Kissmetrics

Kissmetrics, founded in 2008 by Hiten Shah and Neil Patel, is a customer analytics platform that helps businesses track and optimize user behavior across digital channels.

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Tracks customer behavior across websites and apps to show which actions drive revenue.

Kissmetrics, founded in 2008 by Hiten Shah and Neil Patel, is a customer analytics platform that helps businesses track and optimize user behavior across digital channels. The company initially gained traction through its content marketing strategy, featuring guest posts from industry experts and webinars, which positioned it as a thought leader in analytics. In April 2025, Kissmetrics acquired Sandstorm Analytics to expand into gaming-focused analytics, signaling a strategic pivot under new CEO Evan Sforzo, who took over from founder Steve McGarry.

The platform is known for its ability to tie user actions to individual profiles, offering granular insights into revenue attribution, funnel drop-offs, and cohort retention. Kissmetrics serves over 10,000 growth teams, including notable clients like Microsoft, Airbnb, and HubSpot. The company operates on a subscription model, starting at $99/month after a 7-day free trial. Its recent acquisition and leadership transition suggest a focus on vertical-specific analytics, though competition from giants like Google Analytics remains fierce.

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Who buys this

  • E-commerce businesses optimizing conversion funnels
  • SaaS companies monitoring user retention
  • Marketing teams analyzing campaign attribution
  • Gaming studios tracking player engagement (post-2025 acquisition)

Publicly disclosed clients

  • Microsoft
  • Airbnb
  • HubSpot
  • Stripe
  • Mailchimp

Strengths and what to watch

Strengths

  • Deep user-level tracking across devices and sessions, unlike aggregate analytics
  • Revenue attribution models that go beyond last-click analysis
  • Library of actionable marketing guides and expert webinars

Watch for

  • Post-acquisition integration risks with Sandstorm Analytics
  • Leadership transition from founder to new CEO in 2025
  • Intense competition from free tools like Google Analytics

Key Information

Founded
2008
Employees
38
Country
United States

Frequently Asked Questions

What is Kissmetrics used for?

Kissmetrics tracks individual customer behavior across websites and apps to show which actions drive revenue. It provides granular insights into attribution, funnel drop-offs, and cohort retention for over 10,000 growth teams, including Microsoft and Airbnb. The platform specializes in user-level tracking beyond aggregate analytics.

How much does Kissmetrics cost?

Kissmetrics operates on a subscription model starting at $99/month after a 7-day free trial. Pricing scales based on features and data volume needs. The platform targets growth teams at e-commerce businesses, SaaS companies, and now gaming studios through its 2025 Sandstorm Analytics acquisition.

Who are Kissmetrics' main competitors?

Kissmetrics faces competition from free tools like Google Analytics, though it differentiates with individual user tracking and revenue attribution models. The 2025 acquisition of Sandstorm Analytics expanded its capabilities in gaming analytics, creating new competition in vertical-specific behavioral tracking solutions.

What types of businesses use Kissmetrics?

Key customers include e-commerce optimizing conversion funnels, SaaS monitoring retention, and marketing teams analyzing campaigns. Notable clients are Microsoft, Airbnb, and HubSpot. Post-2025, gaming studios tracking engagement became a new segment through the Sandstorm acquisition, reflecting Kissmetrics' expansion into vertical-specific analytics.

How does Kissmetrics track user behavior differently?

Unlike aggregate analytics, Kissmetrics ties actions to individual profiles across devices and sessions. This enables precise revenue attribution beyond last-click analysis. The platform combines behavioral data with marketing insights from its library of expert guides and webinars, helping teams optimize the full customer journey.

What changed at Kissmetrics in 2025?

In 2025, Kissmetrics acquired Sandstorm Analytics to expand into gaming-focused analytics and appointed Evan Sforzo as CEO, replacing founder Steve McGarry. These changes signaled a strategic pivot toward vertical-specific solutions while maintaining core capabilities in customer behavior tracking and revenue attribution for digital businesses.

Sources

  1. www.forbes.com — Founding team and early content marketing strategy
  2. www.prnewswire.com — 2025 acquisition and CEO change
  3. kissmetrics.io — Current pricing and product capabilities
  4. techcrunch.com — Founder background and bootstrapping approach