# Best Attribution Software - Page 4

## How Many Attribution Software Products Does G2 Track?

**Total Products under this Category:** 149

### Category Stats (Jul 2026)

- **Average Rating:** 4.55/5 (↑0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product:** ThoughtMetric (+0.17%) - Among all products in this category, ThoughtMetric recorded the largest rating increase compared to last month

_Last updated: July 25, 2026_

## How Does G2 Rank Attribution Software Products?

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

- 30 Analysts and Data Experts
- 48,400+ Authentic Reviews
- 149+ 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.

## 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=126318&focus%5B%5D=1351571&focus%5B%5D=3063&focus%5B%5D=47029)

Highlighted products: HubSpot Marketing Hub, CallRail, impact.com, WhatConverts, Dreamdata, Fibbler, Invoca, and RedTrack.io.

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=dreamdata&focus%5B%5D=fibbler&focus%5B%5D=invoca&focus%5B%5D=redtrack-io)

**Sponsored**

### Apollo.io

Apollo.io is an AI-powered go-to-market (GTM) platform that helps revenue teams find, engage, and manage B2B buyers across the entire sales cycle. Apollo.io is the company behind the industry’s first fully agentic GTM platform, transforming how revenue teams execute. Going beyond automation, Apollo’s intelligent agents actively drive results across the entire sales funnel – from prospecting to deal management – all in one place. Trusted by millions of users and hundreds of thousands of companies – including Anthropic, Autodesk, and Docusign – Apollo is making world-class go-to-market simple, intelligent, and accessible for all. Apollo serves sales development representatives, account executives, sales leaders, revenue operations, and marketing teams at B2B organizations of various sizes. Teams use Apollo to build and maintain target account lists, orchestrate outbound and inbound motions, manage opportunities, and understand which activities lead to qualified pipeline and closed revenue. Key capabilities include: Data and targeting: Access to a large B2B database with company and contact details, including firmographic, technographic, and buyer signal data, so users can define ideal customer profiles and create precise segments for outreach. Prospecting and enrichment: Tools to search, filter, and save prospect lists, plus enrichment workflows that keep contact and account records up to date in Apollo and connected systems such as CRM. Sales engagement: Multi-step, multi-channel sequences for email, calls, and tasks that standardize how reps follow up with prospects, with controls for timing, throttling, and deliverability. Agentic and AI-assisted workflows: Intelligent agents and AI features that help with account research, lead scoring, message generation, and next-step recommendations so reps can prioritize and personalize at scale. Deal and activity management: Basic CRM-style functionality for tracking opportunities, stages, activities, and notes, giving teams a single view of pipeline health and sales performance. By combining data, engagement, and deal execution in one platform, Apollo is designed to reduce the number of disconnected tools in a typical GTM stack and provide a consistent workflow for building pipeline and managing deals. This helps organizations improve data quality, increase seller productivity, and run more structured, measurable go-to-market programs.

[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=2026-07-28T02%3A47%3A33Z&secure%5Bdisplayable_resource_id%5D=1036&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=neighbor_category&secure%5Bplacement_resource_ids%5D%5B%5D=1036&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=19743&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%3Fcode%3Dxxx%26locale%3Dde%26page%3D4&secure%5Btoken%5D=b91ee9efe78c223874d0c648a21c701967416cfa8b6b307a2c003bc9fcb48324&secure%5Burl%5D=https%3A%2F%2Fwww.apollo.io%2Fdemo%3Futm_source%3Dg2%26utm_medium%3Dcpc%26utm_campaign%3DG2Clicks%26utm_content%3Dtopic%26utm_term%3Daccountdatamanagement&secure%5Burl_type%5D=custom_url)

