# Best Attribution Software - Page 6

## How Many Attribution Software Products Does G2 Track?

**Total Products under this Category:** 149

### Category Stats (Jul 2026)

- **Average Rating:** 4.54/5 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 31, 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**

### CTM

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

[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=paid_promo&secure%5Bad_slot%5D=category_product_list_llm&secure%5Bcategory_id%5D=367&secure%5Bchosen_at%5D=2026-07-31T18%3A31%3A51Z&secure%5Bmedium%5D=sponsored&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=3330&secure%5Bresource_id%5D=367&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fattribution%3Fcode%3Dxxx%26locale%3Dde%26page%3D6&secure%5Btoken%5D=9a5edc03f233edf47ca3b5090a8dfde193b106505bd9a796ce0f68d29a8ac268&secure%5Burl%5D=https%3A%2F%2Fwww.ctm.com%2Ffeatures%2F&secure%5Burl_type%5D=paid_promos)

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

Grovs helps mobile apps grow faster—smarter. Track installs, boost engagement, and optimize ROI across the full user journey with deep links, referral tracking, and clear, actionable analytics. Grovs combines powerful attribution, cross-app messaging, and install optimization in one platform—at 60% less cost than major competitors. Key Features: • 🎯 Real-time campaign tracking & attribution • 🔗 Deep links that guide users to exact content post-install • 💬 Cross-app messaging (push, in-app, inbox) • 🔁 Referral & invite tracking • 📊 Unified analytics dashboard for fast, confident decisions Who it’s for: Growth marketers, product teams, and mobile-first businesses looking to scale efficiently. Stop guessing which ads work. Start growing with Grovs. ✅ 60% more affordable than most alternatives 📈 Built for scale — no bloated features, just results ⚡ Fast setup, simple integration

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Grovs?

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

#### Who Is the Company Behind Grovs?

- **Seller:** [appssemble](https://www.g2.com/sellers/appssemble)
- **Year Founded:** 2016
- **HQ Location:** Cluj-Napoca, RO
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=92354a17e152a457046ee5f3cc2ac0f890d986a953ad5c66994801aec466a702&secure%5Burl%5D=http%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fappssemble&secure%5Burl_type%5D=linkedin_company_website)  
10 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 200% Small

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

_AI-generated summary from verified user reviews_

##### Pros

- Users commend Grovs for its **attribution accuracy** , effectively tracking campaign performance across various channels for informed decisions.
- Users value the **deep-linking capabilities** of Grovs, enhancing user guidance and improving overall app experience.
- Users value the **attribution accuracy and real-time analytics** of Grovs, enhancing campaign performance and decision-making.
- Users highlight Grovs for its **attribution accuracy** and effective tracking of marketing campaign performance across channels.
- Users appreciate the **ease of use** of Grovs, finding it straightforward for managing campaigns and tracking referrals.

##### Cons

- Users find the **poor documentation** a significant drawback, hindering onboarding and understanding of features.
- Users note a **learning curve** with Grovs, particularly for those lacking tech-savvy skills.
- Users note a **learning difficulty** that may challenge less tech-savvy individuals when adapting to Grovs.

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

**["Helpful Insights for Optimizing Recruitment Marketing Campaigns"](https://www.g2.com/survey_responses/grovs-review-12405412)**

**Rating:** 5.0/5.0 stars

_— Ebru D._

[Read full review](https://www.g2.com/survey_responses/grovs-review-12405412)

**["Fantastic support and seamless deep linking solution!"](https://www.g2.com/survey_responses/grovs-review-11727039)**

**Rating:** 5.0/5.0 stars

_— Sayeed A._

[Read full review](https://www.g2.com/survey_responses/grovs-review-11727039)

### [Keitaro Tracker](https://www.g2.com/products/keitaro-tracker/reviews)

Keitaro is an attribution and ad performance tracker. It connects the dots between spend, engagement, and revenue at every stage of the customer journey – giving you full clarity on what truly drives growth. Try it now in our live demo – no sign-up needed.

**Average Rating:** 4.6/5.0

**Total Reviews:** 4

#### Who Is the Company Behind Keitaro Tracker?

- **Seller:** [Keitaro](https://www.g2.com/sellers/keitaro)
- **Year Founded:** 2017
- **HQ Location:** Tallinn, Estonia
- **Twitter:** @keitaro\_tracker  
257 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=cdc46681ae4f51e7b85209d2b81bc8130200ceaf17944dbaca9051933fa8b5cb&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fshowcase%2Fkeitaro-tracker-apliteni&secure%5Burl_type%5D=linkedin_company_website)  
2 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Small, 25% Large

#### What Are Recent G2 Reviews of Keitaro Tracker?

**["Good toolkit and excellent support"](https://www.g2.com/survey_responses/keitaro-tracker-review-9589562)**

**Rating:** 5.0/5.0 stars

_— Viktor B._

[Read full review](https://www.g2.com/survey_responses/keitaro-tracker-review-9589562)

**["Affiliate marketing with Keitaro"](https://www.g2.com/survey_responses/keitaro-tracker-review-9747724)**

**Rating:** 5.0/5.0 stars

_— Verified User in Marketing and Advertising_

[Read full review](https://www.g2.com/survey_responses/keitaro-tracker-review-9747724)

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

Nexoya is a unified AI platform for cross-channel digital advertising. The platform brings together data from all your performance marketing channels, offering over 40 integrations. With this unified data, the platform can simulate various business scenarios, for example, estimating the budget required to generate $200,000 in revenue. Every week, Nexoya provides tailored optimization proposals to help you maximize performance across all channels. If you are satisfied with a proposal, you can simply click a button and Nexoya will automatically adjust all your campaign budgets across the connected platforms. Key features include: - Cross-channel campaign optimization tailored to your needs/goals (ROAS, Revenue, Margins) - Holistic view across channels (all in one) - Attribution capabilities using regression-based modelling - Automated cross-channel budget allocation with one click - 40+ integrations with leading ad platforms - In-depth campaign performance insights - Scenario Simulations for strategic budget planning - Expert insights & proactive guidance

**Average Rating:** 4.6/5.0

**Total Reviews:** 6

#### How Do G2 Users Rate Nexoya?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)

#### Who Is the Company Behind Nexoya?

- **Seller:** [Nexoya](https://www.g2.com/sellers/nexoya)
- **Company Website:** www.nexoya.com
- **Year Founded:** 2018
- **HQ Location:** Konradstrasse 32, 8005 Zürich
- **Twitter:** @Nexoyacom  
264 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=dffecea07dbaa29c41449a64128e2877e8af363646922fdee9239092c026ef90&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fnexoya&secure%5Burl_type%5D=linkedin_company_website)  
35 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 57% Large, 29% Medium

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

_AI-generated summary from verified user reviews_

##### Pros

- Users value the **user-friendly analytics** of Nexoya, enhancing budget optimization and collaboration with data-driven insights.
- Users value the **effective decision-making features** of Nexoya, enhancing campaign management and optimization through data-driven insights.
- Users appreciate the **ease of use** of Nexoya, streamlining budget optimizations and enhancing collaboration effortlessly.
- Users value the **enhanced collaboration** with agencies and the intuitive management of paid campaigns on Nexoya.
- Users value Nexoya's **easy budget management** , allowing for quick calculations and improved collaboration for better results.

##### Cons

- Users find the **complexity** of Nexoya's interface and features makes it challenging to navigate and understand effectively.
- Users face a **difficult learning curve** with Nexoya, hindering quick understanding of its complex features and optimisations.
- Users find the **lack of clear information** complicates navigation and understanding of Nexoya's functionalities.
- Users note a notable **learning curve** with Nexoya, making it challenging to fully grasp all features quickly.
- Users experience **automatic page reload issues** that cause confusion and misleading error messages during campaign management.

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

**["A reliable tool for cross-channel campaign efficiency"](https://www.g2.com/survey_responses/nexoya-review-11671285)**

**Rating:** 5.0/5.0 stars

_— Gloria M._

[Read full review](https://www.g2.com/survey_responses/nexoya-review-11671285)

**["Easy to Use and Saves Time on Budget Planning"](https://www.g2.com/survey_responses/nexoya-review-12413450)**

**Rating:** 4.0/5.0 stars

_— Verified User in Telecommunications_

[Read full review](https://www.g2.com/survey_responses/nexoya-review-12413450)

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

Spectacle is a multi-touch attribution platform purpose-built for subscription/SaaS teams. It plugs into your ad platforms, CRM and billing tools in minutes (no dev required), then shows exactly which campaigns, keywords and channels drive high-LTV revenue — not just clicks. Spectacle Digital Marke… Unlike generic analytics, Spectacle attributes at the company/account level and maps every touchpoint from first click to closed-won, giving you full-funnel clarity to prove ROI, cut wasted ad spend and scale what works. Spectacle Digital Marke… Out of the box you get Attribution Reporting, Customer Journeys & Funnels, and an Audience Hub for smart segmentation and conversion sync (e.g., building lookalikes or suppressing churned users). It all connects with your stack — Google & LinkedIn Ads, HubSpot/Salesforce, Stripe, Segment, CallRail and more — with plug-and-play setup. Who it’s for: performance marketers, CMOs/growth leaders and agencies who want to optimise budget for revenue and give marketing a clear seat at the revenue table.

