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Acquisitions’s acquisition of TraceDock - Perspectives from TraceDock's founders

We are delighted to announce that TraceDock has joined forces with as part of an exciting strategic acquisition. This development presents an important alliance between our two companies; one that has significant benefits to the customers and partners of both TraceDock and, and one that offers a number of exciting opportunities for the future. Here’s the story of TraceDock's founders, Boris Schellekens and Jaap Breeuwer, so far.

In 2019, TraceDock was successfully launched. Back then, due to the use of ad blockers, marketers were missing out on valuable marketing data inside their Google Analytics accounts. Data they needed to effectively analyse their website and paid campaigns.

With the support of our team, we built a plug-and-play solution by which marketers could recover that data in a privacy-friendly way. In the years that followed, the challenges for our clients grew. In addition to ad blockers, marketers had to contend with the arrival of tracking prevention and privacy legislation inside browsers. This further confirmed the need for a service that would give marketers the complete picture, while safeguarding the privacy of their users. 

Forging an alliance based on a shared mission

To optimise the value of these insights, we needed to find a partner that could help us to do something meaningful with the first-party marketing data. This would enable our clients to get a clearer picture of how their customers were finding them, which would then help them to increase conversions, and attribute their budget more effectively to the best performing channels - from Facebook and Instagram Ads to Google and so on.

Both and TraceDock quickly realised there was a strong synergy between our two companies. We soon began moving towards the acquisition.

But it wasn’t just the technical expertise that attracted us to It was the full alignment of values; how we operate and how we want to grow our companies. TraceDock was born from a desire to work differently. To build a workforce that doesn’t work within constraining hierarchies. Where an ethos of promoting plenty of trust and freedom breeds responsibility and fosters creativity. Both TraceDock and walk the talk with this ethos - encouraging our people to do what they like, and what they are good at ensures they make the best contribution possible, for both our products and our customers. 

The acquisition means our team at TraceDock can produce products faster and respond more swiftly to the changing requirements of our customers. It means we can combine skills and create even more exciting innovations. It means we can continue to protect our customer’s data and ensure their privacy. We wanted to work with the experts and was the perfect fit. 

Visualising the future

We are already making exciting plans for what comes next. Ethically providing accurate data was always our primary goal. Furthermore, we are going to leverage all the strengths that offers, thereby giving our customers all the tools they need to shape and deliver the ultimate customer experience. Thanks to the power of TraceDock this can be done by measuring everything from the first ad click to the last interaction.

We are continuing to scale up our services and will soon be able to offer TraceDock’s customers access to several integrations such as Mobile Marketing Cloud. We are also able to scale our sales efforts in Belgium, Denmark, and Germany and offer the combined solutions of our allied companies. This is great news for our current customers and partners, as well as’s customers, as they scale up and grow their businesses. 


For current TraceDock customers, the basic service will not change. Over the next few months, customers will be contacted regarding the ability to get Mobile Marketing Cloud that includes a Customer Data Platform plug-and-play for their TraceDock integration. This means they can measure the entire customer journey, end to end - every interaction and transaction - and get the acquisition insights needed to accurately assign marketing budget and improve the customer journey.

The acquisition will enable customers to complete the setup of TraceDock within the platform in a matter of minutes. This means that they will benefit from first-party data collection and service-side transaction tracking, seamlessly linked with their solutions such as Mobile Marketing Cloud. 


The acquisition means that TraceDock’s valued partners can enjoy the considerable benefits of scaling up internationally. Partners can be connected with’s South Africa, French, German, Danish and Belgian colleagues, for example, and explore how they can grow their business in these new territories and beyond.  

Partners can also offer their customers added value through a wide range of market-leading conversational commerce solutions through This includes ticketing software, chatbots, Mobile Marketing Cloud, Mobile Service Cloud, and much more. You can find out more on the solutions page and product page. By offering a wider range of solutions, partners can build loyalty, increase customer satisfaction, and - of course - boost sales.  

Interested in what TraceDock can do for you?

Contact Sales More about Tracedock

Interested in what TraceDock can do for you?

Contact Sales More about Tracedock
Is product marketer for the Mobile Marketing Cloud. Tom connects the dots between the product, marketing and sales teams.

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