### [Measured](https://www.g2.com/products/measured/reviews)

Measured's Media Mix Modeling (MMM) and Incrementality solution redefines marketing measurement by moving beyond correlation to true causality. Traditional MMM relies on historical data and statistical correlations, but Measured combines it with geo-based incrementality testing to isolate the true impact of each media channel. This triangulated approach (integrating statistical modeling, controlled experiments, and real-time platform data) ensures accurate, actionable insights that drive real business growth. Unlike legacy models, Measured’s platform uses incrementality tests as Bayesian priors to calibrate MMM, eliminating false assumptions and providing a clear view of incremental sales lift from every dollar spent. With weekly model refreshes and 300+ integrations, marketers get timely insights to optimize campaigns in real-time, not months later. Enterprise brands like Paramount, Unilever, and Intuit trust Measured to measure $billions in media spend with precision. Voted #1 Measurement/Analytics by AdExchanger and Best Attribution Tool by Digiday, our solution captures up to 30% more marketing efficiency by focusing on what truly moves the needle, incremental results, not just attribution. Experience the difference between correlation and causality. Measured delivers the only platform that combines rigorous incrementality testing with modern MMM for transparent, data-driven marketing decisions, powered by a privacy-compliant Marketing Data Warehouse.

**Average Rating:** 4.9/5.0

**Total Reviews:** 11

#### How Do G2 Users Rate Measured?

- **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.4/10)
- **Integrations:** 9.4/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.4/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 6.1/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Measured?

- **Seller:** [Measured](https://www.g2.com/sellers/measured)
- **Year Founded:** 2017
- **HQ Location:** Austin, Texas
- **Twitter:** @MeasuredInc (250 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/18077171 (139 employees on LinkedIn®)

#### Who Uses This Product?

- **Top Industries:** Apparel & Fashion
- **Company Size:** 55% Medium, 27% Large

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

**["Best Marketing Incrementality Platform"](https://www.g2.com/survey_responses/measured-review-5367378)**

**Rating:** 4.5/5.0 stars

_— Mitchell R._

[Read full review](https://www.g2.com/survey_responses/measured-review-5367378)

**["Measured is hands-down the best tool to understand media incrementality"](https://www.g2.com/survey_responses/measured-review-6599533)**

**Rating:** 5.0/5.0 stars

_— Aubrie R._

[Read full review](https://www.g2.com/survey_responses/measured-review-6599533)

### [Lifesight](https://www.g2.com/products/lifesight/reviews)

Lifesight is the Agentic Unified Marketing Measurement Platform that helps marketers and finance teams understand what truly drives growth. By combining Marketing Mix Modeling (MMM), Incrementality Testing, and Attribution into one causal measurement engine, Lifesight delivers a single source of truth for budget decisions. AI-agents help teams move from insight to action faster by recommending and executing optimizations within approved guardrails. Trusted by 500+ brands worldwide, Lifesight enables marketers to maximize incremental revenue while reducing wasted spend.

**Average Rating:** 4.2/5.0

**Total Reviews:** 37

#### How Do G2 Users Rate Lifesight?

- **Has the product been a good partner in doing business?:** 8.6/10 (Category avg: 9.4/10)
- **Integrations:** 8.1/10 (Category avg: 8.7/10)
- **Marketing Channels:** 8.6/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.8/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Lifesight?

- **Seller:** [Lifesight](https://www.g2.com/sellers/lifesight)
- **Year Founded:** 2017
- **HQ Location:** United States
- **Twitter:** @lifesightdotio (211 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/lifesight (176 employees on LinkedIn®)
- **Ownership:** Rohit Maheshwaran

#### Who Uses This Product?

- **Top Industries:** Marketing and Advertising
- **Company Size:** 54% Small, 35% Medium

#### What Do G2 Reviewers Say About Lifesight?

_AI-generated summary from verified user reviews_

##### Pros

- Users value the **AI-driven analytics** of Lifesight, which optimize marketing strategies and enhance business growth through data insights.
- Users value Lifesight for its **actionable insights** , leveraging AI and data analytics for effective marketing strategies and customer engagement.
- Users value Lifesight's **attribution accuracy** , seamlessly integrating data for insightful marketing analytics and improved strategy optimization.
- Users appreciate the **AI-powered planning and forecasting** of Lifesight, enabling accurate marketing predictions and insights.
- Users find Lifesight's **ease of use** beneficial for accurate measurements and seamless integration with other tools.

