Google announced that it has acquired Adometry, which will become part of its Analytics offerings. Adometry is an advanced marketing attribution and cross-channel optimization solutions provider. More on what it's all about here.
Google Analytics had this to say on Google+:
Adometry is joining Google, where they will build on the momentum of our existing measurement and analytics offerings, which include Google Analytics Premium as well as other products. Available globally, Google Analytics Premium and its hundreds of customers, will now have an additional set of tools to accomplish their business and marketing goals.
Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools — digital, offline, email, and more — have along their customers’ paths to purchase (http://goo.gl/tXTliw). This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.
In the near term, it’s business-as-usual for Adometry — and nothing’s changing for their customers. But over time, we’re excited to bring our teams together and offer a great attribution service to Google and Adometry customers alike.
Adometry discussed its acquisition on its blog as well, saying:
We couldn’t be more excited to join Google — a company that shares our core values. Not only do they focus on innovation and solving big problems, but also like Adometry, they seek to provide brands and their agency partners with the analytics and insights to improve the performance of their marketing campaigns.
We’re deeply committed to the customers and relationships we have cultivated over the years. Adometry will continue to offer the same excellent service our clients have come to expect, and there will be no immediate changes to our current offerings or contracts. We’ll be reaching out to all of our customers individually to discuss future plans in the coming weeks.
Longer-term, we’re excited to begin working with our new colleagues at Google, including the Google Analytics Premium team, to offer great attribution solutions for both our customers and theirs. Stay tuned!
Terms of the deal were not disclosed.
Image via Adometry