# Best Attribution Software for Small Business - 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, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small 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 Small Business Attribution category.

In addition to qualifying for inclusion in the Attribution Software category, to qualify for inclusion in the Small Business Attribution Software category, a product must have at least 10 reviews left by a reviewer from a small 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 (14,200 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 (1,706 reviews) | Phone-call attribution to keyword-level campaigns | "[Helpful Support team with minor UI tweaks needed](https://www.g2.com/survey_responses/callrail-review-13105402)" |
| 3 | [impact.com](https://www.g2.com/products/impact-com/reviews) | 4.4/5.0 (2,324 reviews) | Multi-touch affiliate attribution with flexible commissioning | "[Comprehensive, Scalable Platform for Managing Partnerships with Powerful Reporting](https://www.g2.com/survey_responses/impact-com-review-13098671)" |
| 4 | [WhatConverts](https://www.g2.com/products/whatconverts/reviews) | 4.9/5.0 (309 reviews) | Multi-channel lead attribution with offline conversion tracking | "[Excellent User Experience with Highly Responsive Support](https://www.g2.com/survey_responses/whatconverts-review-12781413)" |
| 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=3326&focus%5B%5D=19813&focus%5B%5D=15218&focus%5B%5D=1934&focus%5B%5D=47029&focus%5B%5D=39439&focus%5B%5D=3026)
Highlighted products: HubSpot Marketing Hub, CallRail, impact.com, WhatConverts, ActiveCampaign, RedTrack.io, Google Attribution, and AdRoll.
Underlying data: [Grid® JSON](https://www.g2.com/categories/attribution/grids.json?focus%5B%5D=hubspot-marketing-hub&focus%5B%5D=callrail&focus%5B%5D=impact-com&focus%5B%5D=whatconverts&focus%5B%5D=activecampaign&focus%5B%5D=redtrack-io&focus%5B%5D=google-attribution&focus%5B%5D=adroll&segment=small-business)


## 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 (+0.72%) - Among all products in this category, RedTrack.io recorded the largest rating increase compared to last month
*Last updated: July 15, 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**

### Code-Cube.io

Code-Cube.io is a marketing data observability platform that prevents broken tracking from skewing insights or impacting website- and campaign performance. The platform continuously monitors your entire data collection pipeline, from the dataLayer to tag managers and marketing tags. Code-Cube.io sends real-time alerts when issues occur. AI-powered anomaly detection identifies unusual behavior, inactivity, and tag errors across all users, browsers, and devices, before they affect reporting or decision-making. The Tag Monitor module automatically detects broken, missing, or misfiring tags and the DataLayer Guard module monitors all dataLayer events, including pageviews, enhanced ecommerce, form submissions, and custom events. Code-Cube.io helps marketing, analytics, and ecommerce teams maintain reliable data, reduce manual QA, and confidently scale their tracking setup.



[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=367&secure%5Bchosen_at%5D=2026-07-15T23%3A04%3A35Z&secure%5Bdisplayable_resource_id%5D=367&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=367&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1426623&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%2Fsmall-business%3Fpage%3D2&secure%5Btoken%5D=cf36600410526069e9724a8fc4e2ce4dde631a9e6c5b6e0cefe6dcec2d9e1118&secure%5Burl%5D=https%3A%2F%2Fcode-cube.io%2F&secure%5Burl_type%5D=company_website)

---

## What Are the Top-Rated Attribution Software Products in 2026?
### 1. [Invoca](https://www.g2.com/products/invoca/reviews)
Which of your campaigns drive the best phone leads? Are you losing sales because of bad call experiences? Are you getting credit for all of your conversions? Invoca helps businesses drive revenue growth by unlocking new data from calls, so they can acquire and retain more customers for less money. With Invoca's revenue execution platform, businesses are driving unbelievable results: • Marketing teams — like the one at Rogers Communications — are driving up lead quality and driving down acquisition costs by 82% • Contact centers — like the one at MoneySolver — are boosting agent performance and conversion rates by 100% • Multi-location businesses — like Renewal by Andersen — are increasing appointments set over the phone by nearly 50% Invoca is trusted by the world’s top brands, including AutoNation, Flagstar Bank, Mayo Clinic, Orkin, Subaru, and Verizon, as well as: • 6 of the top 10 US health systems • 4 of the top 6 US mortgage lenders • 5 of the top 10 US property & casualty insurance companies • 5 of the top 7 US telecommunications companies To see more customer results, visit www.invoca.com/customers.


