10 Best PLG Tools for GTM Teams in 2024

10 Best PLG Tools for GTM Teams in 2024

Updated June 19, 20264,404 words10 tools compared

Product-led growth has fundamentally changed how B2B SaaS companies acquire and retain customers. Instead of relying solely on sales teams, PLG-focused organizations let their product do the selling—enabling users to self-serve, discover value independently, and convert based on genuine product experience.

But executing a PLG strategy requires the right toolkit. Go-to-market teams need visibility into user behavior, the ability to guide users through critical flows, and data-driven insights to optimize the entire customer journey. Without proper tools, you're flying blind—missing conversion opportunities, shipping features users don't want, and struggling to identify why users churn.

This guide covers the 10 best PLG tools specifically selected for GTM teams. We've evaluated each platform on analytics depth, onboarding capabilities, ease of implementation, and actual ROI for early-stage companies. Whether you're optimizing activation funnels, reducing time-to-value, or improving user retention, one of these tools will fit your needs.

Quick Comparison

ProductBest ForStarting PriceRatingKey Feature
AmplitudeAdvanced cohort analysis$995/mo4.6/5Behavioral segmentation & funnel analysis
MixpanelEvent tracking at scale$999/mo4.5/5Real-time event analytics
HeapAuto-capture analyticsFree tier available4.4/5Retroactive event tracking
PostHogOpen-source analyticsFree tier available4.6/5Feature flags & session replay
PendoIn-app guidance$1,000/mo4.5/5Contextual tooltips & guides
FullStorySession replay with context$1,200/mo4.4/5AI-powered session analysis
HotjarHeatmaps & user feedback$99/mo4.3/5Visual user behavior data
LogRocketFrontend monitoring$99/mo4.5/5Error tracking + session replay
UserpilotUser onboarding flows$500/mo4.4/5No-code engagement automation
AppcuesOnboarding & education$684/mo4.3/5In-app messaging & flows

Scroll horizontally to see all columns

Detailed Reviews

In-depth analysis of each platform to help you make the right choice.

#1

Amplitude

Top Pick

Best For: GTM teams optimizing activation funnels and retention metrics; companies with complex user journeys requiring sophisticated segmentation

Amplitude stands out as the most comprehensive analytics platform for PLG teams who need deep behavioral insights. The platform combines event tracking, cohort analysis, and funnel visualization in ways that directly support activation and retention optimization. Its strength lies in helping GTM teams identify exactly where users drop off and what behavioral patterns predict conversion or churn.

Pricing: Starts at $995/month (Team Plan). Enterprise plans available with custom pricing. Free tier limited to basic analytics.

Key Features

  • Unlimited custom events and cohorts
  • Funnel and retention analysis with drill-down capabilities
  • Behavioral segmentation for targeted campaigns
  • Predictive analytics for churn identification
  • Native integrations with 150+ platforms

Pros

  • +Exceptional cohort analysis capabilities allow you to segment users by 20+ attributes simultaneously and compare behavioral patterns across groups
  • +Retention and funnel analysis tools are specifically built for PLG workflows—you can visualize exactly where users convert or churn across their journey
  • +Integrates deeply with marketing automation and CRM platforms, letting you push insights directly into campaigns without manual export

Cons

  • -Significant learning curve for new users; requires dedicated analytics training and SQL knowledge for advanced queries
  • -Setup can be technically intensive if your product generates complex event streams; data schema decisions early on are hard to change
  • -Pricing becomes expensive at scale, particularly if you have millions of monthly events

Verdict

Amplitude is the top choice for Series A+ companies with GTM teams that have dedicated analytics resources. If your primary goal is identifying micro-conversion opportunities and predicting churn through behavioral data, this platform delivers that insight better than competitors. The investment is worthwhile if you have 1M+ monthly active users and need precision activation optimization.

#2

PostHog

Best For: Security-conscious GTM teams, companies preferring open-source infrastructure, and organizations wanting to consolidate multiple analytics tools into a single platform

PostHog uniquely combines analytics, session replay, and feature flags in an open-source platform that gives you complete data ownership. This all-in-one approach eliminates switching between multiple tools while keeping your user data in your own infrastructure. For PLG teams prioritizing data privacy and cost-effectiveness, PostHog offers exceptional value alongside powerful capabilities.

