The marketing landscape is becoming more competitive and complex by the day. You need to constantly evaluate whether your marketing initiatives are leading to your desired results. Further, you also need to assess which customer touchpoints and what percentage of them yield positive returns on your investment so that you can take appropriate steps. Here is where attribution becomes essential.
Digital marketers are facing more challenges today. One reason is that more digital channels are coming into play. Secondly, the customer journey, too, is growing in complexity. According to a survey by StatistaOpens a new window in 2020, an average household had access to more than 10 connected devices. This means that consumers can potentially use several devices before making a purchase decision. Consequently, marketers are increasingly investing in attribution tools and platforms to understand their campaigns and marketing mix’s success.
Here, we list the top marketing attribution tools and platforms available in the market.
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Free Software/Versions
1. Google Attribution
If you have used Google Analytics for your marketing activities, you may be aware of Google AttributionOpens a new window . Within Analytics, Google provides the Google attribution tool. This is an entirely free tool that allows you to gain insights at a deeper level. With this tool, you can gauge your content’s success, marketing campaigns, and sales. The best part is that since the tool is already part of Google, it works seamlessly with Google Ads and Analytics. Hence, if you already use these two tools, it is good to incorporate Google Attribution for your marketing activities. Documentation is readily available for the tool from Google.
2. Statcounter
StatcounterOpens a new window is an analytics tool that has built-in marketing attribution features. The platform manages all your marketing analytics on a simple and clean dashboard. The filters enable you to view the information you need. The platform offers a simple interface that makes it easier for you to identify touchpoints in a sea of data. The platform embeds a code in your website. This code tracks user actions that are later processed and analyzed.
Statcounter does not offer a wide range of features some of its competitors offer. But if you are a company on a tight budget, then you should consider this platform.
Price: Basic version is free. Premium version available at $9 per month
3. Kochava
KochavaOpens a new window is an attribution software that specializes in mobile attribution. The software helps you analyze and optimize your mobile marketing campaigns. It gives you deeper insights into user behaviors, makes it possible to connect with them on the devices they prefer and target those audiences who will most likely engage.
Kochava’s Unified Audience Platform is customizable. It offers several features that are useful for digital marketers, fraud-detection tools, and high-level support. The platform also provides excellent customer service and client support. Having said that, the initial setup may feel challenging. You may also find it challenging to configure the reports as per your requirement.
Price: There is a free version. There are also paid plans with advanced features.
Moderately-Priced Software
4. CallRail
CallRailOpens a new window is an attribution tool with a difference. Besides helping you measure and understand the performance of your online touchpoints, it also enables you to measure offline campaigns, such as phone outreach and follow-up. In fact, the platform identifies itself as a call tracking and marketing analytics software. You can use the data to gain a whole picture of your calling activities and how they relate to your inbound calls, form-fill, and purchases.
The platform also offers phone call recordings for you to review calls, coach your employees, and improve customer service.
Price: Various pricing options starting from $30 per month to $50 per month. It also has a 14-day free trial.
5. Appsflyer
AppsflyerOpens a new window is another popular software you should consider if most of your campaigns are mobile app driven. Appsflyer offers mobile marketing analytics and an attribution platform. The platform primarily attributes smartphone app installs to various digital touchpoints. This makes it possible for you to optimize your campaigns and ascribe conversions to the digital channels where you promote your products. These channels include Android and iOS app stores, Google Ads, Facebook, email, TV, and organic traffic.
The platform takes security seriously and has dedicated security and privacy team. The platform is also well-known for its customer service, accuracy, and user interface (UI).
Price: Plans are available for startups, small businesses, and enterprises. Pricing starts from $0.06 per conversion.
6. LeadsRx
If you are an SMB, LeadsRxOpens a new window is another good attribution tool you can consider. The tool allows you to identify your customers’ paths through cross-channel touchpoints and get the full-funnel picture. The platform also allows you to gain visibility into your marketing investments and the returns on them.
The platform has a simple and clean interface. You can easily view the options available so that you will not have to guess the touchpoints. The platform also assigns credits for various touchpoints automatically.
Price: Different plans are available, such as agency attribution, enterprise attribution, and dealer attribution
7. Ruler Analytics
Ruler AnalyticsOpens a new window is a platform that employs a multi-touch attribution model and takes a revenue-centered approach called “closed-loop framework’. The framework makes it possible for you to connect your marketing initiatives to your revenue. The platform does this by identifying your website visitors and traces their individual journey across different touchpoints. Once users become leads, the platform matches their information to their marketing touchpoints. All their details are then sent to your CRM. Once the lead converts to a customer, the platform attributes proportional credit to the keywords, campaigns, and channels that led to the conversion.
