# Best Attribution Software - Page 5 *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* 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. ## Category Overview **Total Products under this Category:** 135 ## Trust & Credibility Stats **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 47,300+ Authentic Reviews - 135+ 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. ## Best Attribution Software At A Glance - **Leader:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Highest Performer:** [Fibbler](https://www.g2.com/products/fibbler/reviews) - **Easiest to Use:** [WhatConverts](https://www.g2.com/products/whatconverts/reviews) - **Top Trending:** [impact.com](https://www.g2.com/products/impact-com/reviews) - **Best Free Software:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) ## Top-Rated Products (Ranked by G2 Score) ### 1. [Attributy](https://www.g2.com/products/attributy-attributy/reviews) Marketing Attribution Software that tracks consumers journeys from their first to their last click. Using AI Machine learning software we are able to better understand the journey customers take to the conversion (purchase) and allocate marketing resources accordingly! **Seller Details:** - **Seller:** [Attributy](https://www.g2.com/sellers/attributy-6b34b35b-7bc4-450e-aecb-13a76be76e88) - **Year Founded:** 2020 - **HQ Location:** New York, US - **LinkedIn® Page:** https://www.linkedin.com/company/14806611 (17 employees on LinkedIn®) ### 2. [Boolean Maths](https://www.g2.com/products/boolean-maths/reviews) BooleanMaths is a SaaS platform designed to optimize ad performance and provide accurate marketing attribution and conversion tracking. It helps businesses debug their revenue by fixing ad targeting on platforms like Meta and Google Ads through the use of Conversion APIs. The platform offers true insights into user journeys, enabling marketers to understand and improve their marketing strategies. Key features include accurate attribution modeling, real-time insights, and intelligent optimization strategies that ensure ads reach the right audience at the right time. BooleanMaths is particularly valuable for e-commerce businesses and marketers who want to maximize their return on ad spend (ROAS) and gain a deeper understanding of their customer's path to purchase. It solves the problem of inaccurate or incomplete data by providing a comprehensive view of marketing performance, allowing businesses to make data-driven decisions and improve their overall marketing effectiveness. By accurately tracking conversions and optimizing ad spend, BooleanMaths helps businesses achieve higher returns and drive measurable results, ultimately leading to increased revenue and growth. **Seller Details:** - **Seller:** [Medront Datalabs](https://www.g2.com/sellers/medront-datalabs) - **Year Founded:** 2023 - **HQ Location:** Mumbai, IN - **LinkedIn® Page:** https://www.linkedin.com/company/medront/ (12 employees on LinkedIn®) ### 3. [Castlytics](https://www.g2.com/products/castlytics/reviews) Castlytics is a multi-signal attribution platform designed to measure the ROI of creator-led marketing. While traditional tracking links often fail due to privacy updates and cross-device friction, Castlytics provides a unified view of your campaign performance across podcasts, YouTube, and social media. Our platform moves beyond simple click-tracking by combining vanity URLs, promo code monitoring, and post-purchase survey data into a single source of truth. Key Features & Benefits: Multi-Signal Attribution: Capture every conversion by triangulating web traffic, coupon usage, and customer intent surveys. Creator-Specific Insights: Identify which creators drive genuine business growth versus those that only drive vanity metrics. Cross-Platform Tracking: Seamlessly monitor campaigns running on visual platforms like Instagram and TikTok alongside audio-first channels like podcasts. Privacy-First Data: Future-proof your marketing analytics against the decline of third-party cookies and tracking pixels. Castlytics empowers brands and agencies to scale their influencer and creator partnerships with data-driven confidence and clear ROAS reporting. **Seller Details:** - **Seller:** [Castlytics](https://www.g2.com/sellers/castlytics) ### 4. [Clario Analytics](https://www.g2.com/products/clario-analytics/reviews) Clario reveals insights about your customers, their purchases, and the marketing that drove them. **Seller Details:** - **Seller:** [Clario Analytics](https://www.g2.com/sellers/clario-analytics) - **Year Founded:** 2002 - **HQ Location:** Eden Prairie, US - **LinkedIn® Page:** https://www.linkedin.com/company/clario-analytics/ (25 employees on LinkedIn®) ### 5. [Clarivoy](https://www.g2.com/products/clarivoy/reviews) Clarivoy