# Best Attribution Software for Medium-Sized Businesses - Page 2

*By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)*


Products classified in the overall Attribution category are similar in many regards and help companies of all sizes solve their business problems. However, medium-sized business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Medium-Sized Business Attribution to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Medium-Sized Business Attribution category.

In addition to qualifying for inclusion in the Attribution Software category, to qualify for inclusion in the Medium-Sized Business Attribution Software category, a product must have at least 10 reviews left by a reviewer from a medium-sized business.





## Top Attribution Software at a Glance
| # | Product | Rating | Best For | What Users Say |
|---|---------|--------|----------|----------------|
| 1 | [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) | 4.4/5.0 (14,205 reviews) | CRM-native multi-touch campaign attribution | "[All-in-One Hubspot with Seamless Integrations and Invaluable CSM Support](https://www.g2.com/survey_responses/hubspot-marketing-hub-review-12964858)" |
| 2 | [CallRail](https://www.g2.com/products/callrail/reviews) | 4.5/5.0 (1,723 reviews) | Phone-call attribution to keyword-level campaigns | "[CallRail Makes Media Tracking and AI Automation Easy](https://www.g2.com/survey_responses/callrail-review-13124220)" |
| 3 | [impact.com](https://www.g2.com/products/impact-com/reviews) | 4.4/5.0 (2,330 reviews) | Multi-touch affiliate attribution with flexible commissioning | "[Intuitive UI with Some Payment Method Frustrations](https://www.g2.com/survey_responses/impact-com-review-13065706)" |
| 4 | [WhatConverts](https://www.g2.com/products/whatconverts/reviews) | 4.9/5.0 (309 reviews) | Multi-channel lead attribution with offline conversion tracking | "[WhatConverts has been great! It allows us to track conversions across multiple platforms!](https://www.g2.com/survey_responses/whatconverts-review-6796323)" |
| 5 | [Dreamdata](https://www.g2.com/products/dreamdata/reviews) | 4.7/5.0 (261 reviews) | Multi-touch B2B revenue attribution with account-level journeys | "[Dreamdata Delivers Clear Multi-Touch Attribution and Customer Journey Insights](https://www.g2.com/survey_responses/dreamdata-review-12631818)" |
| 6 | [Fibbler](https://www.g2.com/products/fibbler/reviews) | 4.9/5.0 (32 reviews) | LinkedIn ad attribution to CRM pipeline | "[One Stop Shop to get Pipeline Visibility for your LinkedIn ABM Program](https://www.g2.com/survey_responses/fibbler-review-12103387)" |
| 7 | [Invoca](https://www.g2.com/products/invoca/reviews) | 4.5/5.0 (926 reviews) | Online-to-offline call conversion attribution | "[Smarter Call Routing and Campaign Tracking That Boosts Efficiency](https://www.g2.com/survey_responses/invoca-review-12640140)" |
| 8 | [RedTrack.io](https://www.g2.com/products/redtrack-io/reviews) | 4.5/5.0 (38 reviews) | Cross-channel conversion attribution with server-side CAPI | "[Reliable tracking platform for serious advertisers](https://www.g2.com/survey_responses/redtrack-io-review-12964586)" |
| 9 | [CTM](https://www.g2.com/products/ctm-ctm/reviews) | 4.5/5.0 (727 reviews) | Inbound call attribution with Google Ads integration | "[CallTrackingMetrics: A Strong Solution for Optimizing Call Tracking and Marketing Performance](https://www.g2.com/survey_responses/ctm-review-10369199)" |
| 10 | [Adobe Marketo Measure (formerly Bizible)](https://www.g2.com/products/adobe-marketo-measure-formerly-bizible/reviews) | 4.7/5.0 (142 reviews) | Salesforce-native multi-touch B2B revenue attribution | "[Aligning with my Marketing Goals](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-7323946)" |


## G2 Grid® for Attribution Software
![G2 Grid® for Attribution Software plotting products by satisfaction and market presence](https://www.g2.com/categories/attribution/grids.png?focus%5B%5D=364&focus%5B%5D=19813&focus%5B%5D=3326&focus%5B%5D=126318&focus%5B%5D=7440&focus%5B%5D=3199&focus%5B%5D=3063&focus%5B%5D=1351571)
Highlighted products: HubSpot Marketing Hub, impact.com, CallRail, Dreamdata, CAKE, Adobe Marketo Measure (formerly Bizible), Invoca, and Fibbler.
Underlying data: [Grid® JSON](https://www.g2.com/categories/attribution/grids.json?focus%5B%5D=hubspot-marketing-hub&focus%5B%5D=impact-com&focus%5B%5D=callrail&focus%5B%5D=dreamdata&focus%5B%5D=cake&focus%5B%5D=adobe-marketo-measure-formerly-bizible&focus%5B%5D=invoca&focus%5B%5D=fibbler&segment=mid-market)


## How Many Attribution Software Products Does G2 Track?
**Total Products under this Category:** 147

### Category Stats (Jul 2026)
- **Average Rating**: 4.54/5 (↓0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product**: RedTrack.io (+0.38%) - Among all products in this category, RedTrack.io recorded the largest rating increase compared to last month
*Last updated: July 17, 2026*


## How Does G2 Rank Attribution Software Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 48,200+ Authentic Reviews
- 147+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.


