Syed Balkhi Acquires Google Analytics by Yoast, Renames to MonsterInsights

Users who are updating Google Analytics for WordPress by Yoast are discovering a new menu item with a green monster icon in their WordPress backend. That’s because Syed Balkhi, founder of WPBeginner.com, has acquired it for an undisclosed amount and has renamed it to MonsterInsights.

Joost de Valk, founder of Yoast.com, says the company is focusing on its core offerings surrounding SEO and that the plugin no longer fits into its roadmap.

One of the ‘problems’ of a quickly growing business is that you have to choose what to focus on. We’ve made that choice: we’ll focus on building best in class SEO products, from plugins to reviews, eBooks and training programs.

Apart from the changes to its name and the new menu icon, the plugin remains the same and should function normally for existing users. According to Balkhi, additional features are on the way.

Over the next 8 months, we will be adding some amazing new features that I know you will love. Since it’s a plugin that we will be using across our suite of products and websites, you can expect it to be the best.

Since Google Analytics for WordPress was the first major plugin created by de Valk, handing it over to a new owner is bittersweet.

While I’m very happy about the decision to give this plugin a new home, I’m also feeling nostalgic. It’s been ‘with me’ for a very long time, but I trust Syed and team will take it to even greater heights.

The acquisition seems like a perfect complement to Balkhi’s other products like OptinMonster and WPForms where analytical data helps make crucial decisions. Let us know what you think of the acquisition in the comments.