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 is a significant challenge for all data-driven teams, and successfully attributing conversions to channels can be difficult without the right tools and technology.
It’s so challenging that only 17% of advertisers look at the performance of their digital channels holistically.
Despite the challenges associated with successful marketing attribution, do it right, and you’ll gain access to actionable insights that will positively impact your traffic and revenue.
When it comes to attributing conversions to your channels, marketing attribution tools are the best way to go.
But, with so many options available, it can be pretty overwhelming to figure out which one is right for the job.
To help get the wheels turning, we’ve listed some of the best marketing attribution software and tools designed to help you work more effectively and increase ROI.
For this article, we’ll discuss:
🚀 Pro Tip
Ruler Analytics makes the process of marketing attribution much easier. It tracks data on a visitor level, allowing you to successfully attribute leads and marketing-generated revenue across multiple campaigns, ads, keywords and more.
How Ruler attributes revenue to your marketing
Simply put, marketing attribution software is a must-have solution for modern companies, as it allows marketers to determine which channels, campaign landing pages, and ads had the greatest impact on leads and revenue.
The best marketing attribution software allows you to look at your marketing efforts through the lens of each attribution model and helps identify where to invest your time and budget.
Without marketing attribution software in place, you’re unable to see which channels contribute the most value, and therefore, potentially wasting budget on the channels that fail to move the needle.
Marketing attribution models are frameworks that accurately identify how and where your website visitors and customers engage with your marketing efforts before converting.
It’s a way to help you weigh up the importance of your marketing channels and how they affect your conversions.
There are five main attribution models:
All of these attribution models will generate different results, as they measure the importance of your touchpoints differently.
If you’re only tracking your conversions through Google Analytics without connecting your clicks to your sales, then marketing attribution tools can help you step up your game.
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:
Marketing 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.
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.
With marketing attribution software, you can reveal which lead generation techniques are having the best impact on your ROI and allocate your budget accordingly.
🚀 Pro Tip
We surveyed 200 businesses to unlock the primary challenges around marketing measurement and compiled valuable insights to enhance your attribution reporting.
Download the marketing attribution and reporting survey
Some marketing attribution tools and software can even help you confront the most complex questions commonly asked by company executives and clients, such as:
As you may already know, there are many tools available to organisations and their digital marketers. 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.
Pricing for marketing attribution software varies a lot. Some tools are affordable enough for small and mid-size companies, while others can cost upwards of several thousands of pounds per month.
Most solutions will have a certain price per number of visitors. But, it’s not uncommon for some providers to charge additional fees for setting up your account, integrations and extra usage.
Before you agree to or sign a contract, take time to understand what you are paying for and the value you’re receiving in return.
If you use several applications to manage your marketing campaigns, sales pipeline and customer data, you’ll need to consider integrations.
Look at your existing martech stack and verify that the tool you are looking at integrates seamlessly with your existing technology.
Not all leads are generated online. If you convert leads into paying customers using traditional methods of communication, it makes sense to use a marketing attribution tool that can track your online and offline touchpoints.
That way, you can gain a deeper understanding of which online touchpoints influence your highest offline deals and vice versa.
Some marketing attribution tools come at a cost. But if you’re invested in growth, they’re worth it.
Your team will gain access to actionable data that will help optimise future marketing campaigns and budgets.
There isn’t a one-size-fits-all tool when it comes to marketing attribution. But, with each platform comes a unique set of features, capabilities and benefits.
Let’s take a look at what they are as we explore the top 17 marketing attribution tools and software for 2022 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 enables you to tie all of your marketing efforts directly to revenue.
Ruler does this by identifying your website users and tracking their unique journey over multiple touchpoints.
Once an anonymous visitor converts into a lead, Ruler Analytics matches the user’s details to their marketing touchpoints and sends all this data to your CRM.
This populates the sales team’s system with conversion and marketing data, which helps them learn more about each prospect before reaching out to them.
Whenever a lead closes into a deal, the revenue data is sent back into the Ruler dashboard.
You can integrate this with Google Ads, Google Analytics and more so that you can measure marketing ROI straight from your favourite reporting tools.
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.
Price: From $79/month
Best for: All-in-one suite of marketing tools
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.
Price: Available upon request
Best for: Companies who want to uncover their top acquisition sources
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.
Price: Available upon request, but expect to pay $30,000 to $100,000/year
Best for: Companies who are already using the Adobe ecosystem
A new addition to our list, AdRoll’s Growth Marketing platform breaks down your customer journeys and assigns credit to the marketing channels that influence conversions.
It delivers deep insights into how campaigns are performing across various channels and provides marketers with a single view into their entire marketing mix.