## Which Attribution Software Is Best for Your Use Case?

- **Best for Small Businesses:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews)
- **Best for Mid-Market:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews)
- **Best for Enterprise:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews)
- **Highest User Satisfaction:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews)
- **Best Free Software:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews)


---

**Sponsored**

### CTM

CTM helps businesses turn everyday conversations into growth. Trusted by more than 100,000 users worldwide, including leading brands like Tinuiti, Morgan & Morgan, Tutor Doctor, and ServiceMaster, CTM connects marketing performance to revenue outcomes, giving teams the clarity to see which campaigns drive conversions and the insight to optimize every customer touchpoint. The result: more efficient lead handling, higher conversion rates, and improved ROI. Powered by rich conversation analytics, CTM unifies fragmented call, text, chat, and form interactions into a single, actionable view of customer behavior. With deep integrations across leading marketing, advertising, and CRM platforms—and partnership opportunities for agencies, affiliates, and technology providers—CTM makes it simple to align data, teams, and results. Guided by our purpose to create a better human experience through technology, CTM empowers businesses to make every conversation count.



[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=paid_promo&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=367&secure%5Bchosen_at%5D=2026-07-17T22%3A38%3A00Z&secure%5Bmedium%5D=sponsored&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=3330&secure%5Bresource_id%5D=367&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fattribution%2Fmid-market%3Fpage%3D2&secure%5Btoken%5D=8ef04987c6e3bd29a7fcc5dcdcd078af93c8fa70065fc1d09a961057e05982f9&secure%5Burl%5D=https%3A%2F%2Fwww.ctm.com%2Ffeatures%2F&secure%5Burl_type%5D=paid_promos)

---

## What Are the Top-Rated Attribution Software Products in 2026?
### 1. [TUNE](https://www.g2.com/products/tune/reviews)
The TUNE Partner Marketing Platform (formerly HasOffers) is a fully customizable, white label SaaS solution for building, managing, and growing partner programs and affiliate networks. TUNE is the platform of choice for marketers who require true flexibility and control of their data and partnerships. Too many businesses turn away from affiliate marketing because they believe the technology cannot accommodate their niche industry or unique needs. TUNE was designed to be fully customizable, giving marketers the power to control every aspect of their affiliate program and adapt it to any use case. Brands, agencies, and networks around the world use TUNE to grow affiliate programs in diverse verticals and industries. For more information visit: www.tune.com.


**Average Rating:** 4.2/5.0
**Total Reviews:** 110
**How Do G2 Users Rate TUNE?**

- **Has the product been a good partner in doing business?:** 8.6/10 (Category avg: 9.4/10)
- **Integrations:** 8.3/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.9/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.6/10 (Category avg: 8.8/10)

**Who Is the Company Behind TUNE?**

- **Seller:** [Tune](https://www.g2.com/sellers/tune)
- **Year Founded:** 2009
- **HQ Location:** Seattle, WA
- **Twitter:** @tune (12,976 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/635323/ (117 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Health, Wellness and Fitness
- **Company Size:** 59% Small-Business, 33% Mid-Market


#### What Are TUNE's Pros and Cons?

**Pros:**

- Affiliate Marketing (1 reviews)
- Automation (1 reviews)
- Comprehensive Data (1 reviews)
- Customer Experience (1 reviews)
- Customer Support (1 reviews)

**Cons:**

- Difficult Learning (1 reviews)
- Difficult Learning Process (1 reviews)
- Learning Curve (1 reviews)
- Learning Difficulty (1 reviews)
- Poor UI (1 reviews)


### What Do G2 Reviewers Say About TUNE?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate TUNE's **advanced filtering options** , enabling deep analysis of traffic sources and efficient business operations.
- Users praise TUNE's **automation features** , particularly for their ease of use and time-saving alerts for better insights.
- Users value TUNE's **comprehensive data filtering options** , enabling detailed insights into traffic sources and business operations.
- Users value TUNE's **effective filtering options** that enhance their understanding of traffic sources and business operations.
- Users appreciate TUNE's **excellent customer support** , making setup easy and enhancing the overall user experience.

**Cons:**

- Users find TUNE has a **difficult learning curve** , requiring significant time to master its interface and data integration.
- Users face a **difficult learning process** with TUNE, often requiring weeks to become comfortable with the interface.
- Users note a **steep learning curve** with TUNE, requiring significant time to master the interface and functionality.
- Users note a **steep learning curve** with TUNE, requiring time to master its interface and data integration.
- Users find TUNE's **poor UI** challenging, requiring significant time to become familiar and comfortable with the system.

#### What Are Recent G2 Reviews of TUNE?

**"[Powerful Data Management with a Steep Learning Curve](https://www.g2.com/survey_responses/tune-review-12105565)"**

**Rating:** 4.0/5.0 stars
*— Thomas B.*

[Read full review](https://www.g2.com/survey_responses/tune-review-12105565)

---

**"[One of the oldest tracking platforms that exists in the affiliate world](https://www.g2.com/survey_responses/tune-review-8371671)"**

**Rating:** 4.0/5.0 stars
*— Arie W.*

[Read full review](https://www.g2.com/survey_responses/tune-review-8371671)

---



### 2. [SegmentStream](https://www.g2.com/products/segmentstream/reviews)
SegmentStream is an AI-powered platform that enhances marketing budget decisions, offering a reliable alternative to traditional attribution tools. Features of SegmentStream: 1. Unified Marketing Reporting: - Centralize cross-channel marketing data analysis - Automatically track key metrics like ROAS and CPA across all sources. 2. Incremental AI-driven Attribution: - Identify the true ROAS of your marketing campaigns using unique AI-driven technology. - Overcomes the limits of traditional cookie-based analytics tools. 3. AI-Driven Optimization: - Maximise your advertising ROI through intelligent, AI-powered budget reallocation across all your digital channels and campaigns. 4. GEO Incrementality Tests - Precisely measure the true sales impact of your paid media investments with expert-level incrementality tests. - Get trustworthy insights about your digital media performance and gain confidence in your future budget allocation decisions


**Average Rating:** 4.7/5.0
**Total Reviews:** 26
**How Do G2 Users Rate SegmentStream?**

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)
- **Integrations:** 9.6/10 (Category avg: 8.7/10)
- **Marketing Channels:** 10.0/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.7/10 (Category avg: 8.8/10)

