What Metric Theory does

Metric Theory is a US-based, data-driven digital marketing agency founded in 2012 and headquartered in San Francisco, operating from five US offices (San Francisco, Denver, New York, Orange County, Salt Lake City) with approximately 150 employees. Following its 2021 merger with MightyHive and S4Capital, the firm now operates as part of the Monks network while continuing to deliver performance marketing services under its legacy brand. As of 2021, Metric Theory managed over $275MM in client ad spend and had worked with more than 500 clients.

The company's core technology stack centers on its proprietary COMPASS analytics dashboard, which consolidates cross-channel performance data into custom reporting views, complemented by in-house Performance Mix Modeling for forecasting and custom regression model-assisted bidding strategies built from Google Auction Insights data. Service offerings span the full digital media spectrum: search engine marketing (SEM), paid social (Facebook, Instagram, LinkedIn, Snapchat, Pinterest), display and remarketing, Google and Bing Shopping campaigns, product feed management, Amazon advertising, programmatic (including CTV, audio, and digital out-of-home via The Trade Desk, StackAdapt, and DV360), ad creative, video, affiliate marketing, and mobile app user acquisition. The agency maintains Google Premier Partner and Bing Elite Agency status and integrates with Meta, Amazon, LinkedIn, and supporting analytics/verification platforms.

Metric Theory generates revenue through managed services fees tied to client ad spend under management, sold primarily via a sales-led, enterprise-focused direct motion with dedicated account teams. Customer segments span B2B SaaS, retail and DTC brands, ecommerce, mobile app user acquisition, and growth-stage startups, with monthly ad spend tiers ranging from $30k to $1M+. Leadership is anchored by co-founder and CEO Ken Baker, with co-founders Adam Edwards (Chief Client Officer) and Jeremy Brown (Chief Marketing Officer), CRO Amanda Ferrante, and SVP Enterprise Brian Jones.

Name

Metric Theory

Legal name

Metric Theory

Website

https://metrictheory.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Metric Theory is a US digital marketing agency managing over $275MM in client ad spend across search, social, display, programmatic, and Amazon channels for 500-plus B2B, retail, ecommerce, app, and startup clients via its proprietary COMPASS analytics platform, now operating within the Monks network.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

Keywords

• Digital marketing agency
• Paid media management
• Performance marketing services
• Programmatic advertising
• Ecommerce marketing

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Managed Digital Marketing Services: Full-service digital marketing management including SEM, paid social, programmatic, Amazon advertising, and creative services. Revenue generated through managed service fees based on client ad spend under management.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Metric Theory is a performance digital marketing agency that plans, buys, and manages paid advertising for brands across search, social, display, programmatic, video, mobile, affiliate, and Amazon channels. The firm bundles strategy, campaign execution, creative production, and analytics — including its proprietary COMPASS dashboard — into managed engagements billed as a service on top of client ad spend.

Product overview

Metric Theory is a data-driven digital marketing agency offering a comprehensive suite of performance marketing services. The core proprietary product is COMPASS, an analytics and reporting platform that consolidates performance data across channels. Services span search engine marketing (SEM), paid social (Facebook, Instagram, LinkedIn, Snapchat, Pinterest), display and remarketing, shopping ads, product feed management, Amazon marketing, programmatic advertising (CTV, audio, out-of-home), ad creative, video advertising, affiliate marketing, and mobile advertising. The company operates as a full-service agency managing over $275MM in ad spend across 500+ clients, providing strategy, execution, and measurement across all major digital advertising channels.

Differentiator

Problem solved

Functional benefit

Products and services

• COMPASS Analytics Platform Proprietary analytics and reporting platform that consolidates performance data across all marketing channels into custom dashboards, enabling ad test tracking, drill-down analysis, and data-driven decision-making for Metric Theory's client engagements.
• Search Engine Marketing (SEM) Managed SEM service covering ad copy and testing, keyword research, bid management, mobile ad strategy, shopping campaigns, remarketing, display & Gmail ads, and YouTube video ads through Google Premier Partner and Bing Elite Agency access.
• Paid Social Advertising Social media advertising across Facebook, Instagram, LinkedIn, Snapchat, and Pinterest including audience targeting, lookalike modeling, dynamic product ads, and lead ads.
• Shopping Ads Management Google and Bing Shopping campaign management including product group structure, bid optimization, merchant center monitoring, dynamic remarketing, and shopping extensions.
• Product Feed Management Product feed optimization service using leading software to customize millions of attributes, manage promotions, and provide error monitoring and correction across Google, Bing, Facebook, Instagram, Pinterest, Microsoft, and Rakuten.
• Amazon Marketing Amazon advertising management including Sponsored Products, Sponsored Brands, and Sponsored Display, plus product listing optimization, MAP & reseller management, and cross-marketplace expansion to Walmart, eBay, and Target+.
• Programmatic Advertising Programmatic display, video, native, CTV, audio, and digital out-of-home advertising through The Trade Desk, StackAdapt, and DV360 with fraud and brand safety verification via IAS.
• Ad Creative Services Performance-driven creative services including social feed ads, video ads, and display banners built by designers specialized in digital advertising.
• Digital Video Advertising YouTube and social video advertising including video remarketing, channel placements, interest and keyword targeting, shoppable YouTube, and brand lift measurement.
• Affiliate Marketing Affiliate marketing management including partner optimization, promotions strategy, commission management, creative testing, and influencer campaigns through RewardStyle, BuzzFeed, Meredith, Honey, and RetailMeNot.
• Mobile Advertising Mobile app advertising including Apple Search Ads, Google Universal App Campaigns, Facebook App Install Ads, and app re-engagement strategies with cross-device attribution.
• Facebook & Instagram Ads Facebook and Instagram advertising management including creative strategy, audience strategy, ad unit testing, placement planning, B2B lead generation, and mobile app growth.
• LinkedIn Ads LinkedIn advertising for B2B with content strategy, prospecting campaigns, lead gen forms, InMail, remarketing, account-based marketing, and CRM-based lead quality optimization.
• Display & Remarketing Advertising Display advertising with behavioral targeting, site placement optimization, programmatic display, custom audience targeting, and remarketing strategies.

