Oribi
B · Infrastructure & DataAcquired by LinkedIn (acquired August 2022)Simplified web analytics and marketing attribution platform that required no coding or technical implementation, enabling marketers to track conversions and optimize campaigns through automatic event tracking and intuitive dashboards.
Last updated Feb 8, 2026
- Industry
- Web Analytics and Marketing Attribution
- Business Model
- SaaS
- Target Market
- SMB and Mid-Market
- Employee Count
- 11-50
- Funding
- $15.5M
- Revenue Range
- $1M-$10M
- Parent Company
- LinkedIn (acquired August 2022)
- API Available
- Yes
Market Position
Mid-tier web analytics platform focused on simplicity and ease of use for marketers
Overview
Oribi was a web analytics and marketing attribution platform founded in 2014 that aimed to simplify digital marketing analytics for businesses. The company positioned itself as a user-friendly alternative to Google Analytics, offering automatic event tracking, conversion optimization tools, and marketing attribution capabilities without requiring technical implementation. Oribi focused on helping marketers understand their customer journey and optimize their marketing spend through intuitive dashboards and actionable insights. In August 2022, Oribi was acquired by LinkedIn and subsequently shut down its standalone product. The acquisition was part of LinkedIn's strategy to enhance its marketing solutions and conversion tracking capabilities. Prior to the acquisition, Oribi had raised significant venture funding and served thousands of customers, primarily in the SMB and mid-market segments. The company was known for its no-code approach to analytics and its focus on making data accessible to non-technical marketing teams.
Products & Features
Automatic Event Tracking
No-code solution that automatically tracked user interactions and events on websites without manual tagging
Marketing Attribution
Multi-touch attribution modeling to understand which marketing channels and campaigns drove conversions
Conversion Funnels
Visual funnel analysis to identify drop-off points and optimize conversion paths
Real-time Analytics Dashboard
Intuitive dashboard providing real-time insights into website performance and user behavior
Key Features
Automatic event tracking without codeMarketing attribution modelingConversion funnel analysisReal-time analytics dashboardUTM parameter trackingGoal and conversion trackingCustom segmentationEmail reporting
Use Cases
Marketing campaign performance trackingConversion rate optimizationCustomer journey analysisMarketing attribution and ROI measurementLanding page optimizationE-commerce funnel analysis
Customer Segments
E-commerce businessesDigital marketing agenciesSaaS companiesSmall to medium-sized businessesMarketing teams without technical resources