Webtrekk

Marketing Analytics Softwarewebtrekk.com

Webtrekk (now Mapp Intelligence) is a Berlin-based customer intelligence SaaS platform that enables mid-to-large enterprises to unify first-party user and marketing data across devices, delivering AI-assisted analytics, user scoring, and cross-channel campaign optimization.

Company typePrivate
Founded2004
HeadquartersBerlin, Germany
Headcount101–250
GTM typeB2B
OfferingSoftware

What Webtrekk does

Webtrekk, founded in 2004 in Berlin, Germany, operates a customer intelligence platform that enables enterprises to connect and activate user and marketing data across devices and channels. The core offering, now branded Mapp Intelligence (formerly Webtrekk Analytics), provides web and cross-channel analytics, AI-powered user predictions and scorings, campaign dashboards, and audience insights built on first-party data. The platform is supplemented by AI Marketer, an AI-assisted marketing intelligence system that automates anomaly detection, root-cause analysis, audience discovery, and social media data interpretation; AI Marketer was developed as an EFRE/Pro FIT program-funded research initiative in partnership with Investitionsbank Berlin.

The company operates on a subscription-based SaaS model, selling direct to medium-sized and larger enterprise customers through a sales-led GTM motion with no publicly disclosed pricing. Its technology stack emphasizes integration and interoperability across channels, with authenticated API access (SSO/OAuth2) and ISO 27001, ISO 27018, and GDPR-compliant infrastructure — relevant differentiators in the European enterprise market. In June 2019, Webtrekk was acquired by Mapp, a global digital marketing platform; Webtrekk's employees and organizational structures were fully integrated into Mapp, and the Webtrekk Analytics product was rebranded as Mapp Intelligence within the Mapp Cloud ecosystem. Webtrekk GmbH remains the legal entity, headquartered at Robert-Koch-Platz 4, 10115 Berlin, with a US presence through Mapp Digital US, LLC in San Diego.

Prior to and after the Mapp acquisition, Webtrekk's history includes approximately $35M in total disclosed funding (notably a 2014 round of ~$33.9M led by DPE Deutsche Private Equity), the 2013 acquisition of DIVOLUTION, and the 2019 launch of AI Marketer. The company positions itself as one of Europe's market-leading customer intelligence platforms, with 20+ years of operational history, now operating as a product line within the broader Mapp Cloud cross-channel marketing ecosystem.

Webtrekk firmographics

Firmographics

Name: Webtrekk
Legal name: Webtrekk GmbH
Website: https://webtrekk.com
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 101–250 employees
Short description: Webtrekk (now Mapp Intelligence) is a Berlin-based customer intelligence SaaS platform that enables mid-to-large enterprises to unify first-party user and marketing data across devices, delivering AI-assisted analytics, user scoring, and cross-channel campaign optimization.
Ownership category
akta.pro rank

Webtrekk industry classification

Industry

Product category: Marketing Analytics Software
NAICS: Web Search Portals and All Other Information Services (519290), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Web Search Portals, Libraries, Archives, and Other Information Services (5192)
SIC: Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)
akta.pro industry: PRIMARYBPAMAAAG
Recommendation & Discovery Engines (content/product)
Business & Public Services/Web, Mobile & Digital Platforms/Search, Discovery & Web Portals
SECONDARYHDAAADAA
Text Analytics & Information Extraction (NER, classification, sentiment)
Hardware, Technology & Telecom/Artificial Intelligence & Machine Learning/Natural Language Processing (NLP)
SECONDARYHDAAADAI
Knowledge Graphs, Ontologies & Entity Resolution
Hardware, Technology & Telecom/Artificial Intelligence & Machine Learning/Natural Language Processing (NLP)

Keywords

Customer intelligence platform
Web analytics software
Cross-channel marketing
Marketing analytics
First-party data analytics

Where Webtrekk is headquartered

Location

Headquarters

HQ city: Berlin
HQ country: Germany
HQ region: Europe

Offices2 records

Markets served

Webtrekk business model

Business model

GTM type: B2B
Offering type: Software
Cost components: Technology or R&D, Personnel, Infrastructure, Marketing or Sales

Revenue model

Subscription-based SaaS: Webtrekk/Mapp Intelligence operates as a SaaS platform providing customer intelligence and analytics services on a subscription basis

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Webtrekk product offering

Product offering

Core offering

Webtrekk provides a customer intelligence and web analytics platform (now branded as Mapp Intelligence) that enables businesses to track website usage, analyze user behavior, and activate first-party data across channels for insight-led customer engagement. The platform offers AI-powered predictions, user scorings, campaign dashboards, anomaly detection, and cross-channel marketing optimization as a subscription-based SaaS solution.

Product overview

Webtrekk operates as a Customer Intelligence Platform that has been integrated into Mapp's product portfolio. The core offering is Mapp Intelligence (formerly Webtrekk Analytics), a standalone analytics and marketing intelligence solution that is also part of the Mapp Cloud platform. Mapp Intelligence provides AI-powered predictions, user scorings, and campaign optimization through its analytics capabilities. A supplementary research initiative called AI Marketer (EFRE-funded) develops AI-assisted marketing tools including anomaly detection, root-cause analysis, and automated reporting. The company emphasizes insight-led customer engagement with cross-channel capabilities built on first-party data.

