• by Colin Kirkland , November 16, 2023

In a seven-figure cash deal, SplitMetrics, an American startup focused on helping mobile-first businesses, has acquired Austrian app marketing and analytics platform App Radar to facilitate the widespread growth of mobile apps.

The companies say that they will continue to operate as separate brands, serving over 1,000 customers across Europe and the U.K., North America and the APAC region.

SplitMetrics consists of a global team of 160 and manages over $250 million in annual ad spend. Its customers include German subscription-based language-learning software Babbel, Scottish search aggregator and travel agency Skyscanner, Japanese-owned cross-platform messaging software app Viber and more.

App Radar specializes in app store optimization and automation for 30,000 app developers and marketers like Degiro, ProCamera, Chatterbug and Cronometer. The company also monitors around 30 million keywords on app stores each day.

By joining forces, both companies aim to offer their customers a wide range of tools to grow their apps in major app stores while also forming the industry’s largest AI-powered platform, providing app developers and marketers with various app-growth services such as paid user acquisition (UA), app store optimization (ASO), conversion rate optimization and data analytics.

“SplitMetrics’ acquisition is part of a wider strategy to capitalize on the growth of AI enabled marketing,” the company said in a statement, aiming to become an AI company that provides holistic services for apps that breaks down any existing barriers between UA, ASO and conversion optimization.