Best Attribution Software

How Many Attribution Software Products Does G2 Track?

Total Products under this Category: 152

Category Stats (Aug 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: August 05, 2026

How Does G2 Rank Attribution Software Products?

Why You Can Trust G2's Software Rankings:

  • 30 Analysts and Data Experts
  • 48,500+ Authentic Reviews
  • 152+ 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

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

Google Cloud Monitoring

Cloud Monitoring collects metric data and provides tools that let you monitor and visualize how your applications and services are performing.

Visit website

HubSpot Marketing Hub

Marketing Hub consolidates marketing tools and customer data into a unified platform, eliminating scattered point solutions and simplifying software management for modern marketing teams. Core Value Proposition: HubSpot's Marketing Hub solves three critical pain points stemming from disconnected software: fragmented customer data, inefficient execution, and wasted time on tool management. Built as part of the HubSpot CRM platform, Marketing Hub keeps customer data central to all marketing activities– enabling sales alignment and clear ROI tracking across the full platform. Key Capabilities: Unified Data Architecture: Marketing Hub stores all marketing tools and customer data on one platform. This eliminates data silos and provides complete customer context for personalized marketing at scale. Time Efficiency: Marketers save time previously spent switching between applications, reconciling data across systems, and troubleshooting integration issues that plague multi-tool marketing stacks. Smart CRM Integration: Because Marketing Hub operates as part of the HubSpot CRM platform rather than as a standalone tool, customer information, interaction history, and engagement data remain accessible within the marketing workflow without manual data transfer. Sales-Marketing Alignment: With the complete HubSpot CRM platform, marketing and sales teams work in alignment. Unified reporting ties marketing activities to revenue, proving ROI. Marketing Hub vs. Alternatives: Unlike individual marketing tools requiring manual integration and data transfer, Marketing Hub provides a native connection between email marketing, landing pages, social media management, and data analytics. This eliminates integration complexity and data sync challenges that fragment marketing operations. Marketing Hub delivers powerful capabilities without requiring extensive training, dedicated administrators, or technical implementation teams that complex enterprise platforms demand. Teams can adopt and use the system quickly, focusing on execution rather than software management. Who Should Use Marketing Hub: Marketing Hub serves marketing teams experiencing productivity loss from tool fragmentation, marketers requiring complete customer context for effective personalization, and organizations needing to demonstrate clear marketing ROI. The platform scales from small marketing teams to enterprise organizations without proportional increases in system complexity. Outcome: Marketing Hub enables marketers to save valuable time, provide personalized experiences that attract and convert the right customers at scale, and keep data at the center of everything they do– all while scaling their company, not complexity.

Average Rating: 4.4/5.0

Total Reviews: 14,260

How Do G2 Users Rate HubSpot Marketing Hub?

  • Has the product been a good partner in doing business?: 8.7/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 8.3/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 8.2/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.0/10 (Category avg: 8.9/10)

Who Is the Company Behind HubSpot Marketing Hub?

  • Seller: HubSpot
  • Company Website:
  • Year Founded: 2006
  • HQ Location: Cambridge, Massachusetts, United States
  • Twitter: @HubSpot
    784,270 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    12,158 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Marketing Manager, Marketing Coordinator
  • Top Industries: Computer Software, Marketing and Advertising
  • Company Size: 52% Small, 41% Medium

What Do G2 Reviewers Say About HubSpot Marketing Hub?

AI-generated summary from verified user reviews

Pros
  • Users commend the ease of use of HubSpot Marketing Hub, which simplifies managing all marketing activities in one platform.
  • Users value the automation tools in HubSpot Marketing Hub, significantly boosting productivity and simplifying email marketing processes.
  • Users love the beginner-friendly yet powerful features of HubSpot Marketing Hub, simplifying marketing and automation processes.
  • Users love the powerful automation features of HubSpot Marketing Hub, enabling efficient lead nurturing and campaign management.
  • Users appreciate the seamless integrations of HubSpot Marketing Hub, enhancing collaboration between marketing and sales efforts.
Cons
  • Users find the learning curve steep for HubSpot Marketing Hub, requiring time and training to master its features.
  • Users find HubSpot Marketing Hub's limited features frustrating, lacking essential tools and ease of use compared to competitors.
  • Users find HubSpot Marketing Hub to be expensive as costs rise significantly with increasing features and contacts.
  • Users find the missing features in HubSpot Marketing Hub limit flexibility and increase costs as their needs grow.
  • Users find HubSpot Marketing Hub's high pricing challenging, especially for smaller teams needing advanced features.

What Are Recent G2 Reviews of HubSpot Marketing Hub?

What Are G2 Users Discussing About HubSpot Marketing Hub?

CallRail

CallRail is the lead engagement platform that makes it easy for businesses to attract more leads, convert more customers, and optimize their marketing. Serving more than 220,000 businesses worldwide, CallRail’s AI-powered solutions help businesses attribute each call, text, chat and form to their marketing journey, use insights from their conversations to better understand their buyers, and eliminate missed opportunities with AI that can handle lead interactions 24/7.