Pricing: Free tier (unlimited users, 1M events/month), paid plans start at $450/month. Self-hosted option available at no licensing cost.

Key Features

  • Open-source analytics with optional cloud or self-hosted deployment
  • Native session replay and heatmaps without additional tools
  • Feature flags for A/B testing and progressive rollouts
  • Cohort analysis and retention tracking
  • Real-time dashboards with no query latency

Pros

  • +Dramatically cheaper than enterprise analytics platforms—PostHog's free tier includes 1M events monthly, enough for early-stage product teams to run full analyses
  • +Session replay built directly into the platform means you don't need separate tools like FullStory; you see user interactions in context with behavioral data
  • +Feature flags enable controlled rollouts of new features, critical for PLG teams testing messaging or UI changes with specific user segments before full deployment

Cons

  • -Open-source nature means you're responsible for maintaining infrastructure if self-hosted; cloud version still requires more technical setup than fully managed competitors
  • -Smaller community and ecosystem compared to Amplitude; fewer pre-built integrations and third-party plugins available
  • -Event modeling requires some technical work; you'll need SQL comfort for advanced analysis despite the UI improvements

Verdict

Choose PostHog if you're a seed or Series A company that wants maximum control over your data while minimizing spend. The built-in session replay and feature flags mean you can eliminate 2-3 other tools from your stack. Self-hosting option is particularly attractive if your compliance requirements restrict cloud-based analytics.

#3

Pendo

Best For: GTM teams building contextual onboarding experiences, companies needing guided feature adoption, and organizations focused on reducing time-to-value for new users

Pendo focuses specifically on in-app guidance and user engagement—the execution layer that turns analytics insights into action. While it's not a primary analytics platform, Pendo excels at contextual onboarding, in-app messaging, and guiding users through critical features. For PLG teams that have identified what users need to learn but struggle with delivery, Pendo provides the solution.

Pricing: Starts at $1,000/month. Pricing scales with monthly active users and engagement requirements. Volume discounts available at $5K+/month commitments.

Key Features

  • Contextual tooltips and multi-step guides triggered by user behavior
  • In-app messaging with targeting by user segment, behavior, or custom attributes
  • NPS surveys and feedback collection within the product
  • Analytics on guide engagement and impact on feature adoption
  • No-code guide builder with WYSIWYG editor

Pros

  • +Contextual guidance triggers based on actual user behavior—show help exactly when users attempt specific actions, dramatically improving effectiveness versus static onboarding
  • +No-code builder means non-technical marketers can create and deploy guides within hours, not weeks waiting for engineering support
  • +Built-in engagement analytics show exactly which guides drive feature adoption and which fall flat, letting you iterate based on data

Cons

  • -Requires separate analytics platform to understand why users need guidance in the first place; Pendo tells you if guides work but not why users struggled originally
  • -Pricing jumps significantly with user base growth; becomes expensive for products with 100K+ monthly active users
  • -Integration with your analytics tool can be clunky if your chosen platform isn't on their approved list

Verdict

Add Pendo to your stack after you've validated your activation flow with analytics data. This tool excels at the execution phase—taking insights about where users get stuck and building contextual solutions. It's not a replacement for Amplitude or PostHog but rather a complement that converts insights into actual user guidance.

#4

Mixpanel

Best For: Mobile-first PLG products, teams needing rapid analytics implementation, companies prioritizing real-time event tracking and mobile event measurement

Mixpanel specializes in event-based analytics with particular strength in mobile app tracking and real-time behavioral segmentation. The platform prioritizes speed and ease of implementation, making it accessible to product teams that need analytics fast without deep technical setup. For PLG teams focused on mobile-first products or rapid experimentation, Mixpanel delivers quick implementation and actionable insights.

Pricing: Starts at $999/month. Free tier includes basic reporting. Mobile tracking is included with all plans.

