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12 Marketing Attribution Software and Tools for 2025
Once you find the right marketing attribution software, you can expect to uncover additional insights that will help you optimise your campaigns for maximum revenue.
Marketing attribution has long been the go-to for measuring marketing performance, showing which campaigns drive results. When most people just think of attribution, they automatically think of Google Analytics 4.
While great for web analytics, it’s not built for full marketing attribution. GA4 offers just two attribution models, tracks aggregated data, and can’t follow individual touchpoints.
On top of that, it skips over some key information—like cost data, CRM details for leads, deals, and revenue, or if you’re in ecommerce, customer data and purchases. Basically, everything you need to tie performance to the right channels and campaigns.
To truly connect performance to campaigns, you need a dedicated marketing attribution tool. These tools help you optimise budgets, boost ROI, and get the insights Google Analytics can’t.
Plus, when you combine it with marketing mix modeling with incrementality—set to dominate in 2025—you can tap into even deeper insights to shape your strategy.
Let’s dive into the top marketing attribution tools to help you make smarter decisions and generate better learnings that you can apply to your future campaigns.
For this article, we’ll discuss:
Attribution tool that tracks your touchpoints and attributes revenue 👇
Ruler is an attribution tool that attributes leads, opps and revenue to your marketing. It tracks visitor journeys, from the initial touchpoint to conversion. When a visitor converts, their marketing touchpoint data and conversion details are sent to your CRM. Once a lead is closed, their revenue data is fed into Ruler, allowing you to use various multi-touch attribution models to attribute revenue to different touchpoints in a way that makes sense for your campaigns.
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Marketing attribution tools help businesses understand which marketing efforts are most effective by tracking and attributing credit for sales or conversions to the various touchpoints in the customer journey.
Touchpoints can include online and offline advertising, email campaigns, social media interactions, and more.
Attribution tools work by tracking customer interactions with different marketing channels and assigning a value or “credit” to each touchpoint.
These values are then used to determine the overall effectiveness of each marketing channel.
With the right marketing attribution tool, businesses can answer the most complex questions commonly asked by executives and clients, such as:
Marketing attribution tools generally fall into three categories: single-touch, multi-touch and marketing mix modelling. But what are the main differences among these categories? Let’s take a close look together.
Single touch attribution tools are used to attribute credit for a conversion (e.g. a sale or lead) to the first or last touchpoint a customer had with a business.
This type of attribution is often used to pinpoint the marketing channels that are most effective at driving initial engagement.
While single-touch attribution is a handy tool for tracking the effectiveness of a single marketing channel, it does present more cons than pros.
First, single-touch attribution doesn’t provide a full picture of the customer journey and thus can make it difficult to identify key trends and patterns in customer behaviour.
Second, it can lead to an over-investment in lower-performing channels, as they are given credit for conversions even if other channels played a more significant role.
Multi-touch attribution software allows you to attribute credit to multiple touchpoints in a customer’s journey, so you can better understand the effectiveness of your marketing channels holistically.
It uses advanced statistical models to analyse customer interactions across different channels and touchpoints, such as email, social media, and web pages, to determine the impact of each on a conversion.
In most multi-touch attribution tools, you can find the following models:
MMM isn’t new. It has been a popular media planning and buying tool since the 1950’s.
However, MMM has seen a re-emergence in digital due to the challenges we face around Apple’s ATT and third party cookie tracking.
Marketing mix modelling is a statistical technique used to analyse and optimise various elements of a company’s marketing strategy to determine the most effective and efficient combination of tactics.
Unlike multi-touch attribution that relies on click path data, MMM uses multivariate regressions to predict how much of an impact specific marketing and sales tactics had on ROI.
It typically involves analysing data on various marketing inputs, such as advertising spend, pricing, distribution, and promotions.
One standout benefit of marketing mix modelling is that it attempts to measure the influence of less measurable marketing channels, such as TV, radio, social and newspapers.
There are some great benefits to looking more closely at marketing attribution, and the tools and software we’re going to look at will help you make the most of them. Here are three key benefits:
1. Gain a source of truth on what’s working. Attribution software will help you quickly identify your most effective marketing channels. When it comes to managing your budgets, you’ll be able to spend more resources on the channels that have the most impact and reduce spend on those that aren’t providing value in the customer journey.
2. Discover how many touches your leads need before converting. If you just launched a new ad campaign or published a new piece of content, it can be disheartening if you don’t see conversions build up quickly. 12% of inbound marketing budget cuts are a direct result of no proven channel ROI. Marketing attribution software will help you prove the ROI of your channels, even if your leads only engage with them once or twice, at the start or middle of their buying journey.
3. Get data-driven insights to improve marketing strategies. With marketing attribution software, you can reveal which lead generation techniques are having the best impact on your ROI and allocate your budget accordingly.
Marketing attribution tools will help optimise future marketing campaigns and budgets. Each platform has unique features, capabilities, and benefits. Let’s take a look at what they are as we explore the top marketing attribution tools and software for 2025 and beyond.