**Average Rating:** 4.5/5.0

**Total Reviews:** 3

#### How Do G2 Users Rate Spectacle?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)
- **Integrations:** 6.7/10 (Category avg: 8.7/10)
- **Marketing Channels:** 10.0/10 (Category avg: 9.1/10)
- **Single-Touch Attribution:** 10.0/10 (Category avg: 8.8/10)

#### Who Is the Company Behind Spectacle?

- **Seller:** [Spectacle](https://www.g2.com/sellers/spectacle)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=436462b23bbfb957ee9363705fc716b9f0f59ed41271122236c07ecc4fc7febd&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fspectaclehq%2F&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 67% Small, 33% Large

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

_AI-generated summary from verified user reviews_

##### Pros

- Users value the **attribution accuracy** of Spectacle, enabling precise tracking of marketing effectiveness and revenue impact.
- Users value the **attribution tracking** of Spectacle, enabling detailed insights into marketing effectiveness and user engagement.
- Users value the **automation capabilities** of Spectacle, enabling seamless insights and optimized conversion strategies across platforms.
- Users value the **effective channel management** that allows for precise tracking of marketing funnels and revenue insights.
- Users appreciate the **ease of use** of Spectacle, enjoying simple screenshot captures and seamless installation on MAC OS.

##### Cons

- Users find the **dashboard issues** a challenge, seeking more intuitive designs and ready-made options for ease of use.
- Users find the **difficult setup** of Spectacle challenging, although event tracking is straightforward similar to Mixpanel.
- Users find the **steep learning curve** for custom events challenging, though support provides helpful examples.

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

**["Standardised, revenue-first attribution I can roll out across clients"](https://www.g2.com/survey_responses/spectacle-review-11538220)**

**Rating:** 5.0/5.0 stars

_— Ewoud U._

[Read full review](https://www.g2.com/survey_responses/spectacle-review-11538220)

**["Finally ties HubSpot deals + product usage to the ads that actually paid off"](https://www.g2.com/survey_responses/spectacle-review-11562361)**

**Rating:** 4.5/5.0 stars

_— Verified User in Computer Software_

[Read full review](https://www.g2.com/survey_responses/spectacle-review-11562361)

### [UTM Mind](https://www.g2.com/products/utm-mind/reviews)

What is UTMMind? UTMMind (utmmind.com) is an advanced, enterprise-grade UTM link management and data governance platform designed to standardize marketing attribution across complex teams. Going far beyond basic URL builders or messy spreadsheets, UTMMind acts as a centralized command center for generating, organizing, and standardizing tracking links. It is specifically engineered for modern marketing workflows, ensuring that campaign data flowing into analytics tools (like GA4), CRMs, and Ads platform including Google Ads, DV360, Meta Ads Core Selling Points & Key Capabilities: UTMMind differentiates itself by combining strict data taxonomy with cutting-edge AI readiness and enterprise scale. The platform’s primary highlights include: Multi-Organization Architecture: UTMMind is built for scale. It features robust multi-organization capabilities, making it the definitive solution for marketing agencies managing dozens of client accounts, or large corporate enterprises with distinct brand portfolios. Users can seamlessly switch between isolated organizational workspaces. Multi-User Collaboration: Say goodbye to fragmented data. UTMMind enables real-time multi-user collaboration, allowing cross-functional teams—from media buyers and social managers to data analysts—to work within shared workspaces. Role-based access and enforced naming conventions guarantee that everyone builds links using the same standardized rules. AI Agent & MCP Readiness: Positioned at the forefront of marketing technology, UTMMind embraces AI automation. The platform supports MCP (Model Context Protocol), allowing seamless interaction with AI Agents. This enables advanced teams to automate link generation workflows, allowing AI assistants to programmatically create UTMs, retrieve historical campaign data, and maintain taxonomy without human error. Deep Platform Integration: UTMMind acts as the connective tissue for your marketing stack. Through powerful APIs and seamless platform integration, it connects your standardized link-building processes directly with downstream analytics platforms, advertising networks, and internal collaboration tools. Who is this product for? UTMMind is designed for data-driven digital marketers, performance agencies, and enterprise growth teams who demand modern UTM Management. By combining powerful multi-team collaboration, multi-organization management, and cutting-edge AI Agent/MCP integrations, UTMMind transforms chaotic link tracking into a streamlined, automated, and highly scalable data governance strategy.

