10 Best Marketing Attribution Software Of 2020

This article will help you quickly compare the best marketing attribution software available.

The modern digital marketing landscape is becoming more and more complex as the days go on. Marketing efforts now face more challenges, more channels, and more customers. There’s a reason why a whopping 74.6% of marketers rely on attribution modeling to gauge the success (or failure) of their marketing mix.

This is where marketing attribution software comes in. 

Marketing attribution makes the landscape less daunting by allowing marketers to analyze and understand the internal workings and results of their marketing campaigns.

That’s why I’ve compiled this trustworthy marketing attribution software list, which outlines many different high-quality tools and outlines what each does best for their core user base.

With many marketing attribution software available—how to choose?

List of the 10 Best Marketing Attribution Software

Here are the 10 most powerful marketing attribution software tools of 2019:

  1. Google Attribution 360
  2. Kochava
  3. Appsflyer
  4. Invoca
  5. Statcounter
  6. Ruler Analytics
  7. Neustar
  8. Nielsen Visual IQ
  9. Oktopost
  10. Adobe

Marketing Attribution Software Comparison Criteria

What are we looking for when we select marketing attribution software for review? Here’s a summary of my evaluation criteria:

  1. User Interface (UI) – Is the marketing attribution analytics tool clean and attractive? Is it easy to view, read, and compare marketing performance data?
  2. Usability – Is the marketing analytics platform easy to learn and master? Does the company offer good tech support, user support, tutorials, and training? Is it easy to install, update, and maintain?
  3. Features & Functionality – What features make the best marketing attribution software? Specifically, I looked for:
    • Identification of High-Value Leads  – Do the marketing attribution tools take into consideration the value of different lead types? Can they rank and track the marketing ROI on different leads? Can the platform spot high value customers with ease and does it have a robust set of tools to keep them coming back? 
    • Mobile attribution tracking – Can the software track mobile-specific data, like mobile ads and app usage? Does the platform register what type of mobile device the data is coming from (Android via iOS, for example) and leverage that data accordingly?
    • Multichannel attribution – Can the app track many touchpoints throughout the customer journey from discovery to purchase? Can you easily assign and edit values to each touchpoint? Is there a limit on how many touchpoints you can track during a single user journey?
    • Social Media Measurements – Does the platform speak to common social sites like Facebook, Twitter, and LinkedIn?
  4. Integrations – Is it easy to connect with other tools? Any pre-built integrations? Does it connect with CRM and analytics platforms that you are (probably) already using?
  5. Value for $ – Any attribution platform should have scalable plans that let users pay only for the marketing data they need and increase this base amount as they grow. Does the cost cover various marketing channels (including ones on any mobile app), offline marketing tools, account-based marketing (ABM), Facebook ads, and other popular attribution data?

Marketing Attribution Software FAQs

Here are a few of the most frequently asked questions that I come across when people ask me about using marketing attribution software:

What is attribution modeling?

Attribution modelling is a way of listing out the steps a customer takes from their first click to their final purchase of the product or service online. Common attribution models include First-Click Attribution (first click gets the credit for the sale), Last-Click Attribution (the last click gets the credit for the sale), Linear Attribution (all clicks get equal credit for the sale), Time Decay Attribution (clicks closer to the sale get the most credit), U-Shaped Attribution (both the first- and last-clicks get equal credit), Algorithmic/Data-Driven Attribution (machine learning analyze touchpoints and determines credit), and many more!

What does marketing attribution mean?

Marketing attribution is the process of finding out which marketing tactics are contributing to sales and conversions. The goal of attribution modeling is to determine what channels and messaging have the greatest impact on customer behavior.

What is multi-touch attribution?

Multi-touch attribution is the process of tracking leads through various marketing touchpoints on the way to conversion. It’s not limited to a specific dimension. That means the tracking can encompass dimensions like channel, content, device.

Why is marketing attribution software important?

