Simplify Your Marketing Analytics with Iris Shoor of Oribi
Key Takeaways
- Automatic event capture eliminates the developer dependency that makes traditional analytics tools slow and expensive to configure
- Analyzing existing traffic conversion rates often yields faster ROI than investing in new visitor acquisition
- Agencies can position analytics tools as a value-add service that differentiates their offering and deepens client relationships
Gray MacKenzie interviews Iris Shoor, Founder and CEO of Oribi, about simplifying marketing analytics for agencies, why most businesses underutilize their existing traffic data, and how agencies can build analytics into their service offering.
The Problem with Traditional Analytics
Most marketing analytics tools - Google Analytics being the dominant example - require significant technical setup to track meaningful events. Every button click, form submission, or page interaction that matters needs to be manually configured, often requiring developer time that agencies either do not have or cannot get scheduled quickly enough.
Oribi’s approach eliminates this dependency by automatically capturing website events without manual setup. The tool tracks interactions from the moment it is installed, giving agencies and their clients immediate access to behavioral data that would take weeks to configure in traditional tools.
Google Analytics Serves a Different Purpose
Iris makes an important distinction: Google Analytics is primarily optimized for ad campaign measurement, not comprehensive website analysis and attribution. While it excels at tracking where traffic comes from and how ad spend performs, it does a poor job of helping businesses understand what visitors actually do on their site and why they convert or drop off.
This gap creates an opportunity for tools that focus on the conversion side of the equation rather than the acquisition side.
Conversion Rates Over Traffic Volume
One of the most actionable insights from the conversation is the recommendation to analyze existing traffic conversion rates before investing in more traffic. Many agencies default to driving more visitors when the real opportunity is converting a higher percentage of existing visitors. This approach often yields faster ROI and requires less budget.
The Agency Reseller Model
Iris discusses how agencies can offer Oribi to clients as a premium analytics service. Rather than just reporting on Google Analytics data that the client could access themselves, agencies can provide proprietary insights through a platform the client does not have independent access to. This creates stickiness and differentiates the agency’s reporting from competitors who all use the same free tools.
Automated Reporting Saves Hours
A practical benefit Iris highlights is Oribi’s automated, customizable reporting. Agencies that previously spent hours compiling manual analytics reports can automate the process, freeing time for strategic analysis rather than data assembly.
At the time of recording, Oribi pricing ranged from approximately $400 to $1,000+ monthly depending on traffic volume, with an “agencyjourney” promo code for 20% off.