**Average Rating:** 4.8/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate UTM Mind?

- **Integrations:** 10.0/10 (Category avg: 8.7/10)
- **Marketing Channels:** 10.0/10 (Category avg: 9.1/10)

#### Who Is the Company Behind UTM Mind?

- **Seller:** [UTM Mind](https://www.g2.com/sellers/utm-mind)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=de23ecee35b5d4a0bd0139ed4351c31d443675a608ae87799887bbcf2a292ca0&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Futmmind%2F&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Small, 50% Medium

#### What Are Recent G2 Reviews of UTM Mind?

**["Strong Cross-Platform UTM Governance (After Some Setup)"](https://www.g2.com/survey_responses/utm-mind-review-12582514)**

**Rating:** 5.0/5.0 stars

_— Verified User in Retail_

[Read full review](https://www.g2.com/survey_responses/utm-mind-review-12582514)

**["The Perfect UTM Hub for Campaign Management"](https://www.g2.com/survey_responses/utm-mind-review-12578567)**

**Rating:** 4.5/5.0 stars

_— Matt M._

[Read full review](https://www.g2.com/survey_responses/utm-mind-review-12578567)

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

Venon is a marketing attribution and conversion tracking platform designed for e-commerce businesses to measure the performance of their paid advertising campaigns across platforms such as Meta, Google, and TikTok. It belongs to the category of ad tracking and attribution software and helps users collect, analyze, and send conversion data to advertising platforms to improve targeting, optimize budgets, and increase return on ad spend (ROAS). Venon is primarily used by online retailers who rely on paid media to drive sales and need accurate post-iOS14 attribution solutions. The platform integrates with e-commerce tools like Shopify and marketing platforms like Klaviyo, enabling users to identify which channels are driving orders and customer acquisition. Venon’s tracking engine works with both browser- and server-side data to ensure attribution accuracy even under modern privacy restrictions. By feeding verified conversion events back to advertising platforms, it supports better optimization by machine learning algorithms used in ad delivery. Key features include: • Integration with Shopify without requiring code or theme modifications. • Conversion tracking for major ad networks such as Meta (Facebook and Instagram), Google Ads, TikTok, and Taboola. • Attribution reporting that maps sales to their original marketing source. • A central analytics dashboard to evaluate campaign profitability by source and campaign. • Post-iOS14 compliant tracking using server-side event forwarding. Venon is suitable for: • Small to mid-sized e-commerce businesses. • Marketing teams looking for transparent and actionable performance data. • Businesses impacted by reduced visibility due to privacy updates on iOS. Venon is delivered as a SaaS product with monthly pricing based on store revenue. The platform is used to support ad decision-making, scale high-performing campaigns, and reduce wasted spend on underperforming traffic sources.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Venon?

- **Integrations:** 10.0/10 (Category avg: 8.7/10)

#### Who Is the Company Behind Venon?

- **Seller:** [Venon](https://www.g2.com/sellers/venon)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=41488380a1262fa0b251aff4d96ddc62fec661f07fdde565e17c67c1c12ccb00&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fvenonio%2F&secure%5Burl_type%5D=linkedin_company_website)  
2 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

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

**["Venon + Klaviyo Recover: Simple Setup, Real Numbers, More Revenue"](https://www.g2.com/survey_responses/venon-review-12501054)**

**Rating:** 5.0/5.0 stars

_— Patrick G._

[Read full review](https://www.g2.com/survey_responses/venon-review-12501054)

**["Love their Klaviyo Recovery"](https://www.g2.com/survey_responses/venon-review-12482141)**

**Rating:** 5.0/5.0 stars

_— Verified User in Consumer Electronics_

[Read full review](https://www.g2.com/survey_responses/venon-review-12482141)

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

Wizaly is an Algorithmic Multichannel Attribution Platform and calculates the true value of each channel of your marketing campaign.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Wizaly?

