Exactag

What Exactag does

Exactag GmbH is a Düsseldorf-based marketing measurement and attribution technology company founded in 2010 that operates a Marketing Performance Platform combining Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), causal inference, and incrementality testing through a proprietary triangulation methodology. The platform is built on a proprietary first-party data collection layer that captures customer events (clicks, views, engagements, conversions) across cookieless and consent-driven environments, with a deterministic group-level methodology retaining ~90% accuracy versus user-level measurement. Data flows through a structured pipeline of Capture, Structure, Measure, Model & Attribute, Analyse & Report, and Activate stages, with attribution outputs pushed directly into bid managers (Google Ads, Search Ads 360) via an Attribution Push module for automated Smart Bidding optimization. The company serves 100+ enterprise brands across 115 markets, with named customers spanning European retail, travel, DIY, and digital platforms (DER Touristik, Eurowings/Lufthansa Group, OBI, BAUR, Lampenwelt), plus platform partnerships with Pinterest (Full View Impact Modeler pilot) and Meta (certified for MMM and MTA since November 2024).

The business model is enterprise SaaS with quote-based pricing and multi-year contracts; engagement begins with a consultative Clarity Session rather than a standard product demo, and the company operates a direct field sales motion targeting C-level executives and channel managers with no self-service or PLG component. Additional product modules include MMM Enhancements (TV, Direct Marketing, Baseline) for offline channel attribution, the Full View Impact Modeler using Bayesian Structural Time Series for upper-funnel view-based attribution, and AI Channel Tracking (2025) for identifying AI assistant traffic from ChatGPT, Gemini, and Claude as a distinct channel. Exactag is privately held, has 51-100 employees, has not disclosed external funding rounds, and is led by Managing Director Jörn Grunert and VP Strategy & Customer Growth Esther Cahn (25+ years industry experience, lecturer at HSLU). The company holds GDPR compliance, IAB TCF Vendor registration (vendor ID 312), Meta MMM/MTA certifications, and BVDW membership, positioning it as a neutral, independent measurement provider against platform-biased alternatives.

Name

Exactag

Legal name

Exactag GmbH

Website

https://exactag.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Exactag GmbH provides an enterprise Marketing Performance Platform combining multi-touch attribution, marketing mix modeling, causal inference, and incrementality testing via proprietary first-party tracking, serving 100+ brands across 115 markets from Düsseldorf.

Ownership category

akta.pro rank

Product category

Marketing Attribution & Analytics Software

NAICS

Advertising Agencies (54181), Other Services Related to Advertising (541890), Direct Mail Advertising (541860)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)

akta.pro secondary industries

Attribution, Measurement, Analytics & Incrementality (BPAMALAF), Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Marketing attribution software
• Multi-touch attribution
• Marketing mix modeling
• Cross-channel measurement
• Marketing analytics platform

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketing Performance Platform Subscription: SaaS platform subscription for marketing measurement and attribution. Pricing appears to be enterprise quote-based with multi-year contracts typical for enterprise clients. Includes modules for MTA, MMM, Attribution Push, and triangulation capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Exactag sells a Marketing Performance Platform that delivers cross-channel marketing attribution and measurement to enterprise advertisers. The platform combines Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), causal inference, and incrementality testing using proprietary first-party data collection, and pushes attribution outputs into bid managers for automated optimization.