##### Cons

- Users find the **learning curve steep** , facing challenges in mastering Lifesight's complex tools and interface.
- Users find Lifesight to be **costly** , particularly for startups, despite recognizing its overall value.
- Users find the **time-consuming setup** of Lifesight challenges their efficiency and integration with existing systems.
- Users find Lifesight **time-consuming** due to the complex setup and the learning curve for advanced features.
- Users find the **complex setup** of Lifesight to be time-consuming and challenging for those without strong IT support.

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

**["A powerful CDP for modern marketers"](https://www.g2.com/survey_responses/lifesight-review-11374260)**

**Rating:** 4.0/5.0 stars

_— Aman S._

[Read full review](https://www.g2.com/survey_responses/lifesight-review-11374260)

**["Powerful Customer Intelligence with Room for Improvement"](https://www.g2.com/survey_responses/lifesight-review-10921643)**

**Rating:** 4.0/5.0 stars

_— Rithesh K._

[Read full review](https://www.g2.com/survey_responses/lifesight-review-10921643)

### [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, 39% Medium

#### What Do G2 Reviewers Say About Attribution?

_AI-generated summary from verified user reviews_

##### Pros

- Users value the **precise multi-touch attribution modeling** of Attribution, enhancing their marketing strategies and ad spend optimization.
- Users value the **exceptional customer support** of Attribution, enhancing the onboarding experience and ensuring seamless implementation.
- Users value the **ease of use** in Attribution, noting smooth setup and excellent support during onboarding.
- Users value the **easy setup** of Attribution, enabling quick access to vital marketing insights and efficient ad spend optimization.
- Users value the **customizable reporting** features of Attribution, enhancing their ability to analyze and optimize marketing strategies.

##### Cons

- Users find it challenging to obtain **retroactive data** for historical attribution, complicating their analytics efforts.
- Users find the platform to be **complicated and not very intuitive** , which can hinder their overall experience.
- Users find it challenging to access **retroactive data** , making historical attribution difficult before implementing Attribution.
- Users find it challenging to obtain **retroactive data** , making historical attribution difficult prior to implementation.
- Users find the **integration process challenging** , requiring technical coordination but appreciate responsive support for assistance.

#### 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)

### [wecantrack](https://www.g2.com/products/wecantrack/reviews)

wecantrack is a comprehensive affiliate marketing solution designed to streamline the operations of affiliate publishers. With wecantrack, affiliate publishers can effortlessly consolidate sales and conversion data from over 350 affiliate networks into a singular, user-friendly platform. This centralized platform simplifies the process of monitoring and analyzing affiliate network performance. Furthermore, wecantrack offers seamless integration with various marketing tools, including Google Analytics, Google Ads, Facebook Pixel, Microsoft Ads, TikTok Ads, Snapchat Ads, Taboola, Outbrain, and more. This integration empowers users to connect their affiliate marketing data with these popular marketing platforms, enabling a holistic view of their online campaigns. wecantrack's feature set is robust and includes essential functions such as data collection and reporting, custom and email reports, advanced API reports, and webhooks support. Additionally, the platform offers integration with data analysis tools like Looker Studio and BigQuery, allowing users to delve deeper into their data for actionable insights. In summary, wecantrack provides affiliate publishers with a powerful solution for managing their affiliate network data efficiently. By consolidating data from diverse affiliate networks and integrating with prominent marketing tools, wecantrack simplifies the affiliate marketing process, enabling publishers to make informed decisions and optimize their campaigns effectively.

