does not change
Your price does not move because our list price moved. Whatever you subscribed at is what you keep paying, on both axes, indefinitely.
Changing plan does mean subscribing to a new one, so a change puts you on the current list price for the plan you move to. If our prices went up since you subscribed, moving up a step means moving to today's price for that step — not to the old one. See If our price changes.
Your data is not affected by a tier change, except through retention as described above. No events are lost by moving between Starter and Pro.
Your site keys do not change, so nothing on your website needs updating.
Your trial
A new account is on a 14-day trial on the entry plan, with no card.
Picking a plan during the trial starts your subscription — the first charge is at the end of the trial, not at the moment you choose. If you pick a plan on day 3, you are not charged until day 14.
If the trial ends with no plan chosen, collection stops. Your data is retained — see Cancelling.