offers full-funnel Sales Attribution and Analysis tools so marketers can see the true results of their campaign spend. **Seller Details:** - **Seller:** [Clarivoy](https://www.g2.com/sellers/clarivoy) - **Year Founded:** 2009 - **HQ Location:** Columbus, US - **LinkedIn® Page:** https://www.linkedin.com/company/clarivoy/ (31 employees on LinkedIn®) ### 6. [dashflow](https://www.g2.com/products/dashflow/reviews) Dashflow is a cutting-edge marketing optimization platform designed to streamline and enhance your marketing efforts from initial reach to maximizing customer lifetime value. By effortlessly unifying and harmonizing marketing data across all major paid and organic channels, Dashflow empowers businesses to integrate their web and CRM data seamlessly. The platform automates marketing governance, providing actionable insights that drive smarter decision-making and maximize return on investment (ROI). With Dashflow, businesses can optimize their marketing activities, ensuring efficiency and effectiveness at every stage of the customer journey. **Seller Details:** - **Seller:** [dashflow](https://www.g2.com/sellers/dashflow) - **Year Founded:** 2025 - **HQ Location:** Zurich, CH - **LinkedIn® Page:** https://www.linkedin.com/company/dashflow-io/ (2 employees on LinkedIn®) ### 7. [Delivr](https://www.g2.com/products/delivr/reviews) Infrastructure for the Connected World.℠ Physical. Digital. Spatial. We’re Delivr — a human-centered software and services company helping brands connect people from the world around them to digital and spatial experiences. Our trigger-agnostic, privacy-first platform makes it simple to engage with media, products, objects, and places. Powered by our Engagement Suite — including the QR Code Generator, Super Simple Serialization℠, GS1 Digital Link, and Intelligent Link Routing℠ — Delivr assembles experiences to spark deeper emotional connections between brands and their audiences. Wonderful things start here.℠ The Delivr Engagement Suite with Dynamic QR Code Generator Delivr’s all-in-one Engagement Suite lets brands build, manage, and measure every interaction — across media, products, campaigns, channels, and real-world experiences, leveraging QR codes, links, and pages. • The Delivr® Engagement Suite • Core℠ Dynamic QR Code Generator • QR Studio℠ Custom Code Design • Aquity℠ Intelligent Link Management • Imprint℠ Super Simple Serialization • Orchestra℠ Campaign & Team Management • Worldview℠ Advanced Analytics • Kit℠ Brand System • Nest℠ Mobile Experiences • Ring℠ GS1-Compliant Digital Link • Hush℠ Privacy-First, Zero-Knowledge • Vault℠ Trust Center **Average Rating:** 4.8/5.0 **Total Reviews:** 18 **User Satisfaction Scores:** - **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.4/10) **Seller Details:** - **Seller:** [Delivr](https://www.g2.com/sellers/delivr) - **Company Website:** https://delivr.com - **Year Founded:** 2009 - **HQ Location:** Holbrook, US - **LinkedIn® Page:** https://www.linkedin.com/company/3517385 (11 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 44% Mid-Market, 28% Enterprise #### Pros & Cons **Pros:** - Customer Support (3 reviews) - QR Code (3 reviews) - QR Code Generation (3 reviews) - Analytics (2 reviews) - Ease of Use (2 reviews) ### 8. [Experian Marketing Campaign Measurement (UK)](https://www.g2.com/products/experian-marketing-campaign-measurement-uk/reviews) Experian's Marketing Campaign Measurement solution empowers marketers to comprehensively assess the performance of their campaigns across multiple channels. By providing secure, anonymized, and privacy-compliant measurement tools, it enables businesses to evaluate key performance indicators such as return on investment (ROI), incremental sales, share of wallet, and channel attribution. This holistic approach ensures that marketing efforts are optimized for maximum effectiveness and budget efficiency. Key Features and Functionality: - Impartial and Holistic View: Offers an unbiased assessment of campaign performance, eliminating single-channel biases and providing a comprehensive understanding of marketing effectiveness. - Calculation of Return on Advertising Spend (ROAS): Enables precise measurement of ROAS and other critical metrics throughout the campaign lifecycle, facilitating informed decision-making. - Consumer-Centric Approach: Adheres to a privacy-first ethos, ensuring that all measurement functions prioritize consumer privacy and data protection. - Single or Multi-Channel Attribution: Supports both single-channel and multi-touch attribution models, allowing marketers to understand the impact of each channel individually or in combination. - Location Data Analysis: Provides insights into in-store sales and local geographic market