18 Best Marketing Attribution Software Of 2024

Google Analytics is a powerful marketing software tool that empowers businesses to gain invaluable insights into their online presence and customer behavior. Leveraging its robust tracking and reporting capabilities, Google Analytics enables organizations to comprehensively analyze website and app traffic, conversion rates, user demographics, and user engagement, among other critical metrics. This data-driven platform helps marketers make informed decisions, optimize their digital strategies, and allocate resources effectively, ultimately leading to improved online performance, enhanced user experiences, and more successful marketing campaigns.

Why I Picked Google Analytics: Google Analytics is a versatile tool for marketing attribution insights, allowing businesses to trace and understand the customer journey's intricacies. Through tracking user interactions across various touchpoints and channels, it enables marketers to attribute conversions to specific marketing campaigns, sources, and content. Google Analytics offers customizable attribution models, such as first-touch, last-touch, and multi-touch, permitting organizations to choose the best-fit model for their unique needs. This empowers marketers to gain a deep understanding of how different marketing efforts contribute to conversions, facilitating data-driven decisions about resource allocation, campaign optimization, and audience targeting to maximize ROI.

Google Analytics Standout Features & Integrations

Features include integration with other Google advertising and marketing solutions, such as Google Ads and the Google Marketing Platform. This integration provides marketers with the ability to track and attribute conversions not just to generic sources but to specific Google Ads campaigns, keywords, and creatives. It also facilitates data sharing between platforms, enabling marketers to optimize their advertising spend based on robust attribution insights. The depth of integration with the Google ecosystem is a unique advantage, offering a comprehensive view of the customer journey from ad click to website interaction and conversion.

Integrations include Shopify, WordPress, Facebook, Zendesk, and Marketo, plus others, as well as additional Google solutions like Google Ads, Google Cloud, Google Play, and Google Ad Manager.

With a focus on mobile attribution (and mobile-adjacent concerns like mobile ad tracking), Appsflyer analyzes post-install behavior and identifies recurring users with rich in-app events. With customizable banners accessible from your dashboard, you can pick a template/design and add desired messaging.

Why I Picked Appsflyer: Appsflyer excels as a marketing attribution software by providing comprehensive and real-time insights into the performance of multi-channel campaigns. It seamlessly tracks user interactions across various touchpoints, accurately attributing conversions to their original sources and offering granular data on user behavior. With its user-friendly interface and advanced analytics, Appsflyer empowers marketers to optimize their strategies effectively, allocate budgets wisely, and make informed decisions, ultimately maximizing the impact and ROI of their marketing efforts.

Appsflyer Standout Features & Integrations

Key features include its comprehensive fraud prevention suite, Protect360. This unique offering employs advanced machine learning algorithms to detect and mitigate fraudulent activities within the attribution ecosystem. It identifies and blocks fraudulent installs, clicks, and in-app events, safeguarding marketing budgets from wastage and ensuring the accuracy of attribution data. This level of fraud protection goes beyond what many other attribution platforms offer.

Integrations include Twitter, Facebook, Opera, Adroll, Matomy, Mobvista, Fiksu, GameAnalytics, HeyZap, Fyber, Kiip, Cooladata and Bing Search.

Most companies track form-fills as the sole viable lead but other leads that come through mediums such as phone calls and live chat and go unattributed. Ruler tracks track each anonymous visitor to the website and details when customers convert via phone call, form, or live chat and push data to your analytics/CRM platformer for marketing insight.

Why I Picked Ruler: Ruler excels as a marketing attribution software by seamlessly bridging the gap between online interactions and offline conversions, providing a comprehensive view of campaign performance. Its unique feature lies in its ability to track and attribute not only digital interactions but also phone calls, form submissions, and other offline events to specific marketing touchpoints. This holistic approach enables marketers to accurately measure the true impact of their efforts, optimize strategies, and allocate budgets effectively across both online and offline channels, ultimately resulting in more informed decision-making and improved return on investment.

Ruler Standout Features & Integrations

Key features includeits ability to track offline conversions. Unlike many other attribution platforms that primarily focus on online interactions, Ruler Analytics goes a step further by integrating with CRM systems, call tracking solutions, and other data sources to attribute phone calls, form submissions, and other offline interactions back to specific marketing campaigns. This allows marketers to gain a more comprehensive understanding of their customers' journeys and accurately measure the impact of both online and offline touchpoints on conversions.

Integrations include  Google Analytics, Google ads, Salesforce, Microsoft Dynamics, Facebook Conversions, DoubleClick, Bing, Capsule, Hubspot, Intercom, Insightly, Magneto, Pipedrive, Sugar CRM, SQL Server, Stripe, and others.

Oktopost lets you measure the impact of every post, network, and campaign with rich social media analytics customized to your B2B marketing goals. Attribute leads to specific social posts, channels, profiles, and campaigns and assign a monetary value to every activity to establish your true social media ROI.