As I mentioned earlier in this article, the marketing landscape is becoming more complex and harder to work with. There are so many options, channels, and types of customers to target which can make it hard for marketers to know how to focus their efforts. With marketing attribution software, it makes the marketing realm a little less difficult to work with by pinpointing the behaviors of your customers.

List Of The 10 Best Marketing Attribution Software

Attribution marketing is a vital part of growing your ecommerce business. Profit and growth will suffer without the proper software to prepare marketing attribution models that deliver the metrics you need. Make sure you have the best marketing software to back-up your business by checking out these recommendations:

1. Google Attribution 360 – Best marketing attribution software for small businesses 

Google Attribution 360 Marketing Attribution Software Screenshot
Google Attribution breaks down where users spend their time on your site or app.

Analytics helps you understand how people use your sites and apps. You can Measure active users based on their interactions with your site or app in the last 1-30 days; see a cross-channel view of the audiences you’ve created in Analytics; get post-click performance metrics for users who clicked on your Ads campaigns to get to your website/app; and more.

Google ranks highly in our usability evaluation criteria, as they tend to have a huge focus on intuitive and welcoming tools.

Integrations include anything from the Google suite of apps and programs, Salesforce, Data Studio, and more. If you are already using Google tools for various areas of your business, then Google Attribution 360 will integrate well. There are not many third-part integrations readily available, though.

The dashboard is not hugely customizable, which is not entirely surprising for a Google product. However, marketing tools always benefit from a more customizable POV.

Google Attribution has a freemium base product or you can contact their sales team for a customized monthly cost for the full-version software.

Pros

  • Software is still in beta at the time of writing this 
  • Easy to integrate into a website or app 
  • Powerful partner to Google AdWords

Cons

  • No organic search term data
  • Frequent updates/changes increase the learning curve 
  • Doesn’t provide SEO page score

2. Kochava – Best omni-channel attribution software

Kochava Marketing Attribution Software Screenshot
Analyse the activity of daily active users to better understand your immediate audience.

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 is hugely advantageous in mobile marketing and therefore score highly in our Features and Functions: Mobile Attribution Tracking segment of the evaluation criteria.

Kochava supports iOS, Android, Windows, Amazon, Cocos2d-x, Unity, Adobe AIR, and Cordova (Phonegap). It also has a web SDK in order to track your sites and web apps, as well as first-class APIs for any custom integrations.

Kochava has a bit of a consistency problem, as reports are sometimes delayed or swallowed by app errors. Tasks, like accessing data or establishing test accounts, are accessed in a very meandering way.

They offer a freemium version of their software or a 30-day free trial of the paid Enterprise version, which offers pricing by request.

Pros

  • Great deep linking tools 
  • Smart, robust audience builder tool
  • Large variety of predetermined behavioral profiles

Cons

  • Can’t export data directly from graphs/charts 
  • Can be challenging to integrate with some ad channels
  • Scale of demographic data points is limited 

3. Appsflyer – Best to track frictionless web-to-app journeys

Appsflyer Marketing Attribution Software Screenshot
The Appsflyer dashboard displays key metrics like impressions and conversion rates.

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.

AppsFlyer is easy to implement and one-link options let you edit and adjust settings on-the-fly; therefore, they rated highly in both Usability and UI evaluation criteria sections.

They note a ton of integrated partners, including but not limited to: Twitter, Facebook, Opera, Adroll, Matomy, Mobvista, Fiksu, GameAnalytics, HeyZap, Fyber, Kiip, Cooladata and Bing Search.

The app does not allow you to download organic traffic reports, which is the only major flaw. A minor irritation: repeat sign-ins are required when you swipe away and back to the app.

Prices are available upon request; they offer a free demo to get you started and a 30-day free trial for paid plans.

