Tracer

Tracer is a data intelligence platform that consolidates and enriches business data from multiple sources. The platform integrates with various advertising platforms including Google, Facebook Marketing, Amazon Marketing Services, Twitter, Snapchat, Pinterest, LinkedIn, and Moat. The technology ingests diverse data types including advertising metrics, sales data, customer information, and web traffic, overlaying business context on this data and outputting results to spreadsheets, emails, databases, and dashboards. Originally developed within VaynerX in May 2015, Tracer became a standalone company in 2018. The platform's architecture allows users to analyze performance metrics while removing friction in data analysis processes. Through automated rules, the system configures how different data sources communicate with each other and organizes information into business-relevant constructs. As of August 2023, Tracer served over 200 customers through both direct relationships and advertising agency partnerships. The company's business model operates on an annual retainer and percentage basis, with unlimited user access rather than per-seat licensing.

Key customers and partnerships

Tracer's client portfolio includes major brands such as Condé Nast, Headspace, January Digital, Media.Monks, Sanofi, Papa Johns, and VaynerMedia. Mondelēz International utilized the platform to monitor its digital campaigns across North America. Industries served include global brands, data partners, and agencies. The company's initial development was backed by VaynerX, where it was used to service all media clients of digital agency VaynerMedia and lifestyle publisher PureWow prior to becoming independent.