Google Buys Austin’s Adometry, Maker of Online Marketing Dashboard

5/6/14Follow @angelashah

Google has purchased Austin, TX, online ad attribution company Adometry for an undisclosed price, the companies announced today.

Adometry creates a sort of digital dashboard for chief marketing officers to help them evaluate which tactics—a retailer’s online ad or through a Google search—resulted in a customer making a purchase.

“We couldn’t be more excited to join Google—a company that shares our core values,” Adometry’s CEO Paul Pellman wrote Tuesday morning on the company’s blog. “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.”

In a post on its Google+ page, Google (NASDAQ: GOOG)reported that the purchase will help to expand its offerings on Google Analytics, which provides statistics on a website’s traffic and sources. Adometry will continue to offer its products and services to existing customers while also making its portfolio available to Google Analytics, according to Pellman.

Adometry started out as Click Forensics in 2006 and specialized in click fraud protection in paid searches. Four years later, it combined with Adometry, then based in Washington state. The company last raised $8 million in venture capital from investors such as Austin Ventures. Today, the company has more than 135 people at its Austin headquarters, with offices in Seattle and London.

Angela Shah is the editor of Xconomy Texas. She can be reached at ashah@xconomy.com or (214) 793-5763. Follow @angelashah

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