Google Buys Ad-Tracking Firm Adometry to Boost Analytics

Google Inc. (GOOG) is acquiring Adometry Inc. to boost its Web measurement and analysis service, stepping up investments to attract advertisers to its network.

The closely held company will become part of Google’s Analytics unit, which helps businesses manage online marketing campaigns, Google said in an online statement. Terms weren’t disclosed. Adometry, which specializes in what’s called attribution services, has built software that lets companies track how well their marketing efforts, through e-mail, digital advertising and offline campaigns, lead to purchases.

“In the near term, it’s business-as-usual for Adometry -- and nothing’s changing for their customers,” Google said. “But over time, we’re excited to bring our teams together and offer a great attribution service to Google and Adometry customers alike.”

Google, which faces competition from companies such as Facebook Inc. and Amazon.com Inc., has been spending to add new features that will let ad customers better measure results. Google Analytics helps website owners and advertisers track customer actions across ads, videos and other marketing features, on desktop computers or mobile devices.

Customers of Austin, Texas-based Adometry include Dish Network Corp., EBay Inc., Citigroup Inc. and Levi Strauss & Co.

To contact the reporter on this story: Brian Womack in San Francisco at bwomack1@bloomberg.net

To contact the editors responsible for this story: Pui-Wing Tam at ptam13@bloomberg.net Jillian Ward, Reed Stevenson

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