Every Gumshoe Project runs on one of three plan levels. Starter covers the essentials, Build your own adds one more audit to Starter, and the Playbook (also known as the Pro plan) includes every audit. All three start with the same size Project, and all three can grow beyond it.
Why are the plans called Starter, Build your own, and the Playbook?
Each name describes what the plan helps you do:
- Starter gets you started with monitoring your brand's visibility in AI answers.
- Build your own lets you dip your toes into the full Playbook. Add the one audit that answers the "why" or the "what now" you care about most.
- The Playbook gives you the full, time-saving Gumshoe playbook, so you can monitor, understand, and act faster and more effectively.
What does Starter include?
Starter is $99/mo and covers:
- A monthly Visibility Audit
- 8 Personas, 10 Prompts per Persona, and 6 AI models to start
- 480 conversations per billing period
- Weekly Pulse Audits
- 10 Technical Audit runs per month
- 3 content generation runs per month
What is Build your own?
Build your own starts with everything in Starter and lets you add one more audit for $100/mo: the Content Audit, the Sentiment Audit, or the Citation Audit. Your Project still shows the Starter label, with the audit you added included.
If you choose a second audit, your Project switches to the Playbook automatically, since two added audits cost the same as the Playbook, which includes every audit.
What does the Playbook include?
The Playbook is $299/mo and covers:
- A monthly Visibility Audit
- 8 Personas, 10 Prompts per Persona, and 6 AI models to start
- 480 conversations per billing period
- Daily Pulse Audits
- 50 Technical Audit runs per month
- 10 content generation runs per month
- The Content Audit, Sentiment Audit, and Citation Audit
- Playbook-only AI models, such as the Claude (Web Search) options
- The Gumshoe API
- The MCP connection beta, which connects AI tools such as Claude and ChatGPT to your Visibility Audit data
What do the Content Audit, Sentiment Audit, and Citation Audit do?
- Content Audit: finds the content gaps costing you AI answers.
- Sentiment Audit: shows whether AI models view your brand favorably or send buyers elsewhere.
- Citation Audit: shows you the content that influences AI answers.
What does the Technical Audit do?
The Technical Audit checks that your site is readable to AI crawlers. Starter and Build your own include 10 runs per month, and the Playbook includes 50. See What is the Technical Audit in Gumshoe?
Can my Project grow beyond what's included?
Yes, on any plan. Adding or removing Personas, Prompts, and AI models changes how many conversations your Project runs, and conversations beyond your plan's included amount are billed as overage at a per-conversation rate. Your Project's plan total shows the full price, overage included, before you confirm. For current rates, see the Gumshoe pricing page.
Can I change plans later?
You can move up one level at a time, from Starter to Build your own to the Playbook, and you can move to the Playbook from any plan at any time. Before you confirm, the plan page shows what's due today and your monthly renewal. See How do I upgrade my Project or change its plan?
On Build your own, you can swap your added audit for a different one: open Change plan, uncheck the audit you have, and check the one you want. Your price stays $100/mo for the added audit, and the new audit starts on your next scheduled run.
An added audit can't be removed without choosing another, and a Project can't move to a smaller plan. To go smaller, pause the original Project's subscription in Settings and create a new Project on the plan you want. Use Import from existing during setup to bring your Personas over and save time.
I'm already on Starter or Pro. Does anything change?
No. Your price and the audits in your Project stay the same, and Pro is now called the Playbook. There's no need to change or rebuild an existing Project.
What if I need something bigger than the Playbook?
Enterprise options are available. Email sales@gumshoe.ai to talk through what fits. Some accounts also run custom audits that work outside these plans; if that applies to you, ask for a human in chat.
Where can I learn more?
- How does Gumshoe pricing work?
- Can I connect Gumshoe to Claude, ChatGPT, or another AI tool?
- Gumshoe pricing page
What should I do next?
If you're setting up a new Project, you choose your plan in Step 2 of setup. See Step 2: Which plan should I choose when I set up a Project?