Key Features

  • Real-time event streaming with sub-second latency
  • Mobile SDK with automatic event capture for iOS and Android
  • Behavioral segmentation based on user actions
  • User journey visualization and flow analysis
  • Predictive analytics for retention and lifetime value modeling

Pros

  • +Mobile SDKs are exceptionally well-designed and lightweight—implementing event tracking in mobile apps takes hours, not days, unlike competitors with heavier SDKs
  • +Real-time dashboards mean you see behavioral changes immediately, critical for PLG teams running continuous experiments and needing to iterate quickly
  • +Predictive retention modeling helps identify at-risk users before they churn, enabling targeted re-engagement campaigns

Cons

  • -Less sophisticated than Amplitude in cohort analysis for complex segmentation scenarios; if you need 5+ simultaneous conditions, Mixpanel becomes more complicated
  • -Retention reports require some interpretation; the interface sometimes makes it unclear what time-based comparisons represent versus Amplitude's more intuitive funnel visualization
  • -Pricing structure based on monthly tracked users (MTU) can get expensive fast if your user base grows; a single increase from 50K to 100K MTU might add $300+/month

Verdict

Mixpanel is ideal for mobile-first PLG products or teams that need analytics working in days, not weeks. The mobile tracking is genuinely best-in-category. However, if your product is web-focused and you need advanced cohort analysis, Amplitude or PostHog will serve you better long-term.

#5

Heap

Best For: Early-stage teams with limited engineering bandwidth, companies needing comprehensive behavioral data without custom instrumentation, GTM teams wanting flexibility to ask new questions quickly

Heap differentiates itself through auto-capture analytics—the platform automatically tracks every user interaction without requiring manual event instrumentation. This "capture now, analyze later" approach means GTM teams can ask new questions about user behavior without waiting for engineers to implement additional tracking. For organizations that struggle with engineering bandwidth or want maximum data collection, Heap solves a genuine problem.

Pricing: Free tier available (up to $25K annual event volume). Paid plans start at $990/month.

Key Features

  • Automatic event capture across web and mobile without custom instrumentation
  • Retroactive analysis—examine past user behavior with new event definitions
  • Visual session replay integrated with analytics
  • Custom event definitions through UI without code changes
  • Behavioral segmentation and cohort analysis

Pros

  • +Auto-capture eliminates the classic analytics onboarding bottleneck where product teams define events, engineers instrument them, data flows, and finally you can analyze—with Heap, you skip to analysis immediately
  • +Retroactive event definition means you can change your mind about what matters without re-implementing tracking; define new user segments without historical data gaps
  • +Session replay integrated means you can watch actual user interactions correlated with the event data, providing qualitative context for quantitative findings

Cons

  • -Auto-capture generates massive event volumes, which drives pricing up quickly; a high-traffic website might exceed free tier in days and accumulate 5M+ monthly events
  • -Less sophisticated than Amplitude in advanced segmentation and cohort analysis; requires manual work for complex behavioral queries
  • -Over-captures irrelevant events; while you have comprehensive data, you're also paying for and storing interactions that don't inform decisions

Verdict

Choose Heap if engineering bandwidth is your bottleneck and you value getting analytics working immediately over sophisticated post-analysis. The auto-capture approach solves a real problem for resource-constrained teams. However, budget for growing event volumes as your product scales—you'll likely outgrow the free tier quickly.

#6

Userpilot

Best For: Non-technical GTM teams, companies prioritizing speed-to-onboarding, organizations focused on reducing time-to-value through guided flows, SaaS teams with limited product/engineering resources

Userpilot positions itself as a no-code user engagement platform focused on onboarding flows, feature adoption, and user feedback collection. Unlike analytics tools, Userpilot is purely execution-focused—it helps you deliver guided experiences without coding. For non-technical GTM teams that need quick onboarding implementation, Userpilot removes friction significantly.

Pricing: Starts at $500/month (10 touchpoints). Growth plan at $1,000/month. Enterprise pricing available. Free tier limited.

Key Features

  • No-code onboarding flow builder with template library
  • Contextual tooltips and hotspots triggered by user behavior
  • Checklists and progress indicators for multi-step onboarding
  • User feedback and NPS surveys
  • A/B testing for onboarding variations

Pros

  • +Genuinely no-code means marketing or product managers create onboarding flows without engineering involvement; changes deploy in minutes versus weeks
  • +Template library provides starting points for common flows (signup, feature discovery, upsell), accelerating time-to-launch significantly
  • +A/B testing is built-in, enabling GTM teams to experiment with messaging, timing, and flow variations to optimize conversion

Cons

  • -No analytics capabilities; Userpilot shows you if guides are clicked but not why users need guidance in the first place—requires separate analytics platform
  • -Less sophisticated than Pendo in contextual guidance; triggers are behavior-based but less flexible than competitors for complex conditional logic
  • -Limited integration ecosystem compared to larger platforms; connecting to your CRM or analytics tool requires APIs and potentially custom development

Verdict

Userpilot works best when paired with an analytics tool like Amplitude or PostHog. Use analytics to identify where users struggle, then build guided experiences in Userpilot without engineering overhead. This combination—analytics insight plus no-code execution—is powerful for lean GTM teams.

