What do the Included, Active and Not in your plan labels on Marketing Home mean?

Marketing → Marketing Home lists every marketing tool, grouped by what you are trying to do, such as Get found, Turn visits into orders and Bring people back. Each tile has a label:

• Included: a built-in tool every store has, such as Share Launch Kit, Email Campaigns and Welcome Coupon.
• Active: an add-on that your plan or purchases include. It is ready to use.
• Not in your plan: an add-on your store does not have yet.

You can still click a Not in your plan tile. It opens that tool's page, which explains what it does and how to get it. Which tools are included depends on your plan.