You can easily integrate the Ruler Analytics platform with tools, such as Google Ads and Google Analytics, to measure marketing ROI.
Price: Variables plans available starting from $99 per month
8. Adinton
AdintonOpens a new window offers complete predictive and marketing attribution software. It is a great tool that analyzes massive amounts of data and provides recommendations for you to take actions in real-time. Adinton’s suite includes tools for online and TV attribution, offline tracking, bid management, click fraud, predictive audiences, and customer intelligence.
The attribution software tracks your marketing expenditure, clicks, and conversions. It then provides reports on the effectiveness of different channels and whether you over or under-invested in these individual channels. The attribution tools also compile cross-domain and cross-device data to give you the whole picture.
Price: Attribution package costs Euros 299, other packages and plans available
9. Funnel
FunnelOpens a new window is an automated data collection software that converts marketing and advertising data into reports. These reports enable you to make smart decisions about your targeting and budgets. The platform allows you to review your campaign data from various channels on a single dashboard to understand how these channels contribute to your goals. Funnel does the data collection for you so that you will not have to stitch data from various sources, helping you save time and resources.
Funnel also helps you import data from popular tools like Google Analytics, Google Data Studio, Google Sheets, Tableau, and Snowflake.
Price: Plans start from $499
10. Oribi
OribiOpens a new window is an attribution tool that can be considered an excellent alternative to Google Analytics. Oribi provides a significant amount of data Google Analytics provides. Further, it converts this data into actionable insights instead of leaving you to create the reports. Oribi also offers smart, cross-domain funnels, trends, traffic monitoring, button analysis, and content optimization to help you optimize conversions. The tool enables you to identify all digital touchpoints — Facebook, Google, LinkedIn, Twitter, and others — your customers interacted with before converting on your website.
Oribi’s attribution features enable you to view data in multiple attribution models.
Price: Different plans available depending on the kind of business you have.
11. Bizible
BizibleOpens a new window , now part of Marketo, is a marketing attribution platform that automatically tracks customer and audience interaction across various channels. The tool uses advanced AI to provide you granular data and insights. These insights allow you to measure and optimize your marketing efforts, strategies, and channel mix. Bizible’s multi-touch attribution enables you to understand which campaigns, channels, and content deliver the most revenue, pipeline, and ROI.
The tool is also easy to set up and is fully automated to help you save time and effort.
Price: There are various packages available, and the price depends on the package.
High-Priced Software
12. Onclusive
If you invest significantly in PR for your marketing activities or are regularly featured in publications, OnclusiveOpens a new window is an excellent tool to use. Onclusive is a PR attribution and analytics tool that enhances how your business communicates with your audiences. The tool goes beyond monitoring and tracking brand mentions. It allows you to see the impact these brand mentions have and provides insights into how you can grow and optimize your media mentions. The insights also help you identify whether you are moving in the right direction.
Onclusive uses AI to identify strategies that drive business outcomes.
Price: The pricing is slightly on the higher side, starting at $4,999 annually.
13. Invoca
Invoca Opens a new window is another attribution software that is useful if your business relies on phone conversations with prospects and customers. The platform uses artificial intelligence (AI) based call-tracking and analytics to help you attribute your phone sales to the marketing channels.
Invoca may appear a little expensive. However, if a significant percentage of your business happens over the phone, then Invoca can be a good solution. Further, the platform comes with various features and solutions. It is also compliant with data privacy regulations, such as GDPR and Health Insurance Portability and Accountability Act (HIPAA). The platform offers seamless integration with many other tools and platforms.
Price: The price is not listed on their website. According to publicly available information, it starts at $1,000 per month.
Software With Price Available on Request
14. Adjust
AdjustOpens a new window is another mobile attribution platform that helps you improve mobile app campaigns with actionable insights. It is a powerful platform that allows you to see which campaigns, ads, and even ad creatives led to which conversions. It provides insights into a user’s entire journey, from how they came to your app to how their interaction patterns and behaviors compare across cohorts. Adjust integrates with more than 2,000 advertising partners, including Facebook, Snap, Google, and Twitter, so that you can capture your campaign data easily.
Besides attribution, Adjust also provides a powerful mobile fraud prevention system in its platform to protect your data and budget from the vast majority of click fraud.
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15. Neustar
NeustarOpens a new window offers an attribution platform that helps you monitor results from your offline, online, and mobile marketing channels. This is particularly helpful if you are pursuing leads beyond your web assets and social media. The platform helps you fully understand your customers’ journey and determine the impact of your omnichannel campaigns on your conversions. The platform further makes it possible for you to use its data to make changes to your campaigns in real-time.
There are a few concerns about the UI’s ease of use. However, the platform has a good support team. It has various components that make it a good choice if you need a flexible approach.