Average Rating: 4.5/5.0

Total Reviews: 1,742

How Do G2 Users Rate CallRail?

  • Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 8.6/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 8.7/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.6/10 (Category avg: 8.9/10)

Who Is the Company Behind CallRail?

  • Seller: CallRail
  • Company Website:
  • Year Founded: 2011
  • HQ Location: Atlanta, GA
  • Twitter: @CallRail
    6,067 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    353 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Owner, CEO
  • Top Industries: Marketing and Advertising, Real Estate
  • Company Size: 73% Small, 22% Medium

What Do G2 Reviewers Say About CallRail?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the ease of use of CallRail, which simplifies call management and improves tracking efficiency.
  • Users appreciate the ease of use and effective tracking features of CallRail, enhancing call management and campaign visibility.
  • Users value the detailed call tracking capabilities of CallRail, providing clear insights into effective marketing campaigns.
  • Users love the insightful tracking capabilities of CallRail, enabling clear campaign analysis and improved marketing strategies.
  • Users value the attribution accuracy of CallRail, which effectively links calls to specific marketing efforts for better insights.
Cons
  • Users find the lack of group text messaging and outbound call recording frustrating and limiting for their needs.
  • Users experience integration issues with CallRail, particularly with niche CRMs and patient management software connections.
  • Users find the learning curve steep due to unclear navigation and insufficient support for less common features.
  • Users experience call issues with delays in call reflections and unhelpful customer support during integration challenges.
  • Users often face number issues, including spam calls and concerns about billing based on call minutes.

What Are Recent G2 Reviews of CallRail?

What Are G2 Users Discussing About CallRail?

impact.com

Managing partnerships across multiple platforms kills efficiency and growth potential. impact.com eliminates this friction with the only comprehensive platform that unifies affiliate, creator, and advocacy programs. Access 250K+ quality partners, automate manual tasks, and track true incremental value—all while our expert team handles the heavy lifting from migration to optimization.

Average Rating: 4.4/5.0

Total Reviews: 2,352

How Do G2 Users Rate impact.com?

  • Has the product been a good partner in doing business?: 8.7/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 8.1/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 7.8/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.5/10 (Category avg: 8.9/10)

Who Is the Company Behind impact.com?

  • Seller: Impact
  • Company Website:
  • Year Founded: 2008
  • HQ Location: Santa Barbara, CA
  • Twitter: @impactdotcom
    7,723 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    3,625 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: CEO, Owner
  • Top Industries: Marketing and Advertising, Computer Software
  • Company Size: 64% Small, 16% Medium

What Do G2 Reviewers Say About impact.com?

AI-generated summary from verified user reviews

Pros
  • Users praise the ease of use of impact.com, enhancing their affiliate marketing experience and overall satisfaction.
  • Users value impact.com for its all-in-one affiliate management solution, excelling in onboarding, performance measurement, and payments.
  • Users appreciate the clear and user-friendly interface of impact.com, making navigation and functionality seamless for all users.
  • Users value the seamless all-in-one solution of impact.com for efficient affiliate management and positive financial impact.
  • Users value the all-in-one solution of impact.com, appreciating its seamless handling of affiliate management tasks.
Cons
  • Users find the interface not intuitive, struggling with accessibility issues and difficulty navigating the settings.
  • Users find the learning curve steep, making initial setup and navigation challenging for newcomers to impact.com.
  • Users find poor usability in Impact.com, especially on smaller screens and due to frustrating interface bugs.
  • Users find the initial setup process confusing, leading to frustrations and challenges during onboarding with impact.com.
  • Users experience technical issues with the interface and occasional crashes, making navigation frustrating and cumbersome.

What Are Recent G2 Reviews of impact.com?

What Are G2 Users Discussing About impact.com?

WhatConverts

WhatConverts is an all-in-one lead tracking software for marketing agencies and their clients. WhatConverts automatically shows marketers and business owners how well their marketing is working. Use WhatConverts for call tracking, form tracking, and chat tracking for all leads. For PPC ads, WhatConverts offers keyword call tracking that reveals which campaigns work best. WhatConverts also has robust lead management and lead reporting. It's more than just call tracking software; it's a complete lead tracking, managing and reporting dashboard.

Average Rating: 4.9/5.0

Total Reviews: 314

How Do G2 Users Rate WhatConverts?

  • Has the product been a good partner in doing business?: 9.7/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.1/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.4/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 9.3/10 (Category avg: 8.9/10)

Who Is the Company Behind WhatConverts?

  • Seller: WhatConverts
  • Company Website:
  • Year Founded: 2014
  • HQ Location: Charlotte, NC
  • Twitter: @whatconverts
    273 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    47 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Owner, CEO
  • Top Industries: Marketing and Advertising, Construction
  • Company Size: 87% Small, 12% Medium

What Do G2 Reviewers Say About WhatConverts?

