Understanding which marketing activities contribute to your success is a cornerstone for any business. It not only illuminates what’s hitting the mark but also empowers you to make savvy decisions about where to channel your resources.
Choosing the right marketing attribution software for your business can feel like navigating through a maze with the plethora of options available out there. It’s easy to fall into the trap of believing that all attribution software provides the same benefits. But let’s dispel that myth right now.
To help you overcome the confusion and make an informed choice, we’ve curated a list of top-notch marketing attribution software for 2023. Buckle up and get ready to dive into the world of data-driven decision-making!
But first, why do we need such a tool?
What is Marketing Attribution Software?
Ever wondered which marketing maneuvers are the real game-changers for your business? Marketing Attribution Software. It’s like a backstage pass, unveiling the star performers of your marketing strategies.
This ingenious software is a data-crunching powerhouse, harnessing the magic of advanced analytics and machine learning. It’s like having a magnifying glass that zooms into every marketing touchpoint, revealing how each one influences your business outcomes.
Marketing attribution tools typically provide a range of features, including data tracking, reporting, and analysis tools. Some products also offer attribution modeling, allowing businesses to simulate how different marketing strategies would have performed in the past.
With the help of marketing attribution software, businesses can understand their customer journeys and make more informed decisions about their marketing efforts.
Based on 2017 ThinkWithGoogle data, 76% of all marketers say they have or will be dedicating more to their marketing attribution.
Now, without further ado, let’s get to the 13 best marketing attribution software.
The Top 13 Marketing Attribution Software
If you’re a marketer, then you know that attribution is a key part of your job. However, deciding which attribution software to use can be tricky, especially when there’s a sea of marketing tools out there.
There’s a lot to choose from. But don’t worry. The following is a list of the best marketing attribution software for 2023.
1. HubSpot Marketing Analytics Software
On top of our list of the best marketing tools for marketing attribution is HubSpot’s Marketing Analytics Software.
HubSpot Marketing Analytics Software is one of the best marketing attribution software. Hubspot allows you to track your marketing campaigns from start to finish, giving you valuable insights into what’s working and what’s not.
Benefits
- Has detailed how-to and demos for beginners
- A wide range of useful integrations
- Has a stellar marketing automation capability
- Easy to use for email marketing, creating forms, and monitoring leads
- Excellent CRM
- High-quality landing page builder
- Offers a handy contact activity history that many users may find useful
Pricing
- Free Plan:
- Offers website lead capture and tracking.
- For solopreneurs and beginner marketers.
- Starter Plan – $45/month
- Comes with website lead capture and tracking with customizable forms and deeper insights.
- For solopreneurs and beginner marketers.
- Professional Plan – Starting at $800/month
- Billed annually
- Scalable, automated inbound marketing campaigns.
- For more experienced marketers and growth marketing teams.
- Enterprise Plan – Starting at $3200/month
- Billed annually.
- Scalable inbound marketing campaigns with analytics and reporting.
- For advanced marketing teams.
Features
- Website tracking
- Conversions tracking
- Customers list
- Landing pages creation
- Blogging tools
- Emails platform
- Marketing automation
- Lead Management
- Analytics
- SEO
Pros
Cons
Summary
The Hubspot Marketing Hub is one of the top marketing attribution software. If you’re looking for an all-in-one inbound marketing solution, Hubspot is a great option.
Teams already using other Hubspot products will find it easy to integrate the Marketing Hub into their workflow.
While the software can be overwhelming for beginners, hundreds of training materials can help you get started.
2. Google Analytics
Google Attribution is a marketing attribution software that Google Analytics users can utilize to get additional insights into their Google Ads performance. This kind of insight can be precious for optimizing your marketing campaigns.
Benefits
- Comprehensive understanding of your customers across various devices and platforms.
- Google Analytics offers tools at no charge.
- Understand how your customers interact across websites and apps throughout the entire lifecycle.
- Provides a robust measurement foundation with built-in automation, ensuring accurate and consistent data.
- Offers intuitive and flexible reporting, cross-platform attribution, and other features that make data analysis more accessible and actionable.
- Google Analytics is designed to work seamlessly with other Google solutions.
Pricing
- Google Analytics – Free
- Provides a complete understanding of customers across devices and platforms.
- Understands the customer journey and improves marketing ROI.
- Offers insights into how customers interact across sites and apps throughout their entire lifecycle.
- Provides reliable measurement foundation with built-in automation.
- Offers intuitive and flexible reporting, cross-platform attribution, and more.
- Can be integrated with other Google solutions for a comprehensive understanding of marketing efforts.