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

#### Who Is the Company Behind Wizaly?

- **Seller:** [Wizaly](https://www.g2.com/sellers/wizaly)
- **Year Founded:** 2014
- **HQ Location:** Paris, FR
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=2ce91126db75095f6e3df101338cf987e714fbe7152846ec7b14ca2e74e58653&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fwizaly&secure%5Burl_type%5D=linkedin_company_website)  
30 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Large

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

**["Leading provider of natural gas and green electricity (3rd largest European group)."](https://www.g2.com/survey_responses/wizaly-review-8618777)**

**Rating:** 5.0/5.0 stars

_— Erwan P._

[Read full review](https://www.g2.com/survey_responses/wizaly-review-8618777)

**["A cutting edge technology supported by a wonderful team"](https://www.g2.com/survey_responses/wizaly-review-8571276)**

**Rating:** 5.0/5.0 stars

_— Verified User in Airlines/Aviation_

[Read full review](https://www.g2.com/survey_responses/wizaly-review-8571276)

### [Align.ly Attribution](https://www.g2.com/products/align-ly-attribution/reviews)

Align.ly is a tool that works with Salesforce Campaigns, with the objetive to make campaings work better.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Align.ly Attribution?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)

#### Who Is the Company Behind Align.ly Attribution?

- **Seller:** [Align.ly](https://www.g2.com/sellers/align-ly)
- **Year Founded:** 2017
- **HQ Location:** Newburyport, US
- **Twitter:** @alignly  
22 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=a1ec1524da9d433b0aeb276c1761320a0016f55e968f71683a70c6fcad6a70b4&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Falign.ly%2F&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 50% Large, 50% Small

#### What Are Recent G2 Reviews of Align.ly Attribution?

**["App exchange package - lead to account"](https://www.g2.com/survey_responses/align-ly-attribution-review-6487084)**

**Rating:** 5.0/5.0 stars

_— Rakesh C._

[Read full review](https://www.g2.com/survey_responses/align-ly-attribution-review-6487084)

**[".Align.ly "](https://www.g2.com/survey_responses/align-ly-attribution-review-3557809)**

**Rating:** 5.0/5.0 stars

_— Verified User in Information Technology and Services_

[Read full review](https://www.g2.com/survey_responses/align-ly-attribution-review-3557809)

#### What Are G2 Users Discussing About Align.ly Attribution?

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

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

Attributer detects what marketing channel or campaign a visitor arrived at your website from and passes that data into your chosen CRM. It allows you to run reports that answer questions like 'How many leads do I get from my Google Ads campaigns?' or 'How many customers have I got from my Facebook ads?' or 'How much revenue have I generated from my SEO efforts?'

**Average Rating:** 5.0/5.0

**Total Reviews:** 1

#### How Do G2 Users Rate Attributer?

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

#### Who Is the Company Behind Attributer?

- **Seller:** [Aaron Beashel](https://www.g2.com/sellers/aaron-beashel)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

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

_AI-generated summary from verified user reviews_

##### Pros

- Users find Attributer **affordable** , delivering great value with accurate data and responsive support.
- Users value the **accurate data** provided by Attributer, enhancing decision-making and overall effectiveness.
- Users value the **attribution accuracy** of Attributer, finding it easy to set up and cost-effective.
- Users value the **responsive and helpful chat support** from Attributer, enhancing their overall experience and satisfaction.
- Users value the **easy setup** of Attributer, appreciating its accuracy and helpful support team.

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

**["Great product, solved our attribution issues with Attio CRM"](https://www.g2.com/survey_responses/attributer-review-10968223)**

**Rating:** 5.0/5.0 stars

_— Ivan L._

[Read full review](https://www.g2.com/survey_responses/attributer-review-10968223)

### [Dimensions Attribution from AdAmplify](https://www.g2.com/products/dimensions-attribution-from-adamplify/reviews)

Making informed decisions based on our deep analysis of your data is the most reliable way to optimize your marketing spend and increase your revenue. Our Dimensions Attribution platform provides data-driven insights into the performance of the channels, campaigns, and ads that are driving both initial and repeat purchases. Our multi-touch data-driven attribution model, customer analysis tools, and recommendation engine allow you to focus your marketing efforts on constantly improving the effectiveness of your marketing initiatives.

**Average Rating:** 5.0/5.0

**Total Reviews:** 2

#### How Do G2 Users Rate Dimensions Attribution from AdAmplify?

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10)

#### Who Is the Company Behind Dimensions Attribution from AdAmplify?

- **Seller:** [AdAmplify](https://www.g2.com/sellers/adamplify)
- **Year Founded:** 2015
- **HQ Location:** Vancouver, CA
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=363f6b97d6e5ec6614d16decae3d4f5512eadb397e670dffdc56002511d5db6f&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fadamplify-solutions&secure%5Burl_type%5D=linkedin_company_website)  
5 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are Recent G2 Reviews of Dimensions Attribution from AdAmplify?

**["Excellent Service!"](https://www.g2.com/survey_responses/dimensions-attribution-from-adamplify-review-7828127)**

**Rating:** 5.0/5.0 stars

_— Biance B._

[Read full review](https://www.g2.com/survey_responses/dimensions-attribution-from-adamplify-review-7828127)

**["A go-to attribution app for Shopify eCommerce Stores"](https://www.g2.com/survey_responses/dimensions-attribution-from-adamplify-review-7558032)**

**Rating:** 5.0/5.0 stars

_— Raquel W._

[Read full review](https://www.g2.com/survey_responses/dimensions-attribution-from-adamplify-review-7558032)

### [Eulerian](https://www.g2.com/products/eulerian-technologies-eulerian/reviews)

Eulerian is a software publisher dedicated to the measures of marketing performances. Our technology suite enables advertisers to optimize and leverage their digital actions, by coupling comprehensive data collection, advanced dashboards and real-time signal exchanges.

**Average Rating:** 4.0/5.0

**Total Reviews:** 1

#### Who Is the Company Behind Eulerian?

- **Seller:** [Eulerian Technologies](https://www.g2.com/sellers/eulerian-technologies-f5be2799-1e01-42d1-bb37-146086d1176d)
- **Year Founded:** 2002
- **HQ Location:** Madrid, ES
- **Twitter:** @EulerianTech  
1,553 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=a803484d149d33012733572327d137dd2a65f9f4cb746011ec58bfef09bdcdf6&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Feulerian-iberia&secure%5Burl_type%5D=linkedin_company_website)  
6 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Large

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

**["Eulerian review"](https://www.g2.com/survey_responses/eulerian-review-1878972)**

**Rating:** 4.0/5.0 stars

_— Verified User in Leisure, Travel & Tourism_

[Read full review](https://www.g2.com/survey_responses/eulerian-review-1878972)

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

Exactag is a cross-device recognition platform to determine the most important KPI of modern, digital communication.

**Average Rating:** 5.0/5.0

**Total Reviews:** 1

#### Who Is the Company Behind Exactag?

- **Seller:** [Exactag](https://www.g2.com/sellers/exactag)
- **Year Founded:** 2011
- **HQ Location:** Düsseldorf, DE
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=69a76e53cb72c6356adb38a136bb49d236ed2ea98aba6596cad0a848be4d9e59&secure%5Burl%5D=http%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fexactag&secure%5Burl_type%5D=linkedin_company_website)  
38 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Medium

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

**["A great cross digital technology for digital communication"](https://www.g2.com/survey_responses/exactag-review-2279320)**

**Rating:** 5.0/5.0 stars

_— Emmy J._

[Read full review](https://www.g2.com/survey_responses/exactag-review-2279320)

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

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

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

Heeet is a multi-touch tracking and attribution solution to track and credit every customer interaction across channels, giving businesses a clear, data-driven view of what drives conversions and ROI.

**Average Rating:** 4.8/5.0

**Total Reviews:** 3

#### Who Is the Company Behind Heeet?

- **Seller:** [Heeet](https://www.g2.com/sellers/heeet)
- **Year Founded:** 2020
- **HQ Location:** Paris, FR
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=d9e5c571c2d097dec15aee808f3269306078eb78a76a057b8d5f31aa5f141fe9&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fheeet&secure%5Burl_type%5D=linkedin_company_website)  
6 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 67% Medium

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

_AI-generated summary from verified user reviews_

##### Pros

- Users praise Heeet for its **accurate attribution tracking** , effectively linking engagement to revenue outcomes and enhancing campaign insights.
- Users praise Heeet's **exceptional customer support** , highlighting its quick responses and guidance during setup.
- Users appreciate the **ease of use** of Heeet, highlighting its straightforward setup and helpful customer support.
- Users commend Heeet for its **exceptional customer service** and effective performance tracking in LinkedIn and Salesforce.
- Users value the **reliable SEO analytics** from Heeet, enhancing performance tracking in Salesforce effectively.

