New Sentry Pricing: Outcomes and Observability for Everyone

Like your team, Sentry moves fast. We eat our own dog food, drink our own champagne, take our vitamins, and monitor for errors. We’re obsessive about building the most important features and enabling the best possible experience to serve every developer everywhere.

One of the great benefits of having tens of thousands of Sentry users sending billions of data points every month is that we’re able to see a massive variety of events and patterns, including those that are a reflection of usage and workflows, not just code errors and crash reports.

So, in the spirit of making Sentry as easy to adopt and scale as possible for all types of users, we’re rolling out new outcomes-oriented pricing plans. Wait, what the heck?

Counting Events is the Biggest Barrier to Success

Yeah, that’s right: outcomes. The more attention we’ve paid to customer use cases, the more we’ve come to understand that counting events is the biggest barrier to success. Ultimately, the only number of events that aligns to every objective for error monitoring is MORE. Flexibility is among the most important features Sentry offers, and packaging to enable greater flexibility at lower total cost is the only way to ensure every Sentry user can drive the outcomes they care about, from faster issue resolution to proactive triage to root cause targeting to reducing technical debt.

Image of the new Sentry pricing plans

On-demand events cost $0.00019 per event when paying anually or $0.00024 when paying monthly

In order to help drive the goal of outcomes, the new plans are designed to give you greater observability and let you track more errors without worrying as much about the cost of each event. The decisions you make about monitoring, as well as how you align product development priorities, relies on seeing things that you didn’t previously know were important. So, if better resolution workflows are a priority, there’s a plan with the features you need to support them. If easier event allocation and management is important, the new pricing plans make it easy to prioritize that, too.

What that actually means: Sentry users have told us (and we’ve seen) that they run out of events before diving into key use cases or adopting the workflows that help prevent, not just detect, errors. You love that it’s open-source and that it’s simple to get started, but guessing how many events you’ll need for the next month or year can actually compound the problem you set out to solve in the first place. Setting the bar for events too low sucks, especially when you really start to achieve developer efficiencies and want to scale.

Discovering More Reasons to Monitor & Setting More Interesting Goals

Better error monitoring makes your entire team more effective and able to focus on improving your product so that more users use it more. That means not only needing more events as you scale, but also discovering more reasons to monitor and setting more interesting goals. If you’re worried about hitting your events cap, and if each additional event carries a marginal cost, that uncertainty forces you to take your eye off the ball.

With outcomes-oriented pricing, you’re allotted more events than your first, second, third, fourth, and fifth use cases will likely require without any of the extra expense. As your monitoring starts to depend on more breadth and structure, Sentry levels-up on event bandwidth along with the features you need, like our export API, data forwarding, and per-project rate limiting. Plus, with annual discounts under contracts (versus having to pay in advance), it’s way easier to adopt a plan that suits your development roadmap, not blocked by typical up-front billing hurdles.

So, please welcome bigger, better error monitoring into your dev stack with Sentry. Still open source and easy to use, but now with plans assured to give you more events and features so your team can focus on building awesome products and gaining more insight, not counting bugs.

Welcome Elizabeth Campbell

We’re excited to welcome Elizabeth Campbell (a.k.a. EC$$) to team Sentry as head of BD.

EC will work with partners to grow and extend Sentry’s reach. Before Sentry, EC was at Dropbox and Facebook, where she worked on strategic partnerships, operations, and everything in between.

Outside of work, you can find EC reading way too much Politico and sprinting through an airport near you. Right now, she’s listening to Ludacris’s freestyle of “Llama Llama Red Pajama” and dares you to tell her this is not art.

PyCon After-Party: Eat! Drink! Mingle and Be Merry!

We are hosting an after party at Pycon together with Linode. Come hang out and join us for some food, drinks, games and fun with the community. This event will be one for the books, we look forward to seeing you all there!


Friday, May 19th at 6:40 PM—8:40 PM


Spirit of 77, 500 NE Martin Luther King Jr Blvd, Portland, OR 97232

Please bring your badge and expect to comply with the PyCon Code of Conduct.

Automatically Get Commits With Heroku Releases

Tracking Heroku releases with Sentry just got a whole lot better.

With the deploy hook configured, you can track releases of your Heroku app in Sentry and see new errors as they arise. Now, with our expanded Releases feature, Sentry can automatically retrieve the relevant commit data associated with your release each time you deploy a new version. When you enable this feature, you also gain access to deploy emails so that relevant team members can be alerted immediately when their code has gone out.

Having access to this commit data for a release can be extremely helpful in debugging new errors, as it adds the ability to see which files have changed most recently, and which members of an organization have been involved in pushing code since the last release.

If you’re using Heroku to deploy your app and want to take advantage of release tracking with Sentry, just follow these steps:

  1. Connect your repository to your Sentry organization so that we can automatically retrieve your commit data.

    Add a repo
  2. Enable the Heroku integration in your Sentry Project Settings.

    Add a repo
  3. In the Heroku Plugin Configuration, specify which repository and deploy environment to be associated with your Sentry project.

    Add a repo
  4. Navigate to your Project’s Release Tracking settings and copy the deploy hook command to your Heroku config.

    Add a repo

And voilà! You’ll immediately start getting rich commit information and deploy emails with each new release.

Sentry Turns 9!

Today marks nine years since the very first commit to Sentry — or as it used to be called, django-db-log.

Sentry was born to solve a very simple problem: within a Django project, which normally sends you an email for every error, how do we log those to the database and expose aggregate views? This was essential for any high traffic application due to various failure scenarios overwhelming your inbox. While you could achieve the similar results with logs, this also helped us prioritize which issues were the most important, often by how frequently they were occurring. Additionally it gave us immediate access to that data via a web UI.

Over time we expanded the scope of Sentry. It started as simple aggregation in Django, then expanded into collecting things like stack locals and richer context. Due to community demand we eventually brought it into the larger Python ecosystem, removing the Django requirement. As the months and years went by, many of the core contributors grew into other roles at new companies, and often those companies weren’t using Python at all. This was the trigger that really lead us to our initial cross platform functionality, and started with support for languages like Ruby (via Chef) and JavaScript (via Mozilla).


The biggest change of course was when we spun out the cloud service – – and began to put real investment into the project. For the first few years of it’s life we used the revenue from the service to fund community events (ever been to karaoke with us at PyCon?), but it was still very much a straight forward mixed open source plus cloud service. If you didn’t want to host it yourself, we did it for you for small fee.

Today we have massive technology companies like Stripe and Uber running Sentry behind their firewall, but equally large organizations like Dropbox and Hubspot trusting our cloud. This part of the story has been interesting, as we’ve hit a point where very capable engineering organizations use both our cloud as well as open source offerings, simply because they wanted to outsource part of the burden. All in all, Sentry has continued to grow and saturate the market, to the point where you’d be hard pressed to find a technology company that doesn’t rely on it, let alone a reason to choose a different product.


Looking at where things have ended up, it’s crazy to think about the shape of things just a couple of years ago. Sentry the company is now 30 full-time employees spread across San Francisco, Austin, and Vienna. While we’re still heads down building the core of Sentry, our ambitions continue to grow. A lot of investment lately has been into many things that are under the hood, such as cross-language call stacks and first class deploy tracking. While Sentry may look and feel similar to what it was almost a decade ago, under the hood we’ve become so much more.

Our story is far from over, and if you’re interested in taking part in that journey, we’d love to talk to you!