#7

FullStory

Best For: GTM teams focused on user experience quality, companies needing to identify and prioritize UX bugs quickly, organizations with complex product interfaces requiring detailed interaction analysis

FullStory specializes in session replay with AI-powered analysis that automatically surfaces problems in user experiences. While session replay capabilities exist in multiple platforms, FullStory's AI context detection—identifying bugs, rage clicks, and UX issues automatically—provides value beyond manual video watching. For GTM teams seeking to understand friction points through user behavior, FullStory offers intelligent insights.

Pricing: Starts at $1,200/month (5K monthly sessions). Volume-based pricing for higher session counts.

Key Features

  • Pixel-perfect session replay with user interactions
  • AI-powered anomaly detection identifying rage clicks, error clicks, and dead clicks
  • Heatmaps showing interaction density across page elements
  • Error tracking integrated with session context
  • Custom event tagging and segment filtering

Pros

  • +AI-powered anomaly detection surfaces problems automatically—you don't manually watch hundreds of sessions looking for patterns; the algorithm flags likely issues for investigation
  • +Error tracking tied directly to session context means when users report bugs, you immediately replay exactly what happened from their perspective with full interaction data
  • +Rage click detection specifically highlights UX frustration points—when users click repeatedly on unresponsive elements, this signals design or performance problems worth prioritizing

Cons

  • -Purely reactive tool; tells you what happened but requires separate analytics platform to understand why or at what stage of the journey problems occur
  • -Pricing based on monthly sessions means high-traffic products quickly exceed tier limits; a website with 100K monthly visitors might accumulate 50K+ sessions rapidly
  • -AI detection is useful but generates false positives; you still need to validate flagged issues manually

Verdict

FullStory is a tactical choice when UX quality is blocking activation. If you know users are struggling during onboarding but can't pinpoint why, session replay with AI analysis reveals friction points quickly. However, it's not a replacement for analytics—combine it with Amplitude or PostHog to understand both what happens and why.

#8

Hotjar

Best For: GTM teams optimizing conversion pages, companies prioritizing direct user feedback collection, organizations needing quick visibility into user interaction patterns without technical setup

Hotjar takes a different approach to user behavior understanding through heatmaps, session recordings, and user feedback surveys. Rather than event-based analytics, Hotjar provides visual data showing where users click, scroll, and spend time. For GTM teams whose primary goal is optimizing conversion page performance or collecting direct user feedback, Hotjar's visual approach is often faster than digging through event sequences.

Pricing: Starts at $99/month (5,000 monthly sessions). Growth plan at $299/month.

Key Features

  • Heatmaps showing click and scroll patterns on pages
  • Session recordings with replay functionality
  • Surveys and feedback collection tools embedded in product
  • Conversion funnel analysis
  • Form analytics identifying where users abandon form completion

Pros

  • +Heatmaps provide immediate visual understanding of user behavior—see instantly where users click, how far they scroll, and which page elements receive attention without data queries
  • +Extremely affordable entry point at $99/month makes it accessible for seed-stage companies to understand user interaction patterns
  • +Form analytics specifically targets conversion bottlenecks—identify exactly which form fields cause abandonment, enabling rapid optimization

Cons

  • -Lacks sophisticated analytics; tells you where users click but not why or what happens after, limiting ability to understand full user journey
  • -Visual approach doesn't scale to complex products with many pages or user segments; managing dozens of heatmaps becomes unwieldy
  • -Requires manual interpretation of patterns; unlike PostHog's feature flags, there's no built-in ability to test solutions within the tool

Verdict

Use Hotjar for focused, page-level optimization. It's particularly effective for conversion page optimization where visual feedback is directly actionable. However, it's not sufficient as a standalone analytics platform for understanding user journeys across your entire product.