AI-generated summary from verified user reviews

Pros
  • Users commend the outstanding customer support of WhatConverts, appreciating their quick responses and effective problem resolution.
  • Users praise the outstanding support at WhatConverts, highlighting its quick and knowledgeable assistance for seamless integration.
  • Users appreciate the ease of use of WhatConverts, enjoying its quick setup and intuitive interface for tracking leads.
  • Users praise the quick and easy setup of WhatConverts, ensuring reliable tracking and seamless integration for campaigns.
  • Users praise the attribution accuracy of WhatConverts, finding its tracking capabilities unmatched in digital marketing.
Cons
  • Users acknowledge that WhatConverts is not the cheapest solution, though they believe it offers great value for its higher price.
  • Users experience a steep learning curve with WhatConverts, particularly in integrating codes and transitioning accounts.
  • Users note that the integration issues with third-party tools require improvements for a smoother experience.
  • Users desire enhanced lead segmentation and better CRM integration, highlighting current limitations in tracking and journey visibility.
  • Users find the learning difficulty challenging due to the complex features and user interface of WhatConverts.

What Are Recent G2 Reviews of WhatConverts?

What Are G2 Users Discussing About WhatConverts?

Dreamdata

Dreamdata is a B2B Attribution Platform that gives marketing teams the most complete view of their customer journey anywhere - so they always know what's working and where to invest next. Built for B2B marketers who need to show impact, Dreamdata lets you answer any question on marketing's revenue contribution instantly. Every number traces back to the source including those generated by AI. No waiting for Ops. No black-box reporting. Just numbers that you can stake your reputation on. Scalable Reporting: Measure the ROI of every GTM activity across your full customer journey - from first anonymous touch to closed deal. Campaign Optimization: See exactly which channels, campaigns, and content drive pipeline, so you know where to invest more and where to cut. Audience Targeting: Build dynamic audiences from your pipeline data and sync them directly to your ad platforms to target in-market accounts. Conversions Sync: Feed enriched pipeline data back to your ad platforms automatically, so your campaigns optimize for revenue not just clicks. Try Dreamdata with your own data before you commit.

Average Rating: 4.7/5.0

Total Reviews: 268

How Do G2 Users Rate Dreamdata?

  • Has the product been a good partner in doing business?: 9.6/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.0/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.5/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 9.2/10 (Category avg: 8.9/10)

Who Is the Company Behind Dreamdata?

  • Seller: dreamdata.io
  • Company Website:
  • Year Founded: 2018
  • HQ Location: Copenhagen, Capital Region
  • Twitter: @DreamdataIO
    291 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    103 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Head of Marketing, Marketing Manager
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 60% Medium, 33% Small

What Do G2 Reviewers Say About Dreamdata?

AI-generated summary from verified user reviews

Pros
  • Users value the in-depth insights from Dreamdata, enhancing their understanding of customer journeys and marketing strategies.
  • Users value the detailed analytics from Dreamdata, enhancing their understanding of customer journeys and performance insights.
  • Users value the attribution accuracy of Dreamdata, providing insight into customer journeys and marketing effectiveness.
  • Users praise the invaluable insights from Dreamdata, enabling deep understanding of customer journeys and enhancing overall strategy.
  • Users praise the easy integration process of Dreamdata, significantly enhancing their marketing efforts with continuous updates.
Cons
  • Users face a steep learning curve with Dreamdata due to setup time and complexities in data navigation.
  • Users find missing features like time comparison and funnel reports limit Dreamdata's effectiveness for analytics.
  • Users are frustrated by inadequate reporting, lacking custom reports and essential funnel insights for effective analysis.
  • Users find the platform not intuitive, as it has a steep learning curve and can feel overwhelming initially.
  • Users note that the complex setup of Dreamdata requires time and effort to ensure accurate data integration.

What Are Recent G2 Reviews of Dreamdata?

What Are G2 Users Discussing About Dreamdata?

Fibbler

Fibbler helps you see which companies view or engage with your LinkedIn and Google Ads, connect them to pipeline and revenue in your CRM, and alert sales when it's time to reach out.

Average Rating: 4.9/5.0

Total Reviews: 32

How Do G2 Users Rate Fibbler?

  • Has the product been a good partner in doing business?: 10.0/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.3/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 7.3/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.8/10 (Category avg: 8.9/10)

Who Is the Company Behind Fibbler?

  • Seller: Fibbler
  • Year Founded: 2024
  • HQ Location: Sweden, SE
  • LinkedIn® Page: www.linkedin.com
    3 employees on LinkedIn®

Who Uses This Product?

  • Top Industries: Computer Software, Marketing and Advertising
  • Company Size: 50% Medium, 28% Small

What Do G2 Reviewers Say About Fibbler?

AI-generated summary from verified user reviews

Pros
  • Users praise Fibbler for its simple setup and intuitive usability, streamlining the ad performance analysis process effectively.
  • Users find the easy setup of Fibbler remarkable, allowing for quick integrations and immediate access to valuable insights.
  • Users praise Fibbler for its seamless integrations with LinkedIn and HubSpot, enhancing data accessibility and actionable insights.
  • Users find Fibbler exceptionally helpful for providing detailed insights on ad performance and campaign effectiveness.
  • Users value the attribution accuracy of Fibbler, enabling clear insights into ad impact on pipeline and conversions.
Cons
  • Users find the date filtering too limited, hindering detailed analysis and longer lookback periods in Fibbler.
  • Users desire a stronger integration with LinkedIn Ads for improved campaign management and data utilization.
  • Users suggest that improved LinkedIn Ads integration would enhance cleaning up campaigns using Fibbler's data.
  • Users find the limited date filtering options of Fibbler restrict their ability to conduct detailed analysis.
  • Users find the lack of Teams integration inconvenient, affecting their communication and workflow efficiency.