performance, as well as competitor analysis, to inform strategic decisions. - Brand Data Evaluation: Conducts Brand Uplift Studies to measure overall brand impact and recall among the general public, offering valuable insights into brand perception. Primary Value and User Solutions: Experian's Marketing Campaign Measurement solution addresses the critical need for marketers to understand and optimize the performance of their campaigns in an increasingly complex, multi-channel environment. By delivering impartial, comprehensive insights into key performance indicators, it enables businesses to: - Optimize Marketing Budgets: Allocate resources more effectively by identifying high-performing channels and strategies, ensuring maximum return on investment. - Enhance Campaign Effectiveness: Refine marketing strategies based on data-driven insights, leading to improved customer engagement and conversion rates. - Ensure Compliance and Consumer Trust: Maintain adherence to privacy regulations and build consumer trust through secure and anonymized data handling practices. By leveraging this solution, marketers can make informed decisions that drive business growth and strengthen customer relationships. **Seller Details:** - **Seller:** [Experian](https://www.g2.com/sellers/experian) - **Year Founded:** 1826 - **HQ Location:** Dublin, Ireland - **Twitter:** @Experian_US (38,640 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/experian (25,265 employees on LinkedIn®) - **Ownership:** LSE: EXPNL ### 9. [Formfilled](https://www.g2.com/products/formfilled/reviews) Formfilled is a simple, privacy-first way to get marketing attribution data from website form submissions into your CRM. Formfilled helps marketers enrich website form submissions with UTM, referrer and URL data and seamlessly route that data into a CRM, giving marketing, sales and RevOps teams trusted insights into where leads originate and how marketing channels, campaigns and content are performing. Formfilled: • Categorizes attribution details and traffic sources to your liking • Captures UTM, referrer and URL data for form submissions • Auto-fills hidden fields upon form submission • Seamlessly routes attribution data to your CRM • Is fully self-hosted (we never see your data) No platform rip-and-replace. No unused features or dashboards. No sharing of CRM records. No enterprise pricing games. Just a purpose-built tool that helps you enrich form submissions with attribution details in a secure and affordable way. Visit our website at formfilled.io to learn more. **Seller Details:** - **Seller:** [Formfilled](https://www.g2.com/sellers/formfilled) - **Year Founded:** 2025 - **HQ Location:** Ann Arbor, US - **LinkedIn® Page:** https://www.linkedin.com/company/formfilled/ (3 employees on LinkedIn®) ### 10. [iovox](https://www.g2.com/products/iovox/reviews) Phone call tracking and productivity software for individuals and businesses around the world. **Average Rating:** 4.5/5.0 **Total Reviews:** 1 **Seller Details:** - **Seller:** [iovox](https://www.g2.com/sellers/iovox) - **Year Founded:** 2007 - **HQ Location:** London, GB - **Twitter:** @iovox (8,899 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/iovox (36 employees on LinkedIn®) **Reviewer Demographics:** - **Company Size:** 100% Enterprise ### 11. [Journicity](https://www.g2.com/products/journicity/reviews) Your marketing should generate a clear, easy-to-understand ROI. Most advertising platforms claim 100% of the credit for sales generated. This makes it difficult for businesses to identify the real ROI for their marketing campaigns. Throw in siloed reporting and improper tracking and it becomes near impossible most marketing teams to fully understand their impact on revenue. Skip the confusion and wasteful spending by correctly measuring the performance of your marketing efforts in a single dashboard using Journicity. You'll know which users are coming from paid marketing sources and which users aren’t. This information allows your marketing team to understand exactly how much revenue is being driven by each of their paid marketing campaigns. Your team will finally be able to focus on scaling the campaigns that are working and reallocate funds from campaigns that aren’t hitting performance goals. Journicity cuts through the clutter and delivers concise reports about the performance of each marketing channel, eliminating the need for you to spend hours digging through reports to piece together estimations.  Here's the bottom line: Journicity helps you and your team put meaningful money behind what is working and stop wasting money on what isn’t.  **Seller Details:** - **Seller:** [Journicity](https://www.g2.com/sellers/journicity) - **Year Founded:** 2019 - **HQ Location:** Provo, US - **LinkedIn® Page:** http://www.linkedin.com/company/journicity (1 employees on LinkedIn®) ### 12. [Kyroo](https://www.g2.com/products/kyroo/reviews) Most B2B marketing teams know how much they spend on LinkedIn. Very few know what it actually does for pipeline. Kyroo fixes that. Connect your LinkedIn Ads and HubSpot in 2 minutes and see which campaigns are touching real deals, which target accounts are heating up, and what your true pipeline ROI is. **Seller Details:** - **Seller:** [Kyroo](https://www.g2.com/sellers/kyroo) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/getkyroo/ (1 employees on LinkedIn®) ### 13. [Madlitics](https://www.g2.com/products/madlitics/reviews) \*\*Madlitics\*\* is a powerful form-first way to enrich customer leads with marketing attribution in every form submission. Madlitics fields capture channel, campaign segments (UTMs), landing-page data, and click IDs, and preserve that context wherever the submission goes — flowing through your existing integrations without extra setup. Marketers get clearer answers about which channels and campaigns deserve more investment, faster feedback loops for creative and bidding decisions, and credible evidence to prove impact. Ops and sales benefit from consistent context attached to every record, reducing reconciliation work and improving funnel visibility. ### Problem Marketers today face significant challenges in accurately attributing leads and conversions to their marketing efforts. Data inconsistencies, mis-tagged URLs, manual errors, and attribution discrepancies across platforms lead to unreliable insights. These issues result in incomplete or misleading data on which channels and campaigns truly drive growth, making it hard to optimize spend and demonstrate marketing ROI effectively. ### Solution Madlitics solves these problems by capturing and standardizing marketing attribution data (marketing channel, campaign segments and UTM values, landing page data, and click IDs) writing it into each form submission, so your existing integrations carry it wherever the lead goes. Madlitics automatically categorizes leads by channel, campaign, and landing page, overcoming tracking limitations and messy UTM parameters; Enabling clear insights into marketing performance, empowering data-driven decisions to optimize campaigns, allocate budgets effectively, and prove the value of marketing efforts in a privacy-compliant way. ### Key Features - Captures marketing channel data using UTM parameters and referring URLs to identify lead sources (e.g., Paid Search, Organic Search) with detailed segmentation like campaign, ad group, and ad name. - Measure the return on investment of each campaign and channel by tracking leads, customers, and revenue attributed to them. - Understand which ads, keywords, or affiliates are most effective, enabling informed budget allocation and campaign improvements. - Addresses messy and inconsistent UTM parameter data by standardizing attribution so reports don't get skewed by capitalization or naming mismatches. - Solves the challenge of getting complete attribution data into customer relationship management or sales systems for actionable reporting and nurturing. - Integrate Madlitics fields into lead capture forms that populate with attribution data, which is then passed to CRMs and other marketing tools. **Seller Details:** - **Seller:** [Madlitics](https://www.g2.com/sellers/madlitics) - **Year Founded:** 2025 - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/madlitics/ (1 employees on LinkedIn®) ### 14. [Marketing Attribution Software](https://www.g2.com/products/marketing-attribution-software/reviews) A marketing attribution software to track the source and journey of each lead, so you can identify what ads perform, and save big on ad spend. Features: 1. Multi-Touch Attribution: See which touchpoints actually convert (not just assist) 2. Customer Journey Visualization: Map the complete path from first click to lead generation 3. Integrate with your tech stack: Integrates with all major CRMs and form builders (even custom forms) **Seller Details:** - **Seller:** [Elevate Tht](https://www.g2.com/sellers/elevate-tht) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 15. [Marketing Mix Model](https://www.g2.com/products/marketing-mix-model/reviews) Arima’s self-directed MMM is designed to understand how various ads impact sales. By analyzing past data, marketing mix modeling reveals which advertising channels—such as TV, print, radio, and online ads—influence customer behavior and correlate with sales, helping to determine a ROI curve. **Seller Details:** - **Seller:** [Arima](https://www.g2.com/sellers/arima) - **HQ Location:** Monterrey, MX - **LinkedIn® Page:** https://www.linkedin.com/company/actuarial-risk-management-consulting-s.c./ (2 employees on LinkedIn®) ### 16. [mbuzz](https://www.g2.com/products/mbuzz/reviews) mbuzz is a multi-touch attribution platform for technical marketers at startups and mid-market companies. It runs eight attribution models side-by-side (first-touch, last-touch, linear, time-decay, position-based, Markov, Shapley, data-driven) and includes a SQL-like Attribution DSL for writing custom models. Tracking is server-side, capturing touchpoints that client-side trackers miss to ad blockers and iOS privacy. Open-source SDKs are available for Ruby, Node, Python, and PHP. Data is owned by the customer and exportable at any time. **Seller Details:** - **Seller:** [mbuzz](https://www.g2.com/sellers/mbuzz) - **Year Founded:** 2026 - **HQ Location:** Sydney, AU - **LinkedIn® Page:** https://www.linkedin.com/company/mbuzz-co/ (1 employees on LinkedIn®) ### 17. [MediaJel](https://www.g2.com/products/mediajel/reviews) MediaJel is a marketing platform designed specifically for businesses operating in highly regulated industries. We specialize in helping brands navigate the complexities of marketing in sectors such as cannabis, healthcare, financial services, and more. **Seller Details:** - **Seller:** [MediaJel Regulated Marketing Platform](https://www.g2.com/sellers/mediajel-regulated-marketing-platform) - **Year Founded:** 2018 - **HQ Location:** Walnut Creek, US - **LinkedIn® Page:** https://www.linkedin.com/company/mediajel (39 employees on LinkedIn®) ### 18. [Metrito](https://www.g2.com/products/metrito/reviews) Metrito is a conversion tracking and attribution platform for Meta Ads. It connects your store and payment sources to capture verified sales data and sends enriched server-side conversion signals back to Meta for more accurate optimization. Use Metrito to unify tracking, monitor event quality, and analyze performance in one dashboard. **Seller Details:** - **Seller:** [Metrito](https://www.g2.com/sellers/metrito) - **Year Founded:** 2022 - **HQ Location:** Goias, BR - **LinkedIn® Page:** https://www.linkedin.com/company/metrito/ (2 employees on LinkedIn®) ### 19. [Mperativ Revenue Marketing Platform](https://www.g2.com/products/mperativ-revenue-marketing-platform/reviews) Mperativ is the leading Agentic AI-powered revenue marketing platform—built to automate insights, deliver accurate revenue attribution, connect GTM activities to real revenue, and empower marketers to lead with intelligence, not intuition. Unlike traditional AI tools that simply execute tasks, Mperativ’s Agentic AI redefines marketing analytics—uncovering hidden patterns, predicting outcomes, and guiding strategy with precision. With Mperativ, you move beyond fragmented metrics, manual dashboards, and reactive reporting—unlocking a faster, smarter path to measurable marketing impact and executive credibility. Who Uses Mperativ? Mperativ powers B2B marketing leaders and revenue marketing teams who are ready to move beyond fragmented attribution and reactive reporting. Our platform is built for marketing professionals who need to demonstrate clear revenue impact, defend budgets with confidence, and lead strategic conversations at the executive level—helping them stay ahead in the Agentic AI era. Like AskNicely, who transformed their GTM engine and achieved $84,000 in annual platform savings while gaining AI-powered executive insights and end-to-end visibility across campaigns, accounts, and revenue performance. Why Mperativ Is Different — and Why Teams Choose It: Agentic AI Built for Marketers, Not Just Machines Turn overwhelming data into clear, actionable executive narratives. Mperativ’s Agentic AI doesn’t just automate tasks—it automates strategic understanding, giving you real-time, executive-ready insights. Revenue-First Focus, Not Vanity Metrics Track marketing’s true contribution to pipeline, sales acceleration, and revenue growth. Mperativ connects every GTM activity to business outcomes that matter. Full Demand Engine Visibility Integrate seamlessly with your MarTech stack to uncover what’s driving engagement, pipeline, and conversion—at both the lead and account level. Real-Time Campaign Optimization Scale high-performing activities and cut waste instantly with AI-powered, up-to-the-minute recommendations. Proactive Pipeline Forecasting Move from reactive reporting to proactive control with AI-driven pipeline predictions that help you course-correct before problems arise. Clear, Credible Revenue Attribution Prove marketing’s influence across the funnel with precision attribution, making it easy to win executive trust and secure future investment **Seller Details:** - **Seller:** [Mperativ](https://www.g2.com/sellers/mperativ) - **Year Founded:** 2021 - **HQ Location:** San Francisco, US - **LinkedIn® Page:** https://www.linkedin.com/company/mperativ (19 employees on LinkedIn®) ### 20. [Neustar PlatformOne](https://www.g2.com/products/neustar-platformone/reviews) Neustar PlatformOne is an integrated marketing solution that gives marketers a complete, real-time portrait of their customers and prospects based on accurate data, enabling a personalized dialogue across all marketing channels. **Average Rating:** 4.0/5.0 **Total Reviews:** 4 **User Satisfaction Scores:** - **Has the product been a good partner in doing business?:** 7.5/10 (Category avg: 9.4/10) **Seller Details:** - **Seller:** [Neustar](https://www.g2.com/sellers/neustar) - **Year Founded:** 1996 - **HQ Location:** Sterling, VA - **Twitter:** @Neustar (10,877 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/5349/ (978 employees on LinkedIn®) - **Ownership:** NYSE: NSR **Reviewer Demographics:** - **Company Size:** 75% Mid-Market, 25% Small-Business #### Pros & Cons **Pros:** - Attribution Accuracy (1 reviews) - Audience Activation (1 reviews) - Data Management (1 reviews) - Integrations (1 reviews) - Real-Time Processing (1 reviews) **Cons:** - Sync Issues (1 reviews) - Tracking Issues (1 reviews) ### 21. [Nielsen Sales Lift](https://www.g2.com/products/nielsen-sales-lift/reviews) Nielsen Sales Lift is a comprehensive solution designed to measure the direct impact of advertising campaigns on actual sales across various media channels. By linking media expenditures to incremental sales, it provides marketers with a clear understanding of their campaigns' return on investment (ROI). This enables data-driven decisions to optimize marketing strategies and drive revenue growth. Key Features and Functionality: - Incrementality Measurement: Goes beyond mere correlation to assess the true cause-and-effect relationship between advertising efforts and sales outcomes. - Cross-Media Analysis: Evaluates campaign effectiveness across multiple platforms, including digital, linear TV, connected TV (CTV), and retail media, offering a holistic view of performance. - Granular Precision: Utilizes Nielsen's extensive media consumption data and rigorous methodologies to link ad exposure with verified online and offline purchase data, ensuring high-confidence insights. - Actionable Insights: Provides always-on dashboards, AI integrations, and intuitive reporting tools to facilitate rapid activation of smarter media strategies. Primary Value and User Solutions: Nielsen Sales Lift empowers marketers to: - Prove Campaign Effectiveness: Demonstrate the tangible impact of advertising efforts on sales, validating the true ROI of campaigns across all channels. - Optimize Media Strategies: Identify which campaigns, channels, and audiences are delivering real results, allowing for the elimination of waste and reinforcement of successful tactics. - Drive Revenue Growth: Transform insights into outcomes by optimizing for sales rather than clicks, ensuring more efficient use of advertising budgets and enhanced revenue generation. By providing a clear and quantifiable link between advertising spend and sales performance, Nielsen Sales Lift enables marketers to make informed decisions that enhance the effectiveness of their campaigns and contribute to overall business growth. **Seller Details:** - **Seller:** [Nielsen](https://www.g2.com/sellers/nielsen) - **HQ Location:** New York, NY - **Twitter:** @Nielsen (182,841 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1714/ (29,074 employees on LinkedIn®) - **Ownership:** NYSE:NLSN - **Total Revenue (USD mm):** $6,290 ### 22. [Omega Pixels](https://www.g2.com/products/omega-pixels/reviews) One Tracking Solution. Every Conversion Matters. **Seller Details:** - **Seller:** [Two Owls](https://www.g2.com/sellers/two-owls-6ab56fc9-0774-4c92-bbb3-7a3096eec1b1) - **Year Founded:** 2020 - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/two-owls-here/ (4 employees on LinkedIn®) ### 23. [Paramark](https://www.g2.com/products/paramark/reviews) Paramark is a true marketing measurement platform that challenges traditional multi-touch attribution by combining Marketing Mix Modeling (MMM), incrementality testing, and validated attribution into a unified system. The platform serves growth-focused B2C and B2B companies, helping them understand what actually drives results versus what's just correlated. With so many platforms telling you what you want to hear, it's important to see through the fog & discover what's actually driving revenue. Unlike self-service analytics tools, Paramark embeds dedicated growth advisors directly into clients' workflows to turn insights into action. We're in your world, learning what makes the business tick vs. what floats above the surface. Our