#9

LogRocket

Best For: Development teams tracking frontend errors, companies prioritizing application stability and performance monitoring, engineering-focused GTM teams needing to correlate bugs with user behavior

LogRocket combines frontend monitoring with session replay, targeting primarily engineering and product teams dealing with application errors and performance issues. While it includes session replay, LogRocket's focus is error tracking and debugging rather than PLG-specific use cases. For GTM teams whose priority is surface-level user experience quality, LogRocket provides quick error visibility without extensive setup.

Pricing: Starts at $99/month (up to 1M sessions). Higher plans for increased session retention and team members.

Key Features

  • Automatic error detection and tracking
  • Session replay tied to error context
  • Performance monitoring and metrics
  • Network activity logging for debugging API calls
  • Integration with bug tracking tools

Pros

  • +Error detection is automatic; you don't need to instrument exception tracking manually—LogRocket captures JavaScript errors, network failures, and console messages without code
  • +Session replay specifically linked to errors means when bugs occur, you immediately watch the exact user interaction that triggered the problem
  • +Affordable at $99/month entry point with generous session limits makes it accessible for most product teams

Cons

  • -Not designed for PLG-focused analysis; limited behavioral segmentation and cohort analysis capabilities compared to analytics platforms
  • -Primarily engineering-focused rather than GTM-focused; the interface and features prioritize developers over product/marketing teams
  • -Limited feature adoption and onboarding capabilities; use different tools for guiding users through critical flows

Verdict

LogRocket is a supporting tool, not a primary PLG platform. Include it in your stack if engineering is concerned about production stability and you need session context for debugging. For GTM-specific needs, choose Amplitude, PostHog, or Pendo instead.

#10

Appcues

Best For: GTM teams building comprehensive onboarding programs, companies needing flexible in-app messaging and guidance, organizations focused on increasing feature adoption and time-to-value

Appcues is a user onboarding and in-app engagement platform with particular strength in building guided flows and contextual messaging without code. Similar to Userpilot and Pendo, Appcues emphasizes the execution layer—converting analytics insights into guided user experiences. For GTM teams needing comprehensive onboarding coverage with flexible triggering and measurement, Appcues provides an all-in-one solution.

Pricing: Starts at $684/month (500 events per user). Higher plans for increased event limits. Custom enterprise pricing available.

Key Features

  • No-code guide and flow builder with template library
  • Multi-step onboarding flows with conditional branching
  • In-app tooltips and hotspots with behavioral triggers
  • Onboarding analytics measuring engagement and completion
  • A/B testing for onboarding variations

Pros

  • +Conditional branching in flows is sophisticated—create different onboarding paths based on user attributes, behavior, or role without separate guide versions
  • +Appcues' analytics specifically measure onboarding effectiveness (completion rates, engagement, time-to-completion) and correlate with product usage, directly quantifying onboarding impact
  • +Pre-built templates for common onboarding scenarios (user role-based, feature-specific, re-engagement) accelerate development significantly

Cons

  • -Event-based pricing model (measured by in-app interaction events) can become expensive with high engagement; very interactive onboarding experiences might exceed limits
  • -Less sophisticated than PostHog in analytics depth; you get onboarding-specific metrics but limited ability to segment users by advanced behavioral criteria
  • -Requires pairing with separate analytics platform for full user journey visibility; Appcues optimizes activation, not retention analysis

Verdict

Appcues is an excellent choice when building comprehensive, role-based onboarding programs with multiple decision paths. The conditional logic and template library reduce time-to-launch significantly. Combine it with Amplitude or PostHog to understand both where users get stuck (analytics) and how to guide them through it (Appcues).

Frequently Asked Questions about best plg tools for gtm teams

Analytics tools (like Amplitude, Mixpanel, PostHog) measure and visualize user behavior through events and sessions—they answer questions about what users did and when. Engagement platforms (like Pendo, Appcues, Userpilot) deliver guided experiences within the product—they execute actions based on behavior insights. Most effective PLG strategies use both: analytics identifies where users struggle or drop off, then engagement tools deliver contextual help at that moment. Think of analytics as the diagnostic tool revealing the problem, and engagement platforms as the prescription. Attempting to run PLG with only analytics means you understand user behavior but can't act on it; only engagement tools means you're guiding blindly without understanding actual user needs.

