HasOffers has been a tricky startup to write about, partly because ad attribution isn’t inherently sexy, but mostly because of the name. Yes, there’s HasOffers the company and HasOffers the product, but at this point it’s probably best known for a different service, MobileAppTracking, which allows mobile developers to see which ads are actually leading to app installs, engagement, and purchases. CEO Peter Hamilton acknowledged that there has been “a lot of confusion about what is HasOffers versus MobileAppTracking.” He said the team has known for a while that “this is not going to be the long-term naming architecture” and that it wanted “a more flexible, bigger name.” That’s why the company is announcing a new name , Tune.

One of Seattle’s fastest-growing startup companies has a new name. HasOffers announced today that it’s taking on the new corporate moniker of Tune. The company will continue to operate HasOffers and MobileAppTracking as products of Tune. The announcement was made today at the company’s Postback Conference in Seattle. “We’ve known for a couple of years that we needed to find a new name for our company to better differentiate our products while also giving us room to grow alongside the fast moving mobile marketing ecosystem,” said Tune CEO Peter Hamilton in a press release. “We chose Tune because it resonates perfectly with what we help marketers do across our products. Maybe even more importantly, we wanted something that would be really fun and creative for our people and our clients.” In a blog post, Hamilton said that they wanted to avoid names that used the words “ad” or “app.” And he detailed the painstaking process of trying to secure a name, working with domain brokers and other tools. In addition to the new name, the company also announced that it recently surpassed 200 employees. Founded in 2009 by twin brothers Lucas and Lee Brown, the analytics startup was bootstrapped during its first few years, before taking on a $9.4 million investment last year from Accel Partners. Its customers include brands such as Spotify, Uber, Zulily and Square.