18 Top Marketing Attribution Software Tools for 2024

It can be difficult to determine which marketing activities are leading conversions and sales. But it is essential if you’re looking to improve ROI, revenue and brand awareness.

Marketing attribution software can be very useful.

This blog will explain marketing attribution tools and their power. We’ll then explore three types of marketing tools and 18 marketing attribution tool tops for 2024.

What is marketing attribution?

There are many advantages to marketing attribution. You can use these tools to:

1. Focus your budget and marketing efforts on the areas that will yield best results.
2. Understanding your audience’s needs and wants
3. Personalized experiences can help you reach and resonate with your target audience.
4. Increase your ROI

There are three types of marketing attribution software

There are many ways to attribute marketing.

When you are setting up your marketing attribution goals, and choosing the best software for you to use, it’s important that you consider these three types of software.

1. MTA (Multi-Touch Attribution)

The multi-touch attribute identifies the customer touchpoint that is most responsible for making a purchase. While most MTA software includes some data about channels, it’s designed for testing specific touchpoints.

A multi-touch marketing tool can evaluate touchpoints using the following methods:

• First-Touch-Model:A First-Touch model gives all the credit to the website or digital asset which brought a visitor to your site. The model helps you to understand what drives people into your store.
• Model of Last Touch: The opposite to first touch is last-touch. This model gives the customer 100% credit for the asset they last saw before purchasing. The model works well for bottom-of the-funnel assets like CTAs or landing pages. However, it is not very helpful when evaluating content at the top and middle of the funnel.
• Last Interaction Model: This model has a similarity to last-touch, but differs by one important aspect: it gives credit for conversions to the final touchpoint. In the last touch model, for example, the customer’s final blog would be credited, while the same would not apply in the model of the last interaction.
• The First-and Last Model:Unlike all three previous models, this framework shares credit. Ontraport, an automation platform, recommends the model as the customer tends to remember the last and first touchpoints the most.
• Simple Decay Model: In this model, the final touchpoint is given the highest credit and the previous ones are given less. You’ll have to consider whether the weights of this model correspond to what customers experience.

MTAs can have significant gaps and rely upon flawed assumptions.

Digital tracking tools can’t account for the fact that a client may have been influenced by a TV ad, or a recommendation from a friend.

Platform restrictions are also making it more challenging to attribute multi-touches. Google, Amazon and Facebook – the three biggest ad networks – have put restrictions on cross platform tagging.

Pixel-based solutions are also limited by browser updates, such as those from Mozilla and Apple. These companies have removed tracking pixels for speed and security reasons.

2. Modeling the Marketing Mix (MMM).

Modeling the marketing (or media mix) is more complicated than MTA.

MMM predicts the impact of certain marketing and sales tactics on customers’ behavior using multivariate regressions, rather than using tags or pixels.

MMM is a top-down approach that uses historical data, both from online and off. The model also tries to take into account external factors, like seasonality, price data and economic conditions.

The MMM market is dominated by vendors who have roots in other areas than marketing.

3. Multi-Channel Attribution (MCA)

The multi-channel (also called cross-channel or cross-channel) approach is a combination of MTA and MMM. The multi-channel approach uses data at the individual level, and tries to assess certain tactics in a similar way to marketing mix modelling.

MCA aims to provide a complete picture of the consumer’s offline and online activities that led to a sale. The simplest MCA models give credit to any channels that a customer used on the way to the purchase.

Each channel is given credit based on how much time the user spends on each.

Tracking pixels, for example, allow marketers to assess channels such as search, social media and ad targeting. People-based techniques also tie data from touchpoints and channels to specific customers.

There are multiple techniques you can use to help connect online and offline behaviors of your customers.

• Foot traffic:Mobile Marketing companies use beacons to locate smartphone users. The mobile device IDs and customer profiles are then matched to credit certain campaigns.
• Data at the Point of Sale: A credit card user making a purchase in a store will work with data providers to assign the transaction to a previous channel.
• Panels of Customers: Certain companies require users to opt in via an application that sends information about location and offline behavior to a marketing team.
• Multi Source Matching: Looking at just a single purchase, location or declared data will not tell the full story. Companies that use MCA check data to get a clear picture of the offline channels customers have used. Companies can, for example use data from point-of sale to track customer behavior. They then use these numbers to inform future marketing campaigns.

