# Best Enterprise Attribution Software *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* Products classified in the overall Attribution category are similar in many regards and help companies of all sizes solve their business problems. However, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise Business Attribution to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Enterprise Business Attribution category. In addition to qualifying for inclusion in the Attribution Software category, to qualify for inclusion in the Enterprise Business Attribution Software category, a product must have at least 10 reviews left by a reviewer from an enterprise business. ## Top Attribution Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) | 4.4/5.0 (14,154 reviews) | CRM-native multi-touch campaign attribution | "[All-in-one marketing that's powerful, if you can afford the tiers](https://www.g2.com/survey_responses/hubspot-marketing-hub-review-12945877)" | | 2 | [CallRail](https://www.g2.com/products/callrail/reviews) | 4.5/5.0 (1,627 reviews) | Phone-call attribution to keyword-level campaigns | "[Easy Call Tracking Insights That Validate Marketing Performance](https://www.g2.com/survey_responses/callrail-review-12681264)" | | 3 | [impact.com](https://www.g2.com/products/impact-com/reviews) | 4.4/5.0 (2,184 reviews) | Multi-touch affiliate attribution with flexible commissioning | "[Powerful Affiliate Management Platform with Reliable Support](https://www.g2.com/survey_responses/impact-com-review-11897896)" | | 4 | [WhatConverts](https://www.g2.com/products/whatconverts/reviews) | 4.9/5.0 (306 reviews) | Multi-channel lead attribution with offline conversion tracking | "[WhatConverts has been great! It allows us to track conversions across multiple platforms!](https://www.g2.com/survey_responses/whatconverts-review-6796323)" | | 5 | [Dreamdata](https://www.g2.com/products/dreamdata/reviews) | 4.7/5.0 (261 reviews) | Multi-touch B2B revenue attribution with account-level journeys | "[Dreamdata Delivers Clear Multi-Touch Attribution and Customer Journey Insights](https://www.g2.com/survey_responses/dreamdata-review-12631818)" | | 6 | [Fibbler](https://www.g2.com/products/fibbler/reviews) | 4.9/5.0 (32 reviews) | LinkedIn ad attribution to CRM pipeline | "[One Stop Shop to get Pipeline Visibility for your LinkedIn ABM Program](https://www.g2.com/survey_responses/fibbler-review-12103387)" | | 7 | [Invoca](https://www.g2.com/products/invoca/reviews) | 4.5/5.0 (926 reviews) | Online-to-offline call conversion attribution | "[Deep Call Insights and Proactive Support That Elevate Our Media Strategy](https://www.g2.com/survey_responses/invoca-review-12570137)" | | 8 | [RedTrack.io](https://www.g2.com/products/redtrack-io/reviews) | 4.5/5.0 (38 reviews) | Cross-channel conversion attribution with server-side CAPI | "[I use it every day](https://www.g2.com/survey_responses/redtrack-io-review-12962353)" | | 9 | [CTM](https://www.g2.com/products/ctm-ctm/reviews) | 4.5/5.0 (724 reviews) | Inbound call attribution with Google Ads integration | "[CallTrackingMetrics: A Strong Solution for Optimizing Call Tracking and Marketing Performance](https://www.g2.com/survey_responses/ctm-review-10369199)" | | 10 | [Adobe Marketo Measure (formerly Bizible)](https://www.g2.com/products/adobe-marketo-measure-formerly-bizible/reviews) | 4.7/5.0 (142 reviews) | Salesforce-native multi-touch B2B revenue attribution | "[Clearly Shows Which Marketing Efforts Drive Deals and Revenue](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-12285045)" | ## How Many Attribution Software Products Does G2 Track? **Total Products under this Category:** 144 ### Category Stats (Jun 2026) - **Average Rating**: 4.55/5 (↑0.01 vs May 2026) The average rating of products in this category, based on all submitted ratings - **New Reviews This Quarter**: 176 - **Buyer Segments**: Small-Business 51% │ Mid-Market 39% │ Enterprise 10% Represents the distribution of reviewers across all products in this category. - **Top Trending Product**: Mevo Decision Engine (+2.7%) - Among all products in this category, Mevo Decision Engine recorded the largest rating increase compared to last month *Last updated: June 09, 2026* ## How Does G2 Rank Attribution Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 47,900+ Authentic Reviews - 144+ 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. ## Which Attribution Software Is Best for Your Use Case? - **Best for Small Businesses:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Best for Mid-Market:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Best for Enterprise:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Highest User Satisfaction:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Best Free Software:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) --- **Sponsored** ### CTM CTM helps businesses turn everyday conversations into growth. Trusted by more than 100,000 users worldwide, including leading brands like Tinuiti, Morgan & Morgan, Tutor Doctor, and ServiceMaster, CTM connects marketing performance to revenue outcomes, giving teams the clarity to see which campaigns drive conversions and the insight to optimize every customer touchpoint. The result: more efficient lead handling, higher conversion rates, and improved ROI. Powered by rich conversation analytics, CTM unifies fragmented call, text, chat, and form interactions into a single, actionable view of customer behavior. With deep integrations across leading marketing, advertising, and CRM platforms—and partnership opportunities for agencies, affiliates, and technology providers—CTM makes it simple to align data, teams, and results. Guided by our purpose to create a better human experience through technology, CTM empowers businesses to make every conversation count. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=paid_promo&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=367&secure%5Bmedium%5D=sponsored&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=3330&secure%5Bresource_id%5D=367&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fattribution&secure%5Btoken%5D=2322262899acdfed6588013ebe9d85e08ccea9e01bf20151cae2cc90f69683e8&secure%5Burl%5D=https%3A%2F%2Fwww.ctm.com%2Ffeatures%2F&secure%5Burl_type%5D=paid_promos) --- ## What Are the Top-Rated Attribution Software Products in 2026? ### 1. [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) 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:** 14,154 **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) - **Integrations:** 8.3/10 (Category avg: 8.7/10) - **Marketing Channels:** 8.