Adtriba by Funnel
Adtriba by Funnel is a marketing measurement software for attribution, MMM and incrementality.
Analyst Perspective
Adtriba GmbH, trading as Adtriba by Funnel, is a Germany-based B2B software company focused on marketing measurement. Its platform gives enterprise marketing teams a unified framework for multi-touch attribution, marketing mix modelling, incrementality testing, and cross-channel performance analysis across online and offline activity. Following its acquisition by Funnel in 2024, the product operates as part of Funnel’s marketing intelligence portfolio. The company sells subscription software to enterprise marketers, analysts, and performance teams that need measurement for budget allocation and channel optimisation. It creates value by consolidating fragmented marketing data, applying measurement models to customer journeys and channel performance, and turning that output into decision support for spend allocation and ROI analysis. Revenue is generated through enterprise SaaS contracts, with pricing structured around scope, integrations, data volume, and implementation complexity.
Analyst Signal Briefing
Updated: 1 Aug 2026No strategic news signals detected in the last 90 days.
Explorer Tier
Start exploring for free
Start with public company intelligence. Save companies, build your first watchlist, and unlock deeper strategic insights when you are ready.
- View public Company Profiles
- Save/watch companies
- Build your first Watchlist
- Access additional market signals
Key insights about Adtriba by Funnel
Category Differentiation
Adtriba by Funnel is a B2B marketing measurement software product, not a media buying platform, ad network, or consumer advertising app. It focuses on attribution, MMM, and incrementality rather than campaign execution.
Adtriba by Funnel: About
Adtriba operates a B2B SaaS model centred on measurement software for complex marketing organisations. The platform ingests marketing and conversion data, applies attribution and econometric methodologies, and delivers reporting and decision support for channel evaluation and budget allocation. As part of Funnel, it functions as a specialised measurement layer that complements broader marketing intelligence workflows.
How Adtriba by Funnel Works & Monetises
Business model analysis and core revenue streams
Adtriba monetises through enterprise software subscriptions sold on contract. Commercial terms are tailored to data volume, integration requirements, organisational complexity, and onboarding scope. Implementation and setup services can be bundled alongside recurring platform fees, making subscription revenue the core model and service revenue supplementary.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Adtriba by Funnel: Frequently Asked Questions
What is Adtriba by Funnel?
Adtriba by Funnel is a B2B marketing measurement platform that combines multi-touch attribution, marketing mix modelling, and incrementality testing.
Who uses Adtriba by Funnel?
Enterprise marketers, performance teams, and data analysts use it to measure cross-channel marketing performance and allocate budgets more effectively.
How does Adtriba by Funnel make money?
It generates revenue through enterprise SaaS subscriptions, with additional income from onboarding, implementation, and support services.
Company Facts
- Founded
- 2015
- Headquarters
- Germany
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- adtriba.com