There are many ways to go about marketing attribution. We’ll look at 18 examples of leading marketing attribution tools to help with reporting, analysis and more.

18 Marketing Attribution Software Tools for 2024

1. HubSpot Marketing Analytics Software & Dashboard

Get started with marketing automation.

HubSpot’s Marketing Analytics & Dashboard Software measures and analyses the performance of campaigns and marketing initiatives with integrated analytics, reports and dashboards.

HubSpot allows you to access all your Marketing Software and CRM data in a single place. No SQL or programming is required. You can easily review, organise, and share marketing attribution (along with many other types) of data directly in your CRM platform.

HubSpot provides granular reporting for contact Attribution and revenue Attribution.

Contact Attribution reporting records each interaction with a customer, as well as any revenues generated. It is helpful to ensure that everyone gets credit for the work they do.

Revenue attribution reporting allows you to identify the channels which are exceeding or meeting their targets and those that need improving. You can then identify areas that need your budget and attention.

HubSpot also offers other features which can simplify the marketing attribution report.

We like:

• The custom report builder allows you to access all your data in one location, including your contact, company and deal information, as well as your landing page data, email data and blog data.
• Custom objects provides data unique to your company in order to create segments, create campaigns and workflows, as well as create reports and custom reports.
• Reporting dashboards can be customized and flexible. They have drag-and drop templates you can share via HubSpot, email or Slack. You can create dashboards yourself if that is what you want.
• Behavior Events tracks custom interactions unique to your company and indicates when a buyer is ready to progress to the next phase of their journey.
• Account-Based Marketing (ABM). bridges the marketing and sales gap, allowing you to reach more valuable target accounts.

If you already use another marketing attribution tool, check to see if HubSpot has an integration with that software. HubSpot’s App Marketplace has more than 1,200 integrations. This allows you to sync HubSpot data with apps.

2. Ruler Analytics

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Ruler Analytics provides call tracking and marketing attribution software. Closed-loop marketing is provided, allowing you to see all your conversions and revenue in one place.

The multi-channel marketing platform includes online and off-line conversion tracking. It helps you to determine the return on advertising spend (ROAS), identify campaigns, channels and keywords that lead to conversions, and gain a deeper understanding of your customers’ journey.

Pro tip: With Ruler Analytics you can compare different rule-based model including the first click, last clicked, and linear attributability. Map your customers’ journeys to determine the marketing channels which are driving visitors to your website, making purchases or converting in another way (e.g. To complete an online chat or form.

The tool can also be used to automatically link customer information to marketing sources. Ruler integrates your Google Analytics data and Google Adwords to upload marketing attribution.

3. Branch

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Branch, a mobile-linked cross-channel platform for attributions and linking, provides insight into the marketing activities of all your staff members. This tool links customer touchpoints across all your channels to conversions on any platform.

What We Like: Branch’s Predictive Modeling is anonymous, and it uses historical attributions in order to determine accurate attribution even when there’s not a universal ID. Apple allows users to disable identifiers in apps, also known as IDFAs (Identifiers For Advertisers). These work similar to the cookies used to track web activity.

Branch tracks referrals and ads, as well measuring the success of email, social media, and web marketing. Cross-platform and cross-channel cohort analyses can be used to compare the attribution of all your marketing campaigns, across email, ads and social media.

The Branch Analytics dashboards display your data and segment it by platform, device, campaign, conversion event (e.g. Branch displays your data on analytics dashboards and segments that data by device, platform, channel (e.g. clicks).

4. Active Campaign

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ActiveCampaign, a platform for customer experience automation with reporting capabilities that enable you to determine which sources of traffic and touchpoints are responsible for your leads converting, is available.

Contact records in the tool include updated lists of all conversions made by a contact and specific touchpoints which played a part in this conversion. A Segment Builder tells you the traffic sources (e.g. A contact that converted to a customer may have visited your site from an ad campaign.

Best used for: You can use ActiveCampaign to assign values to your conversions and set automatic triggers for certain actions when a contact converts in a particular way. If, for example, one out of 10 people who fill in the landing page’s web form spend $500, then you could set an attribute value as $50.

ActiveCampaign can be used to track traffic from both organic and paid sources.

ActiveCampaign helps you to track paid touchpoints such as Facebook Ads and AdWords.