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.0/10 (Category avg: 8.8/10) **Who Is the Company Behind HubSpot Marketing Hub?** - **Seller:** [HubSpot](https://www.g2.com/sellers/hubspot) - **Company Website:** https://hubspot.com - **Year Founded:** 2006 - **HQ Location:** Cambridge, Massachusetts, United States - **Twitter:** @HubSpot (784,270 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/68529/ (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-Business, 41% Mid-Market #### What Are HubSpot Marketing Hub's Pros and Cons? **Pros:** - Ease of Use (2525 reviews) - Email Marketing (1111 reviews) - Features (1103 reviews) - Intuitive (1099 reviews) - Automation (1076 reviews) **Cons:** - Learning Curve (808 reviews) - Missing Features (786 reviews) - Limited Features (730 reviews) - Expensive (667 reviews) - High Pricing (527 reviews) ### 2. [Invoca](https://www.g2.com/products/invoca/reviews) 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) - **Integrations:** 9.0/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 9.0/10 (Category avg: 8.8/10) **Who Is the Company Behind Invoca?** - **Seller:** [Invoca](https://www.g2.com/sellers/invoca) - **Company Website:** https://www.invoca.com/ - **Year Founded:** 2008 - **HQ Location:** Santa Barbara, CA - **Twitter:** @Invoca (4,204 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/210676/ (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-Business, 33% Mid-Market #### What Are Invoca's Pros and Cons? **Pros:** - Helpful (28 reviews) - Ease of Use (25 reviews) - Analytics (23 reviews) - Customer Support (20 reviews) - Attribution Accuracy (19 reviews) **Cons:** - Learning Curve (9 reviews) - Missing Features (9 reviews) - Call Issues (8 reviews) - Complexity (8 reviews) - Complex Setup (8 reviews) ### 3. [CaliberMind](https://www.g2.com/products/calibermind/reviews) CaliberMind is the GTM Intelligence and Multi-Touch Attribution platform for enterprise marketers seeking to make data-driven decisions. The platform solves the critical challenge of fragmented and siloed data by unifying disconnected marketing and sales engagement signals into a single, reliable view of the buyer journey. By connecting prospect activities directly to outcomes, CaliberMind delivers a complete picture of go-to-market performance attributing it to the hard unit of measure that business cares about - the revenue dollars. Our AI-assisted reporting features leverage this unified data foundation to streamline creation of role-based dashboards and aggregation of buyer journey summaries, turning data chaos into clear, actionable insights. This empowers marketing teams to confidently prove their impact, optimize campaign performance, and shift their focus from manual reporting to making the strategic decisions that drive predictable revenue. We help Marketing Operations, Sales Operations and Revenue Operations Teams to Deploy Analytics and Custom Reporting At Scale. The era of spreadsheet scrambles, ad-hoc report pulls, and data guesswork that takes days is over. MOps teams shouldn’t be buried in tickets and manual rework — and Marketing leadership shouldn’t have to wait for their reports and then wonder if the numbers are right. CaliberMind helps you solve for both: Our dashboards deliver executive-ready insights, powered by harmonized data — no stitching, no second-guessing. Say goodbye to double-counting, under-reporting, and data wrangling. Say hello to “give me five minutes to check that.” **Average Rating:** 4.5/5.0 **Total Reviews:** 188 **How Do G2 Users Rate CaliberMind?** - **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10) - **Integrations:** 9.1/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.0/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.9/10 (Category avg: 8.8/10) **Who Is the Company Behind CaliberMind?** - **Seller:** [CaliberMind](https://www.g2.com/sellers/calibermind) - **Company Website:** https://www.CaliberMind.com - **Year Founded:** 2016 - **HQ Location:** Boulder, CO - **Twitter:** @calibermind (640 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/6439916/ (33 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 49% Mid-Market, 44% Enterprise #### What Are CaliberMind's Pros and Cons? **Pros:** - Ease of Use (42 reviews) - Insights (40 reviews) - Attribution Accuracy (37 reviews) - Helpful (36 reviews) - Analytics (35 reviews) **Cons:** - Learning Curve (42 reviews) - Complexity (20 reviews) - Steep Learning Curve (19 reviews) - Limitations (14 reviews) - Not Intuitive (14 reviews) ### 4. [impact.com](https://www.g2.com/products/impact-com/reviews) 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:** 2,184 **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) - **Integrations:** 7.9/10 (Category avg: 8.7/10) - **Marketing Channels:** 7.8/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.5/10 (Category avg: 8.8/10) **Who Is the Company Behind impact.com?** - **Seller:** [Impact](https://www.g2.com/sellers/impact-d892873b-b1cd-447a-b4c8-a0f039e62cdb) - **Company Website:** https://www.Impact.com - **Year Founded:** 2008 - **HQ Location:** Santa Barbara, CA - **Twitter:** @impactdotcom (7,723 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/impact-partech/ (3,466 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** CEO, Owner - **Top Industries:** Marketing and Advertising, Computer Software - **Company Size:** 63% Small-Business, 17% Mid-Market #### What Are impact.com's Pros and Cons? **Pros:** - Ease of Use (636 reviews) - Features (379 reviews) - User Interface (346 reviews) - Affiliate Marketing (321 reviews) - Helpful (296 reviews) **Cons:** - Not Intuitive (210 reviews) - Learning Curve (194 reviews) - Poor Usability (176 reviews) - Complexity (172 reviews) - Technical Issues (136 reviews) ### 5. [Adobe Marketo Measure (formerly Bizible)](https://www.g2.com/products/adobe-marketo-measure-formerly-bizible/reviews) 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) - **Integrations:** 7.5/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 9.6/10 (Category avg: 8.8/10) **Who Is the Company Behind Adobe Marketo Measure (formerly Bizible)?