What Are Recent G2 Reviews of Fibbler?

Invoca

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

Average Rating: 4.5/5.0

Total Reviews: 926

How Do G2 Users Rate Invoca?

  • Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.0/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.2/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 9.0/10 (Category avg: 8.9/10)

Who Is the Company Behind Invoca?

  • Seller: Invoca
  • Company Website:
  • Year Founded: 2008
  • HQ Location: Santa Barbara, CA
  • Twitter: @Invoca
    4,204 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    387 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Digital Marketing Manager, Marketing Manager
  • Top Industries: Marketing and Advertising, Hospital & Health Care
  • Company Size: 38% Small, 33% Medium

What Do G2 Reviewers Say About Invoca?

AI-generated summary from verified user reviews

Pros
  • Users commend the intuitive usability of Invoca, which facilitates quick adoption and effective performance tracking.
  • Users find Invoca to be intuitive and easy to use, enabling rapid adoption and improving team efficiency.
  • Users appreciate the intuitive analytics of Invoca, enhancing visibility into marketing performance and improving conversion rates.
  • Users commend Invoca's knowledgeable and responsive customer support, enhancing their experience with proactive assistance and tutorials.
  • Users value the attribution accuracy of Invoca, enhancing visibility into leads and improving marketing performance insights.
Cons
  • Users find the learning curve steep due to a lack of user-friendly design and inadequate training resources for new users.
  • Users find Invoca's missing features frustrating, especially regarding integration complexities and unclear communication about enhancements.
  • Users express frustrations with call issues, including privacy concerns, support challenges, and integration difficulties.
  • Users find the reporting setup complex, requiring time and effort to customize dashboards effectively.
  • Users find the complex setup of Invoca time-consuming and challenging, often requiring careful configuration for optimal use.

What Are Recent G2 Reviews of Invoca?

What Are G2 Users Discussing About Invoca?

RedTrack.io

RedTrack is all-in-one performance marketing platform built for media buyers built on owned & AI-ready data. It brings ad tracking, conversion attribution, Conversion API (CAPI) integrations, and ad automation together in a single workspace. Instead of relying on third-party cookies and browser pixels, RedTrack runs on server-side and first-party tracking, capturing the conversions that pixels lose to ad blockers, privacy settings, and iOS restrictions, as raw, unsampled first-party data you own. That owned first-party data is then enriched and fed back to Meta, Google, TikTok, Snapchat, ChatGPT Ads, and other ad platforms through high-match-score Conversion API connections, so platform algorithms learn from accurate signals. RedTrack stays platform-agnostic — no single channel locks you in — with Shopify and WooCommerce integrations at the front of the stack. A built-in Match Quality Score shows you exactly how well your conversions are landing. And ad spend data refreshes every 5–30 minutes, right down to the ad level, so you get near real-time ROAS across every channel — the update frequency and granularity performance buyers actually run on. RedTrack is more than just a tracker. It's a full performance infrastructure layer. Beyond click and conversion tracking, RedTrack gives you a customer data layer with CDP and LTV reporting, in-platform data views that bring RedTrack's numbers right into your ad platform UI so you're not tab-hopping to read campaign performance, and partner and referral tracking, all on one screen. The automation is where the calm comes in. You set the rules, and RedTrack acts on the data you own: pausing the losers, scaling the winners, reallocating budget away from weak markets. The work keeps happening when you're not watching, so you're not refreshing a dashboard at 2am to catch a campaign burning budget. RedTrack fits three core users: 1. Affiliate and lead-gen media buyers who need click-level tracking, persistent click IDs across complex funnels, and automation rules to pause losers and scale winners. 2. DTC and eCommerce brands on Shopify and WooCommerce who need accurate multi-channel attribution and true ROAS, not platform-reported guesses. 3. Performance and lead-gen agencies managing multiple clients with shareable dashboards, multi-user access, and automated reporting. Buyers often evaluate RedTrack alongside Triple Whale, Voluum, Binom, Keitaro, ClickFlare, AnyTrack, and ThriveTracker. RedTrack's edge is combining click-level precision with business-level profit metrics in a cloud platform (no self-hosting to maintain) while giving you one clean, unified place to see what's actually making you money.

Average Rating: 4.5/5.0

Total Reviews: 38

How Do G2 Users Rate RedTrack.io?

  • Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 10.0/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 10.0/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 10.0/10 (Category avg: 8.9/10)

Who Is the Company Behind RedTrack.io?

  • Seller: RedTrack
  • Company Website:
  • Year Founded: 2018
  • HQ Location: Vilnius, Vilnius region
  • Twitter: @redtrackio
    566 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    65 employees on LinkedIn®

Who Uses This Product?

