KISSmetrics

About KISSmetrics

KISSmetrics was founded in 2008 by Hiten Shah and Neil Patel. The name is an acronym for "Keep It Simple Stupid," a popular business mantra. Before KISSmetrics, Shah and Patel, who are brothers-in-law, had collaborated on several other ventures, including the analytics tool Crazy Egg.

KISSmetrics is a person-based web analytics platform designed to help online businesses understand and optimize user engagement. The company provides tools that track individual user journeys across multiple devices and touchpoints, from their first visit to their latest conversion. This allows businesses to see how users interact with their website and products over time.

The platform's business model is based on a subscription service, offering different tiers of pricing depending on the volume of data tracked and the features required. It serves a wide range of clients, from small startups to larger enterprises, primarily in the e-commerce and SaaS industries.

The core service revolves around providing actionable insights into user behavior. Key features include A/B testing, conversion tracking, customer journey visualization, and detailed reporting. By tying every action to a specific user, KISSmetrics helps businesses identify valuable customer segments, pinpoint drop-off points in the conversion funnel, and improve customer retention. This focus on individual user data, rather than just aggregate page views, is its main selling point.