• by Tyler Loechner  @mp_tyler, April 8, 2015

Conversion Logic, a cross-channel attribution platform, on Wednesday announced it has closed a $4 million seed round of funding led by Rincon Venture Partners.

Other investors include Crosscut Ventures, Lerer Hippeau Ventures, TenOneTen, Founder Collective and Raptor Ventures, per a release.

“There’s a huge demand for accurate and effective attribution products,” stated Jim Andelman, managing partner at Rincon Venture Partners.

Andelman may have skin in the game, but his remarks ring true nonetheless. Attribution firms were rapidly scooped up last year, as Google bought Adometry, AOL purchased Convertro and Rakuten Marketing acquired DC Storm all in a matter of months.

And while the M&A activity in the space cooled down after that trio of large purchases, activity bubbled to the surface again earlier this month when MarketShare purchased DataSong, another analytics and attribution firm.

Conversion Logic, headquartered in Santa Monica, Calif., has now raised over $5 million in funding, having launched last August on the heels of a $1.1 million “round” it raised from its board members, including Brian Baumgart, co-founder and CEO of Singtel’s Gradient X; Kim Perell CEO of Singtel’s Adconion Direct; Evan Rifkin co-founder and CEO of Apple’s Burstly; and Clark Landry co-founder and chairman of Shift.

The company intends to use the new wave of money to invest in product and technology development, engineering and client services.