First on our list is Ruler. We may sound biased, but once you see it, you’ll understand why.
Ruler is a closed-loop marketing attribution tool that helps you gain a wealth of insight into your marketing ROI.
It tracks the entire customer journey at the visitor level on a first-party basis, including the marketing source from each session, page views, UTM variables, Click IDs, and Cookie IDs.
Once an anonymous visitor converts into a lead, Ruler matches the user’s details to their marketing touchpoints and sends the data to your CRM.
This allows you to enrich your leads and opportunities with attribution data so you can see exactly how your marketing impacts pipeline generation.
Whenever a lead closes into a deal, the revenue data is sent back into the Ruler dashboard, allowing you to track the ROI of your marketing more accurately.
Ruler has recently introduced marketing mix modelling, allowing you to statistically attribute revenue to clicks and ad views and track exactly what marketing efforts generate your highest ROI.
Ruler offers several features that provide valuable insight into the ROI of your marketing spend and marketing performance.
Pricing for Ruler starts at £199 a month. You can save 20% by paying annually and there are also discounted rates for agency partners.
💡 Pro Tip
Want more information on Ruler and the services we offer? Book a demo to see Ruler in action and learn how it can help evidence your marketing’s impact on revenue.
Book a free demo of Ruler
Adinton is a complete marketing optimisation suite, and it includes tools to help with your marketing attribution.
The tool tracks your marketing spend, clicks, and conversions, and then reports back to you on how effective each channel was with information on whether you under or over-invested in various channels.
Once the data is collected, Adinton helps you take steps to improve your campaign performance and use your marketing resources in the most effective ways.
They also compile cross-device, cross-domain, as well as offline data, to help you see the full picture.
As for pricing, you will need to schedule a demo though their website so you can discuss your needs and requirements
Adjust is a mobile attribution platform to help you grow your mobile app with actionable data.
The Adjust platform is powerful. You can see which ads led to which conversions, down to the ad creatives that your users saw.
Unlike many other tools, they’ve built an anti-fraud system into their platform to ensure that your data and budget is safe and never misrepresented.
They integrate directly with over 2,000 advertising partners so you can easily set up and start capturing your campaign data.
Adjust offers a scalable pricing model based on volume, ensuring you only pay as you grow. There are no hidden fees, and you can start with their free Base plan, which includes up to 1,500 monthly attributions.
If you’re in the Adobe ecosystem already and plan on staying there, then Adobe Analytics‘ built-in Attribution modelling tools are a great option.
Adobe Analytics includes all the functionality you’ll need, including advanced statistics and machine learning, to help you and your team determine just how effective your marketing is, and show you exactly how your customers become purchase-ready.
If you want to use Adobe Analytics for your marketing attribution, you’ll need to receive a custom quote from them, based on your traffic levels and requirements.
Adobe Analytics pricing is based on a tiered model based on the number of monthly tracked visits. There are three main tiers: Select, Prime, and Ultimate. The pricing for each tier is variable and depends on the specific number of tracked visits.
If your business revolves around a mobile app, then Appsflyer is for you.
As the name suggests, Appsflyer is a marketing attribution tool for mobile apps and helps marketers attribute their app installs to touchpoints across the web.
This will help you optimise your campaigns and attribute conversions to the channels you’re promoting your product on, including the app stores, Facebook, Google Ads, TV, email, or organic traffic.
While Appsflyer is perfect for tracking within native apps, businesses with both a website and an app might also want to look into a more complete solution like Ruler Analytics for web attribution.
AppsFlyer offers a tiered pricing model based on the number of monthly tracked conversions. Their basic plan, Zero, includes 12,000 free conversions to use in your first year. For businesses that need more than 12,000 tracked conversions, AppsFlyer offers two additional plans: Growth and Enterprise. The pricing for these plans is based on a custom quote.
As mentioned in the intro, most marketers associate attribution with Google Analytics—it’s one of the most popular tools out there.
Google Attribution is free and helps you see how your marketing campaigns, content, and product sales are performing.
If you just want a quick look at how traffic flows to your site from different channels and track simple events like “form fills,” it’ll work fine.
However, if you want to dive deeper into user touchpoints and how they lead to actual deals and revenue, or if you need more advanced attribution models beyond Google’s last-click or data-driven options, plus integrated cost data to figure out your ROAS, you’ll need something more robust than Google Analytics.
Most of you have likely heard of HubSpot. It’s a leader in sales and marketing automation. But, it’s also making waves in the attribution space.
HubSpot Analytics connects your CRM and marketing data, allowing you to credit different touchpoints at every stage of the customer journey.
With its attribution reporting, you can identify which specific channels are moving the needle on revenue and make smarter decisions to improve your marketing performance.
HubSpot Attribution is part of the HubSpot Enterprise plan, which starts at $2,400 per month.
Nielsen has a set of tools that helps marketers see how their campaigns are doing across different channels and touchpoints.
