It doesn’t make any sense to run digital advertising campaigns without measuring their success. You probably advertise on a variety of channels, if you don’t, you’re falling behind. Either way, marketing attribution software will bring you up to speed. Thus, you should choose marketing attribution software that helps you identify and scale your best landing pages and advertising content.
We will help you choose by providing you with a list of the 13 best marketing attribution software. Weigh the pros and cons for each one.
Top 13 Marketing Attribution Software
- Ruler Analytics – Best Marketing Attribution Software for Versatility
- MarketLeader – Best Marketing Attribution Software for B2B Sales
- BoldLeads – Best Marketing Attribution Software for Tracking App Installs
- Adobe Analytics – Best Marketing Attribution Software for Complex Journeys
- Attribution App – Best Marketing Attribution Software for Automation
- Google Attribution – Best Marketing Attribution Software for Google Integration
- Adjust – Best Marketing Attribution Software for Diverse Channels
- Looker – Best Marketing Attribution Software for Data Analysis
- Keap Max Classic – Nielsen Multi-touch Attribution – Best Multi-touch Marketing Attribution Software
- Oribi – Best Marketing Attribution Software for Beginners
- First.io – Best Marketing Attribution Software for Tracking Social Media
- Kochava – Best Marketing Attribution Software for Customization
- Roivenue – Best Marketing Attribution Software for Privacy Compliance
1. Ruler Analytics – Best Marketing Attribution Software for Versatility
Pricing: Small/Medium Business: $268/month, Large Business: $672/month, Enterprise: $1345/month
Customer conversion journeys aren’t linear. Ruler Analytics understands that you need to track your website visitors across multiple sessions and touchpoints. They will always attribute a conversion to the right channels and keywords that led them there and then tie your revenue back accordingly. Then, they can send the data to your preferred marketing analytics tools. To conduct your analysis properly, you can select the attribution model that works best for your business. Furthermore, you can match the leads to your marketing data and automatically note their interactions in your CRM.
| Pros | Cons |
| Feature-rich | Difficult to integrate with WordPress |
| Track from many locations | |
| Integrates easily with other platforms | |
| Helpful Customer Support |
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2. DreamData – Best Marketing Attribution Software for B2B Sales
Pricing: Free Plan, Free Trial, Team: $499/mo, Business: Contact sales
When you’re in B2B marketing, your leads are more valuable than those of the average business. That’s why DreamData helps you build seamless journeys for your B2B customers. Target anyone from anonymous visitors to paying customers as you identify the areas that produce revenue. Once you find content that works, use this software to scale aggressively and maximize your return. This software is ideal for mid-sized companies looking to grow quickly.
| Pros | Cons |
| Rich attribution tools | Too many features |
| Extensive free plan | Takes a while to set up |
| Cooperative customer support | |
| More insightful than similar software |
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3. AppsFlyer – Best Marketing Attribution Software for Tracking App Installs
Pricing: Free plan, Growth: $0.06/conversion, Enterprise: Custom
Track your app downloads with AppsFlyer, an attribution tool that integrates with every major marketing platform like Facebook and Google. Their cloud-based software provides granular dashboards that sort by your types, groups, and creators of ads as well as social network channels. Meanwhile, their incremental lift-testing tool lets you make budgeting decisions to find the true value of marketing outcomes and uncover new growth potential.
| Pros | Cons |
| Analytics facilitates optimization | Limited dashboard customization |
| Easy to set up and use | Doesn’t have many integrations |
| Create custom events to track |
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4. Adobe Analytics – Best Marketing Attribution Software for Complex Journeys
Pricing: Contact sales
Adobe Analytics is an advanced marketing attribution tool that permits you to analyze customer touchpoints. Adobe understands that customer journeys can span multiple days on multiple platforms. That’s why they tie these touchpoints together using Adobe Sensei, a tool fueled by machine learning to help identify customer decision journeys. You can either create models based on their algorithm or choose one of their 7 different attribution rules like first and last touch.