** - **Seller:** [Adobe](https://www.g2.com/sellers/adobe) - **Year Founded:** 1982 - **HQ Location:** San Jose, CA - **Twitter:** @Adobe (956,842 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1480/ (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% Mid-Market, 18% Small-Business ### 6. [Demandbase One](https://www.g2.com/products/demandbase-one/reviews) Demandbase is the leading, enterprise-grade account-based GTM platform for sales and marketing teams designed to make every moment and every dollar count. Since creating the category in 2013, we have been pioneering technologies to sharpen revenue teams’ ability to confidently deliver the right message to the right customers at the right time. Powered by industry-leading data, our transparent and tunable AI-enhanced model, and integrations that meet your tech stack where it is, Demandbase helps you to take meaningful action confidently and efficiently. We know that there’s no such thing as ‘one-size- fits-all’ account-based marketing and sales. That’s why we built our platform to be flexible, easily handling dynamic GTM motions, nuanced business rules, and diverse integrations that others struggle with. Demandbase One™ is your account-based GTM command center, powering your entire revenue stack. Our AI-driven engine unifies first and third-party data, streamlines cross-channel execution, and connects the tools in your stack with the same data, insights, and workflows to accelerate your revenue. **Average Rating:** 4.4/5.0 **Total Reviews:** 1,943 **How Do G2 Users Rate Demandbase One?** - **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 9.4/10) - **Integrations:** 8.7/10 (Category avg: 8.7/10) - **Marketing Channels:** 8.7/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.3/10 (Category avg: 8.8/10) **Who Is the Company Behind Demandbase One?** - **Seller:** [Demandbase](https://www.g2.com/sellers/demandbase) - **Company Website:** https://www.demandbase.com - **Year Founded:** 2005 - **HQ Location:** San Francisco, CA - **Twitter:** @Demandbase (21,346 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/89759/ (992 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive, Business Development Representative - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 48% Mid-Market, 32% Enterprise #### What Are Demandbase One's Pros and Cons? **Pros:** - Ease of Use (225 reviews) - Lead Generation (201 reviews) - Insights (199 reviews) - Features (173 reviews) - Intent Data (170 reviews) **Cons:** - Learning Curve (95 reviews) - Steep Learning Curve (77 reviews) - Complexity (70 reviews) - Difficult Learning (63 reviews) - Learning Difficulty (63 reviews) ### 7. [Dreamdata](https://www.g2.com/products/dreamdata/reviews) 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 trace 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:** 261 **How Do G2 Users Rate Dreamdata?** - **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.4/10) - **Integrations:** 9.0/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.5/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 9.2/10 (Category avg: 8.8/10) **Who Is the Company Behind Dreamdata?** - **Seller:** [dreamdata.io](https://www.g2.com/sellers/dreamdata-io) - **Company Website:** https://dreamdata.io/ - **Year Founded:** 2018 - **HQ Location:** Copenhagen, Capital Region - **Twitter:** @DreamdataIO (291 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/dreamdata-io (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:** 59% Mid-Market, 33% Small-Business #### What Are Dreamdata's Pros and Cons? **Pros:** - Insights (56 reviews) - Attribution Accuracy (45 reviews) - Analytics (43 reviews) - Helpful (40 reviews) - Ease of Use (37 reviews) **Cons:** - Learning Curve (24 reviews) - Missing Features (14 reviews) - Inadequate Reporting (11 reviews) - Not Intuitive (11 reviews) - Poor Reporting (10 reviews) ### 8. [Agentforce Marketing (formerly Salesforce Marketing Cloud)](https://www.g2.com/products/agentforce-marketing-formerly-salesforce-marketing-cloud/reviews) Agentforce Marketing is Salesforce’s marketing solution for the Agentic Enterprise. AI agents help marketers plan, create, optimize, and orchestrate adaptive customer experiences across every channel and interaction. Built on the world’s #1 CDP, Agentforce Marketing connects data, AI, automation, and engagement into one deeply unified platform for B2B and B2C marketing. Agentforce Marketing is part of Marketing Cloud. It’s the next evolution of marketing orchestration where humans and AI agents work together to grow customer relationships and revenue. **Average Rating:** 4.0/5.0 **Total Reviews:** 4,378 **How Do G2 Users Rate Agentforce Marketing (formerly Salesforce Marketing Cloud)?** - **Has the product been a good partner in doing business?:** 8.0/10 (Category avg: 9.4/10) - **Integrations:** 8.2/10 (Category avg: 8.7/10) - **Marketing Channels:** 8.6/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.4/10 (Category avg: 8.8/10) **Who Is the Company Behind Agentforce Marketing (formerly Salesforce Marketing Cloud)?** - **Seller:** [Salesforce](https://www.g2.com/sellers/salesforce) - **Company Website:** https://www.salesforce.com/ - **Year Founded:** 1999 - **HQ Location:** San Francisco, CA - **Twitter:** @salesforce (579,511 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3185/ (83,223 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Marketing Manager, Marketing Coordinator - **Top Industries:** Computer Software, Marketing and Advertising - **Company Size:** 47% Mid-Market, 28% Small-Business #### What Are Agentforce Marketing (formerly Salesforce Marketing Cloud)'s Pros and Cons? **Pros:** - Ease of Use (333 reviews) - Automation (191 reviews) - Integrations (180 reviews) - Email Marketing (167 reviews) - Features (162 reviews) **Cons:** - Learning Curve (209 reviews) - Steep Learning Curve (152 reviews) - Complexity (139 reviews) - Expensive (130 reviews) - Complex Usage (111 reviews) ### 9. [LiveRamp](https://www.g2.com/products/liveramp/reviews) LiveRamp enables brands, publishers, and platforms to deliver exceptional experiences and drive measurable performance everywhere it matters with the world’s most powerful data collaboration network. Built for interoperability across identifiers, platforms, partners and clouds at scale and powered by its identity resolution technology, the LiveRamp Data Collaboration Platform enables its customers to build enduring brand and business value by collaborating responsibly with data. **Average Rating:** 4.2/5.0 **Total Reviews:** 102 **How Do G2 Users Rate LiveRamp?