This depends on your engineering bandwidth and data philosophy. Event-based tools (Amplitude, Mixpanel) require engineering to define and instrument events upfront—slower to implement but results in cleaner data and schema discipline. Auto-capture tools (Heap, PostHog) track everything automatically—faster to start analyzing but generates massive data volume that can become expensive and requires careful filtering. For seed-stage startups with limited engineering capacity, auto-capture tools like Heap eliminate implementation bottlenecks and get you analyzing in days. For Series A+ companies with defined metrics and GTM strategies, event-based platforms pay dividends through cleaner data and more sophisticated analysis. PostHog splits the difference—it includes auto-capture but also supports custom events, making it flexible as your needs evolve. Consider your engineering team size and how frequently you want to change analytical questions.

Most effective PLG stacks combine multiple specialized tools because no single platform excels at analytics, session replay, engagement, and feedback simultaneously. However, the trend is toward consolidation through better integrations. PostHog notably combines analytics, session replay, and feature flags in a single open-source platform, eliminating 2-3 separate tools. The trade-off is depth—Amplitude's cohort analysis is more sophisticated than PostHog's, and Pendo's contextual guidance is more flexible than PostHog's flags for user flows. For resource-constrained teams, PostHog's all-in-one approach provides 80% of what you need at 30% of the cost. For optimization-focused teams, combining Amplitude (analytics) + Pendo (engagement) or Amplitude + Userpilot (onboarding) provides better depth. Expect to pay $300-500/month for either approach at seed stage, scaling to $2K-5K/month as you grow.

Track three metrics: activation rate (% of users completing onboarding), time-to-value (days until users experience core product benefit), and retention (% retained at 30/60/90 days). Set baselines before implementing PLG tools, then measure changes after deploying analytics and engagement solutions. A 10% increase in activation rate or 5% improvement in 30-day retention from optimizations informed by these tools typically justifies the platform costs. For example, if you spend $2,000/month on Amplitude + Pendo, but activation improves from 35% to 45% (enabling 10% more users to convert to paid), you're capturing an additional $5K-$20K in monthly revenue depending on your average deal size—easily offsetting tool costs. Document specific changes informed by each tool: 'Amplitude revealed 60% of users dropped at feature X, so we added Pendo guidance, improving completion from 40% to 62%.' This creates a clear narrative justifying continued investment and identifying underutilized tools to remove.

RevAlign specializes in implementing PLG strategies and the tooling that supports them. We help GTM teams select the right combination of analytics and engagement tools based on your specific user journey, establish event schemas and tracking plans so analytics provide actionable insights from day one, and build initial dashboards and segments so your team can start analyzing immediately rather than spending weeks in configuration. For engagement platforms, we develop onboarding flows informed by your analytics data—ensuring every guide and message serves a clear purpose in moving users toward activation. We also help establish measurement frameworks connecting tool investments to revenue impact, ensuring you can justify continued spend and identify optimization opportunities. If you're choosing between tools or building your first GTM analytics stack, RevAlign can accelerate the process significantly and prevent expensive configuration mistakes.

Conclusion

Product-led growth succeeds when GTM teams combine data visibility with targeted execution—understanding exactly where users encounter friction, then delivering contextual help to overcome it. The 10 tools reviewed here represent the full spectrum of capabilities you'll need: deep analytics (Amplitude, Mixpanel, PostHog, Heap) for understanding behavior; session replay (FullStory, LogRocket, PostHog) for visual context; and engagement platforms (Pendo, Userpilot, Appcues) for delivering guided experiences.

The best starting point depends on your stage and constraints. Seed-stage teams with limited budgets should start with PostHog ($0-450/month) for all-in-one analytics, session replay, and feature flags, then add Userpilot ($500/month) for onboarding if you lack engineering capacity. Series A teams optimizing activation should combine Amplitude ($995/month) for sophisticated analytics with Pendo ($1,000/month) for contextual guidance—this pair provides the analytical rigor and execution flexibility most mature GTM teams need.

Remember that tools are enablers, not solutions. The actual work involves defining what activation means for your product, identifying specific friction points through data, and systematically addressing them through testing. RevAlign can help you select the right combination of tools and establish processes to turn insights into improvements. Your PLG success ultimately depends on execution discipline supported by the right visibility—start with analytics, add engagement tools once you understand your friction points, and measure progress against activation and retention milestones. Start small, measure impact, then expand your toolkit as your GTM complexity grows.

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