What Conversion does

Conversion Sp. z o.o. is a Warsaw-based analytics boutique founded in 2010, positioned as the first independent analytics consultancy in Poland. The company delivers web analytics implementation, conversion rate optimization (CRO), data engineering, marketing attribution, and analytics training services, primarily to enterprise and mid-market clients in e-commerce, retail, fashion, publishing, healthcare, telecom, and financial services. Its go-to-market is sales-led B2B, anchored by a free 45-minute consultation, followed by project-based and managed analytics engagements delivered by certified analysts. The firm holds the highest-tier Google partner credentials available in Poland — Google Marketing Platform Sales Partner, Certified Partner, GA360 Reseller, and GTM360 Sales Partner — which provides resale rights and direct product access.

The technical platform is built primarily on the Google stack (GA4, GA360, Server-Side GTM, BigQuery, Looker Studio) but has expanded to multi-cloud (GCP, Azure, AWS), multi-warehouse (BigQuery, Snowflake, Redshift, Azure Synapse), and a broad app analytics and CRO tooling footprint (Firebase, Adjust, AppsFlyer, Hotjar, VWO, Optimizely, Microsoft Clarity). On top of consulting services, Conversion has productized four recurring offerings: Conversion Data Guard (real-time monitoring of data collection), Conversion Insight Stream (automated anomaly detection and alerting), Analytics Hotline (ad-hoc analyst support), and Ecommerce Attributor (attribution modeling). A new Predykcja i AI line leverages BigQuery ML and Vertex AI for predictive use cases, though AI capabilities remain Google-platform-dependent.

The business model combines professional services (strategy, implementation, training) with managed services (analytical care) and a growing layer of productized SaaS/support. The client base spans 200+ Polish and international firms, with documented outcomes including 47% average annual revenue growth across clients and 86% client satisfaction. The company remains privately held, founder-led (CEO Mariusz Michalczuk), and self-funded, with a nominal share capital of 12,000 PLN and no disclosed institutional investors.

Name

Conversion

Legal name

Conversion Sp. z o.o.

Website

https://conversion.pl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Conversion is a Warsaw-based analytics boutique and certified Google partner delivering web analytics implementation, CRO, data engineering, and training to enterprise and e-commerce clients, primarily in Poland, supplemented by three proprietary SaaS products.

Ownership category

akta.pro rank

Product category

Web Analytics and Data Consulting

NAICS

Marketing Consulting Services (541613), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industry

Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

• Web analytics services
• Conversion rate optimization
• GA4 implementation
• Data analytics consulting
• E-commerce analytics

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Strategy & Consulting: Long-term analytics strategy development, data audits, analytical care, and strategic workshops. Custom solutions tailored to client expectations, industry specifics, and business challenges.
2. Professional Services - Implementation: Implementation and configuration of analytics technologies including GA4, Server-Side GTM, Google BigQuery, Consent Mode v2, Enhanced Conversions, and data models.
3. Professional Services - Training: Individual training sessions and workshops for client employees on Google Analytics 4, Google Tag Manager, and other analytics tools based on 12 years of experience.
4. Managed Services - Analytical Care: Ongoing analytical support and outsourcing of experienced internet analysts to work as part of client teams.
5. Data Activation Services: CRO optimization, e-commerce analytics, marketing attribution, and product feed optimization services that drive revenue growth.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Conversion is a Polish analytics boutique and certified Google partner that provides web analytics consulting, implementation, training, and managed analytical services built on Google Marketing Platform tools (GA4, GTM, server-side GTM, BigQuery, Consent Mode v2, Enhanced Conversions). The firm also sells three proprietary monitoring and support products — Conversion Data Guard (real-time data-pipeline monitoring), Conversion Insight Stream (anomaly detection and alerting on business metrics), and Analytics Hotline (on-demand analyst support) — alongside CRO, attribution, and data activation services for e-commerce, lead generation, and publishing clients.

Product overview

Conversion is a Polish analytics boutique consultancy (certified Google partner) that implements Google tools and manages data analysis processes for clients to improve conversion rates and optimize marketing campaigns. The company operates a portfolio of three named SaaS/managed products alongside a broad suite of consulting services. The three core products are Conversion Data Guard (real-time metric monitoring and alerting when data collection is interrupted), Conversion Insight Stream (automated business metric monitoring with anomaly detection), and Analytics Hotline (flexible ad-hoc analytics support). The broader consulting services span strategy and advisory, data collection and implementation (GA4, GTM, Consent Mode v2, server-side GTM, BigQuery), data engineering and warehousing, data activation and CRO, and training.

