Differture

What Differture does

Differture (legal entity ООО "РУМ42" / Limited Liability Company RUM42) is a Moscow-based, privately held B2B SaaS company founded in 2018 that operates a marketing ETL platform for analytics automation. The platform extracts data from Russian and global advertising systems — Facebook Ads, Yandex Direct, VKontakte (VK Ads), and MyTarget — as well as from Google Analytics, then cleans, transforms, and loads the data into Google Analytics or Google BigQuery. A flagship capability is "raw hit streaming," which streams unmodified Google Analytics hit data directly to BigQuery, bypassing GA sampling and eliminating the need for Google Analytics 360. Differture also offers integrations to AmoCRM, the Bank of Russia FX API, a custom API endpoint for arbitrary data ingestion, and (in a higher tier) Snowflake.

Differture's product portfolio is organized around two primary modules: an Expense Import module that pipes ad spend, clicks, and impressions from the four supported ad platforms into Google Analytics, and an End-to-End Analytics module that combines user behavior and ad cost data for cross-channel attribution modeling (last click, first click, last non-direct). Data refresh cadence is every 10 minutes, and all processing runs on Russian infrastructure (Yandex and Selectel servers), with Differture itself not retaining customer data — a positioning that aligns with Russian data sovereignty expectations.

The company operates a product-led growth model: customers self-serve sign up at differture.com, configure integrations themselves, and use a balance-top-up payment system with no monthly subscription. Pricing is usage-based — ₽6.5 per 1,000 streaming hits — and channel-based for ad spend imports (₽1,000–1,900 per channel per month), with premium tiers bundling cloud storage (Google BigQuery, Azure, AWS) and Snowflake. Target customers are digital marketers and analytics/BI teams in Russia needing unified multi-channel advertising analytics. The company is bootstrapped, founder-operated, and serves only the Russian market, with no disclosed external funding, management team details, or enterprise customer logos.

Name

Differture

Legal name

Общество с ограниченной ответственностью "РУМ42"

Website

https://differture.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Differture (ООО "РУМ42") is a Moscow-based, bootstrapped B2B SaaS company operating a marketing ETL platform that pipes data from Facebook Ads, Yandex Direct, VKontakte, MyTarget, and Google Analytics into Google BigQuery or Google Analytics. It targets Russian digital marketers and analytics teams via a self-serve, usage-based pricing model.

Ownership category

akta.pro rank

Product category

Marketing Data Integration (ETL)

akta.pro primary industry

Attribution, Measurement, Analytics & Incrementality (BPAMALAF)

akta.pro secondary industry

Database/Application Data Layer Modernization (DB migration, ORM, caching) (BPAEAFAL)

Keywords

• Marketing ETL
• Advertising analytics
• Data pipeline
• Ad spend tracking
• Marketing attribution

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Streaming Data Service: Usage-based pricing where customers pay per volume of data transferred. No monthly subscription fee. Pay only for actual data volume processed.
2. Ad Spend Import Service: Channel-based pricing where customers pay per advertising channel connected. Unlimited number of channels available. Pay-per-channel model with no volume-based component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Differture is a self-serve marketing ETL platform that extracts raw data from advertising systems (Facebook Ads, Yandex Direct, VKontakte, MyTarget), analytics systems, CRM (AmoCRM), and custom APIs, cleans and transforms it, and loads it into Google Analytics or Google BigQuery. It enables unified ad spend tracking, end-to-end cross-channel attribution, and raw hit streaming without sampling, sold as a usage-based or per-channel service rather than a fixed subscription.

