### Contents - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Reports**](#resources-reports) # Marketing Analytics Software Resources ##### Articles, Glossary Terms, Discussions, and Reports to expand your knowledge on Marketing Analytics Software Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find [articles](#resources-articles) from our experts, [feature definitions](#resources-glossary_terms), [discussions](#resources-discussions) from users like you, and [reports](#resources-reports) from industry data. [ContentsExpand/Collapse Contents](#) - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Reports**](#resources-reports) ## Marketing Analytics Software Articles [![50 Customer Retention Statistics to Check Out in 2026](https://4099946.fs1.hubspotusercontent-na1.net/hubfs/4099946/G2CM_FI066_Learn_Article_Images-%5BCustomer_Communication%5D_V1b-1.png "50 Customer Retention Statistics to Check Out in 2026")](https://www.g2.com/articles/customer-retention-statistics) [ ### 50 Customer Retention Statistics to Check Out in 2026 ](https://www.g2.com/articles/customer-retention-statistics) Keeping a customer costs less than finding a new one, but most businesses are still spending as if it's the other way around. [ ![Harshita Tewari](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Harshita Tewari") HT ](https://learn.g2.com/author/harshita-tewari) by Harshita Tewari [![What Is Marketing Attribution? How to Measure It](https://learn.g2.com/hubfs/G2CM_FI913_Learn_Article_Images-%5BPermission_Based_Email_Marketing%5D_V1b-1.png "What Is Marketing Attribution? How to Measure It")](https://www.g2.com/articles/marketing-attribution) [ ### What Is Marketing Attribution? How to Measure It ](https://www.g2.com/articles/marketing-attribution) Each stage of the sales funnel—from awareness to consideration to purchase—requires a unique strategy. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope [![What Is a Case Study? How to Write, Examples, and Template](https://learn.g2.com/hubfs/G2CM_BI013_Backlog_Images_%5BCase_Study%5D_V1a-1.png "What Is a Case Study? How to Write, Examples, and Template")](https://www.g2.com/articles/case-study) [ ### What Is a Case Study? How to Write, Examples, and Template ](https://www.g2.com/articles/case-study) In today's marketplace, conveying your product's value through a compelling narrative is crucial to genuinely connecting with your customers. [ ![Kristen McCabe](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Kristen McCabe") KM ](https://learn.g2.com/author/kristen-mccabe) by Kristen McCabe [![2021 Trends in Customer Engagement and Experience](https://learn.g2.com/hubfs/customer%20service%20trends.jpg "2021 Trends in Customer Engagement and Experience")](https://www.g2.com/articles/customer-engagement-and-experience-trends-2021) [ ### 2021 Trends in Customer Engagement and Experience ](https://www.g2.com/articles/customer-engagement-and-experience-trends-2021) This post is part of G2's 2021 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Michael Fauscette, G2's chief research officer and Tom Pringle, VP, market research, and additional coverage on trends identified by G2’s analysts. [ ![Stephanie Graham](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Stephanie Graham") SG ](https://learn.g2.com/author/stephanie-graham) by Stephanie Graham [![How to Make Cents of Your Marketing Budget](https://learn.g2.com/hubfs/Marketing%20Budget.png "How to Make Cents of Your Marketing Budget")](https://www.g2.com/articles/marketing-budget) [ ### How to Make Cents of Your Marketing Budget ](https://www.g2.com/articles/marketing-budget) Product launches. Webinars. Co-marketing campaigns. Email newsletters. None of these marketing programs happen without the proper budget. [ ![Lauren Pope](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lauren Pope") LP ](https://learn.g2.com/author/lauren-pope) by Lauren Pope Show More ## Marketing Analytics Software Glossary Terms [![Case Study](https://learn.g2.com/hubfs/G2CM_GI482_Glossary_Article_Images-%5BCase_Study%5D_V1a.png "Case Study")](https://www.g2.com/glossary/case-study-definition) [Case Study](https://www.g2.com/glossary/case-study-definition) A case study is an in-depth evaluation of a group, person, or event. Discover types, basic elements, best practices, and the industries using case studies. by Mara Calvello [![Integrated Marketing](https://learn.g2.com/hubfs/G2CM_GI636_Glossary_Article_Images_%5Bintegrated_marketing%5D_V1b.png "Integrated Marketing")](https://www.g2.com/glossary/integrated-marketing-definition) [Integrated Marketing](https://www.g2.com/glossary/integrated-marketing-definition) Integrated marketing is the strategic alignment of marketing channels and messages to improve the customer experience. Learn best practices for campaigns. by Kelly Fiorini [![Marketing Analytics](https://learn.g2.com/hubfs/G2CM_GI587_Glossary_Article_Images_%5BMarketing_Analytics%5D_V1b.png "Marketing Analytics")](https://www.g2.com/glossary/marketing-analytics-definition) [Marketing Analytics](https://www.g2.com/glossary/marketing-analytics-definition) Marketing analytics helps track campaign performance, measure ROI, and turn data into insights that drive smarter growth and engagement. Learn more. by