The 13 Best Marketing Attribution Software for 2022

Being able to attribute which marketing activities are driving results is critical for any business. Not only does it help you understand what’s working, but it also allows you to make more informed decisions about where to allocate your resources.

Knowing which one is right for your business can be tough with so many different marketing attribution software options on the market. Many people make the mistake of thinking that all attribution software offers the same advantages. However, this couldn’t be further from the truth.

To help you make the best decision, we’ve put together a list of the best marketing attribution software for 2022.

But first, why do we need such a tool?

What is Marketing Attribution Software?

The 13 Best Marketing Attribution Software for 2022 1

Marketing attribution informs businesses about which marketing activities are driving results. The software allows businesses to track and attribute marketing activities to specific outcomes.

This attribution software uses sophisticated analytics & machine learning to identify marketing touchpoints and understand how they impact 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. But 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 2022.

1. HubSpot Marketing Analytics Software

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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.

With this attribution tool, you can see which channels drive traffic and conversions to focus your efforts on the most effective ones.

Hubspot also gives you the ability to create custom reports to track your progress over time and make necessary adjustments to optimize your campaign’s online and offline touchpoints.

If you’re looking for a comprehensive solution that will give you valuable insights into your marketing campaigns, Hubspot’s multi-touch attribution software is a great option.

Pricing

HubSpot offers three different pricing plans for their marketing hub – Starter, Professional, and Enterprise. The Starter plan is the most basic and is priced at $45 per month. The Professional plan includes more features and is priced at $800 per month. The Enterprise plan includes even more features, including the Multi-touch revenue attribution, and is priced at $3200 per month.

Best Features

  • Website tracking
  • Conversions tracking
  • Customers list
  • Landing pages creation
  • Blogging tools
  • Emails platform
  • Marketing automation
  • Lead Management
  • Analytics
  • SEO

Pros

  • All-in-one inbound marketing software
  • Ability to add teams
  • Industry leader
  • Connects to its own CRM
  • Hundreds of training materials

Cons

  • Slow UI
  • An overwhelming number of features

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 Attribution 360

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Google Attribution is a marketing attribution software that Google Analytics users can utilize to get additional insights into their Google Ads performance.

Google Attribution is still in beta, but it offers a lot of promise. It allows users to see which ads are driving conversions and to what extent.

It also provides insights into how different channels work together to influence conversions. For example, you might see that your display ad had a high click-through rate, but your Google Shopping ad ultimately led to the conversion.

This kind of insight can be precious for optimizing your marketing campaigns.

Pricing

Google Attribution is based on a Freemium model, which means it’s free to use up to a specific limit. Once you exceed the limit, you’ll be charged based on your usage.

It is available to all Google advertisers for free, making it one of the most affordable marketing attribution software.

Best 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

  • Offers additional insight into Google Ads’ performance
  • Part of Google tools, so there is seamless integration with other Google tools
  • Enables one to report conversion totals, de-duplicated across all digital channels accurately

Cons

  • Still in beta, so there may be some hiccups
  • Only available for Google Ads

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

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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.

This attribution tool also offers a closed-loop marketing attribution solution, enabling businesses to attribute sales to specific marketing activities. This is done by tracking conversions through a unique ID generated when a customer clicks on a link or ad.

Ruler Analytics’ platform also includes rule-based models like first click, last click, and linear attribution, which businesses can use to attribute conversions to the appropriate marketing channels.

Overall, Ruler is a powerful tool for helping businesses understand marketing attribution data and increase ROI.

Pricing

Ruler Analytics has three plans for pricing:

Small/medium business package from 199 pounds, large business plan at 499 pounds, and enterprise pan at 999 pounds.

There is no free trial. You can also contact them for Bespoke requirements. The small/medium business package is for businesses from 0 to 50K visits. The large business plan is for 50K to 100K monthly visits. The enterprise plan is for businesses that get over 100K visits a month.

Best Features

  • Attribution modeling
  • Revenue attribution
  • Opportunity attribution
  • Webform attribution
  • Call attribution
  • Live chat attribution
  • eCommerce attribution
  • Tracking of offline campaigns

Pros

  • Excellent support
  • Many integrations
  • Best for small to large teams
  • Their closed-loop marketing leads to better sales and marketing alignment

Cons

  • None so far

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

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C3 Metrics is the gold standard for measuring cross-device impact, demand creation, and viewability conversions for digital and online media.

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.

Pricing

To use C3 Metrics, you have to visit their site and speak with a specialist for a demo.

Best Features

  •  ROI Tracking
  •  Attribution Modeling
  •  Audience Segmentation
  •  Conversion Tracking
  •  Cross-Channel Attribution
  •  Customer Journey Mapping
  •  Multi-Touch Attribution
  •  Predictive Analytics

Pros

  • Knowledgeable team
  • Sleek UI
  • Very easy to use

Cons

  • Pricing is not easily accessible

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

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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’s attribution reporting capabilities are among the most robust in the industry, making it easy to track the performance of your marketing efforts. In addition, Active Campaign’s email deliverability is among the best in the business, ensuring that your messages reach your customers’ inboxes.

Active Campaign is an excellent choice if you’re looking for a platform that can help you maximize the return on your marketing investment.

Pricing

The Active Campaign Attribution feature is available on Professional and Enterprise plans. The Professional plan is paid annually at $149/mo, while the Enterprise plan requires a quote.

Best Features

  • Segment Builder
  • Email lists
  • Automatic triggers

Pros

  • Best for automation
  • Also great for email marketing
  • Great customer service

Cons

  • A bit pricy compared to the others

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

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Adjust is one of the best marketing attribution software. The mobile attribution tracking platform has over 2,000 integration partners.

