# Best Attribution Software with Custom Attribution Capabilities ## How Many Attribution Software Products Does G2 Track? **Total Products under this Category:** 149 ### 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:** RSLT (+0.51%) - Among all products in this category, RSLT recorded the largest rating increase compared to last month _Last updated: August 01, 2026_ ## How Does G2 Rank Attribution Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 48,400+ Authentic Reviews - 149+ 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](https://www.g2.com/categories/attribution/grids.png?focus%5B%5D=364&focus%5B%5D=3326&focus%5B%5D=19813&focus%5B%5D=15218&focus%5B%5D=126318&focus%5B%5D=1351571&focus%5B%5D=3063&focus%5B%5D=47029) 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** ### Giftsenda Giftsenda is an international corporate gifting platform, designed to enable Marketing, Sales, Human Resources, and Customer Experience teams to break through the noise and make meaningful business connections. Our top-rated platform enables businesses to send personalized gifts, rewards and SWAG to employees, clients and leads worldwide in just a few clicks. Dream up a campaign online and we’ll deliver gifts in over 200 countries using digital and direct mail delivery methods. Through CRM and HRM integrations and automations businesses can incorporate gifting as part of their workflows. Our tracking capabilities enable users to see the ROI reports of each gifting campaign in your dashboard. This platform is the go-to tool for businesses looking to improve their brand image, increase customer and employee loyalty and retention, and build a strong sales pipeline. For those that are not looking to commit to long-term platform use, there is the option to launch once-off gifting campaigns. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list_llm&secure%5Bcategory_id%5D=367&secure%5Bchosen_at%5D=2026-08-02T19%3A43%3A01Z&secure%5Bdisplayable_resource_id%5D=367&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=367&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=163896&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%2Ff%2Fcustom-attribution%3Fopen_modal_url%3D%252Fproducts%252Frampmetrics%252Fwishlists%253Fhost_path%253D%25252Fcategories%25252Fattribution%25252Ff%25252Fcustom-attribution%2526source%253Dcategory&secure%5Btoken%5D=722c87afa7571d30f33ceb6aed8e0d430e43c5175d311ed95c64fee52534c82f&secure%5Burl%5D=https%3A%2F%2Fwww.giftsenda.com%2F&secure%5Burl_type%5D=custom_url) ### [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:** 1,740 #### 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:** 8.6/10 (Category avg: 8.8/10) #### Who Is the Company Behind CallRail? - **Seller:** [CallRail](https://www.g2.com/sellers/callrail) - **Company Website:** www.callrail.com - **Year Founded:** 2011 - **HQ Location:** Atlanta, GA - **Twitter:** @CallRail 6,067 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=82fca7a26343309ac83a51e2c155ddd9ac6130b3ba2b4b54bc117ccc56375be6&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F2567008%2F&secure%5Burl_type%5D=linkedin_company_website) 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? **["Voice Assist Is a Game Changer—Clean UI, Smooth Integrations, Solid Performance"](https://www.g2.com/survey_responses/callrail-review-12646622)** **Rating:** 4.5/5.0 stars _— Manind G._ [Read full review](https://www.g2.com/survey_responses/callrail-review-12646622) **["Effortless Call Tracking with AI Insights, Needs Setup Simplification"](https://www.g2.com/survey_responses/callrail-review-11188871)** **Rating:** 4.5/5.0 stars _— Kevin D._ [Read full review](https://www.g2.com/survey_responses/callrail-review-11188871) #### What Are G2 Users Discussing About CallRail? - [I'm new to CallRail and can't figure out how to integrate it with my marketing analytics. Any guidance?](https://www.g2.com/discussions/i-m-new-to-callrail-and-can-t-figure-out-how-to-integrate-it-with-my-marketing-analytics-any-guidance) - [What is CallRail used for?](https://www.g2.com/discussions/callrail-what-is-callrail-used-for) - [How do I temporarily disable Chrome Remote Desktop?](https://www.g2.com/discussions/how-do-i-temporarily-disable-chrome-remote-desktop) - [How do I cancel CallRail?](https://www.g2.com/discussions/how-do-i-cancel-callrail) - 1 comment - [Is CallRail free?](https://www.g2.com/discussions/is-callrail-free) - 2 comments ### [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:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=4bd838466d461c6fe81e09c861e82adaaf56d5a567f856b855f9808677f90560&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F1480%2F&secure%5Burl_type%5D=linkedin_company_website) 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)? **["Aligning with my Marketing Goals"](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-7323946)** **Rating:** 4.0/5.0 stars _— Kanhaiya B._ [Read full review](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-7323946) **["Clearly Shows Which Marketing Efforts Drive Deals and Revenue"](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-12285045)** **Rating:** 4.5/5.0 stars _— Akshay M._ [Read full review](https://www.g2.com/survey_responses/adobe-marketo-measure-formerly-bizible-review-12285045) ### [AdRoll](https://www.g2.com/products/adroll/reviews) 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) - **Integrations:** 7.7/10 (Category avg: 8.7/10) - **Marketing Channels:** 8.