  • Top Industries: Marketing and Advertising
  • Company Size: 77% Small, 15% Medium

What Do G2 Reviewers Say About RedTrack.io?

AI-generated summary from verified user reviews

Pros
  • Users commend RedTrack.io for its excellent customer support, providing responsive and knowledgeable assistance whenever needed.
  • Users appreciate the ease of use of RedTrack.io, highlighting its intuitive design and straightforward setup process.
  • Users praise the seamless integrations of RedTrack, enhancing their tracking experience with major platforms effortlessly.
  • Users value the performance tracking of RedTrack, benefiting from accurate, real-time insights for effective marketing strategies.
  • Users value the real-time insights and user-friendly design of RedTrack, enhancing their marketing strategies effectively.
Cons
  • Users find the ads integration complex, leading them to prefer custom solutions over RedTrack's dashboard analysis.
  • Users find the complexity of the dashboard challenging, preferring simpler data management solutions like Excel.
  • Users report complexity issues with RedTrack.io's dashboard, preferring custom solutions over its data analysis capabilities.
  • Users find the dashboard's complexity hinders effective data analysis, preferring custom solutions over RedTrack.io.
  • Users find RedTrack.io's setup to have a complex implementation, making it difficult to run and analyze campaigns effectively.

What Are Recent G2 Reviews of RedTrack.io?

What Are G2 Users Discussing About RedTrack.io?

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.

Average Rating: 4.5/5.0

Total Reviews: 727

How Do G2 Users Rate CTM?

  • Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.1/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.5/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.7/10 (Category avg: 8.9/10)

Who Is the Company Behind CTM?

  • Seller: CTM
  • Company Website:
  • Year Founded: 2009
  • HQ Location: 231 Najoles Rd Suite 500, Millersville, MD 21108
  • LinkedIn® Page: www.linkedin.com
    119 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Owner, President
  • Top Industries: Marketing and Advertising, Internet
  • Company Size: 65% Small, 30% Medium

What Do G2 Reviewers Say About CTM?

AI-generated summary from verified user reviews

Pros
  • Users commend the exceptional customer support of CallTrackingMetrics, emphasizing their reliability and dedication to assisting users.
  • Users appreciate the user-friendly interface of CTM, making setup and navigation straightforward and efficient.
  • Users appreciate the excellent customer service provided by CallTrackingMetrics, enhancing their overall experience and satisfaction.
  • Users appreciate the easy access to data for tracking marketing success and improved call routing features.
  • Users value the user-friendly interface and exceptional support of CallTrackingMetrics, enhancing efficiency and scalability in operations.
Cons
  • Users find the learning curve steep, making navigation and reporting functionalities challenging to master over time.
  • Users find the complexity of navigating reports and settings challenging, impacting their efficiency with CTM.
  • Users find the difficult navigation of CTM frustrating, making data access and reporting a complex task.
  • Users face a steep learning curve with CTM, requiring time to master the UI and features effectively.
  • Users face significant missing functionality issues, leading to unresolved problems and a frustrating experience with CTM.

What Are Recent G2 Reviews of CTM?

What Are G2 Users Discussing About CTM?

Adobe Marketo Measure (formerly Bizible)

Every-touch revenue attribution and advanced AI-driven revenue planning to enable every marketer—from CMO to channel manager—to discover customer journeys, impact digital transformations, and power company growth.

Average Rating: 4.7/5.0

Total Reviews: 142

How Do G2 Users Rate Adobe Marketo Measure (formerly Bizible)?

  • Has the product been a good partner in doing business?: 9.4/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 7.5/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.2/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 9.6/10 (Category avg: 8.9/10)

Who Is the Company Behind Adobe Marketo Measure (formerly Bizible)?

  • Seller: Adobe
  • Year Founded: 1982
  • HQ Location: San Jose, CA
  • Twitter: @Adobe
    956,842 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    42,087 employees on LinkedIn®
  • Ownership: NASDAQ:ADBE

Who Uses This Product?

  • Who Uses This: Marketing Operations Manager, Digital Marketing Manager
  • Top Industries: Computer Software, Marketing and Advertising
  • Company Size: 71% Medium, 18% Small

What Are Recent G2 Reviews of Adobe Marketo Measure (formerly Bizible)?

ActiveCampaign

ActiveCampaign is the autonomous marketing platform built to transform how marketers, agencies, and business owners work. Use Active Intelligence to power goal-aware automations and orchestrate personalized experiences across email, SMS, and WhatsApp. Effortlessly integrate with 1000+ apps, uncover deep performance insights, and optimize your workflows so you win every day. - Autonomous marketing Built on the foundation of marketing automation, fuel your marketing strategy and customer journeys with AI-driven execution, optimization, and insight at every step. - AI agents Run entire marketing campaigns through simple prompts, backed by Active Intelligence. - Cross-channel marketing Reach prospects and customers wherever they are, with email, SMS, WhatsApp, and more. - On-brand, personalized content Creative tools that deliver professional, conversion-ready designs for email and landing pages. - CRM Track, manage, and automate your sales process. - 1000+ apps & integrations Connect ActiveCampaign to your favorite tools.