** - **Has the product been a good partner in doing business?:** 8.7/10 (Category avg: 9.4/10) - **Integrations:** 7.4/10 (Category avg: 8.7/10) - **Marketing Channels:** 6.9/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 6.3/10 (Category avg: 8.8/10) **Who Is the Company Behind LiveRamp?** - **Seller:** [LiveRamp](https://www.g2.com/sellers/liveramp) - **Year Founded:** 2011 - **HQ Location:** San Francisco, CA - **Twitter:** @LiveRamp (6,443 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/2241197/ (1,542 employees on LinkedIn®) - **Ownership:** NYSE: RAMP **Who Uses This Product?** - **Top Industries:** Marketing and Advertising, Financial Services - **Company Size:** 48% Enterprise, 32% Mid-Market #### What Are LiveRamp's Pros and Cons? **Pros:** - Ease of Use (14 reviews) - Platform Integration (11 reviews) - Audience Activation (8 reviews) - Data Management (7 reviews) - Channel Management (5 reviews) **Cons:** - Difficult Learning (6 reviews) - Expensive (6 reviews) - Poor Customer Support (5 reviews) - Learning Curve (4 reviews) - Long Waiting Times (4 reviews) ### 10. [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) 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:** 14,167 **How Do G2 Users Rate ActiveCampaign?** - **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 9.4/10) - **Integrations:** 7.9/10 (Category avg: 8.7/10) - **Marketing Channels:** 7.3/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 7.1/10 (Category avg: 8.8/10) **Who Is the Company Behind ActiveCampaign?** - **Seller:** [ActiveCampaign](https://www.g2.com/sellers/activecampaign) - **Company Website:** https://www.activecampaign.com - **Year Founded:** 2003 - **HQ Location:** Chicago, IL - **Twitter:** @ActiveCampaign (13,203 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/221390/ (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-Business, 7% Mid-Market #### What Are ActiveCampaign's Pros and Cons? **Pros:** - Ease of Use (847 reviews) - Automation (786 reviews) - Automation Features (653 reviews) - Automations (620 reviews) - Features (573 reviews) **Cons:** - Learning Curve (418 reviews) - Expensive (402 reviews) - Missing Features (388 reviews) - Limited Features (294 reviews) - Not Intuitive (280 reviews) ### 11. [Nielsen Marketing Cloud](https://www.g2.com/products/nielsen-marketing-cloud/reviews) Nielsen Marketing Cloud is a comprehensive platform designed to empower brands, agencies, and media companies by integrating Nielsen's extensive consumer and media data with advanced marketing applications. This unified solution enables users to effectively plan, activate, and analyze marketing campaigns across multiple channels, ensuring a deeper understanding of audiences and improved marketing outcomes. Key Features and Functionality: - Data Management Platform (DMP): Centralizes first-party, second-party, and third-party data to create a holistic view of the consumer, facilitating precise audience segmentation and targeting. - Audience Segmentation: Allows for the creation and continuous updating of audience groups based on demographics, behaviors, and psychographics, ensuring relevant and personalized marketing efforts. - Real-Time Analytics: Provides immediate insights into campaign performance and audience engagement, enabling marketers to make data-driven decisions and optimize campaigns on the fly. - Cross-Channel Marketing: Facilitates seamless marketing across various channels, including digital, mobile, and TV, ensuring consistent messaging and a unified customer experience. - Predictive Analytics: Utilizes machine learning algorithms to forecast future trends and consumer behaviors, aiding in strategic planning and resource allocation. - Media Planning and Activation: Streamlines the process of planning and executing media campaigns, optimizing reach and efficiency through data-driven insights. - Integration Capabilities: Easily connects with other marketing tools and platforms, enhancing data flow and operational efficiency. Primary Value and Solutions Provided: Nielsen Marketing Cloud addresses the complexities of modern marketing by offering a unified platform that combines data management, analytics, and activation tools. By leveraging Nielsen's proprietary data and advanced technologies, the platform enables marketers to gain a comprehensive understanding of their audiences, deliver personalized and effective campaigns, and measure their impact with precision. This holistic approach leads to improved marketing efficiency, reduced media waste, and enhanced return on investment, ultimately driving business growth and customer engagement. **Average Rating:** 3.6/5.0 **Total Reviews:** 56 **How Do G2 Users Rate Nielsen Marketing Cloud?** - **Has the product been a good partner in doing business?:** 7.3/10 (Category avg: 9.4/10) **Who Is the Company Behind Nielsen Marketing Cloud?** - **Seller:** [Nielsen](https://www.g2.com/sellers/nielsen) - **HQ Location:** New York, NY - **Twitter:** @Nielsen (182,466 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1714/ (29,093 employees on LinkedIn®) - **Ownership:** NYSE:NLSN - **Total Revenue (USD mm):** $6,290 **Who Uses This Product?** - **Top Industries:** Marketing and Advertising - **Company Size:** 42% Enterprise, 31% Small-Business #### What Are Nielsen Marketing Cloud's Pros and Cons? **Pros:** - Ease of Use (4 reviews) - Helpful (4 reviews) - Analytics (2 reviews) - Data Management (2 reviews) - Market Segmentation (2 reviews) **Cons:** - Expensive (2 reviews) - Learning Curve (2 reviews) - Complexity (1 reviews) - Data Export (1 reviews) - Expensive Pricing (1 reviews) ### 12. [CallRail](https://www.g2.com/products/callrail/reviews) 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:** 1,627 **How Do G2 Users Rate CallRail?