Pros

  • Manage your audiences from one centralized dashboard
  • Great for identifying the source of downloads
  • Cross-device attribution from TV to mobile apps

Cons

  • Pricing not geared towards startups/small businesses 
  • Audience segmentation limited to enterprise plan 
  • Revenue data is cohorted, not actual

4. Invoca – Best for AI-powered call tracking and analytics

Invoca Marketing Attribution Software Screenshot
Invoca integrates with common services you probably already use, like AdWords.

Invoca’s award-winning Signal AI speech analytics uses predictive models to analyze your spoken conversations to classify call outcomes like purchases made, appointments set, or applications submitted. Call intelligence can then be pushed into marketing platforms like Google, Facebook, and Salesforce.

Invoca is easy-to-use and smartly narrows in on a niche focus (calls) to make them stand out from competitors; this scores them highly in the Usability segment of our evaluation criteria chart.

Integrations include Google ads, Adobe Experience Cloud, Microsoft Advertising, Facebook, Google Analytics, Instagram, Salesforce Sales Cloud, Salesforce Marketing Cloud, and more.

The major barrier to entry is the cost, particularly since it doesn’t guarantee you a dedicated support team or account manager. Most likely only affordable for larger enterprises.

Pricing starts at $1000/month; they offer a free demo to get you started.

Pros

  • In depth campaign attribution data from inbound phone calls
  • Advanced, AI-based conversational analytics solution
  • Excellent marketing attribution dashboard

Cons

  • Their high level innovation is mostly for call tracking 
  • Some limitations around filters and reporting
  • Reporting only goes back for 90 days 

5. Statcounter – Best free marketing attribution software 

Statcounter Marketing Attribution Software Screenshot
Learn and track where your visitors are located, what pages they visit, and more.

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.

Statcounter is intuitive to use and easily inserts into your pre-existing site using a simple prepared HTML code snippet; thus, they scored well in our evaluation criteria for Usability and Integration.

Integrates with popular platforms like Twitter, Blogger, WordPress, Squarespace, Google Sites, Weebly, Smugmug, Wix, Joomla, GoDaddy, Drupal, and Shopify.

One con is that they are a bit lacking in certain features and functions that you would find in, say, Google Analytics: like keywords leading to views, different customizations for conversion tracking, et cetera.

Plans start from $9/month for 100,000 to 1,500,000 monthly page views. They also offer a demo and a free 30-day trial.

Pros

  • Free for up to 500 page views
  • Reliable ability to track IP addresses
  • Excellent click fraud detection for paid campaigns 

Cons

  • Conversion rate tracking is only for paid plan 
  • No individual visitor history for top visitors
  • Best when working in conjunction with other free services, like Google Analytics

6. Ruler Analytics – Best multi-touch marketing attribution software

Ruler Analytics Marketing Attribution Software Screenshot
Ruler tracks each visitor to the website over multiple sessions, traffic sources, and keywords.

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.

Ruler scores highly in the Features and Function section of our evaluation criteria because they are especially adept at targeting high-value leads and/or any leads that slipped through the cracks.

Integrates with Google Analytics, Google ads, Salesforce, Microsoft Dynamics, Facebook Conversions, DoubleClick, Bing, Capsule, Hubspot, Intercom, Insightly, Magneto, Pipedrive, Sugar CRM, SQL Server, Stripe, and many more.

The only con was that installing the code into your site may prove tricky for some and additional tutorials, resources, and customer service outreach could be beneficial.

Ruler Analytics starts at $125/month for up to 10,000 visitors; they offer a demo upon request.

Pros

  • Excellent integration with your pre-existing CRM and analytics
  • Includes traffic sources from anonymous visitors
  • Offers offline conversion tracking 

Cons

  • No date-range comparison features for performance metrics 
  • Installing code into a WordPress site can be tricky

7. Neustar – Best TV analytics and attribution solution

Neustar Marketing Attribution Software Screenshot
Plot and track marketing intelligence across the entire customer journey.

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.

This feature-rich platform scores highly in our Features and Functions evaluation criteria section due to: 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.

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.