**Who Is the Company Behind SegmentStream?**

- **Seller:** [SegmentStream](https://www.g2.com/sellers/segmentstream)
- **Year Founded:** 2018
- **HQ Location:** London, England
- **Twitter:** @SegmentStream (502 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/18603659 (11 employees on LinkedIn®)

**Who Uses This Product?**
- **Company Size:** 58% Mid-Market, 27% Enterprise


#### What Are SegmentStream's Pros and Cons?

**Pros:**

- Helpful (2 reviews)
- Integrations (2 reviews)
- Analytics (1 reviews)
- Attribution Accuracy (1 reviews)
- Attribution Tracking (1 reviews)

**Cons:**

- Connection Issues (1 reviews)
- Learning Curve (1 reviews)
- Slow Loading (1 reviews)
- Slow Performance (1 reviews)
- Time-Consuming (1 reviews)


### What Do G2 Reviewers Say About SegmentStream?
*AI-generated summary from verified user reviews*

**Pros:**

- Users find SegmentStream's **helpful support** and quick response times invaluable for optimizing their marketing strategies.
- Users value the **seamless integrations** of SegmentStream, enhancing their data tracking and marketing strategy efficiency.
- Users value the **real-time analytics** of SegmentStream, enabling informed decisions in marketing strategies and budget allocation.
- Users value the **attribution accuracy** of SegmentStream, enabling informed budget allocation for effective marketing campaigns.
- Users value the **clear attribution tracking** of SegmentStream, simplifying budget allocation for marketing campaigns and growth.

**Cons:**

- Users have experienced occasional **connection issues** , but the team resolves them quickly, maintaining overall satisfaction.
- Users experience a **steep learning curve** with SegmentStream, though support is available for assistance.
- Users note the **slow loading** times of SegmentStream's interface, which can be a minor inconvenience.
- Users note the **slow performance** of SegmentStream's interface, which can occasionally hinder their experience despite being manageable.
- Users find the **implementation time-consuming** , but acknowledge the benefit for achieving desired results with SegmentStream.

#### What Are Recent G2 Reviews of SegmentStream?

**"[A one of a kind attribution, optimisation and budget allocation tool.](https://www.g2.com/survey_responses/segmentstream-review-10720609)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Apparel & Fashion*

[Read full review](https://www.g2.com/survey_responses/segmentstream-review-10720609)

---

**"[Backbone for performance marketing](https://www.g2.com/survey_responses/segmentstream-review-10223117)"**

**Rating:** 5.0/5.0 stars
*— Matthew L.*

[Read full review](https://www.g2.com/survey_responses/segmentstream-review-10223117)

---


#### What Are G2 Users Discussing About SegmentStream?

- [What is SegmentStream used for?](https://www.g2.com/discussions/what-is-segmentstream-used-for) - 1 comment

### 3. [LeadsRx](https://www.g2.com/products/leadsrx/reviews)
LeadsRx is a SaaS platform that helps brands and agencies understand the performance of marketing budgets and marketing campaigns. The system is uniquely differentiated by the LeadsRx Universal Conversion Tracking Pixel™ and built-in identity graph technologies. These result in getting onboarded in days instead of months, customer journey maps that stitch together journeys across devices and browsers, and Return on Ad Spend (ROAS) reports that cover the broadest range of marketing channels including digital, radio, TV, podcast, OTT, and more. We view our mission as arming courageous marketers with the insights, technology, and confidence they need to deepen customer relationships and spark marketing performance. This enables brands to grow their business by putting the customer at the center of everything they do. Teams that use LeadsRx reduce wasted ad spend, optimize the customer journey, and make data-based decisions that stand the test of time.


**Average Rating:** 4.4/5.0
**Total Reviews:** 50
**How Do G2 Users Rate LeadsRx?**

- **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10)
- **Integrations:** 8.2/10 (Category avg: 8.7/10)
- **Marketing Channels:** 7.9/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.5/10 (Category avg: 8.8/10)

**Who Is the Company Behind LeadsRx?**

- **Seller:** [Unbounce](https://www.g2.com/sellers/unbounce)
- **Year Founded:** 2009
- **HQ Location:** Vancouver
- **Twitter:** @unbounce (72,651 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/503432/ (130 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Account Executive
- **Top Industries:** Marketing and Advertising, Broadcast Media
- **Company Size:** 42% Small-Business, 33% Enterprise



#### What Are Recent G2 Reviews of LeadsRx?

**"[Invaluable Solution for Broadcast and Multi-Platform Attribution Measurement](https://www.g2.com/survey_responses/leadsrx-review-6851631)"**

**Rating:** 4.5/5.0 stars
*— Dishant S.*

[Read full review](https://www.g2.com/survey_responses/leadsrx-review-6851631)

---

**"[So many benefits](https://www.g2.com/survey_responses/leadsrx-review-4616047)"**

**Rating:** 5.0/5.0 stars
*— JUDY T.*

[Read full review](https://www.g2.com/survey_responses/leadsrx-review-4616047)

---


#### What Are G2 Users Discussing About LeadsRx?

- [What is LeadsRx used for?](https://www.g2.com/discussions/what-is-leadsrx-used-for)

### 4. [HockeyStack](https://www.g2.com/products/hockeystack/reviews)
HockeyStack connects every data source across your go-to-market motion and turns scattered marketing and sales data into clear answers about what drives revenue, and the actions to double down on it. Key capabilities include: Odin (AI Analyst): Ask questions in plain English and get instant analysis, the reasoning behind the numbers, and recommended next steps, plus automated insights on your key metrics with no dashboards to build. Attribution Reporting: Out-of-the-box dashboard templates from day one, then custom no-code reports across 9 attribution models, showing the campaigns and channels driving pipeline from first impression to closed-won. Lift Reporting: Measure the true incremental impact of every campaign, so you know what actually caused revenue rather than what just appeared in the journey. Buyer Journeys: See every interaction in one time-stamped view from first touch to close, powered by cookieless tracking that captures the full journey. Account Intelligence & ABM/ABX: Identify anonymous visitors, build target lists with first- and third-party intent, run ads, and sync it all to your CRM, backed by best-in-class account and lead scoring. Achieve defensible attribution, more efficient growth, and confident budget decisions, without code or an analyst queue. Get started with HockeyStack today!


