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?
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:
- User Interface (UI) – Is the marketing attribution analytics tool clean and attractive? Is it easy to view, read, and compare marketing performance data?
- 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?
- 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?
- 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?
- 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?
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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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
10 Best Marketing Attribution Software Summary
30 days free trial
|From $125/month||Visit Website|
30 days free trial
|From $1000/month||Visit Website|
|From $49.00/month||Visit Website|
Free 30 days trial
|From $9/month||Visit Website|
Free 30-day trial
|From $33.99/month||Visit Website|
Need expert help selecting the right Marketing Analytics Software?
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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:
- Singular – Best retail marketing attribution software
- ConversionLogic – Best for a tree ensemble method
- Impact – Best for partnership/affiliate marketing
- Insightly – Best custom event triggering and reporting
- 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:
- Marketing Dashboards & SEO Reporting Tools
- Marketing Analytics Software
- Mobile Marketing Software
- MRM Software (Marketing Resource Management)
- Marketing Planning Software
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