This article will help you quickly compare the best marketing attribution software available.
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.
What Is Marketing Attribution Software?
Marketing attribution software is a specialized tool that helps businesses analyze and understand the various touchpoints and interactions that lead to customer conversions or desired actions. It provides insights into which marketing channels, campaigns, and specific interactions contribute most significantly to the desired outcomes, such as website visits, purchases, or sign-ups. By tracking and attributing the value of each touchpoint along the customer journey, marketing attribution software enables businesses to make informed decisions about resource allocation, campaign optimization, and overall marketing strategy, leading to more effective and efficient marketing efforts.
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.
- Tons of ways to sort and segment audience data
- Works in tandem with other vital Google tools
- Free to use (basic version)
- Steep learning curve for new users
- Frequent updates means constant re-training
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.
- Advanced analytics & customization
- Global reach & support
- Aggregated insights & market benchmarks
- Complex pricing structure
- Learning curve
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.
- Online + offline conversion tracking
- Integrate with various data sources
- Track entire path a visitor takes before converting
- Installing the code may prove tricky
- Setup complexity
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.
- Advanced tracking & analytics
- Employee advocacy & amplification
- B2B social media attribution
- Leaderboard segmentation could be better organized
- Limited focus on B2C
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.
- Comprehensive omni-channel attribution
- Fraud prevention with Fraud Console
- Offers free app analytics
- Reports are sometimes delayed by app errors
- Simple tasks hidden in menus
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.
- Scalability for enterprise
- Advanced machine learning & attribution modeling
- Free to use version
- Dashboard is not hugely customizable
- Dependency on Google Ecosystem
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.
- Advanced attribution modeling capabilities
- Integratied within Adobe Marketing Cloud
- Predictive analytics & anomaly detection
- Steep learning curve
- Complexity for small businesses
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.
- Integration with various marketing & CRM tools
- Call intelligence with conversation analytics
- Best call-based marketing attribution tool
- Only focus on call-based marketing
- Cost prohibitive for small biz
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.
- Customizable alert system
- Detailed visitor insights
- User-friendly interface
- Comparatively feature-lite
- Limited integrations
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.
- Mobile-inclusive online media performance tracking
- Privacy & compliance focus
- Offline-to-online attribution
- Large data sets can quickly overwhelm
- Effort-intensive to get the most out of the software
Need Expert Help Selecting The Right Marketing Analytics Software?
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Best free-to-use marketing software
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Best for campaign fraud prevention
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Best for offline conversion tracking
|From $125/month (10K visitors)||Website|
Best B2B software marketing attribution
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Best omni-channel attribution software
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Google Attribution 360
Best marketing attribution software for small businesses
|Pricing upon request||Website|
Best for advanced attribution models
30-day free trial
Best for phone call-based marketing metrics
Best free marketing attribution software
30-day free trial
Best TV analytics and attribution solution
- Adobe Experience Manager
Best holistic enterprise marketing software
- Nielsen Visual IQ
Best marketing attribution software for enterprises
Best for building custom attribution rules
Best custom event triggering and reporting
Best open source attribution marketing software
Best for partnership/affiliate marketing
Best for a tree ensemble method
Best retail marketing attribution software
How I Picked the Best Marketing Attribution Software
As a software expert, my approach to selecting the best marketing attribution software would involve a comprehensive evaluation of various factors to ensure the ideal fit for any organizations needs. I always first assess the software's ability to handle the complexity of our marketing landscape, considering factors such as the number of touchpoints, channels, and data sources. Then, I'd prioritize solutions that offer advanced attribution models, like multi-touch or algorithmic attribution, to accurately reflect the customer journey's intricacies. I would also narrow them down by usability, integrations compatibility, and customization abilities.
Marketing attribution software takes different shapes, but each tool must offer the following basic functionalities to be included on this list.
- Tracking and data collection; track and collect data on various customer interactions and touchpoints across different marketing channels and campaigns. This includes monitoring website visits, clicks, ad impressions, social media engagements, and email interactions.
