What is Attribution Software?

Attribution software, or marketing attribution software, is used to determine the marketing tactics that are contributing to sales or conversions. Marketing teams use a variety of software and marketing tools to funnel prospects from product awareness all the way down to purchase. During this customer journey, prospects go through various channels or touchpoints; there is usually a point where a prospect goes from being interested to becoming a committed buyer. Attribution platforms allow marketers to determine which touchpoint or channel was most effective in convincing that prospect to become a committed buyer and finally make a purchase. There are various attribution models that marketers use to determine which touchpoints are the most effective for their business, such as first-touch, last-touch, and multi-touch attribution. To choose a model, it is important for a business to evaluate their sales cycle and determine how much of it is done online and offline. For example, most e-commerce sites rely heavily on touchpoints such as display advertising and native advertising. Conversely, a local service such as an auto mechanic may prefer traditional methods like newspaper advertising. Ultimately, most organizations may utilize several attribution models to evaluate which marketing campaigns are the most effective. The best way to begin using attribution software is by mapping out a typical customer journey and identifying which channels and touchpoints are the most important for the particular business model. Lastly, it’s important to note that attribution software should not be mistaken for mobile attribution software. Rather than focusing on which touchpoints convert a prospect into a buyer, mobile attribution software focuses specifically on the techniques that drove each user to install a mobile application. Mobile attribution provides insight into where each mobile application install came from across every marketing channel, device, and advertising network. What Types of Attribution Software Exist? Since there are so many different touchpoints and channels that a buyer sifts through during the sales funnel, there are various types of attribution software to help determine the channel that influenced a purchase the most. Listed below are some of the types of attribution software: Multi-touch attribution Multi-touch attribution helps determine which touchpoint is the most responsible for a final sale. Rather than testing major sales channels, multi-touch attribution focuses on granular touchpoints such as marketing messages and native ads. For example, if a customer is searching for new phones on the internet, they may soon see ads from various phone companies. If a customer sees an ad for a phone they like and immediately proceeds to the company website, then marketers can accurately determine that particular ad is what influenced that buyer to come to the website. Multi-touch attribution is beneficial because it offers specific granular data for marketers rather than broad assumptions on what contributed to a sale. Additionally, there are two major types of multi-touch attribution: first-touch attribution and last-touch attribution. First-touch attribution gives credit to the first marketing touchpoint as the most influential touchpoint that contributed to a sale. For example, if a customer’s first interaction with a company is by clicking on a display advertisement, then the display advertisement would be considered the most important touchpoint in a first-touch attribution model. Even if the customer went through various other touchpoints after clicking on the display advertisement, it wouldn’t matter in this model because the first touchpoint is considered the most important. Last-touch attribution is the complete opposite, where the last touchpoint is considered the most important. Let’s say a customer clicked on the display advertisement and then proceeded to a video advertisement before making the final purchase. In a last-touch attribution model, the video advertisement would be considered the most important touchpoint since this is the last touchpoint before the purchase. There are other models of multi-touch attribution that consider all touchpoints equally important or weigh each touchpoint differently. The key takeaway is that attribution software allows marketers to choose from many different models to measure touchpoints and their importance. Marketers can play around with various models and choose the ones they consider most effective in their strategy. Marketing mix modeling Marketing mix modeling is a more complex type of attribution because it takes into account a variety of factors that contribute to a sale. The four major factors that marketing mix modeling focuses on include product, price, place, and promotion. Marketing mix modeling tries to find the optimal balance across these four marketing efforts to determine the weight of importance that should be given to each. This offers insight into which marketing channels are working and which ones are not.

What are the Common Features of Attribution Software?

From custom attribution modeling to conversion summary reports, attribution software provides all the necessary tools to track how buyers funneled through the customer journey and converted into a purchase. Attribution modeling: Attribution modeling allows users to select from a variety of attribution models. Whether it’s single-touch or multi-touch attribution, users can select from a variety of attribution models that place varying importance on marketing touchpoints across the customer journey. Cross-channel attribution: It’s important that marketers are able to use attribution software to connect campaigns across channels and fully understand a customer’s journey. Cross-channel attribution means that marketers can follow prospects and understand the different steps they take across the entire customer journey. Offline attribution: Offline attribution allows users to track touchpoints through offline channels such as traditional ads, marketing events, or in-store promotions. Dashboards: Marketing dashboards consolidate all data on touchpoints and marketing channel performance. This allows users to view and manage this data to evaluate which campaigns are working better than the others. Promotion analysis: Promotion analysis tools allow users to measure the performance of sales and promotions. By evaluating how often users click on ads that display promotions or sales, users can evaluate the effectiveness of price cuts. Integrations: It’s important for attribution software to integrate with different tools and systems, like CRM software and marketing automation software, to ensure that all marketing data is being utilized across the entire marketing strategy.

