Prognostication: Google buys Urchin

Ian Lurie

Sea Urchin

Google bought Urchin today. Here’s the link. Yes, I’m patting myself on the back – I’ve always loved Urchin’s product. But what does this mean for Google, and for my favorite web analytics program?

My guess is that this is the end for Urchin’s server-side software. I’d be surprised if Google continues to support it. That’s a major disappointment for me, because I’ve always liked the product. But since I already own a license, I’ll survive.

Balancing the down side is that I’m guessing Google will introduce the Urchin functionality to Adwords, allowing folks to better track advertising performance and click fraud as part of their Adwords account. They’ll probably also introduce a lower-cost version of Urchin 6, which is a hosted on-demand application. That would bring a Urchin’s functionality within reach of more web site owners. And anything that helps more folks be educated consumers of internet marketing makes me happy.

It remains to be seen, of course. My perfect world would be continued innovation with both the server-based and on-demand software. I’ll keep my fingers crossed, and keep you all updated…

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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