Features
- Model comparison
- Conversion paths (with conversion credit)
- Conversion lag
- Path length
- Free and available for all
- Includes all touchpoints within the set lookback window
- Not cross-device enabled
- Excludes Direct† as a channel
- Last click (excludes direct†)
- First click (excludes direct†)
- Linear (excludes direct†)
- Time decay (excludes direct†)
- Position-based (excludes direct†)
Pros
Cons
Summary
Google Attribution is still in beta, but it’s a good marketing attribution software. It’s free to use and integrates seamlessly with other Google tools.
It’s accurate in reporting customer data, conversion totals, and de-duplicating across all digital channels.
The main downside is that it’s still in beta, so there may be some hiccups when you try to use its attribution tool.
It’s also only available for Google Ads.
3. Ruler Analytics
Ruler Analytics is a SaaS attribution platform that helps businesses understand what marketing activities impact customer behavior the best. It provides data-driven insights into the customer journey, allowing businesses to see which channels drive the most conversions and sales.
Benefits
- Track website visitors and touchpoints.
- Match leads to their marketing data.
- Close the loop by attributing revenue to marketing channels.
- Switch between different attribution models.
- Integrate and enhance over 1000 apps with revenue data.
- Track the full customer journey.
- Connect form entries to marketing campaigns.
Pricing
- Small Business – From £349/month
- Monthly Visits: 0-50k
- Medium Business – From £649/month
- Monthly Visits: 50k-100k
- Large Business – From £1149/month
- Monthly Visits: 100k-200k
- Advanced – Price on application
- Monthly Visits: 200k+
Features
- Attribution modeling
- Revenue attribution
- Opportunity attribution
- Webform attribution
- Call attribution
- Live chat attribution
- eCommerce attribution
- Tracking of offline campaigns
Pros
Cons
Summary
If you are looking to attribute conversions back to marketing activities, Ruler Analytics is an excellent choice. It’s a bit pricey, but it offers many features and integrations.
It’s best for small to large teams and can help businesses with their sales and marketing alignment.
4. C3 Metrics
This attribution software provides a 15%-44% improvement in ROI for digital marketers by credibly and accurately measuring the true sales lift generated by their marketing strategies. C3 Metrics’ advanced technology tracks real people across devices and platforms, providing an unbiased view of what’s working and not and where to allocate resources for maximum return.
Benefits
- Sophisticated platform for cross-channel, full-funnel advertisers.
- Digital-level insights for complex multi-touch consumer journeys.
- Advanced measurement and analytics for full-funnel marketing.
- Unified view across channels, including TV’s impact on search results.
- Proprietary, client-specific, and privacy-centric tagging infrastructure.
- The C3 Metrics Attribution Data Cloud for comprehensive data processing and modeling.
- Cookieless tracking with a focus on privacy and security.
Pricing
To use C3 Metrics, you have to visit their site and speak with a specialist for a demo.
Features
- ROI Tracking
- Attribution Modeling
- Audience Segmentation
- Conversion Tracking
- Cross-Channel Attribution
- Customer Journey Mapping
- Multi-Touch Attribution
- Predictive Analytics
Pros
Cons
Summary
As one of the leading attribution software on the market, C3 Metrics is an excellent choice for businesses that want to measure their marketing ROI accurately.
The tool is straightforward to use and has a sleek UI. However, there is no visible public pricing, so you will have to speak with a specialist for a demo.
5. Active Campaign
Active Campaign is one of the most promising picks from this list. It offers a wide range of features that make it easy to manage email lists and segment customers for targeted marketing campaigns.
Active Campaign is an excellent choice if you’re looking for a platform that can help you maximize the return on your marketing investment.
Benefits
- Personalized customer journeys.
- AI-powered experiences.
- Dynamic content.
- Contact list sizes increase with personalized email marketing.
- Segmentation for targeted marketing.
- Successful deliverability of campaigns.
- Integration with popular platforms like Shopify, WordPress, and Zapier.
Pricing
- Plus – From $49 per month (paid yearly)
- Users: 3
- Email marketing, marketing automation, inline pop-up, and modal forms, landing pages, Facebook custom audiences, lead ads, site event tracking, API webhooks, WooCommerce, Shopify, BigCommerce integrations, and email content generation AI.
- Professional – From $149 per month (paid yearly)
- Users: 5
- Everything in Plus, predictive sending AI, split automation, Salesforce integration, Microsoft Dynamics 365 integration, site messages, attribution reporting, and conversions accounts.
- Enterprise – Tailored to your needs
- Users: 10
- Everything in Professional, custom reporting, custom objects, single sign-on, uptime SLA, HIPAA support, custom mail server domain, and unlimited email testing.