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

**["Heeet Delivers Clarity on Conversion Channels for Education Sales"](https://www.g2.com/survey_responses/heeet-review-11865030)**

**Rating:** 4.5/5.0 stars

_— Carl K._

[Read full review](https://www.g2.com/survey_responses/heeet-review-11865030)

**["Unmatched Attribution and Stellar Support"](https://www.g2.com/survey_responses/heeet-review-12240198)**

**Rating:** 5.0/5.0 stars

_— Russell M._

[Read full review](https://www.g2.com/survey_responses/heeet-review-12240198)

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

Jess is a marketing analytics software company based in Philadelphia, PA that helps marketers know if their advertising is working. The Jess Dashboard aggregates data from Google Analytics, Google Search Console, and advertising platforms including Google, Facebook, and Microsoft Ads. It helps make it easier for marketers to stay on top of marketing results and spending and saves time by letting you see your marketing results in one place. Optional phone call tracking and form tracking features let you know exactly who is contacting you, how they found you, and at what cost per lead. Integrations with Salesforce and ZohoCRM let you track individual leads all the way to the sale and calculate cost per sale and ROAS. Agencies love Jess because it completely automates monthly reporting. The Jess Dashboard is free and add ons range from $8 per month, making better analytics and reporting within reach of any agency or SMB budget.

**Average Rating:** 4.5/5.0

**Total Reviews:** 1

#### Who Is the Company Behind Jess?

- **Seller:** [Jess](https://www.g2.com/sellers/jess)
- **Year Founded:** 2019
- **HQ Location:** Philadelphia, US
- **Twitter:** @aerialscoop  
5 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=58e84974f2751119376f73d42e5d6a3cf27f5481d0880e1369b529aeb0bd1ab1&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fjessanalytics%2F&secure%5Burl_type%5D=linkedin_company_website)  
28 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

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

**["Insightful Analysis Tool Helps With Decision Making"](https://www.g2.com/survey_responses/jess-review-4324173)**

**Rating:** 4.5/5.0 stars

_— Verified User in Marketing and Advertising_

[Read full review](https://www.g2.com/survey_responses/jess-review-4324173)

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

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

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

Kvantum is the marketing performance analytics company, building technology that fundamentally changes the way brands measure the marketing impact on sales. Kvantum has combined the machine learning and econometric modeling into its proprietary Marketing Science Platform that can measure the short term and long term incremental effect of marketing with minimum possible data points. Brands can work with Kvantum in three ways: by licensing the Kvantum Platform for data management, visualization & algorithmic attribution; by managing cross-channel campaigns in real-time using the Kvantum Platform (Product & Services); by working with Kvantum to solve your toughest media measurement challenge (Custom Solution). The company is headquartered in SF Bay Area and works with Top Retail, CPG and eCommerce brands across US, Canada, Australia, Europe, and Asia. Over the past years, we have helped clients increase their digital ROI from 30% to 60%, while maintaining spend levels. For more information on Kvantum Inc. visit www.kvantuminc.com and contact our Sales Team at sales@kvantuminc.com Specifically Kvantum provides solutions for following: 1. Marketing Mix Modeling 2. Marketing Optimization 3. Multi-Channel Attribution 4. Social Media Performance Measurement 5. Cross-channel Measurement 6. Data Foundation 7. Consumer Analytics 8. Online to Offline Attribution

**Average Rating:** 4.0/5.0

**Total Reviews:** 1

#### Who Is the Company Behind Kvantum?

- **Seller:** [Kvantum](https://www.g2.com/sellers/kvantum)
- **Year Founded:** 2012
- **HQ Location:** Plano, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7e9f5869f35d45312a8736ff7c007145db192459523d3bf7e665ac6ae4c66dbd&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fkvantum-inc-&secure%5Burl_type%5D=linkedin_company_website)  
4 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Large

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

**["User friendly"](https://www.g2.com/survey_responses/kvantum-review-526285)**

**Rating:** 4.0/5.0 stars

_— Verified User in Oil & Energy_

[Read full review](https://www.g2.com/survey_responses/kvantum-review-526285)

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

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

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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.