Home Analytics Unbounce Double-Clicks On Attribution With LeadsRx Acquisition

Unbounce Double-Clicks On Attribution With LeadsRx Acquisition

SHARE:
Unbounce is buying analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions.
Business success and super power concept. Young smiling positive businessman and woman colleagues in superman attributes flying high reaching business goal together vector illustration

Landing-page specialist Unbounce is buying attribution and analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions.

Terms of the deal, announced on Wednesday, were not disclosed, but Unbounce is a much larger company. Unbounce has more than 250 employees, while LeadsRx has a headcount of 21.

For the time being, LeadsRx, whose 5,000 mainly midsize and enterprise customers include iHeartMedia, Casper and Rakuten, will continue to operate as an independent entity. The company’s CEO and founder, AJ Brown, will stay on as CEO, reporting to Unbounce’s chief executive, Felicia Bochicchio.

The rationale behind the deal is to give small and midsized marketers the ability to figure out which channel or combination of channels have the best chance of leading to a conversion.

Unbounce, which has roughly 100,000 SMB customers, offers a suite of landing-page optimization tools to help with layout, design and copy, along with an AI-powered tool that gives marketers a sense of who is likely to visit their landing pages – but it doesn’t yet offer attribution capabilities.

And “that’s a big part of what interested us in this deal,” said Tamara Grominsky, chief strategy officer at Unbounce, “as well as the idea of quality versus quantity” of conversions.

The aim of most landing page technology is to generate as many conversions as possible – which is fine. “But every conversion is not equal,” said Grominsky. “We want to go beyond that to get more of your best customers.”

The LeadsRx technology relies on a homegrown universal tracking pixel akin to what Google, Facebook and other ad servers offer to place on a website for advertisers to collect information. What makes the LeadsRx pixel a little different is that it picks up all of the inbound traffic to a website and places it into a separate, isolated identity graph.

“We don’t share any cross-domain data, which means privacy is preserved,” said Brown.

One of the most common use cases for attribution is return on ad spend (ROAS) analysis, said Brown. By dividing revenue by the cost of advertising, the marketer can get a sense of which channels are actually producing value and where to cut media waste.

But most SMBs don’t have the bandwidth, skillset or budget to do that sort of analysis.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

“SMBs are hungry for this stuff in a self-serve way, but it’s a huge pain point because they don’t have the attribution capabilities,” said Brown.

Bringing LeadsRx into the fold will democratize access and make it easy to do something with the data, said Grominsky.

“It should be as accessible as possible to take the insights from marketing attribution to inform the conversion path,” she said.

But why go the acquisition route rather than continue to partner, which Unbounce and LeadsRx have done for the past several years?

The pandemic was an eye-opener, said Brown.

“When budgets get cut, analytics is typically one of the first things to go, but that didn’t happen during the pandemic – people doubled down on their usage, because all of our gut instincts were challenged,” said Brown. “And we realized that we needed to be part of something bigger so that we can help marketers use analytics even more pervasively.”

Unbounce and LeadsRx will take the next three months or so to figure out a plan for eventually more deeply integrating their solutions and data. For the time being, though, both companies will continue to serve their existing respective customer bases and pipelines.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.