**Average Rating:** 4.5/5.0
**Total Reviews:** 926
**How Do G2 Users Rate Invoca?**

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.4/10)
- **Integrations:** 9.0/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.2/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.0/10 (Category avg: 8.8/10)

**Who Is the Company Behind Invoca?**

- **Seller:** [Invoca](https://www.g2.com/sellers/invoca)
- **Company Website:** https://www.invoca.com/
- **Year Founded:** 2008
- **HQ Location:** Santa Barbara, CA
- **Twitter:** @Invoca (4,204 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/210676/ (383 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Digital Marketing Manager, Marketing Manager
- **Top Industries:** Marketing and Advertising, Hospital & Health Care
- **Company Size:** 38% Small-Business, 33% Mid-Market


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

**Pros:**

- Helpful (28 reviews)
- Ease of Use (25 reviews)
- Analytics (23 reviews)
- Customer Support (20 reviews)
- Attribution Accuracy (19 reviews)

**Cons:**

- Learning Curve (9 reviews)
- Missing Features (9 reviews)
- Call Issues (8 reviews)
- Complexity (8 reviews)
- Complex Setup (8 reviews)


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

**Pros:**

- Users value the **excellent support** from Invoca, with dedicated specialists enhancing their success and experience.
- Users find Invoca's platform **easy to navigate** , aided by helpful training and intuitive dashboards for enhanced performance insights.
- Users appreciate the **deep analytics capabilities** of Invoca, linking marketing efforts directly to customer conversations and insights.
- Users commend the **responsiveness and knowledge of Invoca's customer support** , enhancing overall user experience and satisfaction.
- Users value the **attribution accuracy** of Invoca, enabling effective spending optimization and deeper insights into marketing performance.

**Cons:**

- Users note the **steep learning curve** with Invoca, emphasizing the need for better training and user-friendly design.
- Users are frustrated by Invoca's **missing features** like Spanish translation and limited functionality outside the U.S.
- Users face **call issues** with Invoca, struggling with complex functionalities and lack of Microsoft Ads integration.
- Users find the **complexity of reporting and integrations** challenging, hindering effective use and scalability of Invoca.
- Users find the **complex setup** of Invoca a challenge, requiring time and effort for proper integration and customization.

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

**"[Smarter Call Routing and Campaign Tracking That Boosts Efficiency](https://www.g2.com/survey_responses/invoca-review-12640140)"**

**Rating:** 4.5/5.0 stars
*— Prajwal E.*

[Read full review](https://www.g2.com/survey_responses/invoca-review-12640140)

---

**"[Deep Call Insights and Proactive Support That Elevate Our Media Strategy](https://www.g2.com/survey_responses/invoca-review-12570137)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Telecommunications*

[Read full review](https://www.g2.com/survey_responses/invoca-review-12570137)

---


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

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

### 2. [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 (19 reviews)
- Analytics (18 reviews)
- Ease of Use (14 reviews)
- Helpful (13 reviews)
- Attribution Accuracy (11 reviews)

**Cons:**

- Learning Curve (11 reviews)
- Steep Learning Curve (8 reviews)
- Complexity (5 reviews)
- Missing Features (5 reviews)
- Time-Consuming (5 reviews)


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

**Pros:**

- Users find **HockeyStack's flexibility** invaluable, tailoring insights to their business needs for informed decision-making and performance tracking.
- Users benefit from **efficient analytics** by easily creating reports that enhance understanding of marketing and sales performance.
- Users value the **ease of use** with HockeyStack, appreciating quick setup and excellent support for reporting needs.
- Users commend the **unprecedented support team** for their thorough and timely responses, enhancing overall experience and effectiveness.
- Users value the **attribution accuracy** of HockeyStack, enabling clear insights into marketing performance and effectiveness.

**Cons:**

- Users find the **learning curve steep** , needing extensive time for setup and comprehension of data reports.
- Users note a **steep learning curve** with HockeyStack, requiring time to fully understand its capabilities for optimal use.
- Users find the **initial setup complex** , especially if lacking analytics expertise, requiring time to learn advanced features.
- Users note **missing features** in HockeyStack, hoping for enhancements to improve the reporting experience and functionality.
- Users find the **initial setup of HockeyStack** to be quite time-consuming, requiring significant time and effort investment.