ActiveCampaign helps you to track organic touchpoints such as product reviews, guest blog contributions, posts on social media, and even Quora responses.

5. C3 Metrics

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C3 Metrics, a reporting tool for attribution that is geared towards enterprise-wide cross-platform advertising, focuses on attribution. The company offers solutions to businesses in a variety of sectors, such as ecommerce and automotive.

Tip for C3 Metrics Attribution Data Cloud is comprehensive and works with digital, TV radio, direct mail, and other media.

When pulling data from this tool, the Marketing Mix Modeling Tool (MMM), it takes into account external factors such as changing trends in industry or competition.

Online reporting dashboards, as well as offline reports can be used to analyze the attribution of users.

6. Windsor.ai

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Windsor.ai, a software for multi-touch marketing attribution models that runs on all your metrics and marketing data.

This tool allows you to measure ROI by attribution of keywords, channels and campaigns.

What We Like: Multitouch Attribution Modeling maps and optimizes customer journeys, giving you the power to make informed decisions on how you allocate your budget. Windsor.ai provides ROAS data for every touchpoint by combining customer journey and multi-touch data with cost data.

Windsor.ai offers a variety of tools to help you reach your target audience. These include its Google Ads Optimization Tool, TV Ads Performance Tool, and Keyword Optimization.

Windsor.ai offers many APIs and integrations that allow you to access marketing data and CRM from other tools.

7. Attribution

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Multi-touch enterprise attribution software identifies your marketing funnels’ touchpoints and their impact.

This tool is ideal for B2C and B2B marketing.

This tool organizes your offline and online touchpoints, and then combines this information with the budget you spend.

Pro tip: Use this tool to monitor and manage your affiliate marketing. You can also use it to improve the partner’s performance and to compare their performance with other marketing channels and touchpoints.

You can also build automated attribution algorithms using machine-learning algorithms to identify patterns and trends in the data.

The dashboards and reports of the software can also segment data by channel, campaign or touchpoint and sync it with other tools. Your CRM, business intelligence or marketing tools).

8. Dreamdata

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Dreamdata, a B2B attribution platform, gathers and joins revenue data, then cleans it to provide a transparent analysis that can be used for action.

Platform integrates into users’ technology stacks, and records every touch point to create end-to-end customer journeys for B2B.

Dreamdata gives you a comprehensive view of these journeys by displaying interactive timelines for each account.

Best For:Dreamdata provides data professionals, operations, and business intelligence (BI) professionals with free access to the Dreamdata data platform. This includes all of the BigQuery data and the B2B models. It also offers maintenance-free pipelines and data. The users can also connect to their preferred BI dashboards and tools to query and report data in BigQuery.

Dreamdata’s platform allows you to customize multi-touch models for all touch points — both within and across pipeline stages. This will reveal which campaigns and channels are driving revenue and at what time.

It helps growth leaders and marketers track ROI, measure growth, forecast revenue and decide what to do next.

9. Factors.AI

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Factors.AI, a B2B marketing-attribution tool that gives marketers a wide range of insights into the impact different sales and marketing activities have on your revenue and pipeline.

The dashboard provides a single view of your marketing metrics. It also offers multi-touch analysis and ROI for campaigns across all channels.

What We Like: Factors.AI is a no-code solution that allows you to easily break down silos of data, allowing you to see all the key metrics for search, advertising, web and much more in one location.

This platform uses machine learning and AI to perform root-cause analyses. It can identify anonymous visitors to a website, create automated reports and provide actionable insights that will help optimize marketing spend.

10. CallRail

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CallRail allows you to monitor performance in chats, calls, forms, and texts.

CallRail, a marketing tool that helps optimize campaigns by providing insights into where the customers come from and how they are interacting with them, can be used for paid search or print advertising.

Tip for CallRail: can help you save time when it comes to creating call transcripts. It will highlight key words from the conversation and qualify your leads automatically.

CallRail provides a dashboard that allows you to view data on marketing attribution, look at customer history, and adjust your marketing messages according to performance data.

This system also provides a single record keeping your team up to date and coordinated.

11. Demandbase

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Demandbase’s cloud-based solution helps marketers gain attribution insight at every step of B2B buyers journey.

The tool provides you with detailed account data that allows you to easily see what works (and what doesn’t).

