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Mobclix, a mobile ad network aggregator, has acquired Heartbeat from New York-based Enormego for its ability to analyze the performance of iPhone applications, including sales reporting, statistics and crash reports. Terms of the deal were not disclosed.
Not only has the mobile ad network acquisitions been heating up, but so has the analytics space as developers and brands demand to know how their mobile applications are performing. In December, Flurry merged with Pinch Media to combine the two mobile analytics companies.
The Heartbeat analytics service was launched by its parent company, Enormego, in January last year. Since then, it claims to have 35,000 applications using the platform, including Pocket God, iShoot and RJDJ, and that it has tracked $25 million worth of paid downloads.
Mobclix plans to integrate Heartbeat’s analytics information with its data so that a developer can see all revenue-generating aspects, including ad monetization, in-app purchase and paid models. In February, Mobclix partnered with Nielsen to beef up its targeting abilities by using the research firm’s demographic data.