**Average Rating:** 4.5/5.0
**Total Reviews:** 80
**How Do G2 Users Rate HockeyStack?**

- **Has the product been a good partner in doing business?:** 9.8/10 (Category avg: 9.4/10)
- **Integrations:** 9.4/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.2/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.6/10 (Category avg: 8.8/10)

**Who Is the Company Behind HockeyStack?**

- **Seller:** [HockeyStack](https://www.g2.com/sellers/hockeystack)
- **Company Website:** https://www.hockeystack.com
- **Year Founded:** 2021
- **HQ Location:** San Francisco, US
- **LinkedIn® Page:** https://www.linkedin.com/company/hockeystack/ (98 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Computer Software, Information Technology and Services
- **Company Size:** 61% Mid-Market, 34% Small-Business


#### What Are HockeyStack's Pros and Cons?

**Pros:**

- Insights (35 reviews)
- Analytics (30 reviews)
- Ease of Use (27 reviews)
- Helpful (26 reviews)
- Customer Support (24 reviews)

**Cons:**

- Learning Curve (24 reviews)
- Steep Learning Curve (20 reviews)
- Complexity (14 reviews)
- Difficult Learning (11 reviews)
- Learning Difficulty (8 reviews)


### What Do G2 Reviewers Say About HockeyStack?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **flexible and detailed insights** from HockeyStack, enhancing their understanding of campaign performance and ROI.
- Users love the **flexible and detailed analytics** from HockeyStack, providing tailored insights for effective marketing strategies.
- Users appreciate the **ease of use** of HockeyStack, enabling seamless setup and integration for better analytics.
- Users praise the **exceptional support** from HockeyStack, noting timely and thorough assistance for all inquiries.
- Users praise the **unprecedented customer support** from HockeyStack, valuing timely, thorough responses to all inquiries.

**Cons:**

- Users find the **learning curve challenging** , particularly for newcomers unfamiliar with attribution tools, despite helpful support.
- Users note a **steep learning curve** with HockeyStack, but support and resources help ease the process.
- Users find HockeyStack's **complexity** can present a learning curve, but support helps ease the process.
- Users struggle with a **difficult learning curve** , requiring significant time and effort to master HockeyStack's features effectively.
- Users note a **steep learning curve** with HockeyStack, requiring time and exploration to fully understand its versatility.

#### What Are Recent G2 Reviews of HockeyStack?

**"[Broad Capabilities, Some Complexity in Setup](https://www.g2.com/survey_responses/hockeystack-review-12701250)"**

**Rating:** 4.0/5.0 stars
*— Carmine M.*

[Read full review](https://www.g2.com/survey_responses/hockeystack-review-12701250)

---

**"[Promising Tool, Some Drawbacks](https://www.g2.com/survey_responses/hockeystack-review-12260402)"**

**Rating:** 4.0/5.0 stars
*— Verified User*

[Read full review](https://www.g2.com/survey_responses/hockeystack-review-12260402)

---


#### What Are G2 Users Discussing About HockeyStack?

- [What is HockeyStack used for?](https://www.g2.com/discussions/what-is-hockeystack-used-for)

### 5. [Fospha](https://www.g2.com/products/fospha/reviews)
Fospha is on a mission to build the world’s most complete full-funnel measurement platform. Filling the gap left by the status quo in marketing measurement. Our team of data scientists and marketing experts has over 10 years of experience building models trusted by some of the world’s fastest-growing retail brands. At our core is a proprietary Bayesian Media Mix Model that delivers what legacy tools can’t: daily, impression-led, full-funnel measurement with the rigor to prove incremental revenue. We unify performance across DTC and marketplaces like Amazon and TikTok Shop, giving brands the clarity to optimize for today and plan tomorrow’s growth. Brands working with Fospha are 30% higher ROAS than the market. Fospha. Turns measurement into your strongest competitive advantage.


**Average Rating:** 4.5/5.0
**Total Reviews:** 51
**How Do G2 Users Rate Fospha?**

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)
- **Integrations:** 8.0/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.8/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.0/10 (Category avg: 8.8/10)

**Who Is the Company Behind Fospha?**

- **Seller:** [Fospha](https://www.g2.com/sellers/fospha)
- **Year Founded:** 2017
- **HQ Location:** Hammersmith, London
- **Twitter:** @wearefospha (642 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/5299095/ (152 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Retail, Apparel & Fashion
- **Company Size:** 49% Mid-Market, 39% Small-Business


#### What Are Fospha's Pros and Cons?

**Pros:**

- Insights (5 reviews)
- Ease of Use (3 reviews)
- Analytics (2 reviews)
- Attribution Accuracy (2 reviews)
- Attribution Tracking (1 reviews)

**Cons:**

- Filtering Issues (2 reviews)
- Lack of Information (2 reviews)
- Limited Reporting (2 reviews)
- Missing Features (2 reviews)
- Segmentation Issues (2 reviews)


### What Do G2 Reviewers Say About Fospha?
*AI-generated summary from verified user reviews*

**Pros:**

- Users find Fospha's **ease of use and excellent support** invaluable for making informed decisions and shaping strategies.
- Users love the **ease of use** of Fospha, citing its intuitive interface and quick access to insights.
- Users appreciate the **insightful analytics** of Fospha, enabling better decision-making and performance evaluations.
- Users value the **attribution accuracy** of Fospha, significantly enhancing campaign measurement and performance across channels.
- Users benefit from **accurate attribution tracking** with Fospha, enabling significant growth across multiple channels and informed campaign measurement.