** - **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.4/10) - **Integrations:** 8.6/10 (Category avg: 8.7/10) - **Marketing Channels:** 8.7/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.7/10 (Category avg: 8.8/10) **Who Is the Company Behind CallRail?** - **Seller:** [CallRail](https://www.g2.com/sellers/callrail) - **Company Website:** https://www.callrail.com - **Year Founded:** 2011 - **HQ Location:** Atlanta, GA - **Twitter:** @CallRail (6,067 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/2567008/ (353 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Owner, CEO - **Top Industries:** Marketing and Advertising, Real Estate - **Company Size:** 73% Small-Business, 22% Mid-Market #### What Are CallRail's Pros and Cons? **Pros:** - Ease of Use (122 reviews) - Features (109 reviews) - Call Tracking (99 reviews) - Helpful (82 reviews) - Attribution Accuracy (69 reviews) **Cons:** - Missing Features (33 reviews) - Integration Issues (30 reviews) - Learning Curve (26 reviews) - Call Issues (25 reviews) - Number Issues (25 reviews) ### 13. [Openprise](https://www.g2.com/products/openprise/reviews) Openprise is fueling the revolution in RevOps. Openprise automates critical RevOps processes to break down silos and align sales and marketing professionals and their technologies to deliver explosive growth. Openprise is a single, no-code platform that lets you simplify your RevTech stack, respond faster to changes in your market, and scale up operations to achieve your revenue goals. RevOps teams at industry leaders like UI Path, Freshworks, Zendesk, Zscaler, and Okta depend on Openprise to drive efficient, predictable revenue. For more information, please visit www.openprisetech.com. **Average Rating:** 4.9/5.0 **Total Reviews:** 63 **How Do G2 Users Rate Openprise?** - **Has the product been a good partner in doing business?:** 9.8/10 (Category avg: 9.4/10) - **Integrations:** 9.6/10 (Category avg: 8.7/10) - **Marketing Channels:** 10.0/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 10.0/10 (Category avg: 8.8/10) **Who Is the Company Behind Openprise?** - **Seller:** [Openprise](https://www.g2.com/sellers/openprise) - **Year Founded:** 2014 - **HQ Location:** San Mateo, CA - **Twitter:** @OpenpriseTech (3,573 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3526047/ (123 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 59% Enterprise, 34% Mid-Market #### What Are Openprise's Pros and Cons? **Pros:** - Booking Efficiency (1 reviews) - Data Management (1 reviews) - Data Quality (1 reviews) - Flexibility (1 reviews) - Lead Generation (1 reviews) **Cons:** - Poor Navigation (1 reviews) ### 14. [LeadsRx](https://www.g2.com/products/leadsrx/reviews) LeadsRx is a SaaS platform that helps brands and agencies understand the performance of marketing budgets and marketing campaigns. The system is uniquely differentiated by the LeadsRx Universal Conversion Tracking Pixel™ and built-in identity graph technologies. These result in getting onboarded in days instead of months, customer journey maps that stitch together journeys across devices and browsers, and Return on Ad Spend (ROAS) reports that cover the broadest range of marketing channels including digital, radio, TV, podcast, OTT, and more. We view our mission as arming courageous marketers with the insights, technology, and confidence they need to deepen customer relationships and spark marketing performance. This enables brands to grow their business by putting the customer at the center of everything they do. Teams that use LeadsRx reduce wasted ad spend, optimize the customer journey, and make data-based decisions that stand the test of time. **Average Rating:** 4.4/5.0 **Total Reviews:** 50 **How Do G2 Users Rate LeadsRx?** - **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10) - **Integrations:** 8.2/10 (Category avg: 8.7/10) - **Marketing Channels:** 7.9/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.5/10 (Category avg: 8.8/10) **Who Is the Company Behind LeadsRx?** - **Seller:** [Unbounce](https://www.g2.com/sellers/unbounce) - **Year Founded:** 2009 - **HQ Location:** Vancouver - **Twitter:** @unbounce (72,651 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/503432/ (136 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Account Executive - **Top Industries:** Marketing and Advertising, Broadcast Media - **Company Size:** 42% Small-Business, 33% Enterprise ### 15. [Full Circle Insights](https://www.g2.com/products/full-circle-insights/reviews) Full Circle Insights is the Attribution Modeling and Funnel Measurement Solution Built for Salesforce As your Salesforce data experts, we help marketing and sales teams connect in a central location to finally deliver accurate attribution, build funnels, and create data-driven strategies that drive revenue. The Full Circle Insights team comprises former Salesforce executives, marketing experts, product managers, and automation specialists who understand how valuable data is – and how frustrating it can be to get. Our powerful, Salesforce-native solution empowers your team to easily create multiple attribution models and funnels, measure sales and marketing impact, and align company-wide while keeping your data safe in Salesforce. **Average Rating:** 4.0/5.0 **Total Reviews:** 133 **How Do G2 Users Rate Full Circle Insights?** - **Has the product been a good partner in doing business?:** 8.2/10 (Category avg: 9.4/10) - **Integrations:** 6.7/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.3/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.8/10 (Category avg: 8.8/10) **Who Is the Company Behind Full Circle Insights?