This article was originally published on 6th February 2020 and was last updated on 4th January 2021.
Once you find the right marketing attribution software, you can expect to uncover additional insights that will help you optimise your campaigns and convert more of your leads into 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.
It’s so challenging that only 17% of advertisers look at the performance of their digital channels holistically.
But, despite the challenges associated with successful marketing attribution, do it right and you’ll gain access to actionable insights that will allow you to report with complete confidence and optimise marketing budgets.
Here are some of the best marketing attribution software and tools, designed to help you work more effectively and increase ROI.
Table of Contents
What are Marketing Attribution Models?
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 six main attribution models:
- First Click
- Last Click
- Last Non-Direct Click
- Linear Time-Decay
All of these attribution models will generate different results, as they measure the importance of your touchpoints differently.
Good marketing attribution software will allow you to look at your marketing efforts through the lens of each of these attribution models and help you identify where to invest your time and budget.
What Can You Learn from Attribution Reports?
If you’re only tracking your conversions through Google Analytics without connecting your clicks to your sales, then these 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:
Source of truth of what’s working—and what isn’t: 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.
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.
Data 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.
Some marketing attribution tools and software can even help you confront the most complex questions commonly asked by company executives and clients, such as:
- How does marketing help bring in clients?
- How can we drive more sales using marketing?
- What campaigns are most effective—or least effective—at turning leads into customers?
- What is my return on investment on the XYZ campaign?
- Which marketing activities drive the highest lifetime value?
- Where should I be spending my money?
How Much Does Marketing Attribution Software Cost?
Most multi-touch attribution tools come at a cost. But if you’re invested in growth, they’re worth it.
Your team will have access to actionable data that will help them optimise future marketing campaigns and budgets.
Despite the upfront cost of many attribution tools, they’re designed to save you money and increase the ROI of your campaigns in the long run.
There isn’t a one-size-fits-all tool when it comes to marketing attribution. So, to make things easier, we have grouped all the tools by category.
By doing this, you can prioritise each tool based on what you’re looking for. You can also skip straight to our comparison grid below, if you’d prefer to weigh up your options that way.
Multi-Touch Attribution Tools
Looking for multi-touch solution to help you measure your marketing performance?
Here are a list of multi-touch attribution tools to help you get started.
1. Ruler Analytics
We can’t talk about multi-touch attribution tools and not mention Ruler Analytics.
Ruler is a closed-loop multi-channel 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 Analytics does this by identifying your website users and tracks 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 revenue, the sales data is sent back into the Ruler Analytics 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.
Price: From £89/month
Best for: Data-driven teams who want to match real user details to engagement across all marketing touchpoints and link marketing activities to revenue.
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
Impact focuses on helping you optimise 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
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/mo
Best for: Collecting advertising data and compiling it into one location
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
Analytics Attribution Tools
Looking for an analytics alternative to help you measure your marketing activity and ROI?
Below is a list of analytics tools to help you get started.
6. Adobe Analytics
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
7. Google Attribution
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
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
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
Looking for an analytics solution to provide account-based metrics and results?
Here is a list of account-based attribution tools to help you find what you’re looking for.
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 measure 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
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 only
Best for: Companies using Account-Based Marketing
App Download Tracking Attribution
Want to know how your users locate your app and identify behaviorally trends?
Find out by using App download tracking attribution. Browse our list of options below.
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.
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
Social Media and PR Attribution
Connect the dots between web traffic and your social media and/or PR activity with attribution software.
Jump into our list of options below.
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 re-focus 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
Compare Marketing Attribution Software and Tools
Still unsure on what attribution software you need to measure the performance of your marketing?
We’ve created a comparison grid so that you can easily find what you’re looking for:
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 find insights that will help you supercharge your marketing efforts and optimise your budgets to help convert more of your audience into leads. And that’s all anyone working in sales or marketing wants, right?
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.