**Average Rating:** 4.9/5.0

**Total Reviews:** 11

#### How Do G2 Users Rate wecantrack?

- **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.4/10)

#### Who Is the Company Behind wecantrack?

- **Seller:** [wecantrack](https://www.g2.com/sellers/wecantrack)
- **Year Founded:** 2019
- **HQ Location:** Flevoland, Almere
- **Twitter:** @we\_can\_track (190 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/wecantrack/ (5 employees on LinkedIn®)

#### Who Uses This Product?

- **Top Industries:** Marketing and Advertising
- **Company Size:** 73% Small, 27% Medium

#### What Do G2 Reviewers Say About wecantrack?

_AI-generated summary from verified user reviews_

##### Pros

- Users praise the **exceptional customer support** from WeCanTrack, which significantly enhances their experience and business success.
- Users find WeCanTrack's **ease of use** invaluable, enhancing data management and streamlining affiliate tracking effortlessly.
- Users find the **easy setup** of wecantrack invaluable, enabling efficient campaign management with minimal adjustments required.
- Users value the **precise conversion tracking** of wecantrack, enhancing their affiliate marketing strategies with valuable insights.
- Users value the **exceptional analytics insights** from WeCanTrack, enhancing decision-making and optimizing affiliate marketing strategies seamlessly.

##### Cons

- Users note that the product has become **expensive** , which can be a barrier for some users earning from affiliate marketing.
- Users experience **slow loading times** on the dashboard and desire more customization options for better usability.
- Users note the **limited features** of WeCanTrack, particularly concerning integration options and data update frequency.
- Users note the **limited integration capabilities** of WeCanTrack, which may restrict certain tracking functionalities.
- Users feel the interface is **outdated** and would benefit from a more modern design for better usability.

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

**["Exceptional Affiliate Conversion Data Software"](https://www.g2.com/survey_responses/wecantrack-review-9164828)**

**Rating:** 5.0/5.0 stars

_— Maya T._

[Read full review](https://www.g2.com/survey_responses/wecantrack-review-9164828)

**["Awesome Technology & Support"](https://www.g2.com/survey_responses/wecantrack-review-9133095)**

**Rating:** 5.0/5.0 stars

_— ataraxmarketing ._

[Read full review](https://www.g2.com/survey_responses/wecantrack-review-9133095)

### [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% Medium, 16% Large

#### 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)

### [Veritone Attribute](https://www.g2.com/products/veritone-attribute/reviews)

Veritone Attribute is a broadcast attribution solution that helps broadcasters optimize linear TV and radio campaigns by correlating an ad with web lift in near-real time, with visualized, easily shareable reports. Broadcasters use Veritone Attribute to track performance of ads, to retain and win more business with ROI data they previously didn’t have. Through the power of campaign data, like web traffic and unique website visitors, radio and TV can compete more effectively with digital media channels to earn a larger slice of advertisers’ marketing budgets.

**Average Rating:** 4.4/5.0

**Total Reviews:** 15

#### How Do G2 Users Rate Veritone Attribute?

- **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 9.4/10)
- **Integrations:** 6.1/10 (Category avg: 8.7/10)
- **Marketing Channels:** 6.7/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 7.9/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Veritone Attribute?

- **Seller:** [Veritone Inc.](https://www.g2.com/sellers/veritone-inc)
- **Year Founded:** 2014
- **HQ Location:** Denver, US
- **Twitter:** @veritoneinc (4,508 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/6442206/ (418 employees on LinkedIn®)
- **Ownership:** NASDAQ: VERI

#### Who Uses This Product?

- **Who Uses This:** Account Executive
- **Top Industries:** Broadcast Media
- **Company Size:** 61% Large, 28% Small

#### What Are Recent G2 Reviews of Veritone Attribute?

**["Attribute is a powerful tool to demonstrate radio efficacy."](https://www.g2.com/survey_responses/veritone-attribute-review-4621572)**

**Rating:** 4.5/5.0 stars

_— Cesar C._

[Read full review](https://www.g2.com/survey_responses/veritone-attribute-review-4621572)

**["Perfect to clients that aren't connecting analytics"](https://www.g2.com/survey_responses/veritone-attribute-review-4621444)**