16. Oktopost
Besides offering a social media management platform, OktopostOpens a new window also offers an attribution platform for marketers. A common challenge with social media platforms is that most of them are walled gardens and do not share much information with external tracking tools. Oktopost promises to bring all social media data into your CRM. It also promises to provide visibility into what role the social platform plays in multi-touch attribution. The platform shows whether your efforts on social media are working or not, instead of waiting for them to pay off. This helps you either forge ahead with what is working or re-direct your energies.
The platform integrates well with marketing automation platforms like Eloqua, Marketo, and Act-On. Oktopost helps you track the leads to the original social post your audience engaged with. It also enables you to gain insights into your campaigns’ performance.
17. Impact
ImpactOpens a new window is a platform that provides you in-depth insights into your customer behavior. The platform delivers on this promise by offering a range of customization options for attribution modeling and reporting. The platform is designed to be a complete solution for marketers who want to have a clear picture of conversion data across various digital channels. This helps in determining where failures and successes are coming from. The platform is also best suited for marketers who are heavily into media buying.
The platform’s analytic suites provide a choice of machine learning or rule-based modeling. You can also offer your own ruleset, dashboards, and reporting system if needed. One downside of the platform is that it comes with significant setup and maintenance. However, it has good ongoing support.
18. Adobe Analytics
If you are using the Adobe ecosystem for your marketing campaigns, then Adobe AnalyticsOpens a new window offers you a built-in attribution tool. Adobe Analytics provides you a wide range of functionalities, including machine learning and advanced statistics. The platform also gives you a wide range of attribution models to gain in-depth insights into your investments across various channels.
Adobe Analytics makes it possible for you to gather and analyze data from almost all offline and online channels to evaluate your customer behavior across the entire journey. The platform also gives you integrations with several third-party tools like Invoca, Hootsuite, BrightEdge, and Branch.io. The platform further provides a good UI.
19. Looker
LookerOpens a new window offers a wide range of marketing analytics tools, from analytics and reporting to attribution. The platform makes it possible for you to view customer interactions across various touchpoints. This will help you engage with customers in a more relevant and personal way. Funnel also allows you to create data visualizations easily to understand your customers in more interactive ways. You can also use the data from Funnel to improve your workflows.
Funnel further integrates with Google Analytics to offer more insights and options.
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20. Demandbase
DemandbaseOpens a new window is a well-known account-based marketing (ABM) platform, and it offers several robust attribution features. The platform provides the data you need to comprehensively understand your target accounts, make decisions about the right time and message to engage with the right people, and determine channels and delivery mechanisms. As you are essentially using an ABM platform, you can match your attribution data to your accounts and see how engaged the leads are.
Demandbase measures every interaction your lead has with your brand, which may or may not result from targeted campaigns. An excellent feature of the platform is that it allows you to include sales calls.
21. Terminus
TerminusOpens a new window is another ABM platform like Demandbase and offers attribution capabilities. The platform provides a variety of features to help you with your account-based marketing workflows, out of which the analytics and attribution features are powerful. With Terminus, you can identify how your various campaigns contribute to the revenue and how effective they are. The platform allows you to target the accounts with dynamic data and engage them with unified multi-channel campaigns.
Terminus further sends your most valuable account data to the Salesforce CRM, where your sales team can access it.
22. TrackMaven
TrackMavenOpens a new window , now part of Skyword, is a marketing analytics software that provides insights into your campaign’s performance, content, strategy, and competitors. The platform integrates all the data marketers use to measure and improve performance. This includes website traffic, organic and paid social media campaign analytics, conversions, revenue, and other data.
TrackMaven identifies the most engaging content, channels, and distribution tactics. It also provides insights into the best publishing formats, time, and days of the week. The platform offers a dashboard that shows the key performance metrics for various channels. It also shows you where you are losing or winning by comparing your results with peers, influencers, and competitors.
23. Nielsen Attribution
Nielsen AttributionOpens a new window helps you measure the efficacy of your owned, paid, and earned marketing efforts at a granular level. This includes campaign, creative, media type, audience segment, and placement. The platform also allows you to measure the effectiveness of your initiatives in real-time across devices and channels. The platform’s algorithms use a multi-touch approach to determine what is and is not working.
The process of installing and setting up the platform and integrating it is a little daunting. However, once set up, it is user-friendly. It also has
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The Choice Is Yours
Marketing attribution is an essential part of analyzing your marketing initiatives. It helps you understand which channels, type of campaigns, and content you should focus on to improve your conversions and ROI. While many marketing attribution tools and platforms are available in the market, not all suitable for your business. The tools and platforms mentioned above will help you identify the right ones to make your marketing more efficient and effective.
So, which of these marketing attribution tools do you think are right for your business? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .