Case Study: Animoto achieves end-to-end user-journey visibility and proprietary multi-touch attribution with Snowplow

How Animoto gains a clear picture of the user journey with Snowplow

Animoto, a cloud-based DIY video creation platform, needed to understand the full user journey and analyze product usage across web and mobile. Their existing Google Analytics setup left gaps — incomplete data, no universal cross-platform tracking, and limited ability to model non-standard, multi-touch journeys — so Animoto turned to Snowplow (using Snowplow’s event-level data collection pipeline / Snowplow Insights) to capture complete, owned event data and implement consistent event structures.

Snowplow built a cross-platform event-tracking pipeline with flexible, self-defined data structures that let Animoto create proprietary models (e.g., sign-up and milestones) and custom multi-touch attribution using their own business logic. As a result, Snowplow replaced GA for reporting and analysis, delivered more accurate attribution to optimize ad spend, enabled visit-to-registration and deeper product-usage measurement, and now supports marketing, product, and growth teams with daily insights and faster, data-driven iteration.

Animoto

Alex Beskin

Head of Analytics