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Unravel an audit tools startup raises $352k fresh funding from Tribal


The Unravel Audit Engine automatically checks everything…
Every user journey and every tag across hundreds of devices and browsers.

Unravel audits user journeys across devices to evaluate problems with conversions, analytics, and advertising. The tool creates a consensus workshop to define key user journeys and conversion paths on a client site and the audit engine automatically checks according to the requirements given.

The tool controls a device farm to simulate every defined user journey on real devices and test analytics and advertising tags. Unravel is a Dublin based data analytics and troubleshooting startup.

Unravel is QA Tool for Tagging.  Our flagship tool, the Unravel Audit Engine, has been architected to detect hidden problems with conversions, advertising and analytics on complex websites.


The company was founded in 2013 by Santina Doherty (former Head of Online & Ancillary Revenue at Ryanair) and Dónal Troddyn (UCD Computer Science graduate).

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In the course of providing analytics consultancy services, quality assurance issues emerged as a key problem for large enterprises with complex user journeys and advertising and analytics tags.  Unravel built a specialised tool to help solve these problems.

How Unravel works

Unravel detects the hidden problems that prevent online conversions, and break analytics and advertising tracking. We create a unified understanding across the business of which business-critical user journeys are being measured online. Unravel then simulates those journeys across hundreds of browser and device combinations to pinpoint undetected problems with conversions, analytics and advertising. Companies can identify and fix errors fast, reduce tag testing time by up to 97% and maximize revenue opportunities.


As reported by Tracxn, Unravel, a 2013 incepted company had raised its first seed funding of $106k in Jan, 2016. With the fresh seed funds of $352k raised on Aug 12, 2016, the total seed funds raised till date are $457.64 k.

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Unravel Top Clients include Appnexus, Adroll, Criteo, Bing, Google AdWords, Google Analytics, Google Adsense among many others.