**Cons:**

- Users find **filtering issues** frustrating, citing the need for better usability in data organization and comparisons.
- Users find the **lack of information** on ad-level visits and data organization cumbersome and time-consuming.
- Users desire improved **reporting capabilities** with Fospha, finding current options insufficient for their needs.
- Users report a lack of **customizable features** in Fospha, limiting their ability to tailor reports effectively for leads.
- Users find **segmentation issues** frustrating, as it complicates data analysis and requires time-consuming manual filtering.

#### What Are Recent G2 Reviews of Fospha?

**"[Fospha allows to adequately attribute & invest impactfully across our Channel & Funnel mix](https://www.g2.com/survey_responses/fospha-review-10412553)"**

**Rating:** 5.0/5.0 stars
*— Trushna P.*

[Read full review](https://www.g2.com/survey_responses/fospha-review-10412553)

---

**"[The Best Attribution Tool on the Market](https://www.g2.com/survey_responses/fospha-review-10396111)"**

**Rating:** 5.0/5.0 stars
*— Jamie E.*

[Read full review](https://www.g2.com/survey_responses/fospha-review-10396111)

---


#### What Are G2 Users Discussing About Fospha?

- [What is Fospha used for?](https://www.g2.com/discussions/what-is-fospha-used-for)

### 6. [rampmetrics](https://www.g2.com/products/rampmetrics/reviews)
rampmetrics is a complete marketing analytics solution out-of-the-box. Conversion Tracking, Marketing Attribution, Funnel Analytics are seamlessly integrated with no coding or complex setup.


**Average Rating:** 4.8/5.0
**Total Reviews:** 25
**How Do G2 Users Rate rampmetrics?**

- **Has the product been a good partner in doing business?:** 9.7/10 (Category avg: 9.4/10)
- **Integrations:** 9.1/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.2/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.7/10 (Category avg: 8.8/10)

**Who Is the Company Behind rampmetrics?**

- **Seller:** [rampmetrics](https://www.g2.com/sellers/rampmetrics)
- **HQ Location:** San Carlos, CA
- **Twitter:** @demandramp (110 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/rampmetrics/ (2 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Computer Software
- **Company Size:** 76% Mid-Market, 16% Enterprise


#### What Are rampmetrics's Pros and Cons?

**Pros:**

- Attribution Accuracy (8 reviews)
- Ease of Use (8 reviews)
- Analytics (7 reviews)
- Attribution Tracking (5 reviews)
- Ease of Learning (3 reviews)

**Cons:**

- Data Management (2 reviews)
- Integration Issues (2 reviews)
- Ads Integration (1 reviews)
- Campaign Management (1 reviews)
- Complexity (1 reviews)


### What Do G2 Reviewers Say About rampmetrics?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **attribution accuracy** of Rampmetrics, enhancing their understanding of marketing's impact on sales efficiency.
- Users praise the **ease of use** of RampMetrics, enabling intuitive navigation and efficient data management for all teams.
- Users praise the **user-friendly analytics** of RampMetrics, facilitating intuitive navigation and effective campaign performance analysis.
- Users value the **intuitive attribution tracking** of Rampmetrics, enhancing understanding of marketing impact and campaign performance.
- Users find the **ease of learning** with RampMetrics remarkable, enhancing data management and boosting team efficiency.

**Cons:**

- Users struggle with **data sharing difficulties** and delayed CRM syncs, complicating their reporting process.
- Users face **integration issues** due to limited direct connections, but the support team offers flexible solutions.
- Users note that **ads integration lacks native LinkedIn support** , yet solutions for connecting data are provided.
- Users find the **tracking of outbound campaigns tricky** , requiring custom workarounds for effective management.
- Users face challenges with **data alignment complexity** , causing difficulties in integrating Rampmetrics with existing systems.

#### What Are Recent G2 Reviews of rampmetrics?

**"[Easy-to-use Marketing Analytics](https://www.g2.com/survey_responses/rampmetrics-review-10524727)"**

**Rating:** 5.0/5.0 stars
*— Natan D.*

[Read full review](https://www.g2.com/survey_responses/rampmetrics-review-10524727)

---

**"[A Game-Changer for B2B Marketing Teams](https://www.g2.com/survey_responses/rampmetrics-review-10529133)"**

**Rating:** 5.0/5.0 stars
*— Tiffany T.*

[Read full review](https://www.g2.com/survey_responses/rampmetrics-review-10529133)

---


#### What Are G2 Users Discussing About rampmetrics?

- [What is rampmetrics used for?](https://www.g2.com/discussions/what-is-rampmetrics-used-for)

