Visual IQ Acquires Refined Labs, Expanding Reach as Global Attribution Powerhouse

Addition of German Attribution & Customer Journey Analytics Provider to Strengthen Visual IQ’s Offerings for All Brands and Agencies, Regardless of Size of Advertising Spend

NEEDHAM, Mass. – Visual IQ, the leading cross channel marketing attribution software provider, announced it has acquired Refined Labs, a leading German attribution and customer journey analytics provider. The addition of Refined Labs’ analytical prowess will strengthen Visual IQ’s global attribution offering and provide more brands and agencies with solutions that match their goals, business requirements and level of marketing sophistication, regardless of the size of their advertising spend.

“Visual IQ is the world’s largest independent attribution provider, and we are thrilled to be joining the company in its pursuit of developing the most efficient and robust advanced measurement offerings”

Based in Munich, Germany, Refined Labs provides advanced measurement, search performance management and TV measurement solutions that help agencies, direct search advertisers and affiliates optimize their ROI on advertising money spent. The addition of Refined Labs’ technology will enhance Visual IQ’s solution, the IQ Intelligence Suite, by enabling marketers across a broad spectrum of spend to leverage attribution to understand the complex customer journey and determine how to best allocate budgets across channels, tactics and campaigns, both online and offline as well as across devices.

Refined Labs currently has more than 60 customers, who will all gain immediate access to Visual IQ’s highly regarded support staff and its advanced measurement and optimization capabilities. The acquisition will strengthen Visual IQ’s presence in EMEA, and the addition of Refined Labs’ dynamic engineering, client services and sales teams will further advancements in business development, support services, product enhancements and more.

“The global market is looking for a single vendor to provide attribution products with varying degrees of sophistication based on their business goals and objectives. Our acquisition of Refined Labs will extend our capabilities in critical areas to help more marketers achieve meaningful results,” said Manu Mathew, co-founder and CEO of Visual IQ. “We’ve been providing marketing attribution for over 15 years and have learned that marketers are in desperate need of a platform that provides a cohesive approach for analyzing and attributing marketing performance in real-time. We’re thrilled to welcome Refined Labs, including its talented team, so our joint customers are armed with the information and recommendations needed to make the most of their marketing budgets.”

Visual IQ’s IQ Intelligence Suite provides marketers with an advertiser-trusted, publisher-agnostic approach for measuring and optimizing cross channel performance and quantifies the true impact that every marketing touchpoint across the purchase funnel has on a conversion. The addition of Refined Labs’ attribution and customer journey analytics, search and TV offerings will strengthen Visual IQ’s ability to provide brands and agencies with solutions that match their unique measurement and optimization needs.

“Visual IQ is the world’s largest independent attribution provider, and we are thrilled to be joining the company in its pursuit of developing the most efficient and robust advanced measurement offerings,” said Thomas Bindl, Refined Labs founder and CEO. “As part of Visual IQ, we now have the support to bring our vision for marketing measurement and optimization to the next level. We are grateful for the support by our clients over the last eight years and are looking forward to continue delivering massive value for them.”

All of Refined Labs’ two dozen employees will become part of Visual IQ, effective immediately, and over time, Refined Labs’ offerings, including its robust API integrations, will be incorporated into the IQ Intelligence Suite.

To learn more about Visual IQ’s attribution solution or the acquisition, visit

About Visual IQ

Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimized media plans to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix – both online and offline. The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.

Visual IQ was named a leader in cross channel attribution by a leading market research firm four times in a row, won The Drum’s Digital Trading Award for Best Attribution Solution in 2015 and 2016, won the 2014 ASPY Award for Best Data or Analytics Solution, and was a finalist in the Digital Analytics Association Excellence Awards in 2013, 2014, 2015 and 2016. The company is a member of the IAB in the US, UK, France and Italy, is a member of the Canadian Marketing Association, and sits on the IAB’s Advertising Technology, Data, Public Policy and CFO councils and the Digital Analytics Association’s Standards Committee.

Visual IQ can be reached at [email protected] or by visiting