Why I Picked Oktopost: Oktopost excels as a marketing attribution software by providing a robust and streamlined platform for B2B social media attribution. It offers sophisticated tools to track and attribute conversions and interactions across various social media channels, allowing marketers to gain deep insights into the impact of their social media efforts on lead generation and sales. With its advanced tracking capabilities, Oktopost empowers businesses to identify which social media activities are driving real business outcomes, enabling data-driven decision-making, effective campaign optimization, and the ability to allocate resources where they generate the highest return on investment.

Oktopost Standout Features & Integrations

Key features include its specialization in B2B social media attribution. Unlike many other attribution platforms that cater to a broader audience, Oktopost is tailored specifically for businesses targeting other businesses. This focus allows it to offer specialized tracking and attribution capabilities that align with the longer sales cycles and complex conversion paths often associated with B2B marketing. This includes features such as lead source tracking, multi-touch attribution models, and integration with popular B2B marketing platforms like Salesforce and Marketo.

Integrations include Marketo, Act-On, Eloqua, HubSpot, ClickDimensions, Sugar Market, Facebook, Linked In, Twitter, Instagram, Votigo, TalkWalker, and more.

Kochava enables people-based marketers to establish and track user identities, segment and activate audiences, and measure and optimize their campaigns across all connected devices. Use Audience Insights to see a detailed breakdown of your audience attributes—from apps on the device to most-frequented points of interest. Kochava supports iOS, Android, Windows, Amazon, Cocos2d-x, Unity, Adobe AIR, and Cordova (Phonegap).

Why I Picked Kochava: Kochava excels as a marketing attribution software by offering a comprehensive and flexible platform that empowers businesses to track and analyze user interactions across a diverse range of channels and devices. Its advanced attribution models and real-time analytics enable marketers to accurately attribute conversions to their originating touchpoints, providing a deep understanding of campaign performance. With a focus on holistic measurement, Kochava accommodates complex customer journeys and offers customizable attribution settings, empowering businesses to optimize their strategies, allocate budgets effectively, and make data-driven decisions to maximize the impact of their marketing efforts.

Kochava Standout Features & Integrations

Key features include its Unified Audience Platform, which integrates identity and engagement data from a variety of sources. This allows marketers to create detailed audience segments that combine both user engagement data and device identifiers, resulting in more precise targeting and personalization. This unique feature enables marketers to deliver tailored messages across various channels while maintaining a consistent user experience, bridging the gap between attribution and engagement in a seamless manner.

Integrations are possible through a web SDK in order to track your sites and web apps, as well as first-class APIs for any custom builds. 

Neustar plots user identity. They link offline data with media channel exposure, website engagement, and transaction-level data. Use this to reveal who your best customers are and what kind of messages they’re likely to be most receptive to across all touchpoints, thus building an omnichannel, customer-centric marketing experience. It has mobile-inclusive online media performance tracking, the ability to connect online and offline sales data, and strong reporting prowess designed around grouper customers according to target KPIs.

Why I Picked Neustar: Neustar excels as a marketing attribution software by offering a comprehensive and data-driven solution that combines offline and online customer interactions for accurate attribution insights. Its unique strength lies in its Identity Resolution capabilities, which allow businesses to unify fragmented customer data across various touchpoints and devices, enabling a holistic view of the customer journey. By leveraging its advanced analytics and modeling, Neustar empowers marketers to attribute conversions accurately, identify the most influential touchpoints, and optimize campaigns effectively.

Neustar Standout Features & Integrations

Key features include its Identity Resolution capabilities, which enable businesses to connect offline and online customer interactions to create a unified customer profile. This unique feature allows for accurate attribution of conversions across various touchpoints, even when customers switch between offline and online channels. By providing a holistic view of customer journeys, Neustar enables marketers to understand the impact of both online and offline interactions on conversions, leading to more precise attribution insights.

Integrations include Marketo, DataDog, Pagerduty, SparkRoom, LiveRamp IdentityLink, and DataTap. They have an assortment of pre-integrated apps for data collection, ad servers, marketing, and more.

Adobe Analytics lets you collect and process data from nearly any source (online and offline) so you can have a complete picture of your customers and analyze their behaviors across the entire journey. Adobe offers a wide variety of rules-based and advanced attribution models (first and last touch, linear, algorithmic, etc.) that help you understand your investments across all channels.

Why I Picked Adobe Analytics: Adobe Analytics excels as a marketing attribution software by offering an integrated and comprehensive solution that empowers marketers to understand the full customer journey across various digital touchpoints. Its unique strength lies in its ability to seamlessly combine data from websites, apps, and other digital channels, providing a holistic view of user interactions. By offering advanced attribution modeling and segmentation, Adobe Analytics enables marketers to accurately attribute conversions and interactions to their originating sources, aiding in informed decision-making and campaign optimization.

Adobe Analytics Standout Features & Integrations

Key features include its integration within the Adobe Marketing Cloud ecosystem. This unique feature enables seamless data sharing and collaboration across various Adobe tools, such as Adobe Experience Manager and Adobe Campaign. This integration creates a cohesive environment where marketers can leverage data from different sources to enhance attribution insights, refine targeting strategies, and orchestrate more personalized and effective cross-channel campaigns.