#### 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)

### 3. [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:** 208
**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 praise Madgicx for its **ease of use** , making ad management simple even for beginners.
- Users value the **efficiency** of Madgicx, as it simplifies ad management and optimizes performance with minimal effort.
- Users value the **automation features** of Madgicx, significantly streamlining ad management and optimizing budgets effectively.
- Users love the **AI-driven ad management** of Madgicx, streamlining processes and enhancing campaign performance effectively.
- Users find Madgicx's **time-saving features** invaluable, automating tasks and simplifying campaign management effortlessly.

**Cons:**

- Users find the **learning curve steep** initially, requiring time and experimentation to grasp the reporting features.
- Users find that some features of Madgicx have a **steep learning curve** , making it challenging for beginners to use effectively.
- Users find a **steep learning curve** with Madgicx, as initial complexity can overwhelm new users and slow down setup.
- Users find the **complexity of setup and features** in Madgicx overwhelming, especially for new users.
- Users find Madgicx to be **expensive for small businesses** , making it less accessible despite its marketing capabilities.

#### 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

### 4. [Billy Grace](https://www.g2.com/products/billy-grace/reviews)
I am your full-funnel marketing optimization platform. I revolutionize your efforts in online marketing with unprecedented precision, intelligence, and efficiency. By combining first-party tracking, modeled attribution, centralized analytics, and automated optimizations, I help marketers regain control over their digital growth. To help marketers grow, (1) I show data you can trust. My first-party pixel ensures accurate, reliable data, and is built for the cookieless future. With that, I offer an unbiased marketing platform you can rely on. (2) I help you make better decisions. Using data-driven attribution models fed with more accurate data, I show the true results of your advertising performance. Analyze your results in customizable dashboards with new scaling metrics in a centralized cockpit. Make decisions with confidence instead of flying blind. (3) I enable you to do more with less. Through my AI-powered optimizations, you can achieve better results with fewer resources. Unlock the power of super-human optimization to free up time for creativity and strategy by eliminating repetitive data management tasks.


**Average Rating:** 4.5/5.0
**Total Reviews:** 20
**How Do G2 Users Rate Billy Grace?**

- **Has the product been a good partner in doing business?:** 9.7/10 (Category avg: 9.4/10)
- **Integrations:** 9.0/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.7/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.6/10 (Category avg: 8.8/10)

**Who Is the Company Behind Billy Grace?**

- **Seller:** [Billy Grace](https://www.g2.com/sellers/billy-grace)
- **Year Founded:** 2021
- **HQ Location:** Amsterdam, Noord-Holland
- **LinkedIn® Page:** https://www.linkedin.com/company/billygrace/ (59 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Retail
- **Company Size:** 50% Small-Business, 50% Mid-Market


#### What Are Billy Grace's Pros and Cons?

**Pros:**

- Attribution Accuracy (3 reviews)
- Intuitive (3 reviews)
- Ease of Understanding (2 reviews)
- Insights (2 reviews)
- Marketing Automation (2 reviews)

**Cons:**

- Expensive (2 reviews)
- Complexity (1 reviews)
- Complex Usage (1 reviews)
- Cost Management (1 reviews)
- Lack of Information (1 reviews)


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

**Pros:**

- Users praise the **attribution accuracy** of Billy Grace, appreciating its unbiased insights and effective budget allocation.
- Users love the **intuitive interface** of Billy Grace, finding it easy to understand and user-friendly.
- Users appreciate the **ease of understanding** of Billy Grace, finding it user-friendly and clear for effective insights.
- Users value the **clear, data-driven insights** of Billy Grace, enabling better budget allocation and campaign optimization.
- Users value the **efficient marketing automation** with quick setup and advanced tracking capabilities for client insights.

**Cons:**

- Users find Billy Grace to be quite **expensive** , especially when managing multiple store views without incurring extra costs.
- Users find the **complex dashboards and UX** challenging, leading to confusion and improper feature usage.
- Users find the **complex usage** of Billy Grace challenging, as features lack detailed explanations, causing potential misuse.
- Users find it challenging to manage **costs associated with combining store-views** , leading to skipped smaller sites.
- Users find the **lack of detailed information** challenging, resulting in confusion and incorrect feature implementations.