### 7. [Madgicx](https://www.g2.com/products/madgicx/reviews)
Madgicx is a media-buying and advertising management platform designed to assist users in planning, executing, and analyzing Meta ad campaigns. This solution falls within the campaign management and advertising management software category, specifically targeting performance-driven marketers, ecommerce brands, and agencies that primarily advertise on Facebook and Instagram. With Madgicx, users can effectively structure their campaigns, manage budgets, analyze creative performance, and generate valuable insights to optimize their Meta advertising efforts. The platform is particularly beneficial for scenarios such as ecommerce customer acquisition, remarketing, and multi-account agency management, where continuous testing, measurement, and creative iteration are essential. By providing a comprehensive suite of tools, Madgicx enables marketers to streamline their advertising processes and enhance their overall campaign effectiveness. The platform’s capabilities are centered around automated media buying, creative analysis, reporting, and tracking for Meta ads, making it a versatile solution for various advertising needs. Madgicx connects seamlessly to ad accounts and leverages predictive and generative AI to identify optimization opportunities, suggest actionable changes, and support creative production workflows without replacing the existing Meta Ads Manager. This integration allows teams to monitor campaign performance at scale, standardize account structures, and implement rules-based or AI-guided adjustments to bidding, budgets, and targeting. Additionally, agencies benefit from Madgicx’s reporting and white-label capabilities, which facilitate the creation of consistent dashboards and client-facing views derived from multiple ad accounts. Key features of Madgicx include AI media-buyer recommendations that audit Meta ad accounts and highlight actions such as scaling, pausing, or testing campaigns and audiences. The platform also offers creative intelligence tools that score ads, cluster creatives, and reveal performance patterns across images, videos, and copy variations. Furthermore, users can access reporting dashboards that encompass campaign management metrics, cross-channel views, and customizable panels tailored for both agencies and in-house teams. Automation and rules engines enable efficient budget management, bid adjustments, and campaign scheduling across multiple accounts, while tracking features provide cloud-based conversions API setup and support for more accurate Meta event measurement. By centralizing these functionalities, Madgicx serves as an operational layer on top of Meta advertising, enhancing the experience for practitioners who already run Meta campaigns and seek greater structure and decision support. This comprehensive approach not only simplifies the advertising process but also empowers users to make data-driven decisions that drive campaign success.


**Average Rating:** 4.6/5.0
**Total Reviews:** 210
**How Do G2 Users Rate Madgicx?**

- **Has the product been a good partner in doing business?:** 9.5/10 (Category avg: 9.4/10)
- **Integrations:** 7.6/10 (Category avg: 8.7/10)
- **Marketing Channels:** 7.8/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 7.1/10 (Category avg: 8.8/10)

**Who Is the Company Behind Madgicx?**

- **Seller:** [Madgicx](https://www.g2.com/sellers/madgicx)
- **Company Website:** https://www.madgicx.com
- **Year Founded:** 2018
- **HQ Location:** Tel Aviv, Tel Aviv District
- **Twitter:** @madgicx (1,909 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/18942953/ (46 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** CEO, Owner
- **Top Industries:** Marketing and Advertising, Apparel & Fashion
- **Company Size:** 79% Small-Business, 18% Mid-Market


#### What Are Madgicx's Pros and Cons?

**Pros:**

- Ease of Use (40 reviews)
- Efficiency (35 reviews)
- Automation (32 reviews)
- Ad Management (29 reviews)
- Time-saving (27 reviews)

**Cons:**

- Learning Curve (27 reviews)
- Learning Difficulty (19 reviews)
- Steep Learning Curve (19 reviews)
- Complexity (17 reviews)
- Expensive (16 reviews)


### What Do G2 Reviewers Say About Madgicx?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **ease of use** of Madgicx, with its intuitive setup allowing even novices to succeed.
- Users value the **time-saving efficiency** of Madgicx, benefiting from clear ad performance and streamlined management.
- Users love how Madgicx's **automation** streamlines ad management, enhancing performance and saving valuable time.
- Users value the **AI-driven ad management** in Madgicx, which enhances performance while saving time and costs.
- Users value the **time-saving automation** of Madgicx, significantly simplifying campaign management and budget adjustments.

**Cons:**

- Users find the **steep learning curve** challenging, requiring experimentation to grasp Madgicx's advanced features and reports.
- Users find that some features can feel **overwhelming for new users** , requiring time to learn and understand.
- Users find a **steep learning curve** in Madgicx, especially with overwhelming features and complex initial setup.
- Users find the tool's **complexity** overwhelming, especially the abundance of metrics and challenging setup for new users.
- Users find Madgicx **expensive for small businesses** , wishing for a more flexible pricing structure to suit seasonal needs.

#### What Are Recent G2 Reviews of Madgicx?

**"[Clarity in Campaign Planning and Execution](https://www.g2.com/survey_responses/madgicx-review-12616679)"**

**Rating:** 5.0/5.0 stars
*— Ben  C.*

[Read full review](https://www.g2.com/survey_responses/madgicx-review-12616679)

---

**"[All Client Data in One Place with Helpful Chat Support and AI-Ready MCPs](https://www.g2.com/survey_responses/madgicx-review-13104763)"**

**Rating:** 4.5/5.0 stars
*— Cassie O.*

[Read full review](https://www.g2.com/survey_responses/madgicx-review-13104763)

---


#### What Are G2 Users Discussing About Madgicx?

- [How do you manage the clutter of advanced reports and manual refinement without losing time every week?](https://www.g2.com/discussions/how-do-you-manage-the-clutter-of-advanced-reports-and-manual-refinement-without-losing-time-every-week) - 1 comment
- [What are you doing when data flow, event tracking, or slow insights hold back your campaign decisions?](https://www.g2.com/discussions/what-are-you-doing-when-data-flow-event-tracking-or-slow-insights-hold-back-your-campaign-decisions) - 1 comment
- [Has anyone else run into confusing trials, renewals, or refund hurdles with Madgicx billing?](https://www.g2.com/discussions/has-anyone-else-run-into-confusing-trials-renewals-or-refund-hurdles-with-madgicx-billing) - 1 comment
- [How are you handling the pricing jump when managing smaller ad spends or early‑stage clients?](https://www.g2.com/discussions/how-are-you-handling-the-pricing-jump-when-managing-smaller-ad-spends-or-early-stage-clients) - 1 comment
- [Complex setup and steep learning curve keep delaying my ability to get real value from Madgicx](https://www.g2.com/discussions/complex-setup-and-steep-learning-curve-keep-delaying-my-ability-to-get-real-value-from-madgicx) - 1 comment

### 8. [Full Circle Insights](https://www.g2.com/products/full-circle-insights/reviews)
Full Circle Insights is the Attribution Modeling and Funnel Measurement Solution Built for Salesforce As your Salesforce data experts, we help marketing and sales teams connect in a central location to finally deliver accurate attribution, build funnels, and create data-driven strategies that drive revenue. The Full Circle Insights team comprises former Salesforce executives, marketing experts, product managers, and automation specialists who understand how valuable data is – and how frustrating it can be to get. Our powerful, Salesforce-native solution empowers your team to easily create multiple attribution models and funnels, measure sales and marketing impact, and align company-wide while keeping your data safe in Salesforce.