Integrations include easily with other Adobe apps. They also integrate with third-parties like Hootsuite, Invoca, Branch.io, and BrightEdge. They boast over 200 integration options in total.

Nielsen Visual IQ lets you measure the effectiveness of your paid, owned, and earned marketing initiatives at granular levels, such as by media type, campaign, creative, placement, and audience segment based on the key performance indicators (KPIs). Evaluate the effectiveness of your marketing activities across channels and devices in real-time.

Why I Picked Nielsen Visual IQ: Nielsen Visual IQ excels as a marketing attribution software by offering a data-driven and comprehensive solution that specializes in complex attribution modeling. Its unique strength lies in its ability to analyze and attribute conversions across a wide array of digital touchpoints, including both online and offline interactions. With its advanced multi-touch attribution models and machine learning capabilities, Nielsen Visual IQ provides marketers with in-depth insights into the contribution of various channels and touchpoints along the customer journey, allowing for more accurate resource allocation, campaign optimization, and data-driven decision-making to maximize the effectiveness of marketing strategies.

Nielsen Visual IQ Standout Features & Integrations

Key features include sophisticated fractional attribution models that attribute credit to various touchpoints more accurately based on their true contribution. This unique feature is particularly relevant in scenarios where customer journeys involve multiple interactions. Additionally, the platform's ability to measure the impact of influencer marketing stands out, allowing marketers to understand the effectiveness of influencer collaborations and their role in driving conversions, further enhancing attribution insights and strategy planning.

Integrations were not noted on their site.

Adobe Experience Manager (AEM) is a comprehensive marketing software solution that empowers businesses to create, manage, and deliver personalized and engaging digital experiences across multiple channels. Leveraging its powerful content management and digital asset management capabilities, AEM enables organizations to efficiently design and optimize websites, mobile apps, and other digital touchpoints, while providing robust analytics and targeting tools to understand customer behavior and tailor content accordingly. With AEM, marketers can streamline their workflows, enhance customer engagement, and drive impactful marketing campaigns.

Why I Picked Adobe Experience Manager: Adobe Experience Manager (AEM) plays a pivotal role in marketing attribution by providing comprehensive insights into the customer journey across various touchpoints. It tracks and analyzes user interactions with digital content, helping marketers identify the most influential channels, campaigns, and assets that drive conversions. AEM's robust analytics tools enable marketers to assign attribution credit to each touchpoint, allowing for data-driven decision-making and resource allocation. By consolidating data from different sources and offering a unified view of customer interactions, AEM facilitates a holistic understanding of the customer's path to conversion, empowering marketers to optimize their strategies and allocate resources more effectively to achieve better marketing ROI and customer engagement.

Adobe Experience Manager Standout Features & Integrations

Features include integration with other Adobe Marketing Cloud solutions like Adobe Analytics and Adobe Target. This integration goes beyond simple data sharing and allows for deep cross-platform data analysis and optimization. For marketing attribution, this means AEM can leverage the robust capabilities of Adobe Analytics to provide a more comprehensive view of the customer journey and utilize Adobe Target for personalized content delivery, enhancing attribution modeling by factoring in real-time, targeted content variations. This level of integration is unique among marketing attribution tools and provides a more holistic approach to understanding attribution across the entire Adobe ecosystem.

Integrations include Amazon SNS connection, BrightEdge Content Optimizer, ExactTarget, Facebook Connect, Generic Analytics Snippet, Microsoft Translator, Pushwoosh Connection, Salesforce, Twitter, YouTube, and other popular systems and services.

Statcounter lets you track how your key metrics are performing over time by comparing pageviews, sessions, visitors, and new visitors. Spot negative trends; monitor how your paid traffic is performing on ad networks such as Google, Facebook, and Twitter; detect and prevent click fraud; set alerts to be notified when an individual visitor returns; and more.

Why I Picked Statcounter: Statcounter excels as a marketing attribution software by offering a user-friendly and accessible platform for tracking and analyzing website visitor behavior. Its unique strength lies in its ability to provide detailed insights into visitor interactions, such as page views, clicks, and session duration. With its emphasis on real-time analytics and customizable tracking, Statcounter enables marketers to understand the effectiveness of different online touchpoints, assess user engagement, and make informed decisions to optimize their web strategies for improved user experience and conversion rates.

Statcounter Standout Features & Integrations

Key features include its detailed visitor behavior tracking, offering a comprehensive view of user interactions beyond just pageviews. This unique feature provides insights into specific actions like clicks, downloads, and even scrolling behavior, allowing marketers to understand how visitors engage with content on a granular level. This data depth goes beyond basic analytics, helping users tailor their strategies to improve engagement and conversion rates.

Integrations include Twitter, Blogger, WordPress, Squarespace, Google Sites, Weebly, Smugmug, Wix, Joomla, GoDaddy, Drupal, and Shopify.