#### What Are Recent G2 Reviews of Billy Grace?

**"[Clear insight: ideal for marketing performance](https://www.g2.com/survey_responses/billy-grace-review-12193467)"**

**Rating:** 4.0/5.0 stars
*— Verified User in Food & Beverages*

[Read full review](https://www.g2.com/survey_responses/billy-grace-review-12193467)

---

**"[Exceptional Onboarding and Responsive Support from BG](https://www.g2.com/survey_responses/billy-grace-review-12495888)"**

**Rating:** 4.5/5.0 stars
*— Leon G.*

[Read full review](https://www.g2.com/survey_responses/billy-grace-review-12495888)

---



### 5. [ROIVENUE Attribution](https://www.g2.com/products/roivenue-attribution/reviews)
Roivenue is the next-generation attribution solution powering the most profitable ecommerce businesses around the globe. Bad marketing decisions cost businesses billions and revenue wrongly attributed by outdated platforms and channel-specific Ads Managers are the main reason. With Roivenue, you can ensure that your valuable budget is no longer wasted on ineffective ads. Roivenue offers its own tracking and synthetic impressions methodology, running seamlessly without relying on cookies. It measures everything—clicks and impressions across the full marketing funnel and cross-device to account for each touchpoint in the customer journey. Marketers using Roivenue know exactly which ads are truly driving results. Brands leveraging Roivenue achieve profitable growth, fast. Leave inaccurate data behind and get started with Roivenue today.


**Average Rating:** 4.6/5.0
**Total Reviews:** 27
**How Do G2 Users Rate ROIVENUE Attribution?**

- **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10)
- **Integrations:** 9.1/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.8/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.5/10 (Category avg: 8.8/10)

**Who Is the Company Behind ROIVENUE Attribution?**

- **Seller:** [Roivenue](https://www.g2.com/sellers/roivenue-a98e599d-c4bd-4580-a3da-9348e0c118f3)
- **Year Founded:** 2014
- **HQ Location:** Praha, Czech Republic
- **Twitter:** @roivenue (177 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/17985320/ (21 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Retail
- **Company Size:** 50% Mid-Market, 40% Small-Business


#### What Are ROIVENUE Attribution's Pros and Cons?

**Pros:**

- Attribution Accuracy (3 reviews)
- Customer Support (3 reviews)
- Easy Setup (3 reviews)
- Efficiency (2 reviews)
- Analytics (1 reviews)

**Cons:**

- Integration Issues (2 reviews)
- Ads Integration (1 reviews)
- Complexity (1 reviews)
- Email Management (1 reviews)
- Expensive (1 reviews)


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

**Pros:**

- Users highlight the **attribution accuracy** of ROIVENUE, enabling better budget allocation and clearer marketing insights.
- Users appreciate the **technical support** from Roivenue, which resolves issues promptly and ensures a smooth experience.
- Users appreciate the **easy setup** of ROIVENUE Attribution, allowing quick onboarding and immediate use of features.
- Users value the **efficiency** of ROIVENUE Attribution for smart budget allocation and data-driven decision making.
- Users value the **insightful analytics** of ROIVENUE Attribution, enabling effective budget allocation and smarter marketing decisions.

**Cons:**

- Users face **integration issues** with ROIVENUE Attribution, as not all platforms support direct connections, making processes cumbersome.
- Users find the **limited ads integration** challenging, as offline workarounds can be clunky and unreliable across platforms.
- Users find the **implementation complex** initially, requiring significant effort due to numerous data inputs.
- Users express a desire for **email impression tracking** capabilities, highlighting a gap in the current features.
- Users find the **pricing concerns** of ROIVENUE Attribution a barrier, especially for smaller businesses with limited budgets.

#### What Are Recent G2 Reviews of ROIVENUE Attribution?

**"[Transforming Data into Actionable Insights: How Roivenue Changed Our Perspective on Data](https://www.g2.com/survey_responses/roivenue-attribution-review-10476355)"**

**Rating:** 4.5/5.0 stars
*— Hana S.*

[Read full review](https://www.g2.com/survey_responses/roivenue-attribution-review-10476355)

---

**"[Roivenue is the source of truth for our marketing team](https://www.g2.com/survey_responses/roivenue-attribution-review-10515091)"**

**Rating:** 5.0/5.0 stars
*— Fero O.*

[Read full review](https://www.g2.com/survey_responses/roivenue-attribution-review-10515091)

