Automattic, the for-profit company tied to open source web publishing platform WordPress, is announcing that it has acquired analytics provider Parse.ly.
Specifically, Parse.ly is now part of WPVIP, the organization within Automattic that offers enterprise hosting and support to publishers including TechCrunch. (We use Parse.ly, too.)
WPVIP CEO Nick Gernert described this as the organization’s first large enterprise software acquisition, reflecting a strategy that has expanded beyond news and media organizations — businesses like Salesforce (whose venture arm invested $300 million in Automattic back in 2019), the NBA, Condé Nast, Facebook and Microsoft now use WPVIP for their content and marketing needs.
Both companies, Gernert said, come from similar backgrounds, with “roots” in digital publishing and a “heavy focus on understanding the impact of content.”
“We’ve really to shift more towards content marketing and starting to think more deeply beyond just what traditional page analytics provide,” he continued. That means doing more than measuring pageviews and time on site and “really starting to look more deeply at things like conversation, attribution, areas … that from a marketer’s perspective are impactful.”
WordPress and Parse.ly already work well together, but the plan is to make WPVIP features available to Parse.ly customers while also making more Parse.ly data available to WPVIP publishers. And Gernert said there also opportunities to add more commerce-related data to Parse.ly, since Automattic also owns WooCommerce.
The goal, he said, is to “make Parse.ly better for WordPress and best for WPVIP.”
At the same time, he added, “There’s no plans here to make Parse.ly the only analytics solution that runs on our platform. We want to preserve the flexibility and interoperability [of WordPress], and we want to make sure from a Parse.ly perspective that it still exists as a standalone product. That’s key to its future and we will continue to invest in it.”
Parse.ly was founded in 2009 and has raised $12.9 million in funding from investors including Grotech Ventures and Blumberg Capital, according to Crunchbase. Parse.ly founders Sachin Kamdar and Andrew Montalenti are joining WPVIP, with Kamdar leading go-to-market strategy for Parse.ly and Montalenti leading product.
“We’ve always had deep admiration for WPVIP’s market position as the gold standard for enterprise content teams, and we’re thrilled to be able to join together,” Kamdar said in a statement. “From the culture and people, to the product, market and vision, we’re in lockstep to create more value for our customers. This powerful combination of content and intelligence will push the industry forward at an accelerated pace.”
The financial terms of the acquisition were not disclosed.