Best For: Demandbase is a B2B sales and marketing platform that helps teams to optimize pipelines by leveraging personalized content and meaningful engagement with customers.

Demandbase can be used across the organization to track how marketing and sales campaigns are driving revenue. This includes tracking from the beginning of the funnel all the way to the end.

This allows you to provide an excellent customer experience for prospects and clients throughout the pipeline.

12. Invoca

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Invoca’s AI-driven conversational intelligence software gives marketers better visibility on which campaigns generate the most phone leads and whether they are losing sales because of bad call experiences.

We like: Phone calls are an important channel for most organizations. Invoca helps you to understand the impact of phone calls on conversions. It also shows you which conversations resonate best and how to increase revenue.

The powerful tool of attribution allows you to reduce wasted advertising spending, and improve campaign performance. It ensures that your team is able to accurately attribute each call generated by your marketing campaigns.

13. CAKE

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CAKE offers marketing attribution solutions for three main areas: multichannel marketing and lead generation.

Tip for Track and measure the effectiveness of your campaigns with CAKE’s tracking system.

CAKE enables marketers to optimize profits, track metrics and find the best partners when it comes to affiliate advertising.

The multichannel marketing features of this platform allow you to track the cost per acquisition, across all channels. This will improve the performance of your campaigns throughout the entire buyer journey.

CAKE also helps boost lead generation by providing a complete view of traffic sources, lead quality and revenue.

14. WhatConverts

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WhatConverts, a software tool for tracking leads and marketing campaigns helps agencies to determine the effectiveness of their efforts.

The tool allows organizations to track chats, calls, and forms. This helps them understand where the leads really come from.

Best For: Beyond call tracking and lead management, WhatConverts provides extensive support. This makes it an excellent option for all marketing teams, large or small.

WhatConverts’ dashboard provides all of the data you require, including auto-organized lead lists, marketing attributions for different types of conversions and actionable reports based on data.

WhatConverts also offers over a 1,000 integrations to different platforms and marketing tools, which makes it simple to integrate it into existing workflows.

15. Flowcode

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The attribution tool offered by Flowcode is geared towards QR code marketing, which is a direct-to consumer business. The solution has a lot of power when it comes connecting your offline and online customer activities.

What We Like: The Flowcode mobile-first landing page allows for the collection of first-party data from customers, as well as geo-reporting and API integrations.

Flowcode’s comprehensive platform provides all the information and data that marketers need to maximize conversions, increase ROI, test A/B their funnels and analyze their audience.

16. CallTrackingMetrics

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CallTrackingMetrics offers comprehensive conversation analysis services that allow marketers to track and identify every lead, allowing them to attribute the exact campaign or activity from which it originated.

This tool analyzes call transcripts and recordings to gain key insights into customer preferences and behavior.

Pro tip: You can use CallTrackingMetrics to understand conversations data by analyzing the data either manually or using automated rules.

CallTrackingMetrics can help you determine which ads generate the best conversions and the most qualified leads. CallTrackingMetrics is a great tool to help you with this.

Closed-loop attribution is used by its automated call tracking software to link every chat, form, or call with the ad which drove them.

17. impact.com

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Impact.com is a comprehensive platform for managing partnerships. It uses data across the entire customer journey in order to optimize collaborations between companies and affiliates, publishers and influencers.

This tool automates every step of the pipeline to maximize your partnership strategy.

Effectively managed partnerships can generate significant revenue for most organizations. Impact.com removes the risks from these relationships, and provides marketers with the tools to confidently invest in partnership initiatives.

18. Triple Whale

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Triple Whale is a platform for analytics and attribution that targets ecommerce companies. This tool gives marketers visibility to key attribution information and seamlessly integrates with other applications and tools.

We like: Triple Whale provides mobile apps on both Android and iOS that allow marketers to access vital performance data instantly, whether they are in the office.

The tool allows marketing departments to see where customers are coming from, and what ads are the most successful at converting them.

The software also provides unlimited users and automated reporting via email or Slack. It offers the transparency that marketers require to make sure their campaigns are informed by data.

Selecting the Best Software

There are many software options that you can use to get started with marketing attribution.

Determine your goals for marketing attribution and the types of reports that would most benefit your company to choose the right tool.

Then you’re ready to start using the marketing attribution tool of your choice to improve growth through data-driven advertising.

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