---


#### What Are G2 Users Discussing About ROIVENUE Attribution?

- [What is ROIVENUE Attribution used for?](https://www.g2.com/discussions/what-is-roivenue-attribution-used-for)

### 6. [Attribution](https://www.g2.com/products/attribution/reviews)
Attribution is the most complete and easy to implement multi-touch attribution solution. See your spend, visits, conversions, revenue and return on ad spend (ROAS) all in one simple view. Integrates cost and autotags most major ad platforms including Facebook, Google, Quora, Linkedin and Adroll. Conversion integrations with Segment, Stripe, Salesforce, Hubspot, Marketo and more! User level attribution AND account-based attribution. Cohort-based reporting that shows ROAS by channel by day, week, or month for actionable insights. This is the system you've been looking for.


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

- **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10)
- **Integrations:** 8.6/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.2/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.3/10 (Category avg: 8.8/10)

**Who Is the Company Behind Attribution?**

- **Seller:** [Attribution](https://www.g2.com/sellers/attribution)
- **Year Founded:** 2014
- **HQ Location:** San Francisco, CA
- **Twitter:** @attributionapp (448 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/10206333/ (9 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Computer Software, Consumer Goods
- **Company Size:** 59% Small-Business, 39% Mid-Market


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

**Pros:**

- Attribution Accuracy (3 reviews)
- Customer Support (3 reviews)
- Ease of Use (3 reviews)
- Easy Setup (3 reviews)
- Customization (2 reviews)

**Cons:**

- Attribution Issues (1 reviews)
- Complexity (1 reviews)
- Data Export (1 reviews)
- Inadequate Tracking (1 reviews)
- Integration Difficulty (1 reviews)


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

**Pros:**

- Users value the **attribution accuracy** of the product, enhancing their understanding of marketing contributions effectively.
- Users praise the **exceptional customer support** of Attribution, especially during onboarding, enhancing the overall experience.
- Users value the **ease of use** of Attribution, highlighting its simple setup and seamless integration with analytics tools.
- Users find the **easy setup** of Attribution invaluable, delivering instant insights and seamless onboarding support.
- Users value the **customization options** of Attribution, allowing tailored reporting and insight into marketing performance.

**Cons:**

- Users find it challenging to obtain **retroactive data for historical attribution** , impacting their analysis and reporting capabilities.
- Users find the platform **complicated and not very intuitive** , which can hinder their overall experience.
- Users find it challenging to obtain **retroactive data** , making historical attribution difficult with the product.
- Users struggle with **inadequate tracking** of historical attribution data, making it difficult to analyze past performance.
- Users find the **integration process challenging** , needing technical help but receiving responsive support to overcome it.

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

**"[Game-changing Multi-touch Attribution Platform with Outstanding Support](https://www.g2.com/survey_responses/attribution-review-10504029)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Retail*

[Read full review](https://www.g2.com/survey_responses/attribution-review-10504029)

---

**"[Best no-nonsense tool I've found to get a complete view of traffic attribution](https://www.g2.com/survey_responses/attribution-review-10287572)"**

**Rating:** 4.5/5.0 stars
*— Willem B.*

[Read full review](https://www.g2.com/survey_responses/attribution-review-10287572)

---


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

- [What is Attribution used for?](https://www.g2.com/discussions/what-is-attribution-used-for)
- [What is attribution in digital marketing?](https://www.g2.com/discussions/what-is-attribution-in-digital-marketing)
- [What is attribution modeling?](https://www.g2.com/discussions/what-is-attribution-modeling)
- [What is an attribution platform?](https://www.g2.com/discussions/what-is-an-attribution-platform)
- [What is attribution software?](https://www.g2.com/discussions/what-is-attribution-software)

### 7. [Rockerbox](https://www.g2.com/products/rockerbox/reviews)
Rockerbox empowers marketers from launch to scale, helping them easily see and evaluate channel effectiveness. We’ve built our platform for smart marketers to help them spend, analyze, scale, test, and market smarter. Rockerbox helps you to execute better in-channel optimizations and stop wasting money on channels that aren’t performing. We take the frustration out of constructing clean, actionable data, empowering you to accomplish your goals without the need for additional technical resources. No one methodology is perfect, that’s why Rockerbox uses multiple. We incorporate rule-based attribution, multi-touch attribution, halo analysis, geo lift, in-channel testing, incrementality, and media mix modeling to give you the most complete and accurate view of your customer journey.


