Oribi

A challenger to Google Analytics targeting non-technical marketers with automated, no-code event tracking and attribution

Oribi was an Israeli marketing analytics company founded to democratize website analytics by eliminating the need for manual event tagging or developer involvement. Its flagship platform automatically identified and tracked every user action on a website, translating raw behavioral data into actionable marketing insights. Oribi positioned itself as a more accessible and marketer-friendly alternative to Google Analytics, emphasizing ease of use, automated event tracking, and clear attribution reporting that non-technical users could act on immediately. The company gained traction among SMBs and mid-market companies seeking to understand their conversion funnels, optimize marketing spend, and attribute revenue to specific campaigns and channels. Oribi's platform included features such as funnel analysis, visitor journey mapping, correlation insights, and multi-touch attribution — all surfaced through an intuitive interface designed for marketers rather than data analysts. It integrated with major advertising platforms including Facebook Ads, Google Ads, and various CRM and email marketing tools. In June 2022, LinkedIn announced the acquisition of Oribi, signaling LinkedIn's intent to bolster its marketing analytics and attribution capabilities for advertisers on its platform. Following the acquisition, Oribi's website and standalone product were wound down, with the technology and team absorbed into LinkedIn. The acquisition was seen as a strategic move to enhance LinkedIn's Campaign Manager with more sophisticated conversion tracking and attribution tools, effectively ending Oribi's existence as an independent product.