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Marketing attribution provider LeadsRx, used by Cumulus Media, iHeartMedia and other media companies and advertisers, has been acquired by Vancouver-based conversion intelligence platform Unbounce. Terms of the transaction have not been disclosed. 

LeadsRx helps brands understand the value of their marketing across podcasts, radio, digital media, streaming services, and other advertising channels, allowing them to better optimize their ad spend and ROI. Founded by CEO AJ Brown and Senior VP of Sales Jeff Keenan, it serves more than 5,000 global and local brands and agencies.

Since its inception, LeadsRx has collected anonymous first-party data from 2.5 billion customer touchpoints. Unlike other marketing attribution platforms, the Portland, OR-based company doesn’t rely on third-party cookies but instead develops private identity graphs for each of its clients. LeadsRx says it is using more than 1.6 billion anonymous customer personas for what is known as “cookieless tracking,” to help clients better understand how marketing contributes to their topline revenue.

In April LeadsRx aligned its advertising attribution platform with Triton Digital's Omny Studio podcast platform and Tap Advertising Server. That allowed it to provide attribution studies for podcasts hosted on the Omny Studio platform, as well as for ads served by Triton's Advertising Platform.

Founded in 2009, Unbounce uses machine learning to increase sales and conversions for small and midsize businesses. Among the services it offers are pre-optimized landing pages, copy creation and campaign optimization. Unbounce employs 250 people and has 100,000 customers in 100 countries.

The deal enables Unbounce to deliver LeadsRx’s marketing analytics and attribution services to its small and midsize business customers.

LeadsRx will become a division of Unbounce and will operate independently for now. Brown will remain CEO of LeadsRx and will report to Unbounce CEO Felicia Bochicchio.

“Attribution is one of the most painful parts of marketing — validating your costs and ROI to your CEO, clients and investors is harder than ever as competition and new marketing channels continue to grow at a rapid pace. LeadsRx solves these pain points for marketers by showing them which channels are performing and which aren't,” Tamara Grominsky, Chief Strategy Officer of Unbounce, said in the announcement. “By combining LeadsRx’s wealth of new data with our conversion intelligence platform, we have the opportunity to deliver conversion value to marketers across a wider spectrum of the marketing funnel.”

This marks the first purchase Unbounce has made since Bochicchio was named CEO in October 2021 and is the second acquisition for the company in less than a year. Unbounce acquired creative services provider Snazzy AI in the first half of 2021. 

Last year Unbounce closed a $38 million venture funding round led by Crest Rock Partners. It raised a seed round in 2011 with Seattle’s Founders’ Co-op among the investors.

“Unbounce and LeadsRx share a vision for the future of marketing that machines and marketers can work better together to produce the best results possible,” said Brown. “We're bringing together some of the most creative and inventive engineers, marketing and customer services professionals — I'm excited for what the future holds and the innovative products we will be able to offer companies and agencies around the world.” 

Unbounce says it plans to invest in LeadsRx’s technology and business operations, adding engineering, sales and marketing talent.