**Average Rating:** 4.6/5.0
**Total Reviews:** 46
**How Do G2 Users Rate Rockerbox?**

- **Has the product been a good partner in doing business?:** 9.5/10 (Category avg: 9.4/10)
- **Integrations:** 8.6/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.4/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.3/10 (Category avg: 8.8/10)

**Who Is the Company Behind Rockerbox?**

- **Seller:** [DoubleVerify](https://www.g2.com/sellers/doubleverify)
- **Year Founded:** 2008
- **HQ Location:** New York, US
- **Twitter:** @doubleverify (6,097 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/745720/ (1,334 employees on LinkedIn®)
- **Ownership:** NYSE: DV

**Who Uses This Product?**
- **Top Industries:** Retail, Consumer Goods
- **Company Size:** 55% Mid-Market, 43% Small-Business



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

**"[Rockerbox unlocked a world of insights](https://www.g2.com/survey_responses/rockerbox-review-6693142)"**

**Rating:** 5.0/5.0 stars
*— Nate B.*

[Read full review](https://www.g2.com/survey_responses/rockerbox-review-6693142)

---

**"[Great source of comparison on equal ground for marketing channels](https://www.g2.com/survey_responses/rockerbox-review-8342729)"**

**Rating:** 5.0/5.0 stars
*— Cecilia C.*

[Read full review](https://www.g2.com/survey_responses/rockerbox-review-8342729)

---


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

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

### 8. [Wicked Reports](https://www.g2.com/products/wicked-reports/reviews)
Wicked Reports is a cross-channel multi-touch marketing attribution platform for ecommerce businesses. See deep inside every paid ad channel for insights on which marketing efforts are working to find your best customers, highest sales, and best performing campaigns. Easily detect and save wasted ad spend using our Wicked Playbook insights. Wicked Reports provides unlimited attribution time windows and attribution models optimized for ecommerce. Make reality-based decisions on ad spend to increase ROI.


**Average Rating:** 4.2/5.0
**Total Reviews:** 26
**How Do G2 Users Rate Wicked Reports?**

- **Has the product been a good partner in doing business?:** 8.6/10 (Category avg: 9.4/10)
- **Integrations:** 8.5/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.5/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.7/10 (Category avg: 8.8/10)

**Who Is the Company Behind Wicked Reports?**

- **Seller:** [Wicked Reports](https://www.g2.com/sellers/wicked-reports)
- **Year Founded:** 2015
- **HQ Location:** Marblehead, Massachusetts
- **Twitter:** @wickedreports (7,760 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/wicked-reports/ (21 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising
- **Company Size:** 78% Small-Business, 22% Mid-Market



#### What Are Recent G2 Reviews of Wicked Reports?

**"[Wicked Reports is our source of truth](https://www.g2.com/survey_responses/wicked-reports-review-7043992)"**

**Rating:** 5.0/5.0 stars
*— Mark D.*

[Read full review](https://www.g2.com/survey_responses/wicked-reports-review-7043992)

---

**"[Attribution Data that Gives More/Different Insights than First-Party Data Alone](https://www.g2.com/survey_responses/wicked-reports-review-7030631)"**

**Rating:** 4.0/5.0 stars
*— Danielle R.*

[Read full review](https://www.g2.com/survey_responses/wicked-reports-review-7030631)

---


#### What Are G2 Users Discussing About Wicked Reports?

- [Is there a free version of Wicked Reports?](https://www.g2.com/discussions/is-there-a-free-version-of-wicked-reports) - 1 comment
- [How does Wicked Reports work?](https://www.g2.com/discussions/how-does-wicked-reports-work) - 1 comment
- [How do you use wicked reports?](https://www.g2.com/discussions/how-do-you-use-wicked-reports)

### 9. [Cometly](https://www.g2.com/products/cometly/reviews)
Cometly is a attribution cloud platform that enables businesses to get better accurate attribution for their ad campaigns and make smarter ad optimization decisions based on accurate data.