**Average Rating:** 4.0/5.0
**Total Reviews:** 133
**How Do G2 Users Rate Full Circle Insights?**

- **Has the product been a good partner in doing business?:** 8.2/10 (Category avg: 9.4/10)
- **Integrations:** 6.7/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.3/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.8/10 (Category avg: 8.8/10)

**Who Is the Company Behind Full Circle Insights?**

- **Seller:** [CONQUER](https://www.g2.com/sellers/conquer)
- **Company Website:** https://conquer.io
- **Year Founded:** 2007
- **HQ Location:** Reno, NV
- **LinkedIn® Page:** https://www.linkedin.com/company/727098/ (82 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Computer Software, Information Technology and Services
- **Company Size:** 82% Mid-Market, 15% Enterprise


#### What Are Full Circle Insights's Pros and Cons?

**Pros:**

- Collaboration (1 reviews)
- Contact Management (1 reviews)
- CRM Integration (1 reviews)
- Customer Acquisition (1 reviews)
- Customer Support (1 reviews)

**Cons:**

- Dashboard Issues (1 reviews)
- Inefficient Reporting (1 reviews)
- Lack of Flexibility (1 reviews)
- Limited Customization (1 reviews)
- Limited Features (1 reviews)


### What Do G2 Reviewers Say About Full Circle Insights?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **integrated collaboration** within Salesforce, streamlining funnel management in one convenient location.
- Users value the **native integration with Salesforce** , allowing seamless management of their operations in one place.
- Users value the **native integration with Salesforce** , allowing seamless management of their sales funnel in one place.
- Users value the **seamless integration with Salesforce** , simplifying customer acquisition management from a single platform.
- Users value the **integrated customer support** of Full Circle Insights, enabling efficient management within Salesforce.

**Cons:**

- Users find the **dashboard issues** due to limitations in Full Circle Insights' reporting functionality tied to Salesforce.
- Users find **inefficient reporting** in Full Circle Insights, as it requires manual adjustments for deeper data analysis.
- Users find the **lack of flexibility** in Full Circle Insights' reporting limits their ability to customize and analyze data effectively.
- Users find the **limited customization** of Full Circle Insights' reporting features a drawback for detailed analysis.
- Users find **limited reporting features** in Full Circle Insights, necessitating adjustments in Salesforce for more detailed insights.

#### What Are Recent G2 Reviews of Full Circle Insights?

**"[A game changer](https://www.g2.com/survey_responses/full-circle-insights-review-3536844)"**

**Rating:** 5.0/5.0 stars
*— Dipika R.*

[Read full review](https://www.g2.com/survey_responses/full-circle-insights-review-3536844)

---

**"[Full Funnel attribution tracking solution](https://www.g2.com/survey_responses/full-circle-insights-review-6732110)"**

**Rating:** 5.0/5.0 stars
*— Amanda S.*

[Read full review](https://www.g2.com/survey_responses/full-circle-insights-review-6732110)

---


#### What Are G2 Users Discussing About Full Circle Insights?

- [What is Full Circle Insights used for?](https://www.g2.com/discussions/what-is-full-circle-insights-used-for) - 1 comment


## What Is Attribution Software?

[Account-Based Execution Software](https://www.g2.com/categories/account-based-execution)

## What Software Categories Are Similar to Attribution Software?

- [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)
- [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics)
- [Customer Journey Analytics Software](https://www.g2.com/categories/customer-journey-analytics)


---

## How Do You Choose the Right Attribution Software?

### What You Should Know About Attribution Software

### 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](https://www.g2.com/categories/display-advertising) and [native advertising](https://www.g2.com/categories/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](https://www.g2.com/categories/mobile-attribution). 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](https://www.g2.com/categories/attribution/f/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](https://www.g2.com/categories/attribution/f/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. 

### Who Uses Attribution Software? 

Attribution platforms are used across a wide variety of industries. From business to business software providers, as well as service industries, every business must evaluate the performance of their marketing efforts. With this in mind, attribution software is usually found within the marketing departments of these businesses. Below are some of the most common industries that take advantage of attribution software: 

**E-commerce:** Any business that sells goods online can greatly benefit from using attribution software. E-commerce businesses generally funnel their consumers through many touchpoints and marketing channels, which makes it difficult to determine which ones contributed the most to a final sale. From native ads to video advertising, attribution software helps e-commerce businesses ascertain which channels are the most effective.

**Retailers:** While e-commerce businesses only have to focus on online conversions, retailers must focus on both online and offline conversions. Although it might be more difficult to track, retailers that log sales in store can gather customer information such as emails to target their marketing efforts on that particular customer. This can help track if promotional emails lead to customer conversions in stores.

#### Software Related to Attribution Software

Related solutions that can be used together with attribution software include:

[CRM software](https://www.g2.com/categories/crm): A CRM is usually one of the core products in a businesses’ software stack that helps them track and manage customer interactions in a single system of record. It houses all relevant customer data including contact information, history, and transaction summaries. It makes sense for users to integrate attribution software alongside CRM software to monitor how a certain deal closes in the sales funnel. Once that is recorded, users can also use customer information to reiterate back into the attribution process. This facilitates the use of customer information to understand products they like and send out personalized messages and offers. The two can work in tandem to complete sales on a more regular basis.