Features
- Segment Builder
- Email lists
- Automatic triggers
Pros
Cons
Summary
ActiveCampaign is the best marketing attribution software for small businesses. It’s easy to use, and it’s great for automation. The only downside is that it’s a bit pricy, but you get what you pay for with this tool. You just have to anticipate a bigger marketing spend.
If you’re looking for a platform that can help you maximize the return on your marketing investment, ActiveCampaign is an excellent choice.
6. Adjust
Adjust is one of the best marketing attribution software. The mobile attribution tracking platform has over 2,000 integration partners.
If you’re looking for a way to get more insights into your marketing campaigns, Adjust is a great option.
Benefits
- Track and understand the buyer journey.
- Attribute app users to specific content and adverts.
- Monitor all marketing channels, including in-app and television.
- Organize audiences into detailed segments.
- Execute targeted marketing initiatives.
- Utilize Audience Builder for effective segmentation and testing.
- Prevent mobile ad fraud and ensure accurate data.
Pricing
- Base Plan – Available upon request
- Attributions: 1,500 monthly attributions
- Special Offer: Free trial available
- Core Plan – Available upon request
- Attributions: 250,000 annual attributions
- Enterprise Plan – Available upon request
- Attributions: Over 250,000 yearly attributions
Features
- Click and impression-based attribution
- Unlimited organic installs, impressions, and clicks
- Comprehensive iOS 14.5+ measurement solutions
- Flexible attribution window settings on app and tracker levels
- First/dynamic attribution source filter
- Apple Search Ads and Google Organic Tracking
- Reattributions
- TV attribution
- CTV/OTT measurement
- Partner parameters for custom data capture
- Direct deep linking, deferred deep linking
- User-level insights
- Event tracking in-app or server-to-server
- Ad spend tracking
Pros
Cons
Summary
As one of the only mobile-focused marketing attribution platforms, Adjust is an excellent choice for those who want more insights into their mobile campaigns. The platform is accurate and reliable, and it offers a wealth of features that make it a powerful tool for mobile marketers.
If you are looking for a marketing attribution platform focused on mobile, Adjust is an excellent choice.
7. DreamData
Another powerful marketing attribution software solution is DreamData. It is one of the leading platforms for B2B revenue attribution.
DreamData’s products include Revenue Analytics, Customer Journeys, and Performance Attribution. DreamData’s platform helps businesses optimize their marketing and sales efforts and improve their bottom line.
Benefits
- Complete transparency on revenue drivers.
- Insights into every touch of B2B customer journeys.
- Business-critical attribution insights across channels and campaigns.
- Deep-dive analysis to drive up ROI.
- Single source of truth for B2B go-to-market data.
- Elimination of data silos.
- Connection of B2B marketing to pipeline and revenue.
Pricing
- Free – $0/month
- Up to 30,000 monthly tracked users
- Up to 5 seats
- Team – From $599/month
- 30,000 monthly tracked users
- Up to 10 seats
- Business – From $1499/month
- 60,000 monthly tracked users
- 20 seats
- Enterprise – Custom Pricing
- Unlimited monthly tracked users
- 30 seats
Features
- An end-to-end customer journey map
- Account-based attribution
- Customizable multi-touch attribution modeling
- Customizable attribution to pipeline stages
- Open access to marketing data in BigQuery, Redshift, and Snowflake
- Content Analytics
Pros
Cons
Summary
Businesses looking for a marketing attribution platform focused on B2B businesses will find DreamData a great option.
The platform provides an abundance of features and data that one can use to improve marketing performance and optimize the sales pipeline. There is an option available to fit every budget regarding pricing.
Overall, DreamData is an excellent platform for businesses looking to attribute data to improve their marketing efforts.
8. Looker
Looker is a business intelligence software that helps companies make data-driven decisions. It offers marketing attribution integration via Segment, allowing businesses to track and attribute their marketing efforts.
Google acquired looker in 2019, and it continues to be one of the best marketing attribution software platforms on the market.
Looker provides businesses with insights into their marketing campaigns, website traffic, and sales data. It also offers various features, including campaign tracking, conversion reporting, and custom dashboards.
Benefits
- Unified business intelligence platform.
- Self-service or governed BI capabilities.
- Custom application building with trusted metrics.
- Real-time insights with Looker data models.
- Centralized trusted metrics across teams and applications.
- Highly configurable charts, tables, and reports for data visualization.
- Built-in connectivity to Google Cloud products, including BigQuery.