**Average Rating:** 4.8/5.0
**Total Reviews:** 35
**How Do G2 Users Rate Cometly?**

- **Has the product been a good partner in doing business?:** 9.9/10 (Category avg: 9.4/10)
- **Integrations:** 8.5/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.6/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.3/10 (Category avg: 8.8/10)

**Who Is the Company Behind Cometly?**

- **Seller:** [Cometly](https://www.g2.com/sellers/cometly)
- **Year Founded:** 2021
- **HQ Location:** Newtown, Pennsylvania
- **Twitter:** @CometlyApp (1,794 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/cometly/ (8 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** CEO
- **Top Industries:** Marketing and Advertising
- **Company Size:** 77% Small-Business, 23% Mid-Market


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

**Pros:**

- Affordable (1 reviews)
- Analytics (1 reviews)
- Attribution Accuracy (1 reviews)
- Centralized Management (1 reviews)
- Channel Management (1 reviews)

**Cons:**

- Poor Documentation (1 reviews)


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

**Pros:**

- Users commend Cometly for its **affordability** , combining powerful tracking capabilities with excellent value for money.
- Users appreciate the **exceptional analytics capabilities** of Cometly, making event tracking and reporting seamless and efficient.
- Users value the **attribution accuracy** of Cometly, enabling precise tracking and effortless reporting for ads performance.
- Users love the **centralized management** of Cometly, appreciating the ability to view all paid channels together.
- Users love the **consolidated dashboard** of Cometly, enabling easy management of all paid channels in one view.

**Cons:**

- Users find the **poor documentation** of Cometly frustrating, as it doesn't match the application's current features.

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

**"[Anyone spending more than $10K/Mo. on Paid Ads should Buy Cometly immediately!](https://www.g2.com/survey_responses/cometly-review-9985546)"**

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

[Read full review](https://www.g2.com/survey_responses/cometly-review-9985546)

---

**"[I can’t imagine running my business without Cometly](https://www.g2.com/survey_responses/cometly-review-10640696)"**

**Rating:** 5.0/5.0 stars
*— Erick A.*

[Read full review](https://www.g2.com/survey_responses/cometly-review-10640696)

---


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

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

### 10. [Ruler Analytics](https://www.g2.com/products/ruler-analytics/reviews)
A marketing measurement and attribution platform connecting siloed marketing, sales and customer data to: - Provide a full view of your customer journey - Accurately attribute revenue at channel, campaign, content and keyword levels - Create multi-touch attribution reports using 6 attribution models - Enrich your ad platform(s), CRM and BI tools with customer journey data - Measure and forecast the impact of offline touchpoints and 'dark social' activities - Overcome accuracy issues caused by blocked cookies with 1st party data - Measure the impact of ToFu marketing tactics that don't generate clicks Get a demo of Ruler and join CMOs worldwide in making better-informed, data-led marketing decisions.


**Average Rating:** 4.6/5.0
**Total Reviews:** 28
**How Do G2 Users Rate Ruler Analytics?**

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.4/10)
- **Integrations:** 7.7/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.7/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 9.0/10 (Category avg: 8.8/10)

**Who Is the Company Behind Ruler Analytics?**

- **Seller:** [Ruler Analytics](https://www.g2.com/sellers/ruler-analytics)
- **Year Founded:** 2016
- **HQ Location:** Liverpool, England
- **Twitter:** @RulerAnalytics (9,220 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/ruler-analytics/ (14 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising
- **Company Size:** 57% Mid-Market, 43% Small-Business


#### What Are Ruler Analytics's Pros and Cons?

**Pros:**

- Customer Support (1 reviews)

**Cons:**

- Not User-Friendly (1 reviews)


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

**Pros:**

- Users commend the **good customer support** provided by Ruler Analytics, helping navigate complex issues effectively.


#### What Are Recent G2 Reviews of Ruler Analytics?

**"[Efficient analytic tool](https://www.g2.com/survey_responses/ruler-analytics-review-10246712)"**

**Rating:** 4.0/5.0 stars
*— Verified User in Legal Services*

[Read full review](https://www.g2.com/survey_responses/ruler-analytics-review-10246712)

---

**"[The perfect solution for B2B call tracking & marketing attribution!](https://www.g2.com/survey_responses/ruler-analytics-review-8977887)"**

**Rating:** 4.5/5.0 stars
*— Verified User in Logistics and Supply Chain*

[Read full review](https://www.g2.com/survey_responses/ruler-analytics-review-8977887)

---


#### What Are G2 Users Discussing About Ruler Analytics?

- [What is Ruler Analytics used for?](https://www.g2.com/discussions/what-is-ruler-analytics-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.