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.3/10 (Category avg: 8.8/10) #### Who Is the Company Behind AdRoll? - **Seller:** [NextRoll](https://www.g2.com/sellers/nextroll) - **Company Website:** www.nextroll.com - **Year Founded:** 2018 - **HQ Location:** San Francisco, California - **Twitter:** @NextRoll\_Inc 274 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=c91af1596b406565ab4d6a82b1ade3ec6931d1b4b81bcfd38acdb015ab14e35e&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fadroll%2Fpeople%2F&secure%5Burl_type%5D=linkedin_company_website) 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? **["Effortless Campaign Launch with Powerful Retargeting"](https://www.g2.com/survey_responses/adroll-review-13128954)** **Rating:** 4.0/5.0 stars _— Raad S._ [Read full review](https://www.g2.com/survey_responses/adroll-review-13128954) **["Fast Setup and Effective Retargeting That Drives Conversions"](https://www.g2.com/survey_responses/adroll-review-13138681)** **Rating:** 4.0/5.0 stars _— Muhammed Kawsar A._ [Read full review](https://www.g2.com/survey_responses/adroll-review-13138681) #### What Are G2 Users Discussing About AdRoll? - [What is AdRoll used for?](https://www.g2.com/discussions/adroll-what-is-adroll-used-for) - 1 comment - [What is AdRoll used for?](https://www.g2.com/discussions/what-is-adroll-used-for) - 1 comment - [How do you remarket something on Google?](https://www.g2.com/discussions/how-do-you-remarket-something-on-google) - [How much does AdRoll cost?](https://www.g2.com/discussions/how-much-does-adroll-cost) - 1 comment - [How does AdRoll make money?](https://www.g2.com/discussions/how-does-adroll-make-money) - 1 comment ### [Google Attribution](https://www.g2.com/products/google-attribution/reviews) Google Attribution 360 is a management solution that uses a data-driven approach to determine how impactful users ads are, allowing them to make better cross-channel decisions and drive greater returns. **Average Rating:** 4.0/5.0 **Total Reviews:** 19 #### How Do G2 Users Rate Google Attribution? - **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 9.4/10) - **Integrations:** 9.4/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.6/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 9.2/10 (Category avg: 8.8/10) #### Who Is the Company Behind Google Attribution? - **Seller:** [Google](https://www.g2.com/sellers/google) - **Year Founded:** 1998 - **HQ Location:** Mountain View, CA - **Twitter:** @google 31,899,995 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=fe4a5936665c9702418dd53c477fef5a7baea08078bb117ed67e966fc581b9ec&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F1441%2F&secure%5Burl_type%5D=linkedin_company_website) 341,888 employees on LinkedIn® - **Ownership:** NASDAQ:GOOG #### Who Uses This Product? - **Company Size:** 63% Small, 32% Medium #### What Are Recent G2 Reviews of Google Attribution? **["nice to use"](https://www.g2.com/survey_responses/google-attribution-review-7712312)** **Rating:** 4.5/5.0 stars _— Leonardo A._ [Read full review](https://www.g2.com/survey_responses/google-attribution-review-7712312) **["Helpful for digital marketing"](https://www.g2.com/survey_responses/google-attribution-review-7286350)** **Rating:** 5.0/5.0 stars _— Blue Beam M._ [Read full review](https://www.g2.com/survey_responses/google-attribution-review-7286350) #### What Are G2 Users Discussing About Google Attribution? - [What attribution does Google ads use?](https://www.g2.com/discussions/what-attribution-does-google-ads-use) - 1 comment - [How does Google Analytics attribution work?](https://www.g2.com/discussions/how-does-google-analytics-attribution-work) - 1 comment - [How do I use Google attribution?](https://www.g2.com/discussions/how-do-i-use-google-attribution) - 3 comments - [What is Google attribution model?](https://www.g2.com/discussions/what-is-google-attribution-model) ### [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:** 193 #### 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:** www.CaliberMind.com - **Year Founded:** 2016 - **HQ Location:** Boulder, CO - **Twitter:** @calibermind 640 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=39de4aa31da2664bc9b049102db2c55a3b96e5d45ce1f98018c2526ea5578dfe&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F6439916%2F&secure%5Burl_type%5D=linkedin_company_website) 32 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Account Executive - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 48% Medium, 45% Large #### What Do G2 Reviewers Say About CaliberMind? _AI-generated summary from verified user reviews_ ##### Pros - Users highlight the **ease of use** of CaliberMind, appreciating its straightforward setup and flexible reporting capabilities. - Users value the **clarity and flexibility in data insights** provided by CaliberMind, enhancing their marketing and sales strategies. - Users