Product overview

Differture is a marketing ETL (Extract, Transform, Load) platform for analytics automation. The core product provides an ETL tool that collects raw data from Google Analytics and advertising platforms (Facebook, Yandex Direct, VKontakte, MyTarget), cleans and transforms the data, and loads it into user-selected databases or Google Analytics. The product portfolio consists of two main modules: (1) Expense Import to Google Analytics — for importing ad spend from multiple advertising platforms into Google Analytics; and (2) End-to-End Analytics — for transmitting user behavior and advertising expense data into data warehouses for comprehensive cross-channel attribution modeling. Additional features include data streaming from Google Analytics to Google BigQuery, CRM integration for deal tracking, and currency exchange rate synchronization.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing ETL Tool for Analytics (ETL инструмент для аналитики) Core Differture platform that automates extraction of raw data from advertising platforms (Facebook Ads, Yandex Direct, VKontakte, MyTarget), Google Analytics, AmoCRM, and custom APIs; cleans and transforms the data; and loads it into Google Analytics or Google BigQuery for marketing analytics.
• Ad Spend Import to Google Analytics (Импорт расходов в Google Analytics) Standalone Differture solution that automatically imports advertising expenses, clicks, and impressions from Facebook Ads, Yandex Direct, VKontakte, and MyTarget into Google Analytics, enabling unified ad spend tracking and ROI measurement. Priced from 1,000 RUB per month per channel with unlimited channels.
• End-to-End Analytics (Сквозная аналитика) Standalone Differture solution that transmits user behavior, advertising expense data, CRM events, and currency rates into a customer-chosen data warehouse (Google BigQuery, Microsoft Azure, AWS, Snowflake), enabling cross-channel attribution modeling and comprehensive reporting.
• Data Streaming Service (Стриминг данных) Standalone Differture paid service that streams raw hit data from Google Analytics directly to Google BigQuery in near real-time (every 10 minutes), bypassing Google Analytics processing to deliver unsampled source data, with automatic session formation and geolocation detection.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core.

• Google (OAuth, BigQuery API)coreTechnology or IntegrationUses Google OAuth for authentication and Google BigQuery API for data storage. Differture streams data to BigQuery and imports from Google Analytics through official APIs.
• Facebook (Facebook Ads API)coreTechnology or IntegrationIntegration with Facebook Ads API to extract advertising performance data including impressions, clicks, costs, and campaign metrics.
• Yandex (Yandex Direct API)coreTechnology or IntegrationIntegration with Yandex Direct API for Russian-language advertising platform data extraction.
• VKontakte (VK Ads API)coreTechnology or IntegrationIntegration with VKontakte (VK) advertising platform API for social media ad data including campaign and ad-level statistics.
• MyTarget (MyTarget API)coreTechnology or IntegrationIntegration with MyTarget advertising platform API for banner and campaign statistics.
• Yandex (Data processing servers)coreTechnology or IntegrationData processing infrastructure hosted on Yandex servers in Russia for data cleaning, transformation, and loading operations.
• Selectel (Data processing servers)coreTechnology or IntegrationData processing infrastructure hosted on Selectel servers in Russia for data cleaning, transformation, and loading operations.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Funnel.io: Marketing ETL hub that consolidates data from hundreds of advertising and analytics sources into warehouses and BI tools — directly comparable hub-and-spoke model to Differture.
• Supermetrics: Leading marketing data pipeline platform that extracts data from ad platforms and loads it into warehouses and BI tools — the same core ETL use case as Differture, but with broader global coverage and a stronger enterprise motion.
• Improvado: Marketing data pipeline platform aggregating ad-platform and analytics data into data warehouses for unified reporting — overlaps heavily with Differture's expense-import and attribution functionality.
• OWOX BI: Marketing analytics platform with strong Google Analytics → BigQuery streaming and multi-channel attribution — the closest functional overlap to Differture's raw-hit streaming and end-to-end analytics modules, with Russian/Ukrainian roots.
• Adverity: Enterprise marketing analytics and ETL platform connecting ad platforms, CRMs, and warehouses — directly comparable architecture to Differture, positioned upmarket.
• Roistat: Russian end-to-end marketing analytics and call-tracking platform — directly competes with Differture in the Russian market for ad-spend-to-revenue attribution.
• Windsor.ai: Marketing attribution and data integration platform that pipes ad-platform data into warehouses and BI tools — comparable ETL-and-attribution scope to Differture.
• Dataddo: No-code ETL and data pipeline platform with marketing data connectors — comparable connector-based ETL model to Differture, with broader warehouse destination support.
• Albato: Russian-founded integration and data-pipeline platform with advertising and CRM connectors — competes with Differture in the Russian-speaking market on no-code marketing data integration.

Broad incumbents

• Google Analytics 360: The paid, enterprise version of Google Analytics that Differture's raw-hit streaming feature is explicitly designed to bypass — represents the incumbent alternative Differture positions against.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/differture

Revenue estimate

Valuation estimate

Number of profiles

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 Differture