How are you managing Marketplace app licensing across multiple Atlassian Cloud instances?

[Mirek]

I’m curious how organizations in Atlassian Enterprise setups handle Marketplace apps when they operate multiple Jira or Confluence Cloud instances.

What I’ve seen is that once you go multi-instance, the app licensing model becomes much harder to reason about. The same app might be used across different products, teams, or even business units, but the cost is often not clearly attributable in a consistent way.

In some cases, everything is centralized under a platform budget, but then it becomes difficult to understand actual consumption per instance. In other setups, costs are split by instance or even by team, but that tends to create a lot of overhead in tracking usage and justifying allocations.

What I’m trying to understand is how others are approaching this in practice.

Do you centralize Marketplace app licensing across all instances, or try to break it down per instance or business unit? And how do you actually make usage and cost transparent enough to manage it at scale?