Average Rating: 4.4/5.0

Total Reviews: 14,243

How Do G2 Users Rate ActiveCampaign?

  • Has the product been a good partner in doing business?: 8.8/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 7.9/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 7.3/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 7.1/10 (Category avg: 8.9/10)

Who Is the Company Behind ActiveCampaign?

  • Seller: ActiveCampaign
  • Company Website:
  • Year Founded: 2003
  • HQ Location: Chicago, IL
  • Twitter: @ActiveCampaign
    13,203 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    848 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Owner, CEO
  • Top Industries: Marketing and Advertising, Health, Wellness and Fitness
  • Company Size: 92% Small, 7% Medium

What Do G2 Reviewers Say About ActiveCampaign?

AI-generated summary from verified user reviews

Pros
  • Users find ActiveCampaign's interface easy to use, enhancing communication and engagement with its versatile features.
  • Users value the powerful automation features of ActiveCampaign, enhancing engagement and streamlining marketing efforts effectively.
  • Users appreciate the automation features of ActiveCampaign, which streamline marketing activities and enhance customer engagement.
  • Users love the powerful automation capabilities of ActiveCampaign, enhancing customer engagement effortlessly and efficiently.
  • Users appreciate the user-friendly automation and integration features of ActiveCampaign, enhancing customer engagement and targeting.
Cons
  • Users face a learning curve with ActiveCampaign, needing extra support to master its powerful features efficiently.
  • Users find ActiveCampaign expensive, especially for startups, making it challenging for some customers to justify the cost.
  • Users find the missing features in ActiveCampaign limit their automation testing and client information collection capabilities.
  • Users find the limited features of ActiveCampaign frustrating, desiring more customization and easier access to key metrics.
  • Users find the ActiveCampaign platform not intuitive, making learning and setup time-consuming and challenging to navigate.

What Are Recent G2 Reviews of ActiveCampaign?

What Are G2 Users Discussing About ActiveCampaign?

CAKE

CAKE has led the performance marketing industry with innovative solutions for advertisers, networks, and publishers to manage, measure, and optimize their digital marketing campaigns, in real-time. The company specializes in providing solutions for affiliate marketing, lead distribution, and ecommerce that create new revenue opportunities while ensuring data security and fostering profitable partnerships worldwide. Affiliate marketers waste valuable time on administrative tasks like providing performance reports to partners, sending campaign and creative assets, reconciling billing and paying partners, plus so much more. CAKE solves these challenges by enabling advertisers and affiliates to manage an entire performance marketing program in one platform.

Average Rating: 4.5/5.0

Total Reviews: 60

How Do G2 Users Rate CAKE?

  • Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 8.3/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 8.9/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.8/10 (Category avg: 8.9/10)

Who Is the Company Behind CAKE?

  • Seller: Perseus Group
  • Year Founded: 1995
  • HQ Location: Markham, ON
  • Twitter: @perseus
    3,394 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    3,982 employees on LinkedIn®

Who Uses This Product?

  • Top Industries: Marketing and Advertising, Financial Services
  • Company Size: 70% Small, 25% Medium

What Do G2 Reviewers Say About CAKE?

AI-generated summary from verified user reviews

Pros
  • Users value CAKE for its customization options, adapting perfectly to specific affiliate program needs.
  • Users value the ease of use of CAKE, enjoying its intuitive design and straightforward affiliate management features.
  • Users value the responsive support team of CAKE, always available to assist with any inquiries or issues.
  • Users value CAKE for its customizability, easily adapting to their specific affiliate program needs for enhanced performance.
  • Users appreciate the integrated data management of CAKE, allowing seamless collaboration and task organization in one platform.
Cons
  • Users find the reporting and analytics complex and underdeveloped compared to more mature enterprise solutions.
  • Users feel that the reporting and analytics features of CAKE are less mature compared to competitors, affecting usability.
  • Users find the reporting and analytics in CAKE lacking maturity compared to more established enterprise solutions.
  • Users express concern over slow reporting, with requests for more flexible options and better customization for efficiency.
  • Users experience a steep learning curve with CAKE, finding advanced features and navigation challenging to master.

What Are Recent G2 Reviews of CAKE?