What are the Benefits of Attribution Software?

Spend optimization: Attribution platforms allows businesses to optimize spend across all marketing efforts. For example, marketers can use attribution software to pull cost data from all major ad platforms, correlate those costs to specific accounts, and then track revenue from touchpoints over time. Personalized content: Marketers can utilize attribution software to present more effective personalized content to potential buyers. This software provides companies with visibility on how digital assets impact sales opportunities and revenue, which enables marketers to automatically optimize user journeys with personalized, revenue-driven recommendations. Improved product development: This type of software enables businesses to improve product development through attribution data analysis. Contact-level attribution offers a unique insight into the needs and wants of customers, and this data can be referenced during product updates so teams can focus on the features and functionalities that matter most. Revenue tracking: Attribution software allows marketers to accurately determine if sales and promotions are effective drivers of revenue. This type of software enables marketers to track, connect, and credit marketing efforts to their downstream revenue generation.

Attribution Software with Custom Attribution Capabilities

CallRail

CallRail is the lead engagement platform that makes it easy for businesses to attract more leads, convert more customers, and optimize their marketing. Serving more than 220,000 businesses worldwide, CallRail’s AI-powered solutions help businesses attribute each call, text, chat and form to their marketing journey, use insights from their conversations to better understand their buyers, and eliminate missed opportunities with AI that can handle lead interactions 24/7.

Average Rating: 4.5/5.0

Total Reviews: 1,746

G2 Deal: Exclusive savings on CallRail's Call Tracking through G2 Deals

Save 20% on G2's #1 Call Tracking Provider

Price: ~~$50/month~~ → $40/month

View this exclusive G2 deal

How Do G2 Users Rate CallRail?

Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.4/10)
Third-Party Integrations: 8.6/10 (Category avg: 8.8/10)
Multi-Channel Marketing: 8.7/10 (Category avg: 9.1/10)
Single-Touch Attribution: 8.6/10 (Category avg: 8.9/10)

Who Is the Company Behind CallRail?

Seller: CallRail
Company Website:
Year Founded: 2011
HQ Location: Atlanta, GA
Twitter: @CallRail
6,067 Twitter followers
LinkedIn® Page: www.linkedin.com
359 employees on LinkedIn®

Who Uses This Product?

Who Uses This: Owner, CEO
Top Industries: Marketing and Advertising, Real Estate
Company Size: 73% Small, 22% Medium

What Do G2 Reviewers Say About CallRail?

AI-generated summary from verified user reviews

Pros

Users appreciate the ease of use of CallRail, facilitating smooth call management and effective tracking of marketing efforts.
Users value the ease of use and powerful tracking features of CallRail, enhancing lead management and marketing insights.
Users value the powerful call tracking capabilities of CallRail, providing clear insights into effective marketing campaigns.
Users find the insightful tracking capabilities of CallRail essential for understanding their call campaigns effectively.
Users appreciate the call recording features of CallRail, enabling effective communication and easy access to important calls.

Cons

Users note the missing features in CallRail, like advanced automations and better voice assistance, affecting usability.
Users report integration issues with third-party apps and CRM systems, causing challenges in setup and functionality.
Users face frequent call issues with CallRail, particularly in forwarding calls and CRM integration challenges.
Users note that CallRail can be expensive, especially with pricing adding up quickly and costs similar to alternatives.
Users find the learning curve steep, especially for bulk management and navigating the platform efficiently.

What Are Recent G2 Reviews of CallRail?

"Voice Assist Is a Game Changer—Clean UI, Smooth Integrations, Solid Performance"

Rating: 4.5/5.0 stars

— Manind G.