| Pros | Cons |
| Good for beginners | Expensive for small businesses |
| Includes predictive features | Tools occasionally stall |
| Easy to customize analytics |
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5. Attribution App – Best Marketing Attribution Software for Automation
Pricing: Contact Sales
Automation will make your digital marketing process more efficient. Attribution App is a multi-touch attribution tool that aims to automate your marketing intelligently. Attribution App integrates with all the most popular ad platforms and organizes your online and offline touchpoints together. This helps their algorithm build models that help you identify patterns and connections between marketing channels. Best of all, they include tools to help keep your affiliate marketers engaged with automated rewards. Afterward, compare their performance in one of the several conversion dashboards Attribution App offers.
| Pros | Cons |
| Simple to use | No keyword-level data |
| Multi-touch attribution | Few features |
| Tools for affiliates |
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6. Google Attribution – Best Marketing Attribution Software for Google Integration
Pricing: Contact sales
While this feature is in Beta testing, it still plays a useful role if you need marketing attribution within the Google Analytics suite. Google strives for accuracy, as they remove duplicate conversions across channels. Alongside 5 rules-based attribution models, Google also provides an attribution algorithm driven by a wide base of data. In doing so, they use a counterfactual approach, comparing the possibilities of what could have happened with what occurred.
| Pros | Cons |
| Scalable solution for all businesses | Advanced features are not easy to use |
| Integrates easily with other Google tools | Untested, still in beta |
| Extremely high accuracy |
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7. Adjust – Best Marketing Attribution Software for Diverse Channels
Pricing: Free trial, Contact sales
Digital marketers tend to cover a wide range of channels, but they often overlook television. Adjust fills in the gaps to help you understand your customers’ journey from every channel. Their custom attribution logic helps you build subscription funnels from a variety of sources all in one place. You can use their analytics tools to measure the LTV and ROI of customers and determine which ads delivered your best customers. Not to mention, a subscription to Adjust also enables you to access their massive partner marketplace which includes all major social networks.
| Pros | Cons |
| Breadth of features | Poor UI |
| Tracks across many channels | Difficult to drill down at user level |
| Prevents click fraud | |
| Good customer support |
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8. Looker – Best Marketing Attribution Software for Data Analysis
Pricing: Free Trial, Contact sales
Few marketing attribution tools provide as much in-depth analysis as Looker. You can go in-depth to segment users by category and even create attributes to assign to each user. Compare your revenue to your customer acquisition cost to understand the true value of your campaigns. As they provide unified, centralized data across all touchpoints, you can query their database for the metrics that are significant to your business. Finally, your whole team will appreciate Lookerbot, their slack bot that allows you to chat directly with your marketing data.
| Pros | Cons |
| Many code-based integrations | Poor documentation |
| Make complex data understandable for the layperson | Some code integrations are difficult |
| Easily create dashboards | Laggy UI |
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9. Nielsen Multi-touch Attribution – Best Multi-touch Marketing Attribution Software
Pricing: Contact sales
Part of the Nielsen marketing cloud, their multi-touch attribution features focus on reducing wasted spending. Optimize your ad-spend by gauging the effectiveness of your campaigns across media types. This software is ideal for ad agencies that want to drive incremental revenue for their clients. Use this tool to achieve the highest granularity with attribution modeling at the customer level.
| Pros | Cons |
| Insightful at the customer level | Learning curve |
| Automation for ease of use | Data takes a while to load |
| Difficult to build segments |
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10. Oribi – Best Marketing Attribution Software for Beginners
Pricing: Depends on business type, Free Trial, Billed annually: $540+/month
If other tools seem unapproachable to you, Oribi markets itself as a user-friendly tool to help you derive and share marketing attribution insights with everyone. They fulfill this by calculating correlations to reveal which events drive prospect acquisition. Unlike other tools, you can also determine exactly where you lose prospects to help you improve or abort unsuccessful campaigns. To help you illustrate your findings, Oribi also offers plentiful features to help beautify your marketing reports so you can impress stakeholders.
