Digital analytics platform Amplitude has acquired InfiniGrow, an AI-powered revenue attribution and scenario planning tool. This move signals Amplitude's intent to expand beyond product analytics into the domain of marketing performance, directly linking acquisition budgets to user behavior.
The Leadership
InfiniGrow was founded in Tel Aviv by Daniel Meler (CEO) and Dor Lahav. Meler, a former marketing executive, built the platform to solve the "black box" problem of budget allocation. The company raised approximately $7 million in Seed funding (May 2023), led by StageOne Ventures, with participation from Vertex Ventures Israel and Oryzn Capital.
The Technology: Predictive "What-If" vs. Static Attribution
While most attribution tools look backward to assign credit, InfiniGrow differentiates itself with forward-looking AI Scenario Planning. The platform allows marketers to run "what-if" simulations—predicting how revenue would shift if budget were reallocated from LinkedIn to Google Search, for example.
By integrating this into Amplitude, the combined entity offers a continuous data thread:
[attachment_0: Diagram showing data flow from Ad Spend -> InfiniGrow Attribution -> Amplitude Product Events -> LTV Calculation]
Operational Scale
Amplitude currently serves over 4,500 paying customers, including NBCUniversal and Under Armour. By ingesting InfiniGrow’s capabilities, Amplitude expands its operational footprint from tracking user actions inside the app to tracking the capital efficiency of acquiring those users. InfiniGrow brings verified capabilities in handling complex B2B customer journeys involving multiple touchpoints across long sales cycles.
The Competitive Landscape
This acquisition places Amplitude in direct competition with specialized revenue analytics firms rather than just product analytics peers.
- Domestic Incumbents: The primary target is Adobe Marketo Measure (formerly Bizible). These legacy incumbents often suffer from high configuration costs and data silos that separate "leads" from "active users."
- Niche Disruptors: Agile competitors like HockeyStack and Dreamdata have gained traction by offering B2B-centric attribution.
The Moat: Amplitude’s advantage lies in Post-Conversion Visibility. While HockeyStack and Adobe track the user until the contract is signed, Amplitude tracks the user for years after. By combining InfiniGrow, Amplitude can theoretically prove which marketing channels bring not just customers, but high-retention power users.
Global Footprint
Amplitude operates globally with headquarters in San Francisco. InfiniGrow is based in Tel Aviv, Israel, a hub for deep-tech AI marketing solutions. This acquisition reinforces the trend of US platforms acquiring Israeli AI talent to bolster predictive capabilities.
Verified Outcomes
According to Amplitude's press statement, the integration aims to replace "guesswork" with "AI-driven forecasts." For customers, the business value is the reduction of Customer Acquisition Cost (CAC) by identifying and cutting underperforming channels that generate leads who fail to retain long-term.
Sources
- Amplitude Press Release (January 14, 2026)
- InfiniGrow Corporate Filings & Funding Data (Crunchbase/PitchBook)
- Market Analysis of B2B Attribution Landscape (Bizible/HockeyStack comparison)
Disclaimer: This blog post reflects my personal views only. AI tools may have been used for brevity, structure, or research support. Please independently verify any information before relying on it. This content does not represent the views of my employer, Infotech.com.
Comments