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11 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 is a significant challenge for all data-driven teams, and successfully attributing business outcomes to channels can be difficult without the right tools and technology.
In fact, only 17% of advertisers look at the performance of their digital channels holistically.
Despite the difficulties associated with accurate marketing attribution, getting it right can unlock actionable insights that enhance your visibility across channels and drive revenue growth.
When it comes to attributing conversions and revenue to your channels, marketing attribution tools are your best way to go.
However, with so many options available, it can be overwhelming to determine which tool is best for your needs.
In this article, we cover how marketing attribution tools work, their benefits, and highlight some of the top software designed to help you work more effectively, especially when used alongside other popular measurement methods.
We 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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Here’s an overview of the top marketing attribution tools for 2025, including a comparison of features, ideal use cases, and pricing. Skip below for a more detailed breakdown.
| Platform | Best for | Key features | Models supported | Pricing |
| Ruler Analytics | B2B & B2C of all sizes; ideal for eCom & lead gen marketers | Multi-touch, impression & offline attribution; call/web/chat tracking; MMM; predictive analytics | First-touch, last-touch, linear, time-decay, U-shaped, DDA, impression-based | $199–$1,149/mo based on traffic; custom plans for >200k visits |
| Adinton | Agencies & performance marketers running multi-channel and TV campaigns | AI attribution, auto bid/budget optimisation, fraud detection, TV attribution | ML-optimised data-driven models | Tiered by monthly click volume; pricing on request |
| Adjust | Mobile app marketers needing install attribution & fraud protection | Install/post-install attribution, fraud prevention, cohort + retention, ROI tracking | First-click, last-click, linear, time-decay, deterministic, probabilistic | Usage-based pricing; contact for details |
| Adobe Analytics | Enterprises using Adobe Experience Cloud | Custom model windows, AI contribution analysis, segmentation, predictive insights | First-touch, last-touch, linear, time-decay, U-shaped, participation, alg orithmic | Tiered (Select, Prime, Ultimate); varies by traffic volume |
| AppsFlyer | Mobile marketers needing SKAN & post-install attribution | IDFA/IDFV/SKAN attribution, fraud prevention, ROI dashboards, path visualisations | Single-touch, linear, time-decay, last-non-direct, deterministic, probabilistic | Free tier (12k conversions/year); custom pricing for Growth/Enterprise |
| Google Analytics 4 | Businesses wanting free attribution with Google integrations | Event-based tracking, cross-platform data, Ads/Firebase/BigQuery integration | Last-click, data-driven (limited models) | Free; GA360 starts around $50k/year |
| HubSpot Attribution | B2B companies using HubSpot for CRM or marketing automation | Auto campaign tracking, visual revenue reports, funnel filters | First-touch, last-touch, linear, U-shaped, W-shaped, time-decay, full-path | Included in Enterprise plan ($2,400/month+) |
| Nielsen | Large brands/agencies running omnichannel campaigns with offline media | TV/radio/digital attribution, POS & panel data, MMM, media lift studies | Multi-touch attribution, custom MMM models | Enterprise-only; custom pricing based on scope |
| Terminus | B2B marketers using ABM strategies | Account/contact-level attribution, CRM integrations, ABM journey visualisation | Multi-touch, W-shaped, full-path (account-customised) | Custom pricing; usually several thousand/month for mid-market |
| TikTok Attribution | TikTok advertisers wanting real-time performance & funnel insights | Pixel + Events API tracking, attribution windows, in-app events, retargeting | Last-click (default), customisable windows, multi-touch via integrations | Free within TikTok Ads Manager |
| TransUnion TruAudience | Enterprise marketers needing identity-based offline + online attribution | ID graph, CRM data onboarding, offline/CTV reach, integrations with DSPs/DMPs/MTA | Multi-touch + MMM (via identity resolution) | Per-record pricing; varies by volume and features |
Marketing attribution tools are what 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:
Some common examples of marketing attribution software can be grouped into two main categories: single-touch attribution and multi-touch attribution.
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:
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.
When click-level data is unavailable, particularly for upper-funnel activities, Ruler offers a hybrid data-driven attribution solution blended with impression modelling.
By adopting aggregated insights from marketing mix modelling, it fills data gaps and applies MMM-based weightings to your DDA data.
This ensures channels like social and display ads receive proper credit, rather than overemphasising lower-funnel touchpoints like branded search.
Ideal for B2B and B2C businesses of all sizes, from startups to enterprises. Particularly effective for eCommerce, lead generation, and multi-channel marketers looking to directly connect marketing efforts to revenue.
Multi-touch attribution and impression attribution, visitor-level full journey tracking (calls, web forms, live chat), revenue & opportunity attribution with offline tracking, marketing mix modelling and predictive analytics.
Deterministic attribution and probabilistic modeling. First-touch, last-touch, linear, time-decay, u-shaped, DDA & impressions.