Quantifiable outcome

• First-year clients grow 68% on average
• +11 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability5 records

Feature4 records

Partnerships

19 partnerships are on record, tiered core and secondary.

• GooglecoreTechnology or Integration · 1 August 2017Google Premier Partner status with priority access to beta programs, new ad innovations, and training resources. Manages Google Ads including Search, Shopping, Display, YouTube, and programmatic through DV360.
• BingcoreTechnology or Integration · 1 August 2017Bing Elite Agency status, the highest partnership level, providing access to exclusive tools, support, and priority placements.
• Meta (Facebook)coreTechnology or IntegrationManages Facebook, Instagram, and Messenger advertising with access to Meta's ad products, audience data, and optimization tools.
• Amazon AdvertisingcoreTechnology or IntegrationManages Amazon Sponsored Products, Sponsored Brands, and Sponsored Display advertising with expertise in Amazon-specific optimization and reporting.
• LinkedIncoreTechnology or IntegrationLinkedIn Advertising agency managing B2B campaigns with access to LinkedIn's employment data, job targeting, and account-based marketing tools.
• The Trade DeskcoreTechnology or IntegrationDSP partner for programmatic advertising providing access to The Trade Desk's platform for display, video, and CTV advertising.
• StackAdaptsecondaryTechnology or IntegrationDSP partner for programmatic media buying and audience targeting across display, video, and native advertising.
• DV360 (Google Marketing Platform)coreTechnology or IntegrationManages programmatic display and video campaigns through Google's DV360 platform for integrated campaign management.
• Integral Ad Science (IAS)secondaryTechnology or IntegrationVerification partner for fraud prevention and brand safety in programmatic advertising campaigns.
• TealiumsecondaryTechnology or IntegrationAudience management and tag management integration for unified customer data and campaign tracking.
• TableausecondaryTechnology or IntegrationBusiness intelligence and data visualization platform used for custom dashboards and performance reporting.
• BiziblesecondaryTechnology or IntegrationB2B marketing attribution platform for tracking and optimizing the full customer journey across channels.
• SnapchatsecondaryTechnology or IntegrationSnapchat Certified Partner managing Snapchat advertising with access to Snapchat's audience targeting and ad products.
• PinterestsecondaryTechnology or IntegrationManages Pinterest advertising for visual discovery and shopping-focused campaigns.
• KenshoosecondaryTechnology or IntegrationEnterprise marketing platform for bid management and campaign automation across search and social.
• LookersecondaryTechnology or IntegrationBusiness intelligence platform used for data analysis and customer journey mapping, particularly for user acquisition clients.
• Google Tag ManagercoreTechnology or IntegrationTag management integration for campaign tracking, conversion measurement, and cross-channel attribution.
• RewardStylesecondaryChannel Partner/ Reseller/ DistributorAffiliate marketing partner for influencer-driven commerce and content monetization.
• Monks / S4CapitalcoreStrategic or Co-development PartnerMetric Theory merged with MightyHive and S4Capital, becoming part of the Monks network. Expands global reach while maintaining performance marketing leadership.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tinuiti: Large US performance marketing agency offering paid search, paid social, programmatic, Amazon, and analytics services. Closest like-for-like competitor in scale, service mix, and client profile to Metric Theory.
• Brainlabs: Data-led digital media agency with proprietary technology and a similar multi-channel paid search/social/programmatic offering. Directly comparable in its analytics-driven positioning.
• Wpromote: US-based performance marketing agency serving mid-market and enterprise clients across search, social, programmatic, and ecommerce. Similar client segments and service breadth to Metric Theory.
• Jellyfish (The Brandtech Group): Global digital marketing agency with similar paid media, analytics, and creative offerings. Direct competitor for enterprise digital performance engagements.
• MightyHive: Programmatic and data-focused agency that merged with Metric Theory under S4Capital/Monks. Shares DNA and many clients; effectively a sibling brand rather than competitor post-merger.
• AdRoll: Performance marketing platform and agency services focused on retargeting, display, and ecommerce. Overlaps in display, remarketing, and DTC/ecommerce client focus.

Broad incumbents

• iProspect (Dentsu): Global performance marketing agency within Dentsu. Competes for the same enterprise clients as Metric Theory but operates within a much larger holding company portfolio.
• GroupM (WPP): World's largest media investment group. Competes on multi-channel paid media buying and analytics at the enterprise tier, though within a broader portfolio including creative, content, and research.
• Publicis Performics: Performance marketing arm of Publicis Groupe. Competes with Metric Theory on enterprise paid media and commerce marketing, but as part of a much larger global holding company portfolio.

Regional players

• Resolution Digital: Australia-based digital performance agency offering paid search, social, SEO, and programmatic. Comparable service mix but geographically focused on APAC rather than competing directly in the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/metric-theory
• Xx.com/metrictheory
• Facebookfacebook.com/metrictheory

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metric Theory