Canva has acquired MagicBrief, a Sydney-based company specializing in ad performance analytics.

The financial terms of the deal were not disclosed.

This acquisition is Canva’s 12th as it seeks to expand its capabilities beyond design.

Founded in 2022, MagicBrief offers tools to analyze ad spending, engagement, and competitor performance.

The company has 14 employees and raised US$2 million in funding from Archangel and Blackbird.

Canva, valued at US$32 billion, has about 240 million global users and generates over US$3 billion in annual revenue.

Cliff Obrecht, Canva’s co-founder and COO, said MagicBrief’s tech will be integrated into a new product launching later this year.

🔗 Source: CNBC

🧠 Food for thought

1️⃣ Strategic acquisitions driving Canva’s expansion beyond design

Canva’s acquisition of MagicBrief represents a significant pivot from design tools into marketing analytics, marking its 12th acquisition and one of its most strategically diverse.

This approach to category expansion through acquisitions is similar to Canva’s 2018 acquisition of Zeetings, which allowed the company to enter the presentation market and compete with Microsoft PowerPoint 1.

With $1 billion in cash reserves and $3 billion in annualized revenue, Canva has built substantial financial capacity to continue this acquisition-driven growth strategy across the creative software ecosystem.

The company’s evolution from a simple graphic design platform founded in 2012 to a comprehensive creative suite with 240 million users demonstrates how acquisitions have successfully extended Canva’s reach beyond its original market 2.

This latest move suggests Canva is evolving from a design tool into a full-service marketing platform, addressing both content creation and performance measurement within a single ecosystem.

2️⃣ Competitive positioning against Adobe intensifies with analytics move

Recent Canva developments