- Attribution modeling and analysis; analyze the collected data and assign credit to different touchpoints along the customer journey. These models could include first-touch attribution, last-touch attribution, linear attribution, and time decay attribution.
Here are the key features I look for when picking out marketing attribution software:
- Multi-Touch Attribution Models: Offering a range of attribution models to accurately distribute credit across multiple touchpoints, enabling a comprehensive understanding of customer interactions.
- Cross-Channel Tracking: Ability to track and analyze customer interactions across various online and offline channels, providing a holistic view of the customer journey.
- Data Integration: Seamless integration with different marketing tools, platforms, and data sources to create a unified data environment for attribution analysis.
- Customizable Reporting: Generating detailed reports and visualizations that showcase attribution insights, helping marketers understand the impact of different touchpoints on conversions.
- Conversion Path Analysis: Providing insights into the sequences of touchpoints that lead to conversions, highlighting the customer journey's most influential stages.
- Real-Time Analytics: Offering real-time monitoring of customer interactions and attribution insights, enabling marketers to react promptly to changes and optimize strategies.
- Predictive Analytics: Incorporating predictive modeling to forecast future outcomes based on historical data, aiding in proactive strategy adjustments.
- Integration with Ad Platforms: Integration with advertising platforms to attribute conversions to specific ads and campaigns, optimizing advertising efforts.
- User-Level Tracking: Tracking individual user journeys to understand unique behaviors and interactions, allowing for personalized attribution insights.
- A/B Testing and Experimentation: Facilitating A/B testing and experimentation to assess the impact of different attribution models or strategies on outcomes.
- Attribution Visualization: Providing visual representations of attribution data through graphs, charts, and dashboards for clearer insights.
- Offline Attribution: Capabilities to attribute offline interactions, such as phone calls or in-person visits, to the customer journey.
- Segmentation and Audience Analysis: Enabling the segmentation of audiences for more targeted attribution analysis, helping marketers tailor strategies to specific segments.
- ROI Calculation: Calculating the return on investment for different marketing efforts and touchpoints, aiding in budget allocation decisions.
- Integration with CRM Systems: Integrating with Customer Relationship Management (CRM) systems to tie attribution insights with customer data and enhance customer understanding.
- Data Privacy and Compliance: Ensuring data privacy and compliance with regulations, especially important in handling sensitive customer information.
- Support and Training: Providing customer support and training to help users effectively navigate and utilize the software's features for optimal results.
Usability is crucial when selecting marketing attribution software as it directly impacts the effectiveness and efficiency of the analysis process. A user-friendly interface and intuitive navigation allow marketers, regardless of their technical expertise, to seamlessly interact with the software, access critical insights, and interpret attribution data. Usability enhances the software's adoption rate and reduces the learning curve, enabling marketers to quickly harness its capabilities for informed decision-making, campaign optimization, and resource allocation.
Software integrations are paramount when selecting marketing attribution software as they enable a cohesive and interconnected data ecosystem. The ability of the attribution software to seamlessly integrate with existing marketing tools, customer relationship management systems, advertising platforms, and data sources ensures a unified and comprehensive view of customer interactions across various touchpoints. Integrations streamline data flow, eliminate silos, and allow for the incorporation of a wide range of data, enhancing the accuracy and depth of attribution insights.
Customizability is crucial in marketing attribution software as it enables businesses to tailor the attribution models and analyses to their unique needs and objectives. Every organization's customer journey is distinct, and customizability allows marketers to adjust attribution settings, create specific rules, and incorporate relevant data sources according to their industry, target audience, and marketing strategies. This flexibility empowers businesses to accurately reflect their attribution reality, resulting in more precise insights and informed decision-making.
What is attribution modeling?
What does marketing attribution mean?
What is multi-touch attribution?
Why is marketing attribution software important?
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Marketing attribution is an essential part of any ecommerce toolkit, as it lets you know where exactly customers are converting in your promotions, marketing, and ad strategy. Otherwise, it's very hard to gauge the ROI of your marketing campaigns.
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