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. 

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.

Why I Picked Invoca: Invoca excels as a marketing attribution software by specializing in call tracking and analytics, offering businesses a robust solution to bridge the gap between offline and online interactions. Its unique strength lies in its ability to attribute phone calls and conversations back to specific marketing campaigns and touchpoints. By providing comprehensive insights into the influence of phone interactions on conversions, Invoca empowers marketers to understand the complete customer journey, optimize campaigns effectively, and allocate resources based on accurate attribution data. This specialized focus on call tracking makes Invoca a valuable tool for businesses heavily reliant on phone interactions.

Invoca Standout Features & Integrations

Key features include its advanced call intelligence capabilities, including conversation analytics. Unlike many other attribution platforms, Invoca specializes in tracking and analyzing phone conversations, providing insights into caller behavior, sentiment, and intent. This unique feature allows marketers to understand not only that a call took place but also the quality and outcome of the conversation, leading to more nuanced attribution insights and informed optimization decisions.

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

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.

Google Attribution 360 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.

Why I Picked Google Attribution 360: Google Attribution 360 excels as a marketing attribution software by offering an enterprise-level solution that seamlessly integrates with Google's advertising ecosystem. Its robust data collection and analysis capabilities enable marketers to gain comprehensive insights into the customer journey across multiple touchpoints, including both online and offline interactions. This platform's unique strength lies in its ability to handle large-scale data sets, providing advanced attribution modeling that considers various attribution pathways and accurately attributes conversions to their originating sources.

Google Attribution 360 Standout Features & Integrations

Key features include its seamless integration with Google's extensive data ecosystem. This integration allows for a holistic view of user interactions across various Google platforms such as Google Ads, Google Analytics, and DoubleClick. This unique feature enables marketers to analyze the entire customer journey across the Google landscape, gaining insights into user behavior from initial touchpoints to conversions, while also benefiting from the data-rich environment Google provides.

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.

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.

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.