It uses data from sources like website analytics, CRM systems, and marketing campaigns to create smart attribution models.
These models can be customised to fit your business goals. They offer solutions like brand lift, marketing mix modeling, and sales lift to help track and improve your marketing efforts so you can boost sales.
Overall, it’s a powerful tool for making smarter decisions, optimising media spend, and boosting the impact of your marketing.
Oktopost is a social media distribution and attribution platform for B2B marketers.
It integrates with popular marketing automation platforms like Marketo, Eloqua, and Act-On, and enriches your leads with the data it collects.
Instead of waiting, hoping that your social media efforts are paying off, Oktopost will show you whether they’re working or not.
So, you can either refocus your energy or double-down on what’s working.
You can track leads back to the original social media post they saw and engaged with, and get insights on how your campaigns are performing as a whole.
Oktopost doesn’t publicly disclose pricing for its plans, and prices are tailored to the specific needs of each customer. To find out the exact pricing, it is best to contact Oktopost directly.
Terminus is an account-based marketing (ABM) platform that includes robust marketing attribution capabilities.
For smaller businesses, Terminus may be too much. But, for bigger teams running ABM campaigns, it’s a serious piece of software.
Terminus contains a range of features to help with your ABM workflows, but the analytics section is powerful and detailed.
You’ll be able to see information on how your various campaigns tie back to revenue, and how effectively they work.
Terminus offers a tiered pricing model based on the number of users and the level of features that you need. It offers a free account so you can try it out before you buy.
TikTok’s Attribution Analytics is a free tool that helps advertisers track customer journeys on the platform, from awareness to action. It gives a clearer view of how users move through their path to purchase, helping brands understand what’s driving conversions.
One standout feature is Performance Comparison, which lets advertisers see how different time windows impact conversions.
However, TikTok misses out on actions happening outside its ecosystem, and since the customer journey spans many touchpoints across different channels, this can be a problem.
Third-party tracking tools are designed to tackle this challenge by giving you a clearer picture of what’s going on. Take Ruler, for example – it tracks every touchpoint that leads to a conversion, even going beyond the initial sale to include repeat purchases.
Ruler also uses marketing mix modeling and impression-based attribution, so you can easily see the impact of top-of-funnel activities like brand awareness campaigns on TikTok. These campaigns might not generate immediate clicks, but they still drive long-term revenue.
TransUnion’s TruAudience marketing tools help businesses drive better marketing and measurement through privacy-focused identity resolution, data enrichment, audience targeting, and advanced analytics.
Their identity graph platform (formerly OneID™ from Neustar) lets clients keep their consumer data fresh and accurate, making their marketing efforts more relevant and effective.
TransUnion TruAudience pricing isn’t available publicly, and it depends on the data package, the number of records you need, and the features you want. Generally, you’ll pay a per-record fee, but if you’re requesting a large amount of data, you might get a volume discount.
There could also be extra costs if you’re looking for advanced analytics or modeling features.
There’s a lot to consider when evaluating marketing attribution software. But, it’s well worth the research to find the right fit. Below are three factors you should consider when picking your marketing attribution software.
Seamless integrations: An effective attribution tool should integrate effortlessly with your ad platforms, CRM, and analytics tools. The easier it is to link your systems, the better your data flow—reducing silos and giving you a clearer view of what’s driving results. Without strong integrations, you risk missing critical insights or having to piece together fragmented data manually. Look for tools with native integrations that sync in real time, so you can make faster, data-backed decisions.
Features: Attribution is evolving, and your tool should, too. While some solutions—like GA4—limit you to specific attribution models, more advanced platforms offer flexibility with multiple methodologies, including data-driven attribution, position-based, and first-touch/last-touch models. However, attribution alone isn’t enough anymore. With third-party cookies phasing out and customer journeys becoming more complex, triangulation is key—combining Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and incremental testing. If your attribution software includes MMM capabilities, you’re already halfway to a more complete view of marketing effectiveness.
Pricing: Most attribution tools charge based on visitor volume, but pricing structures can vary significantly. Some providers tack on additional fees for setup, integrations, or exceeding usage limits—costs that might not be obvious upfront. Before committing to a solution, break down the pricing model to ensure you’re getting real value for your investment.
Finding the right multi-touch marketing attribution software can take time.
We recommend speaking to your marketing and sales team to understand their needs and what your tool needs to do for you.
One thing is for sure, once you start using your marketing attribution tool, you can expect to uncover insights that will directly impact your marketing operations, revenue, and growth.
And that’s all anyone working in sales or marketing wants, right?
Remember, with Ruler, you’ll gain access to a whole world of jaw-dropping information about your website visitors and marketing campaigns.
You can track your lead’s activities across the full customer journey and pinpoint exactly which marketing tactics are moving the needle on revenue.
Kickstart your marketing efforts today with one of the tools above, or, book a demo with Ruler Analytics now to start tracking your customer journey across multiple touchpoints.