The software allows you to see how your marketing campaigns perform and what channels work best for you. It also allows you to track conversions and optimize your campaigns in real time.

Adjust is constantly innovating and adding new features to its platform, making it one of the most powerful marketing attribution tools.

If you’re looking for a way to get more insights into your marketing campaigns, Adjust is a great option.

Pricing

Adjust offers a Base plan for 1,500 monthly attributions, a Core plan for 250,000 annual attributions, and an Enterprise plan for over 250,000 yearly attributions. The pricing of the three plans is available upon request, but they also offer a free trial for the base plan.

Contact Adjust today to learn more about their pricing plans and take advantage of their free trial offer.

Best 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

  • Accurate and reliable
  • A powerful tool for mobile marketers

Cons

  • Link creation is not straightforward, and clients don’t get it right.

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

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Another powerful marketing attribution software solution is DreamData. It is one of the leading platforms for B2B revenue attribution.

It provides businesses with an understanding of the pipeline and revenue generated by their customers and the ability to attribute performance to specific channels and activities.

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.

Pricing

The Dreamdata platform is available in three different pricing tiers to accommodate the needs of various businesses.

The Free plan is ideal for small businesses or startups just getting started using marketing data to improve the ROI from key marketing tactics.

The Team plan includes more features and allows for up to 10,000 monthly active users in your funnel, making it an excellent option for businesses ready to scale their data-driven marketing performance.

There is also a Custom plan available per request and tailored to individual needs, perfect for businesses requiring a highly customized solution.

No matter your business’s needs, a pricing option is available that will fit your budget and help you achieve your marketing goals.

Best 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

  • Great for B2B businesses
  • A great demo that gives you everything you should expect
  • Has great support and reporting teams
  • Very professional team behind the tool

Cons

  • The learning curve is steep
  • Comes with a lot of features that not many users will use

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

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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.

Looker is an essential tool for businesses that want to make data-driven decisions about their marketing attribution.

Pricing

Looker has a lot to offer businesses. They have various plans that are designed to meet your unique business needs. You need to contact them to get the pricing.

Best Features

  • Security
  • Embedded Analytics
  • Database connection
  • Data Modeling
  • Looker Blocks
  • Data Actions
  • API

Pros

  • Amazing visuals
  • Sleek UI
  • No setup fee

Cons

  • Costly

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

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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.

Windsor.ai has many integrations and APIs to connect external data sources and marketing platforms.

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.

Pricing

Prices for Windsor.ai start at just $19/month for the Basic plan, making it affordable for businesses of all sizes. If you need more features, the Standard plan starts at $99/month, and the Professional plan starts at $499. You can also contact them for the Enterprise plan.

The multi-touch attribution is only available in Professional and Enterprise plans.

Best 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

  • Offers data-driven improvements that increase ROA
  • Daily data updates
  • Excellent customer support

Cons

  • Difficult to navigate for some users
  • Slow dashboard

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

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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.

The tools also allow one to use the collected data to take informed actions to improve the overall campaign performance.

Pricing

The Adinton marketing attribution plan costs 300 Euros. This plan covers up to 300,000 monthly page views and has a 30-day free trial.

Best Features

  • Algorithmic attribution modeling
  • Cross-device attribution
  • Marketing budget optimization
  • Real-time attribution modeling

Pros

  • Features predictive attribution
  • All plans have unlimited accounts

Cons

  • Steep learning curve

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

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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.

This helps them optimize their campaigns and get more bang for their buck. Hyros is also popular with affiliate marketers, as it can track sales across multiple affiliates and attribute them to the correct marketing source.

Pricing

HYROS is an invite-only platform. However, you can book a demo, but they choose who to work with.

Best Features

  • High Efficient Tracking
  • Detailed reporting
  • Customizable attribution models
  • Use AI to optimize ads
  • Call optimization

Pros

  • Easier to use while measuring ads effectiveness
  • Saves money when testing new campaigns
  • Accurate data
  • Cut up to 10%-15% of wasted ad spend

Cons

  • Invite only (not available to all businesses)

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

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Wicked Reports is software that provides multi-touch attribution for e-Commerce businesses.

It uses data from multiple sources to give businesses a clear picture of which marketing channels are driving conversions and sales.

It also provides insights into which channels are most effective at different customer journey stages. With this information, businesses can optimize their marketing strategies to focus on the most likely channels to lead to conversions.

Wicked Reports is a valuable tool for eCommerce businesses that want to get the most out of their marketing budgets.

Pricing

Wicked Reports pricing starts at $597/mo

Best 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

  • One tag does everything
  • Friendly and supportive customer support team
  • Numerous data sources

Cons

  • Steep learning curve
  • Data lag of up to a day

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

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Segmetrics is a marketing attribution software that provides clarity on true lead value. It uncovers the lifetime revenue from each traffic source and provides optimization insights without messy exports, spreadsheets, or pivot tables.

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.

Pricing

Segmetrics has three different pricing plans: Starter, Business, and Enterprise. The Starter plan is $175 per month and includes $10 per 10,000 contacts. The Business plan is $495 per month, and it also includes $10 per 10,000 contacts.

The Enterprise plan starts at $15,000 per year, and it’s ideal for businesses with specific reporting needs.

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

  • Easy to setup
  • Very friendly and straightforward customer support team

Cons

  • It can be tricky to navigate

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.

The 13 attribution platforms we’ve discussed in this article are some of the best in the market. They all have their strengths and weaknesses, so choose the one that best fits your business needs.

However, no matter which attribution software you choose, you can be sure that it will help you take your business to the next level.