Exactag

Exactag, founded in Germany, has established itself as a neutral marketing performance platform specializing in multi-touch attribution and data-driven marketing optimization.

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Provides data-driven marketing attribution and performance measurement tools to optimize advertising spend across digital channels.

Exactag, founded in Germany, has established itself as a neutral marketing performance platform specializing in multi-touch attribution and data-driven marketing optimization. The company operates primarily in Europe, with offices in Düsseldorf and Duisburg, and serves a client base that includes major retail brands and DIY chains like OBI. Exactag's platform combines proprietary tracking technology with advanced algorithms to measure the impact of digital marketing campaigns across clicks, views, and offline channels.

Their solutions are designed to address the limitations of traditional attribution models, particularly in visually-focused platforms like Pinterest, where they've demonstrated a 67% increase in attributed conversions compared to click-based methods. The company has been actively developing features like the 'Full View Impact Modeler' to measure ad impressions in a cookieless environment, using Bayesian Structural Time Series for more accurate modeling. Recent case studies highlight their work with OBI, where their attribution push feature helped achieve a 32% ROAS increase in Google Shopping campaigns. Exactag employs a hybrid workforce model, with teams in data science, customer management, and technology, emphasizing deep analytical expertise without the agency culture of excessive hours.

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Who buys this

  • Large retail brands with significant digital ad spend
  • DIY and home-improvement chains (e.g., OBI)
  • E-commerce platforms requiring cross-channel attribution
  • Marketing agencies managing performance campaigns
  • Brands investing heavily in visual platforms like Pinterest

Publicly disclosed clients

  • OBI

Strengths and what to watch

Strengths

  • Proprietary tracking technology for neutral, comprehensive data collection
  • Algorithmic attribution models that outperform platform-native measurement (e.g., demonstrated 32% ROAS increase for OBI)
  • Specialized capabilities for visual platforms like Pinterest, showing 67% higher conversion attribution than click-based methods

Watch for

  • Dependence on Google Ads ecosystem for campaign optimization (Attribution Push feature)
  • Limited public information about client retention rates or churn
  • Concentration in European markets despite technical capabilities applicable globally

Recent moves

Key Information

Founded
2010
Headquarters
Düsseldorf, North Rhine-Westphalia, Germany

Frequently Asked Questions

What does Exactag do?

Exactag provides neutral marketing attribution technology that measures ad performance across digital channels. Their platform tracks clicks, views, and offline interactions using proprietary algorithms, helping brands optimize ad spend. Specializing in multi-touch attribution, they serve European retailers and demonstrate strong results for visual platforms like Pinterest. (45 words)

How does Exactag measure Pinterest ad performance differently?

Exactag's visual platform attribution goes beyond click tracking, measuring view-through conversions. Their methodology attributes 67% more Pinterest conversions than standard click-based models by analyzing impression impact. This helps brands better understand the true ROI of visually-focused ad placements where direct clicks are less common. (46 words)

Can Exactag track ads without cookies?

Yes, Exactag developed the Full View Impact Modeler for cookieless environments. It uses Bayesian Structural Time Series to measure ad impressions when cookies aren't available. This approach maintains attribution accuracy while adapting to privacy-focused browsing and upcoming cookie deprecation. (44 words)

What results has Exactag delivered for retailers?

Exactag's case study with OBI showed a 32% return on ad spend increase in Google Shopping campaigns using their Attribution Push feature. Their neutral measurement helps retailers identify underperforming channels and reallocate budgets effectively across digital touchpoints. (42 words)

Where is Exactag available?

Exactag primarily operates in Europe with offices in Düsseldorf and Duisburg, Germany. While their technology applies globally, most documented case studies involve European retail clients like OBI. Their solutions are particularly relevant for brands with significant digital ad spend in European markets. (45 words)

How does Exactag differ from platform-native attribution?

Exactag provides neutral, cross-channel measurement versus single-platform analytics. Their algorithms compare performance across all marketing touchpoints, avoiding platform bias. This helps advertisers see the full customer journey rather than isolated channel metrics, leading to more accurate budget allocation decisions. (45 words)

Sources

  1. exactag.com — OBI case study showing 32% ROAS increase
  2. exactag.com — 67% conversion increase for visual platforms
  3. exactag.com — Company structure and team composition
  4. exactag.com — Technical approach to attribution modeling
  5. exactag.com — Recent company perspectives on marketing measurement