Differentiator

Problem solved

Functional benefit

Brands

• Conversion Data Guard: Monitoring service that tracks metrics and responds when data collection is interrupted, taking corrective actions within established budget.
• Conversion Insight Stream
• Analytics Hotline

Products and services

• Conversion Data Guard Real-time monitoring service that continuously watches key analytics metrics and responds immediately when data collection is interrupted, taking corrective actions within an established budget. Sold as a standalone product to clients needing reliable, uninterrupted data pipelines.
• Conversion Insight Stream Analytics solution that automatically monitors key business metrics, detects anomalies and data errors, and immediately notifies the analytical team. Sold as a standalone product to companies requiring real-time oversight of business-critical metrics.
• Analytics Hotline Flexible on-demand analytical support service allowing clients to submit questions, requests, and ad-hoc tasks; Conversion handles execution once clients grant access to required tools. Sold as a standalone recurring service.
• Analytical Care (managed analytics outsourcing) Long-term managed engagement in which experienced internet analysts work as part of the client's team, handling ongoing analytics operations. Sold as a recurring outsourcing service to companies that need sustained senior analytics capacity.
• Conversion Rate Optimization (CRO) CRO engagement that analyzes user behavior, identifies conversion barriers, tests hypotheses, and develops user-experience changes to lift conversion rates without increasing traffic. Sold as a project or sprint engagement.
• GA4 Implementation End-to-end implementation and configuration of Google Analytics 4, including data layers, events, and conversion definitions, delivered as a discrete implementation project.
• Server-Side GTM Implementation Server-side Google Tag Manager deployment that recovers data lost to ad-blockers, ITP, and consent restrictions, delivered as a discrete implementation project.
• Google BigQuery Implementation Deployment of Google BigQuery as a data warehouse, including data ingestion, modeling, and query layer setup, delivered as a discrete implementation project.
• GA4 and GTM Training Individual training sessions and workshops on Google Analytics 4, Google Tag Manager, and related analytics tools, drawing on 12+ years of practitioner experience. Sold as standalone training engagements for client teams.
• Marketing Attribution Modeling Attribution modeling service that builds custom attribution models (including BigQuery-based attribution such as the 90% query cost reduction delivered for Play) to measure marketing effectiveness across channels.
• E-commerce Analytics Specialized analytics service for online retail covering purchase funnel, product performance, merchandising, and customer behavior analysis.
• Ecommerce Attributor Attribution modeling solution for e-commerce analytics that distributes credit across marketing touchpoints to clarify channel ROI.
• Data Visualization and Reporting Dashboards Design and implementation of automated, multi-source reporting dashboards (Looker Studio, Looker, Power BI, Tableau, QlikView) that translate data into decision-ready visuals for management.

Quantifiable outcome

• 47% average annual revenue growth for clients
• +9 more outcomes

Named customers34 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• GooglecoreTechnology or IntegrationCertified Google partner with multiple specializations: Google Marketing Platform Sales Partner, Google Certified Partner, Google Analytics 360 Reseller, Google Tag Manager 360 Sales Partner. Provides access to exclusive Google knowledge, resources, and enterprise tools. Offers official Google training and certification support.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bounteous: Bounteous is a digital experience and analytics consultancy with deep Google Marketing Platform expertise, offering strategy, implementation, and managed services for analytics and CRO. Its service mix and Google-centric delivery model closely mirror Conversion's offering at larger scale.
• Analytics8: Analytics8 is a US-based data and analytics consultancy specializing in Google Analytics, BigQuery, and data warehousing implementations. It targets the same enterprise buyer and competes directly for CRO and analytics implementation engagements.
• Adswerve: Adswerve is a North American digital analytics consultancy and Google Marketing Platform/GA360 reseller. Like Conversion, it implements GA4, GTM, BigQuery, and provides CRO and data engineering services — making it the closest functional peer globally.
• Measurelab: Measurelab is a UK-based Google Analytics-focused consultancy offering training, implementation, and managed analytics services. It is a direct peer in product/market fit and serves as a useful comparable for Conversion's boutique analytics-services model.
• Loves Data: Loves Data is an Australia-based Google Analytics training and consulting firm. It shares Conversion's emphasis on GA/GTM training, implementation, and education-led demand generation, and targets a similar mid-market/enterprise buyer.

Broad incumbents

• Merkle: Merkle is a large data-driven performance marketing agency with substantial analytics, attribution, and customer experience capabilities. It competes for the same enterprise data and CRO budgets as Conversion, though at much greater scale.
• Dept Agency: Dept is a large global digital agency offering end-to-end marketing technology, data, and CRO services including GA4 implementation and experimentation. It competes with Conversion at the upper end of the enterprise market and across European geographies.
• iProspect: iProspect is a global digital performance agency owned by dentsu that offers analytics, CRO, and attribution services. It is a broader incumbent comparable to Conversion's data activation and CRO practices.

Regional players

• Piwik PRO: Piwik PRO is a Polish-headquartered privacy-centric web analytics platform, one of Conversion's listed technology partners. As a fellow Polish analytics player with a competing product angle (consent-mode-friendly analytics), it is a relevant regional comparable.
• Webimpacto: Webimpacto is a Spain-based digital analytics and CRO consultancy that implements Google Analytics and provides optimization services. It is a strong regional peer to Conversion in the European mid-market for CRO and analytics implementation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCYfbvXMUFF7PJmM3zUaW7pg
• Facebookfacebook.com/Conversion.blog
• LinkedInlinkedin.com/company/conversion/mycompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Conversion