praise CaliberMind for its **attribution accuracy** , enabling clear insights into marketing effectiveness and campaign performance. - Users value the **responsive customer support** of CaliberMind, praising their efficient solutions and proactive communication. - Users value the **remarkable analytics capabilities** of CaliberMind, enabling deep insights into campaign performance and engagement. ##### Cons - Users face a **steep learning curve** with CaliberMind, making setup and maintenance challenging for new marketers. - Users find the **complexity of data sharing and organization** a challenge, impacting their overall experience with CaliberMind. - Users face a **steep learning curve** with CaliberMind, especially impacting junior marketers and data nuances. - Users find **limitations in engagement options** and desire improved organization, faster loading, and fewer unnecessary functions. - Users find CaliberMind to have a **not intuitive** setup process, complicating effective use and real-time data access. #### What Are Recent G2 Reviews of CaliberMind? **["Highly Customizable but Needs Improved Onboarding"](https://www.g2.com/survey_responses/calibermind-review-5378281)** **Rating:** 5.0/5.0 stars _— Verified User in Financial Services_ [Read full review](https://www.g2.com/survey_responses/calibermind-review-5378281) **["Clear Multi-Channel Revenue Impact Insights in One UI"](https://www.g2.com/survey_responses/calibermind-review-12706399)** **Rating:** 4.5/5.0 stars _— Kaitlyn H._ [Read full review](https://www.g2.com/survey_responses/calibermind-review-12706399) #### What Are G2 Users Discussing About CaliberMind? - [How do you use Calibermind?](https://www.g2.com/discussions/how-do-you-use-calibermind) - [What is the use of Calibermind?](https://www.g2.com/discussions/what-is-the-use-of-calibermind) - 1 comment - [What is Leadspace?](https://www.g2.com/discussions/what-is-leadspace) - [What does CaliberMind do?](https://www.g2.com/discussions/what-does-calibermind-do) - 1 comment ### [Openprise](https://www.g2.com/products/openprise/reviews) Openprise makes your GTM data smarter with AI and automation. As the only data and AI orchestration platform built for modern go-to-market teams, Openprise automates your processes, unifies your data silos, and consolidates point solutions so Ops leaders can build smarter GTM data — your data, your way, your timeline. Fortune 500 companies and high-growth enterprises alike rely on Openprise and its partner ecosystem to unlock cleaner data, more efficient operations, and AI-ready pipelines. See how Openprise makes your GTM data smarter at www.openprisetech.com and follow us on LinkedIn. 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, US - **Twitter:** @openprisetech 3,573 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=5a06d53d5b41c29b500284c2751e01fba08bff4013b283d4b99ce3715191b4b8&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F3526047%2F&secure%5Burl_type%5D=linkedin_company_website) 125 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 59% Large, 34% Medium #### What Do G2 Reviewers Say About Openprise? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **booking efficiency** of Openprise due to its advanced database and flexible lead routing options. - Users value Openprise for its **strong database and flexible lead routing options** , enhancing their data management capabilities. - Users value the **robust database and flexible lead routing options** of Openprise, enhancing data management efficiency. - Users value the **flexible options** in Openprise for complex lead routing and robust database management. - Users value the **strong database and flexible lead routing options** of Openprise, enhancing their lead generation capabilities. ##### Cons - Users find the **navigation and configuration difficult** , indicating a need for improvements in the Openprise UI. #### What Are Recent G2 Reviews of Openprise? **["Great Tool, Even Better Implementation and Support Teams!"](https://www.g2.com/survey_responses/openprise-review-5210577)** **Rating:** 5.0/5.0 stars _— Veronica K._ [Read full review](https://www.g2.com/survey_responses/openprise-review-5210577) **["Robust and versatile tool for Lead routing process automation"](https://www.g2.com/survey_responses/openprise-review-10755221)** **Rating:** 4.0/5.0 stars _— Verified User in Computer Software_ [Read full review](https://www.g2.com/survey_responses/openprise-review-10755221) #### What Are G2 Users Discussing About Openprise? - [What is Openprise used for?](https://www.g2.com/discussions/what-is-openprise-used-for) ### [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:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=76598eff3f18a7c370a68f684b55dacfe22c6115b00daefcd8e2af6dd77e1a65&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F503432%2F&secure%5Burl_type%5D=linkedin_company_website) 130 employees on LinkedIn® #### Who Uses This Product? - **Who Uses This:** Account Executive - **Top Industries:** Marketing and Advertising, Broadcast Media - **Company Size:** 42% Small, 33% Large #### What Are Recent G2 Reviews of LeadsRx? **["Invaluable Solution for