The major con is that there is a lot of manual work required to get the most out of this software (ex. Needing to select audience segments one-by-one in order to load into a preferred DSP).

Neustar starts at $49.00/month; they also offer a free trial.

Pros

  • Detailed fine-tuning of the individual components (eg. DSPs)
  • Great for analyzing audiences based on index and reach
  • Great scalable targeting capabilities

Cons

  • No feature to easily load audiences into my preferred DSP
  • GUI is not as intuitive as it could be

8. Nielsen Visual IQ – Best enterprise marketing attribution software

Nielsen Visual IQ Marketing Attribution Software Screenshot
Understand past trends, predict future effects of marketing tactics on sales, and more.

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.

This platform is user-friendly once installed with plenty of getting-started resources and a comparatively low learning curve compared to some others; thus, it scored well in the Usability section of our evaluation criteria.

No data regarding possible integrations was noted.

Nielsen Visual IQ was a challenge to get fully installed, integrated, and ready to use. Expect getting it set-up initially to be a bit of a time sink, particularly since certain data will have to be updated manually (like dynamic cost).

Pricing is available upon request and they offer a demo to interested parties.

Pros

  • Advanced analytic models assign credit to tactical marketing activities
  • Paid and owned media insights through continuous cookie sync to sales conversion
  • Excellent native implementation with Facebook

Cons

  • Best suited for simpler products with 1-2 KPIs
  • Some reports were missing time stamps for touchpoints
  • Some data, like dynamic cost, has to be input manually  

9. Oktopost – Best B2B software marketing attribution

Oktopost Marketing Attribution Software Screenshot
Manage, monitor, and measure all of your social media activities to support marketing goals.

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.

They scored particularly well in our Features and Functions: Social Media Measurements because of how social media-oriented the platform is. Scheduling capabilities, automation of campaigns, easy message approval – all contribute to this score.

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

A small critique is that leaderboard segmentation could be better handled by dividing by social campaign, etc., so that users are seeing the data they need most.

Pricing is available upon request; they offer a demo for interested parties, as well.

Pros

  • Robust platform for harnessing employee social advocacy 
  • Easy to attribute leads to specific social posts, channels, and campaigns
  • Highlights top-performing links, keywords, multimedia, and hashtags

Cons

  • Heavy focus on social media leads/data 
  • Difficult to edit a batch of recurring posts 
  • Need to reconnect socials occasionally 

10. Adobe – Best for advanced attribution models

Adobe Marketing Attribution Software Screenshot
Multiple ways to capture data from many sources, like web, email, campaigns, and more.

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.

The huge variety of integrations and the ease at which you can access them scored Adobe Analytics highly in the Integrations segment of our evaluation criteria section. They, of course, do very well with UI, too.

Adobe Analytics integrates 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.

Like most Adobe platforms, there is a steep learning curve involved as you come to learn the different functions, icons, and shortcuts. Because it is such a robust development, the app is prone to moving quite slow or freezing certain tools.

Adobe Analytics starts at $33.99/month; they also offer a demo and a free 30-day trial for interested parties.

Pros

  • Easily report on growth over a period of weeks or months
  • Flexible and fast Excel integration, if you had been keeping data in sheets 
  • Excellent toolset for cross-channel attribution

Cons

  • Their diverse variable structure can be confusing
  • Multiple login screens and clicks required to get started 
  • Desktop version is much faster than in-browser version 

Other Marketing Attribution Software

And here are a few other options if none of the marketing attribution software options on the top ten list make the cut:

  1. Singular – Best retail marketing attribution software
  2. ConversionLogic – Best for a tree ensemble method
  3. Impact – Best for partnership/affiliate marketing
  4. Insightly – Best custom event triggering and reporting
  5. Matomo – (once Piwik) – Best open source attribution marketing software

What Am I Missing?

What marketing attribution tools are we missing? Tell us your favorite tools to measure and attribute data in the comments.

If you’re looking for other marketing tools, I suggest you check out:

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