Domo Pricing Model and Features: A Comprehensive Guide to a Powerful Cloud-First BI Solution

Screenshot of a Domo BI tool dashboard showing marketing inquiries, leads, and inquiry to lead conversion rate with various data filtering options.

In today’s data-driven world, organizations are increasingly seeking powerful Business Intelligence (BI) tools that offer not only advanced features but also cost-effective solutions. Among the leading tools, besides Tableau and PowerBI, is Domo, a cloud-based BI platform renowned for its high-performance capabilities and flexible pricing model.

As we explore the vast array of features Domo provides, we will also shed light on its pricing structure, ensuring businesses make informed decisions when choosing the right BI tool for their unique data analysis needs.

Introducing Domo: A Cloud-First BI Solution

Domo is a cloud-first BI tool that allows organizations to connect to multiple 3rd party tools and combine data online, eliminating the need to set up servers and databases. Its online ETL component enables users to quickly and easily connect to data sources, perform transformations, and load data into the Domo platform. This eliminates the need for expensive ETL tools and reduces the time and effort required to set up data pipelines.

The Advantages of Domo’s Native Connectors

One of the key advantages of Domo is its wide range of native connectors, which includes over 1,000 integrations with popular business applications, social media platforms, databases, and other data sources. This allows organizations to easily access and integrate data from a wide range of sources, providing a comprehensive view of their business operations. However, in our experience, not all of these connectors work correctly, and some require a significant effort to set up. Additionally, some connectors do not correctly flatten JSON API response formats into the tabular format necessary for data analytics, requiring the use of custom Python ETLs and separate databases.

High Performance and Visualization Capabilities

Despite its premium price, Domo has gained a reputation for delivering high performance and powerful features that are unmatched by other BI tools.

For example, its Dataflow feature allows users to build and execute complex data transformations directly within the Domo platform, eliminating the need for separate ETL tools. Dataflow is particularly useful for organizations that require frequent data updates, as it allows users to automate data pipelines and ensure that data is always up-to-date.

Another advantage of Domo is its visualization capabilities. The platform provides a wide range of data visualization options, including dashboards, reports, and scorecards, which allow users to easily understand and analyze complex data sets. Additionally, Domo’s mobile app allows users to access data and insights on the go, providing real-time access to critical business information.

Collaboration and Sharing with Domo

Domo also offers a range of collaboration and sharing features, enabling users to share data and insights with colleagues and stakeholders. Its Smart Stories feature allows users to create and share interactive data stories, making it easy to communicate insights and findings with others.

Tailored Pricing Model

Despite its many advantages, as you consider integrating Domo into your business intelligence arsenal, it’s essential to understand its pricing structure, which is a critical aspect of its overall value proposition. Domo’s pricing is multifaceted, tailored to various criteria such as the number of connectors, users, and the volume of data.

  • Connector and User Dependency: The cost of Domo is partly determined by the number of connectors used to integrate various data sources. Additionally, while Domo charges based on the number of user licenses, it’s noteworthy that social users, who only receive notifications, are not counted in this tally.
  • License and Data Volume: A significant portion of the cost comes from the number of licenses and the volume of data rows. Understanding this is crucial when estimating the total investment in Domo.

Key Considerations for Data Storage Costs

  • Inclusive Data Counting: It’s important to note that Domo counts both the input data from your sources and the output of your ETL processes against your paid data storage. This dual counting can impact your overall data storage costs and should be carefully considered in your planning.
  • Cloud ETL Advantage: One of Domo’s standout features is its cloud-based ETL (Extract, Transform, Load) component. This feature eliminates the need for separate infrastructure and specialized ETL tools, offering significant advantages, especially for companies looking to streamline their data operations without extensive DevOps or data engineering resources.

Long-Term Platform Dependency

Platform Lock-in Consideration: While Domo’s integrated ETL and BI capabilities provide ease of use and efficiency, they also create a dependency on the Domo ecosystem. Transitioning to another BI platform in the future could be a costly and complex process due to the integrated nature of Domo’s infrastructure. This potential lock-in is an important factor to consider, particularly for organizations planning long-term data strategy and infrastructure investments.

For example, for approximately 50 users, 250M rows and unlimited connectors plus an education package which includes online and on demand trainings, the Domo cost can reach $75K – $85K per year.

Consumption-Based Plans

Flexible Consumption Options: Additionally, Domo offers consumption-based plans, which provide flexibility in pricing based on your actual usage. This option can be particularly advantageous for organizations with variable data usage patterns. The consumption plans adapt to the dynamic needs of businesses, ensuring that you only pay for what you use, which can be a cost-effective approach for many.


In conclusion, Domo is a powerful BI tool that delivers high performance and powerful features that are unmatched by other tools. Its cloud-first approach and online ETL component make it easy for organizations to connect to multiple data sources and combine data online, eliminating the need for expensive servers and databases.

Despite its premium price tag, Domo’s powerful features, including its Dataflow and visualization capabilities, make it an attractive option for organizations that require high-performance BI tools. However, it is important to consider the limitations of Domo’s native connectors, which may require the use of custom ETLs, separate databases and data engineering efforts.

If you are researching other data visualization tools as well, read along to see how Domo compares to Tableau and PowerBI.

Need help adopting Domo? Talk to our consultants!

*** Note of Independence and Objectivity **

At Witanalytica, we take great pride in our commitment to unbiased, objective analysis. We firmly believe that our independence is key to our credibility and the trust we build with our clients. It’s important to clarify that we are not affiliated with, partnered with, nor are we financially compensated by any data analytics tool providers.

Our content, including this article, is entirely unsponsored. This is a deliberate choice to ensure our unwavering objectivity in recommending the most suitable tools for our customers. We stand by our commitment to providing honest, unbiased advice based on our professional expertise and deep understanding of the data analytics landscape.