**Rating:** 5.0/5.0 stars

_— Erik T._

[Read full review](https://www.g2.com/survey_responses/veritone-attribute-review-4621444)

### [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% Medium, 34% Small

#### 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)

### [Tomi.ai](https://www.g2.com/products/tomi-ai/reviews)

Tomi.ai is a privacy-friendly website visitor and inbound lead scoring platform that predicts the probability to buy and future revenue for every website visitor and turns these predictions into: - Advertising audiences and synthetic conversions (smart bidding optimization signals) that maximize revenue (not leads) and eliminate wasted marketing spend, - Instant insights into the actual quality of traffic generated by various channels, audiences, and ad creatives, - Lead and prospect scores that help sales teams create more pipeline and close more deals.

**Average Rating:** 4.8/5.0

**Total Reviews:** 21

#### How Do G2 Users Rate Tomi.ai?

- **Has the product been a good partner in doing business?:** 9.7/10 (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:** 10.0/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Tomi.ai?

- **Seller:** [Tomi.ai](https://www.g2.com/sellers/tomi-ai)
- **Year Founded:** 2020
- **HQ Location:** Sunnyvale, US
- **Twitter:** @MeetTomiAI (23 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/tomi-ai/ (13 employees on LinkedIn®)

#### Who Uses This Product?

- **Company Size:** 43% Medium, 43% Large

#### What Are Recent G2 Reviews of Tomi.ai?

**["Predictive insights to reveal the true impact of each channel and ROMI improvement in Search Ads"](https://www.g2.com/survey_responses/tomi-ai-review-7988663)**

**Rating:** 5.0/5.0 stars

_— Artemiy R._

[Read full review](https://www.g2.com/survey_responses/tomi-ai-review-7988663)

**["Impressive tool with exceptional technical support"](https://www.g2.com/survey_responses/tomi-ai-review-9840681)**

**Rating:** 4.5/5.0 stars

_— Verified User in Financial Services_

[Read full review](https://www.g2.com/survey_responses/tomi-ai-review-9840681)

### [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, 22% Medium

#### 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)

### [ORM Technologies](https://www.g2.com/products/orm-technologies/reviews)

ORM Technologies delivers advanced analytics to sales and marketing organizations. The three pillars of Advanced Analytics are: 1. Analyze - Report and measure your historical sales and marketing performance. 2. Predict - Use machine learning and AI to make predictions about where your business is headed based on your current sales and marketing strategy. 3. Optimize - Determine how to invest in sales and marketing to achieve your company's growing revenue goals. ORM Technologies' cloud-based software natively integrates with your marketing automation and customer relationship management platforms to provide key insights and recommendations for your business. 4 Solutions: 1. ORM Marketing Analytics 2. ORM Sales Analytics 3. ORM SaaS Metrics 4. ORM Account Targeting

**Average Rating:** 4.6/5.0

**Total Reviews:** 25

#### How Do G2 Users Rate ORM Technologies?

- **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.4/10)
- **Integrations:** 9.6/10 (Category avg: 8.7/10)
- **Marketing Channels:** 9.2/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 10.0/10 (Category avg: 8.8/10)

#### Who Is the Company Behind ORM Technologies?

- **Seller:** [ORM Technologies](https://www.g2.com/sellers/orm-technologies)
- **Year Founded:** 2011
- **HQ Location:** Dallas, Texas
- **Twitter:** @ORMTech (197 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2495955/ (7 employees on LinkedIn®)

#### Who Uses This Product?

- **Top Industries:** Computer Software
- **Company Size:** 41% Medium, 41% Large

#### What Are Recent G2 Reviews of ORM Technologies?

**["Data Driven Insights for Modern Marketing"](https://www.g2.com/survey_responses/orm-technologies-review-8317327)**

**Rating:** 4.5/5.0 stars

_— Olivia P._

[Read full review](https://www.g2.com/survey_responses/orm-technologies-review-8317327)

