# What’s the best attribution software for a small e-commerce brand that does FB, Google, and TikTok ads?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">If you’re trying to figure out what’s the <a class="a a--md" elv="true" href="https://www.g2.com/categories/attribution">best attribution software</a> for a small e-commerce brand running Facebook, Google, and TikTok ads, the real question usually is how to trust the data when each platform reports something different.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Meta says one thing, Google says another, TikTok claims conversions too, and none of them agree. That’s exactly why attribution tools exist: to unify data across channels and tie it back to actual revenue.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">For small ecom brands, though, the bar is different. You’re not looking for enterprise-level modeling; you need something that’s easy to set up, works with paid social, and gives directionally accurate return on ad spend (ROAS) across platforms.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">A few tools stand out for this use case: HubSpot Marketing Hub, WhatConverts, impact.com, and CAKE.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Here’s how they fit:</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/hubspot-marketing-hub/reviews">HubSpot Marketing Hub</a> (4.4/5 on G2, 14,610 reviews): Works well if you want a simple, all-in-one setup with attribution tied to CRM and revenue. It can track multi-channel journeys, but depth may be limited compared to ecommerce-specific tools.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/whatconverts/reviews">WhatConverts</a> (4.9/5 on G2, 296 reviews): More focused on lead tracking (calls, forms, chats) rather than full ecommerce attribution, but useful if your funnel includes inquiries or assisted conversions beyond direct purchases.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/impact-com/reviews">impact.com</a> (4.5/5 on G2, 2,060 reviews): Strong for multi-channel tracking across partnerships and paid channels, especially if you’re layering affiliates or influencers alongside ads. It’s more flexible, but not ecommerce-first.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/cake/reviews">CAKE</a> (4.5/5 on G2, 64  reviews): Built for performance tracking across campaigns and channels. It can handle multi-channel attribution at scale, though it may feel heavier than needed for smaller brands.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">At what point does basic platform reporting stop being enough for multi-channel ecommerce?</p>

##### Post Metadata
- Posted at: 4 months ago
- Author title: Marketer
- Net upvotes: 1


## Comments
### Comment 1

&lt;p&gt;For those running multiple channels, where did confusion most often show up — in conversion tracking or in assigning credit across platforms?&lt;/p&gt;

##### Comment Metadata
- Posted at: 4 months ago
- Author title: Marketer





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