Factors.AI

Factors.ai is an AI ABM built for B2B GTM teams. It helps teams identify high-intent accounts, understand how those accounts move across their website, CRM, ad platforms, and campaigns, and turn that activity into a qualified pipeline. At its core, Factors.ai is built on a strong first-party data foundation. The platform identifies more than 75% of companies visiting your website, the highest in the industry, and tracks how those accounts move across pages, channels, and campaigns. This gives marketing and sales teams a reliable account-level view of buyer activity, even when visitors never fill out forms. Factors also include LinkedIn AdPilot and Google AdPilot, purpose-built tools for running ABM on LinkedIn and Google. AdPilot activates high-intent accounts throughout your campaigns, helping teams reach the right companies, control ad exposure, and understand how advertising influences the pipeline. Factors.ai enriches this activity with third-party company and firmographic data to provide more context about visiting accounts and help teams understand which companies match their ideal customer profile. Teams use Factors.ai to understand which accounts are researching them and activate that data across marketing and sales workflows. Key capabilities include: • Scout agents: Agents automate your marketing and sales tasks like account research, email creation & reach-out, campaign optimization, list maintenance and so much more based on boundaries you define. • Scout assistant: Scout keeps an eye on your revenue pipeline and surfaces any anomalies, while helping you build your GTM playbook. Within seconds, Scout can answer questions on revenue dips, campaign performance, high-intent accounts, and anything you want to know about your pipeline. • Website visitor identification: Identify more than 75% of companies visiting your website and track how those accounts move across pages, campaigns, and channels. • First-party and third-party data enrichment: Combine website activity with firmographic and company data to better understand who visiting accounts are. • Account segmentation and targeting: Segment accounts based on ICP fit, intent signals, and engagement activity to prioritize outreach and campaigns. • Lead and account scoring: Score accounts based on firmographic attributes, engagement signals, and behavioral data to identify high-potential opportunities. • LinkedIn and Google ad activation: Automatically create audiences and improve ad targeting through LinkedIn AdPilot and Google AdPilot. More than 1,000 GTM teams, including Sprinklr, Freshworks, and Celonis, use Factors.ai to run ABM programs, optimize advertising, and generate pipeline faster. Explore Factors.ai in action: https://www.factors.ai/

Average Rating: 4.5/5.0

Total Reviews: 210

How Do G2 Users Rate Factors.AI?

  • Has the product been a good partner in doing business?: 9.4/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 8.9/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.1/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 9.1/10 (Category avg: 8.9/10)

Who Is the Company Behind Factors.AI?

  • Seller: Factors.AI
  • Company Website:
  • Year Founded: 2020
  • HQ Location: Stamford, US
  • Twitter: @factorsai
    219 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    102 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Founder
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 53% Medium, 35% Small

What Do G2 Reviewers Say About Factors.AI?

AI-generated summary from verified user reviews

Pros
  • Users find the ease of use in Factors.AI to be superior, enhancing their everyday data analysis experience.
  • Users value the rich data and insights from Factors.AI, enabling swift, informed decision-making effortlessly.
  • Users value the detailed analytics of Factors.AI, enabling swift insights and informed decision-making effortlessly.
  • Users praise the outstanding customer support from Factors.AI, highlighting proactive assistance and weekly syncs for optimal use.
  • Users find that Factors.AI provides valuable intent data, enhancing outreach effectiveness by revealing real-time website visitor insights.
Cons
  • Users note a lack of information on individual prospects when personal data is unavailable, limiting the tool’s effectiveness.
  • Users note a steep learning curve with Factors.AI, suggesting better tutorials for easier navigation of its features.
  • Users find the lack of granular data and basic reporting views a limitation in utilizing Factors.AI effectively.
  • Users note a steep learning curve with Factors.AI, wishing for better tutorials to aid in mastering the platform.
  • Users desire improved identification capabilities from Factors.AI, as it often lacks precise data on individual visitors.

What Are Recent G2 Reviews of Factors.AI?

What Are G2 Users Discussing About Factors.AI?

Constant Contact Advanced Automation

Constant Contact Advanced Automation helps you send the right message at the right time. From Social to SMS and email to ecommerce, we deliver tools to help you build deeper relationships with your audience. Our powerful digital marketing platform helps you be more efficient with your marketing so you can focus on your building your business. Engage Your Audience where They are with Multi-Channel Campaigns - Create comprehensive marketing campaigns with just a few clicks. Our Campaign Builder tool will help you launch a multi-channel campaign across email, social, and SMS to help you achieve your goals. Get Started Fast With Pre-Built Automation Templates - Setup your automations quickly with pre-built automation templates to help you send timely SMS and email messages. Easily Manage Your Contacts - Manage customer segments automatically using customer tags. Then, trigger automations based on how customers engage with your businesses. Automate Your Messaging - Deliver timely, relevant content with SMS and email marketing automation using our drag-and-drop Automation Path Builder. Make sure that your audience receives the right message, at the right time: automatically. Learn more at www.constantcontact.com

Average Rating: 4.4/5.0

Total Reviews: 938

How Do G2 Users Rate Constant Contact Advanced Automation?

  • Has the product been a good partner in doing business?: 9.1/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 9.0/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 9.1/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.8/10 (Category avg: 8.9/10)

Who Is the Company Behind Constant Contact Advanced Automation?