**["A 360 view of business and marketing within a single platform"](https://www.g2.com/survey_responses/orm-technologies-review-7863266)**

**Rating:** 5.0/5.0 stars

_— Pedro B._

[Read full review](https://www.g2.com/survey_responses/orm-technologies-review-7863266)

### [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, 23% Medium

#### What Do G2 Reviewers Say About Cometly?

_AI-generated summary from verified user reviews_

##### Pros

- Users find Cometly **affordable** , enabling precise tracking and reporting for their substantial ad spend without hassle.
- Users value the **flexible analytics** of Cometly, enabling easy and precise tracking of custom events.
- Users appreciate the **attribution accuracy** of Cometly, finding it easy to track custom events effortlessly.
- Users appreciate the **centralized management** of Cometly, finding it ideal to view all paid channels in one dashboard.
- Users love the **convenience of managing all paid channels** in a single dashboard for better visibility and control.

##### Cons

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

#### 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)

### [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% Medium, 15% Large

#### 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)

### [Clara](https://www.g2.com/products/cuebiq-inc-clara/reviews)

Clara is an AI-driven Assistant that maps, targets, and measures the offline consumer journey.

**Average Rating:** 4.0/5.0

**Total Reviews:** 17

#### How Do G2 Users Rate Clara?

- **Integrations:** 5.8/10 (Category avg: 8.7/10)
- **Marketing Channels:** 6.4/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 8.0/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Clara?

- **Seller:** [Cuebiq Inc.](https://www.g2.com/sellers/cuebiq-inc)
- **Year Founded:** 2015
- **HQ Location:** New York, US
- **Twitter:** @Cuebiq (1,718 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/cuebiq (57 employees on LinkedIn®)

#### Who Uses This Product?

- **Company Size:** 53% Small, 32% Medium

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

**["Aiding in the acquisition of new clients for the company"](https://www.g2.com/survey_responses/clara-review-10046389)**

**Rating:** 4.5/5.0 stars

_— Vinay H._

[Read full review](https://www.g2.com/survey_responses/clara-review-10046389)

**["Helping in growth of new customers for business"](https://www.g2.com/survey_responses/clara-review-9119807)**

**Rating:** 4.5/5.0 stars

_— Ravi C._

[Read full review](https://www.g2.com/survey_responses/clara-review-9119807)

### [Neustar Marketshare](https://www.g2.com/products/neustar-marketshare/reviews)

Neustar Unified Analytics is a holistic marketing measurement, analytics and attribution solution that helps you derive real, actionable insights from an integrated view of your customers' journeys to truly understand the impact of all your marketing, no matter where and how it happens.

**Average Rating:** 3.8/5.0

**Total Reviews:** 17

#### How Do G2 Users Rate Neustar Marketshare?

- **Has the product been a good partner in doing business?:** 7.8/10 (Category avg: 9.4/10)

#### Who Is the Company Behind Neustar Marketshare?

- **Seller:** [Neustar](https://www.g2.com/sellers/neustar)
- **Year Founded:** 1996
- **HQ Location:** Sterling, VA
- **Twitter:** @Neustar (10,853 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/5349/ (945 employees on LinkedIn®)
- **Ownership:** NYSE: NSR

#### Who Uses This Product?

- **Company Size:** 65% Small, 24% Large

#### What Are Recent G2 Reviews of Neustar Marketshare?

**["Neustar to the Rescue!"](https://www.g2.com/survey_responses/neustar-marketshare-review-4425553)**

**Rating:** 4.0/5.0 stars

_— Verified User in International Trade and Development_

[Read full review](https://www.g2.com/survey_responses/neustar-marketshare-review-4425553)

**["Good tool to understand the market share scenario "](https://www.g2.com/survey_responses/neustar-marketshare-review-822455)**

**Rating:** 4.0/5.0 stars

_— Leonardo D._

[Read full review](https://www.g2.com/survey_responses/neustar-marketshare-review-822455)

### [Foursquare Attribution](https://www.g2.com/products/foursquare-attribution/reviews)

Foursquare Attribution is the most accurate omnichannel measurement solution for marketers, offering granular insights into how well your campaigns are driving in-store visits and purchases. Directly tie ad spend to real-world outcomes, like incremental visits and sales lift, across 550+ partner networks and nearly every channel and screen including digital, mobile, TV, CTV, OOH, Audio, and more. Access all of your reports in one unified UI for quick insights that enable you to optimize campaigns in-flight, avoid wasted ad spend, and drive ROI.