Sagar Joshi [![Conversion Goals](https://learn.g2.com/hubfs/G2CM_GI158_Conversion_Goal_V1b.png "Conversion Goals")](https://www.g2.com/glossary/conversion-goals-definition) [Conversion Goals](https://www.g2.com/glossary/conversion-goals-definition) Conversion goals are website goals that require visitors to complete an action, like making a purchase. Learn the types, benefits, and best practices. by Mara Calvello ## Marketing Analytics Software Discussions 0 [HubSpot Marketing Hub vs Google Analytics: which is better for mid-market B2B teams proving pipeline ROI?](/discussions/hubspot-marketing-hub-vs-google-analytics-which-is-better-for-mid-market-b2b-teams-proving-pipeline-roi) This comparison gets misunderstood more than most. HubSpot Marketing Hub vs Google Analytics for mid-market B2B teams proving pipeline ROI really comes down to what layer of the question you're trying to answer, and the honest answer is that these tools aren't solving the same problem. From the [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) category: - [**HubSpot Marketing Hub**](https://www.g2.com/products/hubspot-marketing-hub/reviews): The right tool when the question is about revenue, pipeline, and deal attribution. Reviewers at B2B companies describe it as the platform that finally connected marketing activity to sales outcomes in a way they could show leadership, because the data lives in the same system as the CRM. - [**Google Analytics**](https://www.g2.com/products/google-analytics/reviews): The right tool when the question is about traffic, behavior, and session-level data. Reviewers use it to understand how prospects move through the site before they become leads, which is a different question than what HubSpot answers. The gap is that GA stops at the conversion event and doesn't follow the contact through the sales process. - [**Looker**](https://www.g2.com/products/looker/reviews): Worth including here for teams that need to bridge both layers. Reviewers at mid-market B2B companies describe building dashboards that pull GA traffic data and HubSpot pipeline data into a unified view, which is the only way to answer both the marketing performance question and the revenue impact question at the same time. The real decision isn't tool versus tool. It's about which question the team is most accountable for answering. If the ask is marketing performance, GA is the starting point. If the ask is pipeline ROI, HubSpot is. If it's both, you likely need both, or a layer like Looker on top. Which question does your leadership actually hold marketing accountable for, and has the tool you're using made it easier or harder to answer it? I've always thought of these two as solving different questions and the post is right that trying to use GA for pipeline ROI is asking it to do something it wasn't built for. Answered: Krithika Sathyamoorthy on July 10, 2026 [Your answer](/discussions/hubspot-marketing-hub-vs-google-analytics-which-is-better-for-mid-market-b2b-teams-proving-pipeline-roi/comments/new?remote=true) 0 [What's the best marketing analytics software for SaaS teams tracking customer acquisition and subscription growth metrics?](/discussions/what-s-the-best-marketing-analytics-software-for-saas-teams-tracking-customer-acquisition-and-subscription-growth-metrics) Here's where things shift from campaign performance to business metrics. What's the best marketing analytics software for SaaS teams tracking acquisition and subscription growth, not just what campaigns are running? SaaS teams have a specific problem with marketing analytics: the metrics that matter most, CAC, LTV, churn influence, and activation rates, don't live in marketing tools by default. They require pulling together data from CRM, product, billing, and marketing platforms, and most analytics tools weren't built with that combination in mind. From the [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) category: - [**HubSpot Marketing Hub**](https://www.g2.com/products/hubspot-marketing-hub/reviews): Connects acquisition directly to revenue and pipeline, which makes it easier to trace how marketing spend influences closed deals and expansion. Reviewers at SaaS companies describe it as the most accessible starting point for this kind of analysis, particularly before the data infrastructure gets more complex. - [**Looker**](https://www.g2.com/products/looker/reviews) **:** Used by SaaS teams for building custom dashboards that combine marketing, product, and subscription data in a single view. Reviewers describe it as what growth teams reach for when they've outgrown the native reporting in their CRM and need something more configurable. - [**Google BigQuery**](https://www.g2.com/products/google-bigquery/reviews): Combines marketing and product data at scale and serves as the foundation for SaaS analytics stacks that need to handle large event volumes. Reviewers describe it as the right infrastructure layer when the team has the technical capacity to build on top of it. - [**Mixpanel**](https://www.g2.com/products/mixpanel/reviews) **:** Tracks in-product user behavior and connects it back to acquisition source, which lets SaaS teams understand not just who converted but which channels are bringing in users who actually stick. Reviewers describe it as filling the gap between marketing attribution and product retention analysis. As you scale, which metric becomes hardest to trust: acquisition cost, because attribution gets messier, or lifetime value, because the cohort data takes time to mature? CAC and LTV just don't live in marketing tools natively and that's the thing that keeps biting SaaS teams. Most of these platforms were built for campaign performance not subscription economics so you always end up assembling the real picture from somewhere else. Answered: Krithika Sathyamoorthy on July 10, 2026 [Your answer](/discussions/what-s-the-best-marketing-analytics-software-for-saas-teams-tracking-customer-acquisition-and-subscription-growth-metrics/comments/new?remote=true) 0 [What's the best marketing analytics software for multi-touch attribution modeling across digital campaigns?](/discussions/what-s-the-best-marketing-analytics-software-for-multi-touch-attribution-modeling-across-digital-campaigns) What's the best marketing analytics software for multi-touch attribution modeling across digital campaigns? I've been comparing how different tools approach this, and the variation is bigger than expected. Some simplify attribution to the point where the model is too blunt to be actionable. Others give full control but require so much configuration that the maintenance becomes its own project. Here are a few tools that seem genuinely built for this use case, from the [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) category: - [**HubSpot Marketing Hub**](https://www.g2.com/products/hubspot-marketing-hub/reviews) (4.4 stars, 14,500+ reviews): Offers built-in multi-touch attribution models tied directly to pipeline stages, so the analysis lives alongside the CRM data rather than in a separate tool. Reviewers describe it as a good starting point for teams that want attribution without building a custom model from scratch. - [**Singular**](https://www.g2.com/products/singular/reviews) (4.5 stars, 500+ reviews): Designed specifically for cross-channel attribution with a focus on paid performance. Reviewers managing large media budgets across multiple platforms describe it as one of the better tools for connecting ad spend to downstream conversions without losing signal across channels. - [**Adobe Customer Journey Analytics**](https://www.g2.com/products/adobe-customer-journey-analytics/reviews) (4.3 stars, 180+ reviews): Tracks full customer journeys across touchpoints and lets analysts build attribution models that reflect actual customer behavior. Reviewers describe it as the right tool when the complexity of the funnel demands something more configurable than preset models. - [**Google BigQuery**](https://www.g2.com/products/google-bigquery/reviews) (4.5 stars, 1,200+ reviews): Enables custom attribution modeling at scale for teams that need to define their own logic. Reviewers with data teams describe it as the foundation for attribution work that no off-the-shelf model could handle, though it requires meaningful technical investment to get there. Which has been the harder problem in your experience: choosing the right attribution model, or actually trusting the output once it's running? I'd also add that the attribution model choice matters as much as the tool. Linear vs data-driven gives you very different answers from the same data and most platforms let you pick without explaining what that actually changes downstream. Answered: Krithika Sathyamoorthy on July 10, 2026 [Your answer](/discussions/what-s-the-best-marketing-analytics-software-for-multi-touch-attribution-modeling-across-digital-campaigns/comments/new?remote=true) - [‹ Prev‹ Prev](/categories/marketing-analytics/resources?discussions_page=3) - [1](/categories/marketing-analytics/resources) - [2](/categories/marketing-analytics/resources?discussions_page=2) - [3](/categories/marketing-analytics/resources?discussions_page=3) - 4 - [5](/categories/marketing-analytics/resources?discussions_page=5) - [6](/categories/marketing-analytics/resources?discussions_page=6) - [7](/categories/marketing-analytics/resources?discussions_page=7) - [8](/categories/marketing-analytics/resources?discussions_page=8) - … - [116](/categories/marketing-analytics/resources?discussions_page=116) - [117](/categories/marketing-analytics/resources?discussions_page=117) - [Next ›Next ›](/categories/marketing-analytics/resources?discussions_page=5) ## Marketing Analytics Software Reports Mid-Market Grid® Report for Marketing Analytics Summer 2026 G2 Report: Grid® Report Grid® Report for Marketing Analytics Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Marketing Analytics Summer 2026 G2 Report: Grid® Report Momentum Grid® Report for Marketing Analytics Summer 2026 G2 Report: Momentum Grid® Report Small-Business Grid® Report for Marketing Analytics Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Marketing Analytics Spring 2026 G2 Report: Grid® Report Small-Business Grid® Report for Marketing Analytics Spring 2026 G2 Report: Grid® Report Mid-Market Grid® Report for Marketing Analytics Spring 2026 G2 Report: Grid® Report Grid® Report for Marketing Analytics Spring 2026 G2 Report: Grid® Report Momentum Grid® Report for Marketing Analytics Spring 2026 G2 Report: Momentum Grid® Report