Pricing
Looker offers a unique pricing system. As posted on their site’s pricing page, “Google Cloud’s pay-as-you-go pricing offers automatic savings based on monthly usage and discounted rates for prepaid resources.” Contact Looker team to get a quote.
Features
- Security
- Embedded Analytics
- Database connection
- Data Modeling
- Looker Blocks
- Data Actions
- API
Pros
Cons
Summary
Business analytics software that provides marketing attribution integration via Segment. It is essential for businesses that want to make data-driven decisions about their marketing tactics.
Looker is an excellent platform with a lot to offer businesses. They have various plans that are designed to meet your unique business needs.
9. Windsor.ai
Windsor.ai i is a multi-touch marketing attribution software that provides features such as a keyword optimization tool, Google Ads optimization tool, and TV ads performance.
Its keyword optimization tool helps you optimize your keywords for better performance. At the same time, the Google Ads optimization tool enables you to optimize your ads for better performance on Google.
Benefits
- Connecting all marketing data sources.
- Multitouch marketing attribution insights.
- Optimization of marketing ROI for all channels.
- Automation of data collection and formatting.
- Advanced multitouch attribution modelling.
- Integration with widely used marketing platforms and CRMs.
- Data-driven decisions on marketing budget allocations.
Pricing
- Free – $0
- 1 user
- 1 data source
- 1 account
- Basic – $19 per month (billed annually)
- Unlimited users
- 3 data sources
- 75 accounts
- Standard – $99 per month (billed annually)
- Unlimited users
- 7 data sources
- 75 accounts
- Plus – $249 per month (billed annually)
- Unlimited users
- 10 data sources
- 200 accounts
- Professional – $499 per month (billed annually)
- Unlimited users
- 14 data sources
- 500 accounts
- Enterprise – Ask for a quote
- Unlimited users
- 14-200 data sources
- Unlimited accounts
Features
- Data-driven multi-touchpoint attribution.
- Transparent and neutral
- Connect the results of every touchpoint and campaign to your revenue stream.
- Calculate the total cost of individual marketing campaigns to determine your ROI per campaign.
- Channel-neutral
- Budget optimizer to maximize your marketing ROI
Pros
Cons
Summary
For a tool that provides data-driven multi-touch marketing attribution, Windsor.ai is an excellent choice. Its features allow you to connect the results of every touchpoint and campaign to your revenue stream. You can also use the budget optimizer to maximize your marketing ROI.
The only downside is that it can be challenging to navigate for some users, and the dashboard is slow. However, Windsor.ai is an excellent choice for businesses that need data-driven marketing attribution.
10. Adinton
Adinton is a marketing attribution software that provides a complete marketing optimization suite. The suite has marketing attribution tools that track marketing spending, clicks, and conversions.
It helps compile cross-device, cross-domain, and offline data, which one can use to create marketing attribution models.
Benefits
- Comprehensive marketing channel insights.
- Real-time data analysis.
- Multi-touch attribution modeling.
- Improved ROI on marketing campaigns.
- Advanced data visualization tools.
- Integration with popular marketing platforms.
- Customizable reports for better decision-making.
Features
- Algorithmic attribution modeling
- Cross-device attribution
- Marketing budget optimization
- Real-time attribution modeling
Pros
Cons
Summary
Adinton is one of those platforms that offer full predictive and marketing attribution capabilities. It is essential for businesses that want to track their marketing spending, clicks, conversions, and other data points across devices and domains. The budget optimization feature is also a plus.
The only downside is that it has a steep learning curve. But once you get the hang of it, Adinton can be an invaluable asset to your business.
11. Hyros
Hyros is a data analytics platform that specializes in marketing attribution. PPC marketers love it because it provides highly accurate ad tracking and allows them to attribute conversions to the specific ads that drove them.
Benefits
- Comprehensive tracking across multiple ad platforms.
- AI-powered optimization for digital businesses.
- Real-time insights into the effectiveness of marketing campaigns.
- Ability to scale ad spend effectively.
- Detailed insights into the buyer’s journey.
Pricing
- Organic – $99 Monthly
- Perfect for tracking organic traffic & sales.
- Organic accounts do NOT have paid traffic tracking.
- Max Revenue Tracked: UP TO 50K.
- Paid Traffic – Price available upon booking a demo
- The most advanced paid traffic tracking and AI optimization.
- Agency – Price available upon booking a demo
- Bring cutting edge tracking to your clients.
Features
- High Efficient Tracking
- Detailed reporting
- Customizable attribution models
- Use AI to optimize ads
- Call optimization
Pros
Cons
Summary
Hyros is an excellent marketing attribution software for businesses that want to track their ads and optimize their campaigns accurately. The platform is easy to use and provides detailed reporting.