** - **Seller:** [CONQUER](https://www.g2.com/sellers/conquer) - **Company Website:** https://conquer.io - **Year Founded:** 2007 - **HQ Location:** Reno, NV - **LinkedIn® Page:** https://www.linkedin.com/company/727098/ (86 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 82% Mid-Market, 15% Enterprise #### What Are Full Circle Insights's Pros and Cons? **Pros:** - Collaboration (1 reviews) - Contact Management (1 reviews) - CRM Integration (1 reviews) - Customer Acquisition (1 reviews) - Customer Support (1 reviews) **Cons:** - Dashboard Issues (1 reviews) - Inefficient Reporting (1 reviews) - Lack of Flexibility (1 reviews) - Limited Customization (1 reviews) - Limited Features (1 reviews) ## What Is Attribution Software? [Account-Based Execution Software](https://www.g2.com/categories/account-based-execution) ## What Software Categories Are Similar to Attribution Software? - [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) --- ## How Do You Choose the Right Attribution Software? ### What You Should Know About Attribution Software ### What is Attribution Software? Attribution software, or marketing attribution software, is used to determine the marketing tactics that are contributing to sales or conversions. Marketing teams use a variety of software and marketing tools to funnel prospects from product awareness all the way down to purchase. During this customer journey, prospects go through various channels or touchpoints; there is usually a point where a prospect goes from being interested to becoming a committed buyer. Attribution platforms allow marketers to determine which touchpoint or channel was most effective in convincing that prospect to become a committed buyer and finally make a purchase. There are various attribution models that marketers use to determine which touchpoints are the most effective for their business, such as first-touch, last-touch, and multi-touch attribution. To choose a model, it is important for a business to evaluate their sales cycle and determine how much of it is done online and offline. For example, most e-commerce sites rely heavily on touchpoints such as [display advertising](https://www.g2.com/categories/display-advertising) and [native advertising](https://www.g2.com/categories/native-advertising). Conversely, a local service such as an auto mechanic may prefer traditional methods like newspaper advertising. Ultimately, most organizations may utilize several attribution models to evaluate which marketing campaigns are the most effective. The best way to begin using attribution software is by mapping out a typical customer journey and identifying which channels and touchpoints are the most important for the particular business model.  Lastly, it’s important to note that attribution software should not be mistaken for [mobile attribution software](https://www.g2.com/categories/mobile-attribution). Rather than focusing on which touchpoints convert a prospect into a buyer, mobile attribution software focuses specifically on the techniques that drove each user to install a mobile application. Mobile attribution provides insight into where each mobile application install came from across every marketing channel, device, and advertising network. #### What Types of Attribution Software Exist?  Since there are so many different touchpoints and channels that a buyer sifts through during the sales funnel, there are various types of attribution software to help determine the channel that influenced a purchase the most. Listed below are some of the types of attribution software:  **Multi-touch attribution** Multi-touch attribution helps determine which touchpoint is the most responsible for a final sale. Rather than testing major sales channels, multi-touch attribution focuses on granular touchpoints such as marketing messages and native ads. For example, if a customer is searching for new phones on the internet, they may soon see ads from various phone companies. If a customer sees an ad for a phone they like and immediately proceeds to the company website, then marketers can accurately determine that particular ad is what influenced that buyer to come to the website. Multi-touch attribution is beneficial because it offers specific granular data for marketers rather than broad assumptions on what contributed to a sale.  Additionally, there are two major types of multi-touch attribution: first-touch attribution and last-touch attribution. First-touch attribution gives credit to the first marketing touchpoint as the most influential touchpoint that contributed to a sale. For example, if a customer’s first interaction with a company is by clicking on a display advertisement, then the display advertisement would be considered the most important touchpoint in a first-touch attribution model. Even if the customer went through various other touchpoints after clicking on the display advertisement, it wouldn’t matter in this model because the first touchpoint is considered the most important. Last-touch attribution is the complete opposite, where the last touchpoint is considered the most important. Let’s say a customer clicked on the display advertisement and then proceeded to a video advertisement before making the final purchase. In a last-touch attribution model, the video advertisement would be considered the most important touchpoint since this is the last touchpoint before the purchase. There are other models of multi-touch attribution that consider all touchpoints equally important or weigh each touchpoint differently. The key takeaway is that attribution software allows marketers to choose from many different models to measure touchpoints and their importance. Marketers can play around with various models and choose the ones they consider most effective in their strategy.  **Marketing mix modeling** Marketing mix modeling is a more complex type of attribution because it takes into account a variety of factors that contribute to a sale. The four major factors that marketing mix modeling focuses on include product, price, place, and promotion. Marketing mix modeling tries to find the optimal balance across these four marketing efforts to determine the weight of importance that should be given to each. This offers insight into which marketing channels are working and which ones are not. ### What are the Common Features of Attribution Software?  From [custom attribution](https://www.g2.com/categories/attribution/f/custom-attribution) modeling to conversion summary reports, attribution software provides all the necessary tools to track how buyers funneled through the customer journey and converted into a purchase.  **Attribution modeling:** Attribution modeling allows users to select from a variety of attribution models. Whether it’s single-touch or multi-touch attribution, users can select from a variety of attribution models that place varying importance on marketing touchpoints across the customer journey. **Cross-channel attribution:** It’s important that marketers are able to use attribution software to connect campaigns across channels and fully understand a customer’s journey. Cross-channel attribution means that marketers can follow prospects and understand the different steps they take across the entire customer journey.  **Offline attribution:** [Offline attribution](https://www.g2.com/categories/attribution/f/offline-attribution) allows users to track touchpoints through offline channels such as traditional ads, marketing events, or in-store promotions. **Dashboards** : Marketing dashboards consolidate all data on touchpoints and marketing channel performance. This allows users to view and manage this data to evaluate which campaigns are working better than the others. **Promotion analysis** : Promotion analysis tools allow users to measure the performance of sales and promotions. By evaluating how often users click on ads that display promotions or sales, users can evaluate the effectiveness of price cuts. **Integrations** : It’s important for attribution software to integrate with different tools and systems, like CRM software and marketing automation software, to ensure that all marketing data is being utilized across the entire marketing strategy.  ### What are the Benefits of Attribution Software?  **Spend optimization:** Attribution platforms allows businesses to optimize spend across all marketing efforts. For example, marketers can use attribution software to pull cost data from all major ad platforms, correlate those costs to specific accounts, and then track revenue from touchpoints over time.  **Personalized content:** Marketers can utilize attribution software to present more effective personalized content to potential buyers. This software provides companies with visibility on how digital assets impact sales opportunities and revenue, which enables marketers to automatically optimize user journeys with personalized, revenue-driven recommendations.  **Improved product development:** This type of software enables businesses to improve product development through attribution data analysis. Contact-level attribution offers a unique insight into the needs and wants of customers, and this data can be referenced during product updates so teams can focus on the features and functionalities that matter most.  **Revenue tracking:** Attribution software allows marketers to accurately determine if sales and promotions are effective drivers of revenue. This type of software enables marketers to track, connect, and credit marketing efforts to their downstream revenue generation.  ### Who Uses Attribution Software?  Attribution platforms are used across a wide variety of industries. From business to business software providers, as well as service industries, every business must evaluate the performance of their marketing efforts. With this in mind, attribution software is usually found within the marketing departments of these businesses. Below are some of the most common industries that take advantage of attribution software:  **E-commerce:** Any business that sells goods online can greatly benefit from using attribution software. E-commerce businesses generally funnel their consumers through many touchpoints and marketing channels, which makes it difficult to determine which ones contributed the most to a final sale. From native ads to video advertising, attribution software helps e-commerce businesses ascertain which channels are the most effective. **Retailers:** While e-commerce businesses only have to focus on online conversions, retailers must focus on both online and offline conversions. Although it might be more difficult to track, retailers that log sales in store can gather customer information such as emails to target their marketing efforts on that particular customer. This can help track if promotional emails lead to customer conversions in stores. #### Software Related to Attribution Software Related solutions that can be used together with attribution software include: [CRM software](https://www.g2.com/categories/crm): A CRM is usually one of the core products in a businesses’ software stack that helps them track and manage customer interactions in a single system of record. It houses all relevant customer data including contact information, history, and transaction summaries. It makes sense for users to integrate attribution software alongside CRM software to monitor how a certain deal closes in the sales funnel. Once that is recorded, users can also use customer information to reiterate back into the attribution process. This facilitates the use of customer information to understand products they like and send out personalized messages and offers. The two can work in tandem to complete sales on a more regular basis. [E-commerce platforms](https://www.g2.com/categories/e-commerce-platforms) **:** It can be very beneficial to integrate attribution software with e-commerce platforms to more accurately track sales conversions. Every time a purchase is made online, users can then analyze if the product sales was due to a particular ad or any other marketing touchpoint. [Marketing automation software](https://www.g2.com/categories/marketing-automation): Marketing automation software automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns. Since attribution software also focuses on measuring the outcome of marketing campaigns, it makes sense to integrate both marketing automation software and attribution software. ### Challenges with Attribution Software A lot of the issues that arise out of attribution software are due to incorrect attribution. This can be caused by biases in data or other factors. Here are some of the most common pitfalls to look out for. **Correlation-based biases:** Correlation-based biases occur when marketers believe that certain marketing efforts caused a chain of events when they did not. For example, if attribution software picks up on clicking a display advertisement as being the first touchpoint in the customer journey when it was really a customer going to the physical store, then this can be an incorrect correlation. This may make marketers weigh more importance on display advertising, leading to misguided efforts. **In-market bias:** In-market bias refers to customers who would have purchased a product whether or not they clicked on an advertisement in the first place. Once again, this can cause marketers to increase spend on display advertising because this is what they think caused the customer to make a purchase. **Integrations:** There is an abundance of marketing touchpoints, or any interaction between the company and a potential buyer, that customers experience. These touchpoints could be any activity, from viewing marketing content mentioned on social media or attending a company’s virtual event or webinar. As the number of marketing touchpoints increases, it is even more imperative that all of a company’s marketing technology stack integrates with attribution software correctly so marketers can measure the impact of all these touchpoints.  ### Which Companies Should Buy Attribution Software? Any company that invests in marketing efforts could benefit from purchasing attribution software. Attribution software assists businesses in determining the most appropriate channel to focus their marketing efforts on and the best time to reach buyers. Businesses don’t want to spend money on a particular marketing campaign or channel that isn’t driving results; attribution software helps solve that problem.  **E-commerce:** When a business sells products online, it is important to effectively market those products using various channels. Attribution marketing is imperative for e-commerce businesses to track their marketing campaign’s performance across various channels as many e-commerce brands have a multichannel digital marketing strategy.  ### How to Buy Attribution Software #### Selection of Attribution Software When a company is ready to start evaluating different attribution tools, there are a few aspects that are important to consider. **Security:** It’s important to choose an attribution software that is secure and will safely house customer data. Due to an increasing number of data privacy regulations, like the GDPR and CCPA, it is imperative that attribution software has exceptional security features.  **Integrations:** Ease and breadth of integrations is also an important factor to consider when choosing an attribution tool. There is an abundance of sources that attribution software pulls in data from, and that is contingent on having exceptional integrations with other types of software (i.e., CRM, marketing automation, [email marketing](https://www.g2.com/categories/email-marketing), digital advertising, [SEO](https://www.g2.com/categories/seo), etc.).  **Attribution sources:** Varying attribution software specialize in certain types of attribution, so companies should evaluate which type of marketing activities they want to track and measure. Some attribution tools specialize in tracking offline marketing activities, mobile-only marketing activities, [social media advertising](https://www.g2.com/categories/social-media-advertising) activities, etc. When evaluating for which attribution tool is best for the organization, buyers must consider if they need a specialized or a general tool.  ### What Does Attribution Software Cost? The cost for attribution software varies depending on multiple factors, including the amount of channels it supports, the breadth and ease of APIs and integrations, the robustness of reporting and drill-down capabilities, support hours, and the ability to set up custom attribution models.  #### Return on Investment (ROI) While some attribution tools will include offline marketing activity channels, other attribution tools may charge extra to set up offline marketing attribution. Additionally, attribution tools that support multichannel methods may cost more as they enable marketers to see the ROI across all marketing channels, which can ensure marketing budgets are being allocated effectively. To measure the ROI of the attribution tool of choice, buyers should look at the drill down of every click, conversion, and budget allocation for all marketing campaigns and determine how these campaigns are performing against how much revenue is coming into the company.  ### Implementation of Attribution Software **How is Attribution Software Implemented?** There are multiple steps marketers should take before implementing attribution software. First, it’s important for marketers to evaluate what questions they want their attribution tool to answer. For example, if the director of customer success is involved in this decision process, it might be important to see if the attribution tool can measure the impact of marketing campaigns on customer renewals.  Then, during implementation, marketers should be ready to connect their other marketing technology. Marketers should think about all the tools that make these touchpoints possible so all the tools are communicating with each other. IT teams may need to help out when connecting various systems with the attribution tool that is selected. Finally, when implementing attribution software, marketers should keep in mind that it takes time to implement the attribution model that works best for a company. It will take time to understand and test which model is performing well against company goals.  ### Attribution Software Trends **Account-based marketing attribution ** Some attribution tools specialize in account-based marketing attribution, which surfaces each touchpoint for each lead and contact under specific accounts. These tools help marketers better understand engagement with multiple contacts associated within an account or buying group, as well as gain complete visibility into touchpoints across contacts and leads within a matched account. Attribution tools with the specialization can also tie how much revenue each engagement within an account is worth and measure the progress of a customized account journey.  **Offline tracking** Offline tracking, in combination with tracking digital channels, is becoming increasingly important for marketers. Tracking leads, conversions, and engagement from offline channels (i.e., events) alongside channels like digital advertising enables marketers to measure the effectiveness of all marketing touchpoints throughout a customer journey.