SegmentStream

SegmentStream operates a marketing measurement platform, branded the SegmentStream Measurement Engine, that consolidates first-party and third-party marketing data to evaluate advertising return on investment. Core capabilities include an identity graph that stitches interactions across sessions, devices, browsers and CRM records using deterministic and probabilistic matching; cross-channel attribution intended to go beyond last-click and in-platform reporting; predictive attribution that projects conversions for recent campaigns; self-reported re-attribution based on "how did you hear about us" survey responses; CRM funnel attribution tying spend to pipeline and closed revenue; marginal analytics computing marginal ROAS; scenario planning and automated budget allocation that executes changes in connected ad accounts; geo-holdout incrementality experiments; and server-side conversion tracking that forwards qualifying conversions back to ad platforms with conversion values and CRM identifiers.

The product connects to advertising platforms including Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, Microsoft Ads, X Ads, Pinterest, Snapchat, Reddit Ads, DV360, Campaign Manager 360, Criteo, The Trade Desk, Taboola and Outbrain; analytics tools such as GA4, Adobe Analytics, Heap, Amplitude, Mixpanel, PostHog, Segment, Snowplow and RudderStack; mobile attribution providers AppsFlyer and Adjust; commerce and payment systems Shopify and Stripe; CRMs including Salesforce, HubSpot, Marketo and Microsoft Dynamics 365; CDP/ESP tools Braze, Klaviyo and Bloomreach; call-tracking vendors CallRail, Invoca and Infinity; and data warehouses including BigQuery, Snowflake, Redshift, Databricks, Azure, ClickHouse, PostgreSQL and Supabase. Customer data can be stored in the customer's own warehouse and queried with existing BI tools such as Looker, Power BI and Tableau. SegmentStream also exposes its capabilities through the Model Context Protocol so AI clients such as Claude, Claude Code, Cursor, ChatGPT and Gemini can query attribution data and trigger reporting and budget actions in natural language.

Onboarding follows a documented sequence of account creation, optional data warehouse configuration, event tracking setup via GTM or GTAG.js, connection of advertising platforms, conversion definition, budget allocation optimization and KPI analysis through built-in reports.

Founding story

SegmentStream was started in 2018 by Pavel Petrinich, Oleg Katryshev and Constantine Yurevich. The founders' stated premise was that marketing measurement had become a belief system in which teams trusted attribution models and MMM frameworks without evidence, and that advertisers funding the ads needed independent, auditable measurement.

Business model

SegmentStream sells a high-touch B2B software engagement that bundles the measurement platform with implementation and ongoing advisory work. Every engagement includes tailored setup and team onboarding by a dedicated measurement expert, ongoing consulting with senior measurement staff, founder-led consulting, enterprise support with agreed SLAs, security review, DPA and GDPR compliance, US or EU data residency, and custom MSA terms.

Pricing is not published. The company runs a discovery call, then scopes capabilities and issues a single proposal covering platform, onboarding, consulting and support. Pricing is charged per project rather than per user, with no seat cap, and scales with the number of channels, data volume and the level of expert involvement required.

Traction

The company reported over 100 clients globally at the time of its 2022 seed round, including KitchenAid, Nespresso, Freshly Cosmetics and Kave Home, and a team of 30 employees across five countries with plans to double headcount in 2022. In 2025 it placed in the top three of the Web Summit Pitch Competition.

Latest developments

Recent positioning centres on exposing measurement capabilities to AI agents through the Model Context Protocol, allowing clients to query attribution data, generate custom reports and reallocate budgets from AI clients such as Claude, Cursor, ChatGPT and Gemini using their own AI subscriptions. The company also markets an agency offering in which AI sub-agents analyse many client projects and ad accounts in parallel, and has published nine measurement whitepapers and a 9.5-hour measurement course.