  • Seller: Constant Contact
  • Year Founded: 1995
  • HQ Location: Waltham, US
  • Twitter: @ConstantContact
    67,137 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    1,156 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Owner, Marketing Manager
  • Top Industries: Marketing and Advertising, Information Technology and Services
  • Company Size: 80% Small, 17% Medium

What Do G2 Reviewers Say About Constant Contact Advanced Automation?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the ease of use of Constant Contact Advanced Automation, making email marketing simple and efficient.
  • Users appreciate the automatic posting and email automation features of Constant Contact, streamlining their workflow efficiently.
  • Users love the automation features of Constant Contact, making email management effortless during busy times.
  • Users find the time-saving automation of Constant Contact invaluable for managing email sequences effortlessly.
  • Users appreciate the advanced automation tools for seamless cold outreach and effective lead nurturing.
Cons
  • Users find that the limited customization options hinder their ability to fully tailor the automation features.
  • Users express frustration with the missing features in Constant Contact's Advanced Automation, impacting customization and editing capabilities.
  • Users find the limited features of Constant Contact Advanced Automation restrict workflow customization and deeper analytics.
  • Users find the automation issues in Constant Contact Advanced Automation hinder effective workflow management and limit functionality.
  • Users experience editing issues with Constant Contact, facing frustration from glitches and limited customization options.

What Are Recent G2 Reviews of Constant Contact Advanced Automation?

What Are G2 Users Discussing About Constant Contact Advanced Automation?

AdRoll

AdRoll is a connected advertising platform designed to assist growth-oriented marketers in navigating the complexities of digital advertising. This comprehensive solution provides users with powerful artificial intelligence capabilities, flexible campaign management tools, and seamless integrations, all aimed at converting clicks into customers. By offering a full-funnel performance approach, AdRoll empowers mid-sized businesses to streamline their marketing efforts and achieve measurable results across various channels. Targeting a diverse audience, AdRoll serves industries such as ecommerce, technology, financial services, and education. The platform is particularly beneficial for marketers who seek to enhance their advertising strategies through multi-channel advertising and audience insights. With its robust analytics and reporting features, users can gain a deeper understanding of their target demographics, enabling them to tailor their campaigns for maximum impact. This data-driven approach allows businesses to make informed decisions that drive engagement and conversion rates. One of the standout features of AdRoll is its ability to provide cross-channel attribution, which helps marketers track the effectiveness of their campaigns across different platforms. This means that users can see how their advertising efforts on social media, search engines, and display networks contribute to overall performance. Additionally, for B2B teams, AdRoll offers Account-Based Marketing (ABM) capabilities, allowing for account-specific targeting and multi-touch campaigns that cater to the unique needs of individual buyers. This level of precision ensures that marketing efforts are not only broad-reaching but also highly relevant to potential customers. AdRoll's nearly two decades of data and award-winning support further enhance its value proposition. The platform is designed to help marketing teams operate more efficiently, enabling them to advertise smarter and move faster in a competitive landscape. By consolidating various marketing functions into one platform, AdRoll allows users to manage their advertising strategies with greater ease, ultimately leading to improved outcomes and business growth. The combination of advanced technology, user-friendly tools, and comprehensive support makes AdRoll a valuable resource for marketers looking to optimize their advertising efforts and drive success.

Average Rating: 4.1/5.0

Total Reviews: 765

How Do G2 Users Rate AdRoll?

  • Has the product been a good partner in doing business?: 8.1/10 (Category avg: 9.4/10)
  • Third-Party Integrations: 7.7/10 (Category avg: 8.7/10)
  • Multi-Channel Marketing: 8.2/10 (Category avg: 9.1/10)
  • Single-Touch Attribution: 8.3/10 (Category avg: 8.9/10)

Who Is the Company Behind AdRoll?

  • Seller: NextRoll
  • Company Website:
  • Year Founded: 2018
  • HQ Location: San Francisco, California
  • Twitter: @NextRoll_Inc
    274 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    175 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Marketing Manager, Digital Marketing Manager
  • Top Industries: Marketing and Advertising, Computer Software
  • Company Size: 56% Small, 35% Medium

What Do G2 Reviewers Say About AdRoll?

AI-generated summary from verified user reviews

Pros
  • Users find AdRoll's ease of use exceptional, making it accessible for beginners in digital marketing.
  • Users value the ease of multi-channel retargeting with AdRoll, appreciating its user-friendly setup and clear reporting.
  • Users value the user-friendly campaign management of AdRoll, appreciating its accessibility and effectiveness across multiple channels.
  • Users appreciate the easy setup of AdRoll, enabling quick launch and payment method integration.
  • Users highlight the responsive customer support of AdRoll, providing timely assistance and enhancing platform usability.
Cons
  • Users find the limited features of AdRoll restrict their control and precision in targeted advertising campaigns.
  • Users find the campaign setup confusing and wish for improved management tools and targeting accuracy in AdRoll.
  • Users find reporting limitations in AdRoll frustrating, lacking flexibility and customization for their needs.
  • Users find AdRoll's pricing to be expensive, particularly challenging for smaller businesses with limited budgets.
  • Users find the difficult reporting on conversions and brand awareness metrics frustrating and in need of improvement.

What Are Recent G2 Reviews of AdRoll?

What Are G2 Users Discussing About AdRoll?

Alanna Iwuh
A
Researched and written by Alanna Iwuh
Updated April 10, 2026

Attribution Topics

Expand/Collapse

Learn More 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 and 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. 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 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 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: 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: 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: 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, digital advertising, 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 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.