Automattic Acquires Parse.ly: Expanding WordPress Analytics Capabilities

Automattic Acquires Analytics Provider Parse.ly

Automattic, the company behind the widely-used WordPress web publishing platform, has announced the acquisition of Parse.ly, a prominent analytics provider.

Integration with WPVIP

Parse.ly will now operate as part of WPVIP, Automattic’s division dedicated to providing enterprise-level hosting and support for publishers. Notably, TechCrunch is among the publishers utilizing WPVIP and Parse.ly.

Nick Gernert, CEO of WPVIP, characterized this acquisition as the organization’s first significant purchase of enterprise software. This signifies a strategic expansion beyond traditional news and media outlets.

Expanding Client Base

The WPVIP client roster now includes major organizations such as Salesforce, the NBA, Condé Nast, Facebook, and Microsoft, all leveraging the platform for their content and marketing initiatives.

Gernert highlighted the shared origins of both companies, emphasizing their “roots” in digital publishing and a strong emphasis on understanding content performance.

Shifting Focus to Content Marketing

The focus is evolving beyond basic page analytics, like pageviews and time spent on site. There's a growing need to analyze engagement, attribution, and other metrics crucial for marketers.

This means a deeper dive into areas that directly impact marketing effectiveness, moving beyond traditional measurements.

Synergies and Future Development

Existing compatibility between WordPress and Parse.ly will be enhanced. WPVIP features will become accessible to Parse.ly customers, and Parse.ly data will be more readily available to WPVIP publishers.

Furthermore, opportunities exist to integrate commerce-related data into Parse.ly, leveraging Automattic’s ownership of WooCommerce.

The overarching objective is to optimize Parse.ly for both WordPress and WPVIP environments.

Maintaining Platform Flexibility

Despite the acquisition, there are no intentions to limit analytics options on the WPVIP platform. The commitment is to preserve the flexibility and interoperability inherent in WordPress.

Parse.ly will continue to function as a standalone product, with ongoing investment to ensure its future development.

Parse.ly’s Background and Leadership

Founded in 2009, Parse.ly secured $12.9 million in funding from investors including Grotech Ventures and Blumberg Capital, as reported by Crunchbase.

Founders Sachin Kamdar and Andrew Montalenti will join WPVIP, with Kamdar leading go-to-market strategy and Montalenti overseeing product development.