Convertro
Acquired by AOL (acquired 2014, later became part of Verizon Media, now Yahoo)Provided multi-touch attribution modeling that enabled marketers to understand the true ROI of each marketing touchpoint across the customer journey, moving beyond last-click attribution to optimize marketing spend and improve campaign performance.
Last updated Feb 8, 2026
- Industry
- Marketing Attribution & Analytics
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 11-50
- Funding
- $17M
- Parent Company
- AOL (acquired 2014, later became part of Verizon Media, now Yahoo)
- API Available
- Yes
Market Position
Leading independent marketing attribution platform prior to acquisition by AOL in 2014
Overview
Convertro was a pioneering marketing attribution and analytics company that provided sophisticated multi-touch attribution solutions to help marketers understand the true impact of their digital marketing investments. The company's SaaS platform utilized advanced algorithmic attribution modeling to analyze complex customer journeys across multiple channels and touchpoints, moving beyond simple last-click attribution to provide a more holistic view of marketing effectiveness. Convertro enabled marketers to optimize their media mix and budget allocation based on data-driven insights about which channels and campaigns were truly driving conversions. The company was acquired by AOL (later Verizon Media) in May 2014 for a reported $101 million, representing a significant validation of the marketing attribution space. At the time of acquisition, Convertro was serving major brands and agencies, helping them navigate the increasingly complex digital marketing landscape. The acquisition was part of AOL's broader strategy to build out its advertising technology stack and compete more effectively in the programmatic advertising and marketing analytics space.
Products & Features
Multi-Touch Attribution Platform
Core SaaS platform providing algorithmic attribution modeling across digital marketing channels to measure true marketing ROI
Customer Journey Analytics
Tools to visualize and analyze complete customer paths to conversion across multiple touchpoints and channels
Marketing Mix Optimization
Recommendations engine for optimizing budget allocation across channels based on attribution insights
Key Features
Multi-touch attribution modelingCross-channel customer journey trackingAlgorithmic attribution algorithmsMarketing ROI measurementBudget optimization recommendationsReal-time analytics and reportingIntegration with major ad platformsCustom attribution models
Use Cases
Multi-channel marketing attributionMarketing budget optimizationCustomer journey analysisCross-channel campaign performance measurementMedia mix modelingMarketing ROI reporting
Customer Segments
Large brands and advertisersDigital marketing agenciesE-commerce companiesMulti-channel retailers