Differentiator

Problem solved

Functional benefit

Products and services

Mapp Intelligence (formerly Webtrekk Analytics) Customer Intelligence and Analytics platform providing insight-led customer engagement for medium-to-large enterprises. Offers AI-powered predictions, user scorings, campaign dashboards, anomaly detection, and cross-channel marketing optimization. Operates as a standalone SaaS solution and is also integrated into Mapp Cloud.
AI Marketer AI-powered marketing intelligence system that supports analysts and marketing professionals with decision templates, campaign optimization recommendations, anomaly detection, audience discovery, social media data analysis, root-cause analysis using an event database (sports championships, weather, pandemics, holidays), and automated dashboard generation.

Quantifiable outcome

Customers can plan more efficiently, improve marketing performance, and achieve significantly higher results from their budgets

Companies that use Webtrekk

Customer profile

Segments1 record

Ideal customer profiles1 record

Webtrekk technology and API

Technology

Technology focussed Yes

API detail

Has API: Yes
API docs
API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Webtrekk partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

MappcoreStrategic or Co-development Partner · 1 June 2019Webtrekk was acquired by Mapp in 2019 and became fully integrated under the Mapp brand. Webtrekk Analytics is now called Mapp Intelligence and is part of Mapp Cloud platform, combining customer intelligence with cross-channel marketing capabilities

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Webtrekk competitors and assessment

Company assessment

Direct peers

Amplitude: Amplitude is a leading product analytics platform with AI-powered behavioral insights and cohort analysis. It overlaps with Mapp Intelligence on user predictions, engagement scoring, and cross-channel customer journey analytics.
Piano: Piano is a digital media and customer intelligence platform combining analytics, personalization, and activation. It overlaps with Mapp Intelligence on customer insights, first-party data activation, and cross-channel campaign execution, particularly in publishing and media.
Mixpanel: Mixpanel is a product and customer analytics platform focused on event-based behavioral analysis, funnels, and retention. It competes with Mapp Intelligence in user-scoring, predictive analytics, and cohort analysis for digital-first enterprises.
Google Analytics 4: Google Analytics 4 is the dominant free web and cross-platform analytics product used by enterprises and SMBs globally. It directly competes with Mapp Intelligence on web analytics, customer intelligence, and event-based measurement, and is the primary displacement target in Webtrekk's European regulated-segment pitch.
Contentsquare: Contentsquare (which acquired Heap) provides digital experience analytics combining behavioral, product, and experience analytics. It targets the same enterprise buyers as Mapp Intelligence for cross-channel journey insights and conversion optimization.

Emerging players

Piwik PRO: Piwik PRO is an EU-based, privacy-first analytics and tag management suite built for enterprise compliance. It competes with Mapp Intelligence for European enterprises and public-sector buyers prioritizing on-premise or EU-hosted analytics.
Chartbeat: Chartbeat provides real-time content and audience analytics for digital publishers and media companies. While narrower in focus than Mapp Intelligence, it competes for the same enterprise analytics buyer focused on engagement and content performance insights.
Matomo: Matomo is an open-source, privacy-focused web analytics platform positioned as a GDPR-friendly alternative to Google Analytics. It competes directly with Mapp Intelligence in the European privacy-conscious mid-market segment where GDPR compliance is a buying criterion.

Broad incumbents

Adobe Analytics: Adobe Analytics is the enterprise incumbent in cross-channel digital analytics, part of Adobe Experience Cloud. It competes head-on with Mapp Intelligence (Webtrekk) for enterprise marketing analytics and first-party data activation, particularly in large global accounts.
Salesforce Marketing Cloud (Interaction Studio/Analytics): Salesforce Marketing Cloud offers cross-channel analytics and customer intelligence as part of its broader marketing platform. It competes with Mapp Intelligence for enterprise buyers seeking integrated analytics alongside campaign execution and CRM data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Webtrekk compliance and trust

Trust signal

Compliance3 records

Webtrekk financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Webtrekk leadership team

Management profile

Number of profiles

Profiles2 records

Webtrekk subsidiaries and ownership

Company hierarchy

Subsidiaries1 record

Webtrekk funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors1 record

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

Webtrekk M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about Webtrekk

What does Webtrekk do?

Is Webtrekk a public or private company?

Webtrekk is a private company. It is classified as corporate owned and is currently operating.

When was Webtrekk founded?

Webtrekk was founded in 2004. It employs 101 to 250 people.

Where is Webtrekk based?

Webtrekk is headquartered in Berlin, Germany, in the Europe region.

How does Webtrekk make money?

One revenue line is on record: subscription-based SaaS.

Who are Webtrekk's main competitors?

Direct peers on record are Amplitude, Piano, Mixpanel, Google Analytics 4 and Contentsquare. Emerging players are Piwik PRO, Chartbeat and Matomo. Broad incumbents are Adobe Analytics and Salesforce Marketing Cloud (Interaction Studio/Analytics).

Does Webtrekk have an API?

Yes. Mapp Intelligence (formerly Webtrekk) provides authenticated API access for customers. Login portal available at suite.webtrekk.com with SSO and OAuth2 support (code challenge method). Q3 reporting interface accessible at report2.webtrekk.com. Documentation portal available at documentation.mapp.com. Specific API capabilities, rate limits, and developer portal details not fully specified in source material.

What industry is Webtrekk in?

Webtrekk's product category is Marketing Analytics Software. Its primary akta.pro industry code is BPAMAAAG, Recommendation & Discovery Engines (content/product), with a secondary code of HDAAADAA, Text Analytics & Information Extraction (NER, classification, sentiment). Its NAICS code is 519290 and its SIC code is 7370.