Berlin-based app attribution provider adjust is planning to use half of its new $7.6 million Series C infusion to expand into US, China and Asia.
The round, led by Active Ventures, also included existing investors Target Partners, Iris Capital and Capnamic Ventures, who collectively sank $4.5 million into adjust during a previous funding event.
Although adjust CEO and cofounder Christian Henschel would not comment on the company’s valuation, he did say that about 40% of adjust’s total revenue comes from Asia and the US – 20% of which is derived from China alone.
“We certainly see these two markets [US and Asia] as massive growth opportunities for the company and for furthering the attribution and analytics industries in these territories,” said Henschel, remarking that Asia is particularly ripe for “ more mature performance marketing attribution and analytics software.”
To that end, adjust announced Monday that it’s bringing on Shawn Bonham to helm the expansion into Japan and South East Asia. Bonham was most recently the director of sales and business development for Asia Pacific with mobile analytics outfit Upsight, which rebranded from Kontagent back in March. The name change came about a month after Kontagent was booted out of Facebook’s mobile measurement program for failing to honor certain data retention and disclosure policies.
Adjust, which currently has offices in Berlin, Istanbul and San Francisco, claims to snag more than 100 new client sign-ups a week. As to how many clients the company has in total, adjust isn’t sharing specifics. “We can say it’s hundreds of clients,” Henschel said.
In addition to recruiting and client acquisition, much of the money will go towards tech.
“We will be enhancing our platform to support more cutting-edge features for attribution, analytics and engagement to more comprehensively support the whole user lifecycle,” said Henschel, who noted that adjust is both a Twitter marketing platform partner and a member Facebook’s mobile measurement program.
The adjust technology tracks user behavior and app attribution through a combination of device IDs, play store referrer links and fingerprinting through an open-source SDK. It’s a blend of tech Henschel said is particularly helpful in attributing installs from third-party stores in Asia.
Following a user’s click, adjust’s SDK collects non-PII data, including OS, screen size, language and timestamp. If the user downloads an app with adjust’s SDK installed, a second snapshot of the device data is taken, which is then used to connect the click with the acquisition. The SDK also tracks post-install activity, all of which is attributed back to particular users based on existing device data.
“We close the app store gap,” said Henschel, who made sure to emphasize that everything adjust does is with an eye on privacy and security. The company was founded in Germany, after all, a country known for its strict data privacy laws.
