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For Customer Insights Professionals

Quick Take: Google Acquires Adometry

Google Acknowledges The Significance Of Measuring The Customer Purchase Path

May 8, 2014

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Why Read This Brief

On May 6, 2014, Google announced its intent to acquire Adometry, a software-as-a-service (SaaS) cross-channel attribution provider focused on providing deeper insights to marketing and media performance across channels and devices. As of now, Google will provide Adometry's attribution solution as a separate offering, but eventually it will roll it into the Google Analytics Premium Product. With this acquisition, Google sharpens up its media measurement capabilities and fills in significant gaps surrounding its attribution services. In this quick take report, Forrester provides an analysis of what the acquisition means for Google, customer insights (CI) professionals considering Google Analytics or Adometry for attribution measurement, Google's competitors, and the trajectory of the measurement market.

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