Product overview

Exactag offers a Marketing Performance Platform that provides unified marketing measurement combining Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), causal inference, and incrementality testing through its Triangulation methodology. The platform operates through interconnected modules: Data Collection and Data Enrichment feed into Model Harmonization where MTA and MMM models analyze touchpoints, with results delivered via Data Utilization and Attribution Push for automated optimization. Additional specialized modules include MMM Enhancements (Baseline, TV, Direct Marketing), Full View Impact Modeler for view-based attribution, and AI Channel Tracking for emerging AI assistant traffic. The platform serves 100+ brands across 115 markets with first-party data collection that maintains accuracy in cookieless environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Performance Platform Unified SaaS platform for cross-channel marketing measurement that combines Multi-Touch Attribution, Marketing Mix Modeling, causal inference, and incrementality testing for enterprise advertisers.
• Multi-Touch Attribution (MTA) Data-driven multi-touch attribution module that analyzes every touchpoint in the customer journey across channels and assigns fractional credit based on statistically measured contribution to conversion.
• Marketing Mix Modeling (MMM) Statistical modeling approach that quantifies marketing effectiveness across digital and non-digital channels, using historical data to assess channel contributions and ROI.
• Attribution Push Activation module that automatically feeds granular attribution results into bidding systems such as Google Ads and Search Ads 360 for daily automated optimization without manual intervention.
• MMM Enhancements Suite of three modules (Baseline, TV, Direct Marketing) that extend attribution scope to offline channels including TV campaign measurement via German listening-tool data, incrementality baselines, and direct marketing catalogs.
• Full View Impact Modeler Advanced attribution feature using Bayesian Structural Time Series to measure upper-funnel view-based advertising impact, designed for visual platforms like Pinterest where traditional click attribution underestimates influence.
• AI Channel Tracking

Quantifiable outcome

• 28% cost reduction in display advertising
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature10 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MetacoreTechnology or Integration · 12 November 2024Exactag is certified partner with Meta for both Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA). The partnership enables integrated insights across all timeframes through triangulation. Exactag and Meta are collaborating on research initiatives advancing cross-channel measurement and optimizing media investments.
• PinterestcoreTechnology or Integration · 1 January 2022Pinterest collaborated with Exactag as a pilot partner for testing the Full View Impact Modeler feature. Pinterest contributed feedback and aggregated data to assess the measurement approach for visual engagement attribution. Pinterest views showed 67% increase in attributed conversions vs click-based attribution in pilot testing. Over 15 mutual customers have launched Full View Impact, with more than 35 brands integrating the algorithm.
• BVDWminorOthersMember of BVDW (Bundesverband Digitale Wirtschaft), the German Digital Economy Association.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Adjust: Mobile and cross-channel attribution platform with SKAdNetwork and incrementality solutions. Comparable to Exactag's MTA, incrementality testing, and attribution push workflows, with a stronger mobile-app focus.
• Measured: Enterprise MMM and incrementality platform focused on media mix optimization. Directly comparable to Exactag's MMM, causal inference, and incrementality triangulation modules.
• Analytic Partners: Commercial analytics and MMM specialist serving large enterprise advertisers. Overlaps with Exactag's MMM and ROI-based measurement value proposition.
• AppsFlyer: Cross-channel marketing attribution and measurement platform serving enterprise brands globally. Directly comparable to Exactag's MTA and Attribution Push capabilities, with broader coverage of mobile attribution.
• Kochava: Omnichannel attribution and analytics platform offering MTA, MMM, and incrementality. Overlaps with Exactag's triangulation methodology and enterprise measurement positioning.
• Northbeam: Cross-channel attribution and MMM platform purpose-built for DTC and e-commerce brands. Comparable to Exactag's measurement and Attribution Push capabilities, though with a PLG and mid-market go-to-market motion.
• Rockerbox: Marketing measurement platform combining MTA and MMM for mid-market and enterprise brands. Closely comparable to Exactag's triangulation approach and enterprise SaaS revenue model.

Emerging players

• Triple Whale: DTC-focused marketing attribution and analytics platform with MMM and AdWhale capabilities. Partial overlap with Exactag's attribution and MMM offerings, focused on Shopify-native mid-market brands.

Broad incumbents

• Adobe Analytics: Enterprise analytics suite (part of Adobe Experience Cloud) offering attribution, MMM, and customer journey analytics as part of a broader martech portfolio. Competes with Exactag at the enterprise measurement layer.

Regional players

• Adtriba: Hamburg-based incrementality and marketing measurement platform serving European enterprise advertisers. Closest DACH-headquartered peer to Exactag with overlapping MTA and incrementality methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInde.linkedin.com/company/exactag
• Xx.com/exactag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

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 Exactag