Tracking First Rebrands as Claravine with Enhanced Platform

Claravine’s Digital Experience Data Management™ platform will continue to help marketers optimize performance through best-in-class campaign tracking

PROVO, UT — Tracking First announced it has rebranded as Claravine, unveiling a completely new website and an improved platform. With these enhancements, Claravine will continue to help leading brands improve marketing performance through better digital insights.

“Most organizations can only track between 30-70 percent of their total digital marketing spend, while the remaining spend is incredibly difficult to manage and optimize due to siloed or fragmented data,” said Verl Allen, CEO of Claravine. “Our platform helps organizations achieve richer, more accurate insights that impact the bottom line–from an increased return on ad spend to dramatically reduced time spent cleaning data.”

In just 6 years since its launch, over 3,500 brands have used Claravine to track experiences and optimize digital performance. On average, Claravine has increased customer return on ad spend (ROAS) by 10-15 percent for every dollar tracked. What’s more, their customers report a 3x increase in tracking classifications and more than 95 percent reductions in time spent cleaning reports.

“Claravine has enabled Anthem to create a scalable, automated process for marketing campaign tracking that has been core to our data governance efforts,” said Marnie Raines, Team Lead and Manager of Digital Analytics at Anthem. “We now provide our marketing organization with rich reporting and actionable insights they did not have in the past.”

Claravine’s Digital Experience Data Management (DXDM)™ platform allows organizations to enforce consistent campaign tracking across channels and teams. Marketers have the capability to populate governed classifications, generate unique tracking codes, and instantly ensure accurate data capture in analytics platforms. This enables teams across the enterprise to make faster and more accurate spending decisions based on clean, consistent data.

Here’s how it works:

Standardize: Easily deploy a customized, consistent classification framework for digital tracking across every channel and marketing platform. Ensure compliance across regions and agencies with admin controls.
Create: Enable any member of your organization to automatically generate tracking codes while ensuring classifications are correctly populated. Allow easy adoption with an intuitive user interface.
Validate: Instantly upload tracking codes and associated classifications to Adobe, Google, or other third party platforms. Automatically ensure pages are live and that results will flow to the appropriate report.
Optimize: Drive marketing optimization with unified results spanning campaigns, regions, and channels. Leverage deeper, more accurate insights to make better decisions and ensure you deliver the personalized experiences that matter.

Claravine’s second-generation platform offers enhanced administration and governance controls that make it easier for global organizations to ensure consistent tracking. In addition, the platform offers enhanced API capabilities and integrations with Adobe, AWS, Google and other leading marketing technology partners, as well as a new and intuitive user experience.

Claravine works with leading brands and organizations in a variety of industry verticals around the world. For more information, or to request a demo of the product, visit

About Claravine

Claravine is the leader in Digital Experience Data Management™, with more than 3,500 brands globally using our software to enable effective campaign and experience tracking. Claravine allows digital teams to consistently create and validate tracking, providing the data clarity needed to deliver the experiences that best drive conversion across each digital touchpoint. For more information, visit