It also allows you to customize your attribution models and use AI to optimize your ads. The only downside is that it’s not available to all businesses.
12. Wicked Reports
Wicked Reports is software that provides multi-touch attribution for e-Commerce businesses. Wicked Reports is a valuable tool for eCommerce businesses that want to get the most out of their marketing budgets.
Benefits
- Optimize ad spend with attribution time windows.
- Full funnel vs. last click insights.
- Cold traffic ROI analysis.
- Subscription revenue attribution.
- E-commerce specific attribution models.
- 1st party data conversions.
- Advanced marketing attribution for digital agencies and media buyers.
Pricing
- $0-3M Annual Revenue – $260 per month (billed yearly)
- Up to $3M annual revenue
- One-time $1k onboarding fee required
- Features include 1st party data integrations, unlimited tracking, and turning data into insights and action.
- $3-10M Annual Revenue – $553 per month (billed yearly)
- $3M to $10M annual revenue
- One-time $1k onboarding fee required
- Features include 1st party data integrations, unlimited tracking, and turning data into insights and action.
- $10M+ Annual Revenue – Custom Pricing
- Over $10M annual revenue
- Features include 1st party data integrations, unlimited tracking, and turning data into insights and action.
Features
- AB Testing
- Analytics/ROI Tracking
- Attribution Modeling
- Audience Targeting
- Campaign Tracking
- Channel Attribution
- Conversion Tracking
- Cross Channel Attribution
- Customer Journey Mapping
- Customer Profiles
- Dashboard
- Data Import/Export
- Multi-Touch Attribution
- Performance Metrics
- Predictive Analytics
Pros
Cons
Summary
Ecommerce businesses that want to get the most out of their marketing budgets will find Wicked Reports a valuable tool. The platform provides insights into which channels are most effective at different customer journey stages.
It also allows businesses to track their campaigns and attribute conversions to the specific marketing channels that drove them. The only downside is that it has a steep learning curve.
13. Segmetrics
Segmetrics also understand how each touchpoint affects Lifetime Value and tracks customer spending over months or years. As a result, Segmetrics is an essential tool for any business that wants to understand its marketing efforts and optimize its return on investment.
Benefits
- Full-journey attribution to uncover hidden profits.
- Advanced analytics for the entire marketing funnel.
- Multitouch tracking and full LTV attribution.
- Connect to 90+ different marketing tools.
- Business intelligence reporting for deeper insights.
- Self-hosted server-side pixel for accurate tracking.
- Dedicated account manager and quarterly data reviews.
Pricing
- Essentials – $175/month (billed annually)
- Full-journey attribution to uncover hidden profits.
- Essentials reporting, multitouch web tracking, and unlimited users.
- Intelligence – $375/month (billed annually)
- Advanced intelligence for business growth.
- Business intelligence reporting, step-by-step customer journey, and purchase conversion API.
- Business – $675/month (billed annually)
- Attribution tools support for data-driven decisions.
- Advanced data APIs, full journey web tracking, and server-side tracking.
- Enterprise – Custom Pricing
- Enterprise-grade reporting, support, and features.
Best Features
- Attribution Modeling
- Audience Targeting
- Campaign Management
- Conversion Tracking
- Cross Channel Attribution
- Customer Journey Mapping
- Customizable Dashboard
- Data Connectors
- Data Import/Export
- Financial Reporting
- Goal Setting / Tracking
- Marketing Reports
- Multi-Channel Attribution
- Multi-Touch Attribution
- Multiple Site Management
Pros
Cons
Summary
Segmetrics is a great marketing attribution software that is easy to set up and use. It provides all the features you need to understand your marketing efforts and optimize your return on investment.
In Summary
Marketing attribution software is a tool that businesses use to measure the effectiveness of their marketing campaigns. There are many attribution tools on the market, each with its features and benefits.
Sure, they’ve each got their winning streaks and minor hiccups. It’s like picking out a new outfit – you want the one that makes you feel like a million bucks, right? So, choose the platform that fits your business needs like a glove.
But here’s the kicker – no matter which attribution software ends up being your sidekick, it’s bound to give your business that extra oomph. Ready to turn the dial up on your business’s success?
Brian Shelton is an entrepreneur, marketer, and life-long learner committed to helping businesses achieve impactful results. He founded Grow Predictably to provide tailored marketing strategies to generate predictable, profitable growth. With over a decade of experience in the industry, Brian has helped businesses, large and small. reach their goals and drive positive change in the world.