| Pros | Cons |
| Best for novices | Can’t export data easily |
| Create beautiful graphics | Poor value |
| Easy to use |
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11. Oktopost – Best Marketing Attribution Software for Tracking Social Media
Pricing: Contact Sales
While Oktopost is typically known for social media marketing, its attribution features are relevant to anyone trying to grow their brand on social media. Connect your social data with other automation tools like Bitly and Google Analytics to grow beyond traditional channels. Then, build customized dashboards and track your top-performing links, keywords, and media. It even lets you filter insights based on teams, brand advocates, affiliate networks, and more.
| Pros | Cons |
| Track across social media accounts | Poor customer support |
| Integrates with many useful marketing tools and platforms | |
| Easily communicate insights to your team |
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12. Kochava – Best Marketing Attribution Software for Customization
Pricing: Free Plan, Foundation: $100/month + $0.01/conversion, Enterprise: $100+/month
If you have access to developers and need a high degree of customization, Kochava is an API-integrated marketing attribution tool. While Kochava offers useful features to track app downloads, they go the extra mile by ensuring that you are compliant with iOS privacy policies. Furthermore, they help you get in touch with the best marketers and show you the best performers so you can reach the customers you need to grow your business.
| Pros | Cons |
| Useful tracking dashboard | Cannot export data directly |
| Great customer support | Difficult to integrate ad channels |
| Click fraud detection | Expensive to scale |
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13. Roivenue – Best Marketing Attribution Software for Privacy Compliance
Pricing: Free plan, Paid plans start at $110+/month
Lately, it seems like regulators across the globe introduce new privacy laws every month. Roivenue helps you adhere to all the latest privacy regulations including those that govern cookies. Moreover, they enable you to budget for optimal performance as you use their AI-driven predictive model to make decisions from their dashboard. Finally, this tool lets you extract marketing attribution data directly to your spreadsheets or databases.
| Pros | Cons |
| Easy onboarding | Cannot build custom dashboards |
| Excellent customer service | Difficult to integrate data |
| Customize models | Buggy UI |
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Frequently Asked Questions
What is marketing attribution software?
Marketing attribution software helps businesses track the points where they reach their customers. This will allow you to calculate which marketing channels and strategies perform the best so you can scale them to increase your sales. You can also use marketing attribution software to focus on specific customers and demographics to track their entire journey until their conversion. Marketing attribution is more important than tracking lead volume since attribution will help gauge the highest-converting landing pages and advertisements across all platforms.
What is attribution modeling?
Attribution modeling defines which touchpoints you credit for conversions from your marketing campaigns. There are three types of attribution modeling: multi-touch attribution, marketing mix modeling, and multi-channel attribution. Some marketing attribution software will give you access to all three types of models, while others will only give you 1 or 2.
Multi-touch attribution is probably the most common strategy, it allows you to identify touchpoints that lead to a sale using tracking pixels. That means that it tracks where your leads click on campaigns and landing pages across platforms and devices.
Marketing mix modeling uses algorithms defined by a wide range of marketing data to determine which of your pages and marketing tactics impacted sales the most. This model recognizes that several campaigns and touchpoints could have had an impact as it tries to give credit to each of the models where it is due.
Finally, multi-channel attribution combines multi-touch and marketing-mix modeling to generate the most accurate insights into where your conversions came from and what actions influenced your sales.
How do I choose software for marketing attribution?
You should choose marketing attribution software based on which marketing channels you typically use. Some software will specialize in social media marketing while others will focus on B2B sales. Furthermore, most software will provide you with analytics and integrations, so you also want to consider which platforms you connect your data to and how you intend to share your marketing insights.
What is the best marketing attribution software?
In our opinion, Ruler Analytics offers the most versatile and complete marketing attribution software. They allow you to use the attribution model that works best for your use case. Furthermore, they include sophisticated tracking and analytics tools to help you determine the exact revenue gained from each sale.
What is the best marketing attribution software for mobile apps?
AppsFlyer is a marketing attribution software that tracks and analyzes your app downloads. They also offer many different filters for your app install data so you can determine which specific sources to attribute your downloads to.
What is the best marketing attribution software for B2B sales?
B2B sales require a great deal of care given to individual leads, DataDog helps you optimize your digital marketing strategy when selling to businesses. Use this software to target individual users whether they are anonymous or long-standing customers to help curate the perfect sales journey that leads to a conversion.
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