[E-commerce platforms](https://www.g2.com/categories/e-commerce-platforms) **:** It can be very beneficial to integrate attribution software with e-commerce platforms to more accurately track sales conversions. Every time a purchase is made online, users can then analyze if the product sales was due to a particular ad or any other marketing touchpoint.

[Marketing automation software](https://www.g2.com/categories/marketing-automation): Marketing automation software automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns. Since attribution software also focuses on measuring the outcome of marketing campaigns, it makes sense to integrate both marketing automation software and attribution software.

### Challenges with Attribution Software

A lot of the issues that arise out of attribution software are due to incorrect attribution. This can be caused by biases in data or other factors. Here are some of the most common pitfalls to look out for.

**Correlation-based biases:** Correlation-based biases occur when marketers believe that certain marketing efforts caused a chain of events when they did not. For example, if attribution software picks up on clicking a display advertisement as being the first touchpoint in the customer journey when it was really a customer going to the physical store, then this can be an incorrect correlation. This may make marketers weigh more importance on display advertising, leading to misguided efforts.

**In-market bias:** In-market bias refers to customers who would have purchased a product whether or not they clicked on an advertisement in the first place. Once again, this can cause marketers to increase spend on display advertising because this is what they think caused the customer to make a purchase.

**Integrations:** There is an abundance of marketing touchpoints, or any interaction between the company and a potential buyer, that customers experience. These touchpoints could be any activity, from viewing marketing content mentioned on social media or attending a company’s virtual event or webinar. As the number of marketing touchpoints increases, it is even more imperative that all of a company’s marketing technology stack integrates with attribution software correctly so marketers can measure the impact of all these touchpoints. 

### Which Companies Should Buy Attribution Software?

Any company that invests in marketing efforts could benefit from purchasing attribution software. Attribution software assists businesses in determining the most appropriate channel to focus their marketing efforts on and the best time to reach buyers. Businesses don’t want to spend money on a particular marketing campaign or channel that isn’t driving results; attribution software helps solve that problem. 

**E-commerce:** When a business sells products online, it is important to effectively market those products using various channels. Attribution marketing is imperative for e-commerce businesses to track their marketing campaign’s performance across various channels as many e-commerce brands have a multichannel digital marketing strategy. 

### How to Buy Attribution Software

#### Selection of Attribution Software

When a company is ready to start evaluating different attribution tools, there are a few aspects that are important to consider.

**Security:** It’s important to choose an attribution software that is secure and will safely house customer data. Due to an increasing number of data privacy regulations, like the GDPR and CCPA, it is imperative that attribution software has exceptional security features. 

**Integrations:** Ease and breadth of integrations is also an important factor to consider when choosing an attribution tool. There is an abundance of sources that attribution software pulls in data from, and that is contingent on having exceptional integrations with other types of software (i.e., CRM, marketing automation, [email marketing](https://www.g2.com/categories/email-marketing), digital advertising, [SEO](https://www.g2.com/categories/seo), etc.). 

**Attribution sources:** Varying attribution software specialize in certain types of attribution, so companies should evaluate which type of marketing activities they want to track and measure. Some attribution tools specialize in tracking offline marketing activities, mobile-only marketing activities, [social media advertising](https://www.g2.com/categories/social-media-advertising) activities, etc. When evaluating for which attribution tool is best for the organization, buyers must consider if they need a specialized or a general tool. 

### What Does Attribution Software Cost?

The cost for attribution software varies depending on multiple factors, including the amount of channels it supports, the breadth and ease of APIs and integrations, the robustness of reporting and drill-down capabilities, support hours, and the ability to set up custom attribution models. 

#### Return on Investment (ROI)

While some attribution tools will include offline marketing activity channels, other attribution tools may charge extra to set up offline marketing attribution. Additionally, attribution tools that support multichannel methods may cost more as they enable marketers to see the ROI across all marketing channels, which can ensure marketing budgets are being allocated effectively. To measure the ROI of the attribution tool of choice, buyers should look at the drill down of every click, conversion, and budget allocation for all marketing campaigns and determine how these campaigns are performing against how much revenue is coming into the company. 

### Implementation of Attribution Software

**How is Attribution Software Implemented?**

There are multiple steps marketers should take before implementing attribution software. First, it’s important for marketers to evaluate what questions they want their attribution tool to answer. For example, if the director of customer success is involved in this decision process, it might be important to see if the attribution tool can measure the impact of marketing campaigns on customer renewals. 

Then, during implementation, marketers should be ready to connect their other marketing technology. Marketers should think about all the tools that make these touchpoints possible so all the tools are communicating with each other. IT teams may need to help out when connecting various systems with the attribution tool that is selected. Finally, when implementing attribution software, marketers should keep in mind that it takes time to implement the attribution model that works best for a company. It will take time to understand and test which model is performing well against company goals. 

### Attribution Software Trends

**Account-based marketing attribution **

Some attribution tools specialize in account-based marketing attribution, which surfaces each touchpoint for each lead and contact under specific accounts. These tools help marketers better understand engagement with multiple contacts associated within an account or buying group, as well as gain complete visibility into touchpoints across contacts and leads within a matched account. Attribution tools with the specialization can also tie how much revenue each engagement within an account is worth and measure the progress of a customized account journey. 

**Offline tracking**

Offline tracking, in combination with tracking digital channels, is becoming increasingly important for marketers. Tracking leads, conversions, and engagement from offline channels (i.e., events) alongside channels like digital advertising enables marketers to measure the effectiveness of all marketing touchpoints throughout a customer journey.