Google Snags Attribution Firm Adometry To Beef Up Google Analytics Premium

Today, Google announced it is acquiring marketing analytics and attribution platform, Adometry.

“Google Analytics Premium and its hundreds of customers, will now have an additional set of tools to accomplish their business and marketing goals,” said Paul Muret, VP of engineering for Google Analytics.

The Austin-based firm will continue to operate independently for the short term, but will eventually its team members will join the Google Analytics team. The focus, initially at least, is to incorporate Adometry’s powerful attribution modeling capabilities into Google Analytics Premium.

Adometry’s current customers, which include brands such as Levi’s, Lord & Taylor, Charles Schwab, Farmers Insurance and Hyundai as well as large agencies like MediaVest, Digitas Rise Interactive, iProspect and Optimedia.

While current contracts will be honored, “Longer-term, we’re excited to collaborate with our new colleagues at Google, including the Google Analytics Premium team, to offer great attribution solutions for both our customers and theirs,” explained Adometry CEO Paul Pellman in a separate release.

Exactly how the two technologies will be stitched together is unclear at this point, but certainly Adometry brings a more robust attribution solution to Google along with deep understanding in solving complex analytics and attribution challenges for sophisticated clients.

The initial focus is on integration with Google Analytics Premium, the paid version of Google’s analytics solution. After that, the way the Adometry team and technology fit into a broader role remains to be ironed out.

Terms of the deal have not been disclosed.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.