Product	Best for	User Review
HubSpot Marketing Hub 4.4/5(15,939)	CRM-native multi-touch campaign attribution	"Powerful Organization, Helpful AI Integrations, and Great Reporting Dashboards"
CallRail 4.5/5(1,835)	Phone-call attribution to keyword-level campaigns	"Voice Assist Is a Game Changer—Clean UI, Smooth Integrations, Solid Performance"
impact.com 4.4/5(2,403)	Multi-touch affiliate attribution with flexible commissioning	"Reliable Platform for Managing Affiliate Partnerships"
WhatConverts 4.9/5(322)	Multi-channel lead attribution with offline conversion tracking	"Excellent UX and a Well-Built Tracking Framework with significant unexplored potential."
Dreamdata 4.7/5(273)	Multi-touch B2B revenue attribution with account-level journeys	"Game-changing customer journey visualization for B2B Marketing"
Fibbler 4.9/5(32)	LinkedIn ad attribution to CRM pipeline	"Effortless Attribution Analysis with Fibbler"
Invoca 4.5/5(967)	Online-to-offline call conversion attribution	"Smarter Call Routing and Campaign Tracking That Boosts Efficiency"
RedTrack.io 4.5/5(39)	Cross-channel conversion attribution with server-side CAPI	"I use it every day"
CTM (formerly... 4.5/5(761)	Inbound call attribution with Google Ads integration	"CallTrackingMetrics the #1 call center VOIP software."

Best Attribution Software with Custom Attribution Capabilities

How Many Attribution Software Products Does G2 Track?

Category Stats (Sep 2026)

How Does G2 Rank Attribution Software Products?

G2 Grid® for Attribution Software

G2 Deal: Exclusive savings on CallRail's Call Tracking through G2 Deals

How Do G2 Users Rate CallRail?

Who Is the Company Behind CallRail?

Who Uses This Product?

What Do G2 Reviewers Say About CallRail?

Pros

Cons

What Are Recent G2 Reviews of CallRail?

What Are G2 Users Discussing About CallRail?

How Do G2 Users Rate Adobe Marketo Measure (formerly Bizible)?

Who Is the Company Behind Adobe Marketo Measure (formerly Bizible)?

Who Uses This Product?

What Are Recent G2 Reviews of Adobe Marketo Measure (formerly Bizible)?

How Do G2 Users Rate AdRoll?

Who Is the Company Behind AdRoll?

Who Uses This Product?

What Do G2 Reviewers Say About AdRoll?

Pros

Cons

What Are Recent G2 Reviews of AdRoll?

What Are G2 Users Discussing About AdRoll?

How Do G2 Users Rate Google Attribution?

Who Is the Company Behind Google Attribution?

Who Uses This Product?

What Are Recent G2 Reviews of Google Attribution?

What Are G2 Users Discussing About Google Attribution?

How Do G2 Users Rate CaliberMind?

Who Is the Company Behind CaliberMind?

Who Uses This Product?

What Do G2 Reviewers Say About CaliberMind?

Pros

Cons

What Are Recent G2 Reviews of CaliberMind?

What Are G2 Users Discussing About CaliberMind?

How Do G2 Users Rate Openprise?

Who Is the Company Behind Openprise?

Who Uses This Product?

What Do G2 Reviewers Say About Openprise?

Pros

Cons

What Are Recent G2 Reviews of Openprise?

What Are G2 Users Discussing About Openprise?

How Do G2 Users Rate LeadsRx?

Who Is the Company Behind LeadsRx?

Who Uses This Product?

What Are Recent G2 Reviews of LeadsRx?

What Are G2 Users Discussing About LeadsRx?

How Do G2 Users Rate Attribution?

Who Is the Company Behind Attribution?

Who Uses This Product?

What Do G2 Reviewers Say About Attribution?

Pros

Cons

What Are Recent G2 Reviews of Attribution?

What Are G2 Users Discussing About Attribution?

How Do G2 Users Rate rampmetrics?

Who Is the Company Behind rampmetrics?

Who Uses This Product?

What Do G2 Reviewers Say About rampmetrics?

Pros

Cons

What Are Recent G2 Reviews of rampmetrics?

What Are G2 Users Discussing About rampmetrics?

How Do G2 Users Rate ORM Technologies?

Who Is the Company Behind ORM Technologies?

Who Uses This Product?

What Are Recent G2 Reviews of ORM Technologies?

What Are G2 Users Discussing About ORM Technologies?

How Do G2 Users Rate Full Circle Insights?

Who Is the Company Behind Full Circle Insights?

Who Uses This Product?

What Do G2 Reviewers Say About Full Circle Insights?

Pros

Cons

What Are Recent G2 Reviews of Full Circle Insights?