growth advisors are the difference-makers. With data science and growth marketing backgrounds, their brains are built to understand the 'why' behind your growth. Predict with confidence, act with precision - see what other marketers can't to capitalize on it before they do. **Seller Details:** - **Seller:** [Paramark](https://www.g2.com/sellers/paramark) - **Year Founded:** 2023 - **HQ Location:** San Francisco, US - **LinkedIn® Page:** https://www.linkedin.com/company/paramark-hq (25 employees on LinkedIn®) ### 24. [Predflow AI](https://www.g2.com/products/predflow-ai/reviews) Predflow AI is a Shopify analytics and ad intelligence plugin that helps eCommerce teams analyze, diagnose, and optimize marketing performance by connecting store data with advertising, analytics, and engagement platforms. Predflow AI is built for Shopify merchants, performance marketers, and digital agencies managing paid acquisition across channels such as Meta, Google Ads, and other marketing systems. The software combines store-level outcomes with campaign-level signals to provide structured performance insights rather than relying solely on dashboard-based reporting. The platform integrates directly with Shopify and a wide range of commonly used marketing, analytics, and data tools. These integrations allow Predflow AI to unify fragmented performance data and reduce the manual effort typically required to reconcile metrics across platforms. Predflow AI focuses on diagnostic analysis. Instead of only visualizing metrics, the system helps users understand why performance changes occur. It evaluates attribution behavior, campaign fluctuations, creative effectiveness, and anomalies using combined data from connected sources. Typical use cases include investigating ROAS instability, identifying drivers behind conversion shifts, analyzing creative and audience signals, and detecting unusual performance patterns. The plugin is commonly used by teams that need clarity when ad platforms and store data report conflicting results. Predflow AI operates as a hosted cloud-based solution and supports multi-source workflows by integrating with platforms such as: • Advertising platforms (e.g., Meta / Facebook Ads, Google Ads, Amazon Ads) • Store & commerce systems (Shopify) • Analytics tools (Google Analytics 4, Looker Studio via connected data sources) • Engagement & retention platforms (BIK, MoEngage, WebEngage, Zoko, etc.) • Data & file sources (Google Sheets, OneDrive, file uploads, email files) • CRM & customer systems By structuring cross-platform signals into decision-oriented insights, Predflow AI supports performance monitoring, attribution analysis, anomaly detection, and optimization workflows. Key capabilities include: • Multi-source performance analysis across store and marketing platforms • Diagnostic insights into ROAS fluctuations and attribution shifts • Creative and ad intelligence frameworks • Automated anomaly detection • Structured decision-support workflows Predflow AI is typically adopted by Shopify merchants and agencies seeking a more analytical, system-driven approach to performance marketing and measurement. **Seller Details:** - **Seller:** [Predflow Analytics](https://www.g2.com/sellers/predflow-analytics) - **Year Founded:** 2022 - **HQ Location:** Mumbai, IN - **LinkedIn® Page:** https://www.linkedin.com/company/predflow/ (14 employees on LinkedIn®) ### 25. [Quality Analytics - TV & Radio Attribution](https://www.g2.com/products/quality-analytics-tv-radio-attribution/reviews) Quality Analytics is a software-as-a-service startup based in Los Angeles, California. Our clients include advertising agencies, brands, and publishers worldwide. We specialize in providing critical insights to improve your TV and radio campaigns, helping you get the most out of your advertising spend. Our TV attribution software enables you to analyze local market performance and optimize your campaigns based on real-time data. With Quality Analytics, you can make informed decisions and achieve better results for your advertising efforts. **Seller Details:** - **Seller:** [Quality Analytics](https://www.g2.com/sellers/quality-analytics) - **Year Founded:** 2014 - **HQ Location:** Los Angeles, US - **LinkedIn® Page:** https://www.linkedin.com/company/10260897 (14 employees on LinkedIn®) ## Parent Category [Account-Based Execution Software](https://www.g2.com/categories/account-based-execution) ## Related Categories - [Digital Analytics Software](https://www.g2.com/categories/digital-analytics) - [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) - [Customer Journey Analytics Software](https://www.g2.com/categories/customer-journey-analytics) --- ## Buyer Guide ### 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.