**Average Rating:** 4.8/5.0

**Total Reviews:** 9

#### How Do G2 Users Rate Foursquare Attribution?

- **Has the product been a good partner in doing business?:** 9.3/10 (Category avg: 9.4/10)

#### Who Is the Company Behind Foursquare Attribution?

- **Seller:** [Foursquare](https://www.g2.com/sellers/foursquare)
- **Year Founded:** 2009
- **HQ Location:** New York, NY
- **Twitter:** @foursquare (22,906 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/foursquare (523 employees on LinkedIn®)

#### Who Uses This Product?

- **Top Industries:** Marketing and Advertising
- **Company Size:** 70% Small, 30% Medium

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

**["Best Mobile Location Audience Builder"](https://www.g2.com/survey_responses/foursquare-attribution-review-5315130)**

**Rating:** 5.0/5.0 stars

_— Joe K._

[Read full review](https://www.g2.com/survey_responses/foursquare-attribution-review-5315130)

**["Foursquare Review"](https://www.g2.com/survey_responses/foursquare-attribution-review-9036008)**

**Rating:** 5.0/5.0 stars

_— Mecha S._

[Read full review](https://www.g2.com/survey_responses/foursquare-attribution-review-9036008)

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[Browse Attribution Themes](/categories/attribution/themes)

 ![Alanna Iwuh](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Alanna Iwuh")
A

Researched and written by [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)

Updated April 10, 2026

Attribution software helps companies determine how marketing and sales touchpoints contribute to conversion success, assigning value to interactions across channels using models such as single-touch, fractional, and algorithmic attribution to help teams understand which activities drive the best outcomes.

### Core Capabilities of Attribution Software

To qualify for inclusion in the Attribution category, a product must:

- Track multiple marketing and communication channels, including TV, social media, phone, email, and digital advertising, to capture data on interactions between the company and its prospects or customers
- Use multiple attribution models such as single-touch, fractional (equal or weighted), or algorithmic attribution
- Provide dashboards and visualizations based on historical data and user-defined KPIs to understand which activities performed better and why
- Integrate with software solutions used by sales, marketing, or public relations departments

### Common Use Cases for Attribution Software

Marketing and revenue teams use [attribution software](https://learn.g2.com/best-attribution-software) to optimize spend allocation and understand the true ROI of their campaigns. Common use cases include:

- Identifying which channels and touchpoints most influence pipeline generation and closed revenue
- Comparing attribution models to evaluate the contribution of individual campaigns and interactions
- Consolidating cross-channel performance data to inform budget decisions and marketing strategy

### How Attribution Software Differs from Other Tools

Attribution software typically acts as a data hub, integrating with tools across sales and marketing stacks including [CRM software](https://www.g2.com/categories/crm), [marketing automation software](https://www.g2.com/categories/marketing-automation), [email marketing software](https://www.g2.com/categories/email-marketing), [email tracking software](https://www.g2.com/categories/email-tracking), and [sales analytics software](https://www.g2.com/categories/sales-analytics). Some all-in-one platforms include attribution as a feature alongside broader marketing capabilities, while standalone attribution tools focus exclusively on this function.

### Insights from G2 on Attribution Software

Based on category trends on G2, multi-touch attribution modeling and cross-channel reporting dashboards stand out as the most valued features. Improved budget allocation decisions and clearer ROI visibility stand out as primary outcomes of adoption.

Show More

* * *

## 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.