Price: Available upon request
Best for: Companies who are already using Adroll
Impact focuses on helping you optimize your media buying.
It’s designed as a one-stop shop for marketing teams who want a clear overview of their conversion data across all channels to help them quickly see where their successes and failures are coming from.
You can build your own unique reporting system and dashboards with their drag-and-drop system to ensure your reports are tailored to your specific needs.
Price: Available on request.
Best for: Businesses heavily invested in media buying
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.
Price: Available on request. Reports say that price starts at $0.05 per app install.
Best for: Businesses that revolve around a mobile app
Demandbase has a robust set of marketing attribution features but is only worth it if your company has the scale to make the most of them.
Unlike some other attribution tools, Demandbase measures every interaction a lead has with your brand, and not only those that happened as a result of targeted marketing campaigns.
As Demandbase is an ABM platform, you’ll have the ability to match your marketing attribution data directly to your accounts and find out how engaged your leads are.
Demandbase also lets you include your sales calls, which is a nice touch.
Price: Available upon request, but expect to pay ~$25,000 to $50,000/year
Best for: Companies using account-based marketing
Funnel is a data collection tool that turns marketing and advertising data into automated reports to help you make smarter decisions about your budgets and targeting.
Funnel lets you quickly review your campaign data from every channel in one place so you can understand how each channel ties into your goals.
As the data is all collected by Funnel you won’t need to stitch together data from multiple sources.
So, you’ll save time and energy when it comes to compiling your reports. You can also import the data into your favourite tools like Google Data Studio, Sheets, and Google Analytics.
Price: From $499/month
Best for: Collecting advertising data and compiling it into one location
Google’s Attribution feature is still in Beta, but if you regularly run campaigns on Google Ads and don’t have the budget for other attribution tools, this is a great option.
It’s part of the Google Analytics ecosystem, and Google Attribution provides additional insight into your Google Ads performance.
It’s available to all advertisers for free. As you would expect from any attribution tool, it helps you understand multi-click and multi-channel journeys in a way that’s impossible to do manually.
You’ll be able to make smarter decisions about your ad targeting to ensure that your campaigns bring the best results.
Best for: Teams running Google Ads
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 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.
Price: Available upon request, but expect to pay £2900+/month
Best for: Teams who are already using HubSpot
Looker’s marketing analytics tools and software can help with a wide variety of marketing tasks, from reporting to attribution.
Looker enables you to see customer interactions across all touchpoints to help you engage with all customers in a more personal and relevant way.
You can also easily create data visualisations to help you understand your customers in a more interactive way than otherwise possible.
Like some of the other marketing attribution modelling software here, it’s relatively pricey, with it being ~$3,000 – $5,000 per month depending on your needs.
Price: Available upon request, but expect to pay $3,000+/month
Best for: Teams who want access to powerful data visualizations
Investing in offline campaigns? Neustar is for you. Neustar’s multi-touch attribution software helps marketers monitor the results of both their online and offline campaigns.
It allows marketers to fully understand their customer journey, and identify what impact their omnichannel campaigns are having on their conversions.
With the data Neustar provides, you’ll be able to optimise your campaigns in real-time and make the most of your budgets.
Price: Available on request.
Best for: Companies investing in offline advertising
🚀 Pro Tip
Do you know which digital marketing channels are driving your most valuable offline sales? Download our eBook on offline conversion tracking and learn how to connect the leads you generate online with the sales you convert offline.
Download the guide to offline conversion tracking
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.
Price: Available on request.
Best for: B2B companies investing in social media
If your company is investing in PR, or regularly being featured in publications around the world, then Onclusive is for you.
Onclusive is a PR analytics and attribution tool that improves how your brand communicates with the world.
Rather than merely monitoring brand mentions, Onclusive lets you see the impact those mentions are having and provides insight into how you can amplify and optimise your media mentions to grow your visibility.
If you want PR to act as a lever for growth, then this is the perfect tool.
Price: Available on request
Best for: PR attribution
Oribi is an all-in-one analytics and attribution tool, and a good alternative to Google Analytics.
You’ll have access to much of the same data as you would in Google Analytics.
Although, Oribi breaks your data down into actionable insights, rather than simply displaying it and leaving you to do the reporting work.
Oribi’s marketing attribution features allow you to see your data in different attribution models.
You can view the touchpoints involved in your conversions to help you optimise your marketing and acquisition strategies.
Price: From $300/month
Best for: Companies looking for a Google Analytics alternative
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.
Price: Available on request onlyBest for: Companies using account-based marketing
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.
This article was originally published on 6th February 2020 and was last updated on 4th February 2022 for freshness.