Pricing starts around $199/month for small businesses with up to 50,000 monthly visits, scaling to $649/month for mid-market companies and $1,149/month for large enterprises. Custom pricing is available for organisations with more than 200,000 monthly visits, with annual plans offering up to a 10% discount.
💡 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.
Digital agencies and performance teams running multi-channel and TV campaigns, focusing on bid optimisation, fraud detection, and real-time budget management.
AI-driven, algorithmic multi-touch attribution, predictive bid management with automated budget optimisation, TV attribution plus mobile/web cross-screen analytics.
Primarily algorithmic/data-driven models optimised by ML in real-time (vs manual standard models).
Pricing for Adinton is tiered based on monthly click volume. 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.
Mobile app marketers who need accurate install attribution, deep fraud prevention, and cost data management in one SDK-powered platform.
Deterministic and probabilistic install attribution, cohort reporting, retention tracking, cost data aggregation, ROI measurement, real-time fraud detection & prevention.
Deterministic attribution and probabilistic modeling. Last-click, first-click, linear, time‑decay, and customisable attribution models.
Adjust uses scalable pricing based on attributed users or events, with costs increasing as usage grows. Pricing details require direct contact with Adjust.
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.
Enterprises leveraging Adobe Experience Cloud who require enterprise-grade analytics and AI-powered attribution across multiple digital channels.
Customisable attribution models with adjustable lookback windows, drag-and-drop segmentation, predictive analytics and AI-driven contribution analysis.
First-touch, last-touch, linear, time-decay, U-shaped, participation, and proprietary algorithmic models.
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.
Mobile marketing teams needing comprehensive install and post-install attribution, fraud protection, and SKAdNetwork management.
Attribution via IDFA/IDFV, SKAN, and probabilistic methods, real-time cost aggregation and ROI dashboards, conversion path visualisations, SKAdNetwork value management.
Deterministic, probabilistic, single-touch, linear, time-decay, and last non-direct 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, you’ll need more advanced attribution models beyond Google’s last-click or data-driven options.
Businesses of all sizes looking for free, event-based marketing attribution integrated with the Google ecosystem.
Event-driven data model that replaces session-based tracking, cross-platform attribution, seamless integration with Google Ads, BigQuery, and Firebase, customisable funnels, audiences, and conversion paths.
Last-click attribution & data-driven attribution.
Google Analytics 4 is free for most users, with an enterprise-grade version called Google Analytics 360 starting around $50,000/year, which includes SLAs, higher limits, and additional features.
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.
B2B companies already using HubSpot for CRM, marketing automation, or sales enablement who want native attribution reporting.
Automatic tracking of forms, emails, content, ads, and workflows, visual reports showing deal influence and revenue attribution, easy attribution filtering by campaign, source, medium, or lifecycle stage.
First-touch, last-touch, linear, u-shaped, w-shaped, time-decay, and full-path attribution models.
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.
Large brands and agencies that run omnichannel campaigns, especially those needing offline and TV/media measurement alongside digital channels.
Real-time TV, radio, and digital attribution across devices, integration with panel and point-of-sale (POS) data, multi-touch and MMM, in-depth media planning and lift analysis.
Multi-touch attribution and marketing mix modelling, using custom, person-level models tailored to the client’s media mix and offline/online data.
Nielsen provides custom pricing for each client, typically structured for large enterprise budgets depending on data volume and model complexity.
Terminus is an account-based marketing 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.
B2B companies running account-based marketing campaigns and needing account-level attribution tied to pipeline and revenue.
Account-level and contact-level multi-touch attribution, ABM campaign influence tracking across sales and marketing, native integrations with Salesforce, HubSpot, and LinkedIn, dynamic dashboards that visualise buyer journey impact.
Multi-touch attribution models with account-based customisation, often leveraging W-shaped and full-path models to show influence across decision-making teams.
Terminus offers custom pricing based on team size and features, typically starting at several thousand dollars per month for mid-sized B2B teams.
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.
Marketers and media buyers running performance campaigns on TikTok who want insights into engagement and conversions across the funnel.
Conversion tracking via TikTok Pixel and Events API, attribution windows for views, clicks, and in-app actions, real-time reporting for ROAS and CPA, custom audiences and event retargeting.
TikTok uses last-click attribution by default but allows customisation of attribution windows (e.g., 1-day view, 7-day click). Its multi-touch tracking is enabled through integrations.
TikTok Attribution is free to use and built into the TikTok Ads platform.
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.
Large marketers and data-rich enterprises looking for identity-based attribution that connects offline, online, and CTV behavior.
Identity graph that resolves consumers across devices and channels, data onboarding and enrichment from CRM, web, or purchase sources, integration with major DSPs, DMPs, and MTA tools, omnichannel reach and measurement (digital + offline)
Supports multi-touch attribution and can integrate with advanced marketing mix models using its identity resolution framework.
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. 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.
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.