Broadcast and Multi-Platform Attribution Measurement"](https://www.g2.com/survey_responses/leadsrx-review-6851631)** **Rating:** 4.5/5.0 stars _— Dishant S._ [Read full review](https://www.g2.com/survey_responses/leadsrx-review-6851631) **["So many benefits"](https://www.g2.com/survey_responses/leadsrx-review-4616047)** **Rating:** 5.0/5.0 stars _— JUDY T._ [Read full review](https://www.g2.com/survey_responses/leadsrx-review-4616047) #### What Are G2 Users Discussing About LeadsRx? - [What is LeadsRx used for?](https://www.g2.com/discussions/what-is-leadsrx-used-for) ### [Attribution](https://www.g2.com/products/attribution/reviews) Attribution is the most complete and easy to implement multi-touch attribution solution. See your spend, visits, conversions, revenue and return on ad spend (ROAS) all in one simple view. Integrates cost and autotags most major ad platforms including Facebook, Google, Quora, Linkedin and Adroll. Conversion integrations with Segment, Stripe, Salesforce, Hubspot, Marketo and more! User level attribution AND account-based attribution. Cohort-based reporting that shows ROAS by channel by day, week, or month for actionable insights. This is the system you've been looking for. **Average Rating:** 4.5/5.0 **Total Reviews:** 51 #### How Do G2 Users Rate Attribution? - **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 9.4/10) - **Integrations:** 8.6/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 9.3/10 (Category avg: 8.8/10) #### Who Is the Company Behind Attribution? - **Seller:** [Attribution](https://www.g2.com/sellers/attribution) - **Year Founded:** 2014 - **HQ Location:** San Francisco, CA - **Twitter:** @attributionapp 448 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=61f43eded1e0ada34456e89680b7fd886793127094be2ca03cddaaa73fd7e98d&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F10206333%2F&secure%5Burl_type%5D=linkedin_company_website) 9 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software, Consumer Goods - **Company Size:** 59% Small, 39% Medium #### What Do G2 Reviewers Say About Attribution? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **precise multi-touch attribution modeling** of Attribution, enhancing their marketing strategies and ad spend optimization. - Users value the **exceptional customer support** of Attribution, enhancing the onboarding experience and ensuring seamless implementation. - Users value the **ease of use** in Attribution, noting smooth setup and excellent support during onboarding. - Users value the **easy setup** of Attribution, enabling quick access to vital marketing insights and efficient ad spend optimization. - Users value the **customizable reporting** features of Attribution, enhancing their ability to analyze and optimize marketing strategies. ##### Cons - Users find it challenging to obtain **retroactive data** for historical attribution, complicating their analytics efforts. - Users find the platform to be **complicated and not very intuitive** , which can hinder their overall experience. - Users find it challenging to access **retroactive data** , making historical attribution difficult before implementing Attribution. - Users find it challenging to obtain **retroactive data** , making historical attribution difficult prior to implementation. - Users find the **integration process challenging** , requiring technical coordination but appreciate responsive support for assistance. #### What Are Recent G2 Reviews of Attribution? **["Best no-nonsense tool I've found to get a complete view of traffic attribution"](https://www.g2.com/survey_responses/attribution-review-10287572)** **Rating:** 4.5/5.0 stars _— Willem B._ [Read full review](https://www.g2.com/survey_responses/attribution-review-10287572) **["Game-changing Multi-touch Attribution Platform with Outstanding Support"](https://www.g2.com/survey_responses/attribution-review-10504029)** **Rating:** 5.0/5.0 stars _— Verified User in Retail_ [Read full review](https://www.g2.com/survey_responses/attribution-review-10504029) #### What Are G2 Users Discussing About Attribution? - [What is Attribution used for?](https://www.g2.com/discussions/what-is-attribution-used-for) - [What is attribution in digital marketing?](https://www.g2.com/discussions/what-is-attribution-in-digital-marketing) - [What is attribution modeling?](https://www.g2.com/discussions/what-is-attribution-modeling) - [What is an attribution platform?](https://www.g2.com/discussions/what-is-an-attribution-platform) - [What is attribution software?](https://www.g2.com/discussions/what-is-attribution-software) ### [rampmetrics](https://www.g2.com/products/rampmetrics/reviews) rampmetrics is a complete marketing analytics solution out-of-the-box. Conversion Tracking, Marketing Attribution, Funnel Analytics are seamlessly integrated with no coding or complex setup. **Average Rating:** 4.8/5.0 **Total Reviews:** 25 #### How Do G2 Users Rate rampmetrics? - **Has the product been a good partner in doing business?:** 9.7/10 (Category avg: 9.4/10) - **Integrations:** 9.1/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 8.7/10 (Category avg: 8.8/10) #### Who Is the Company Behind rampmetrics? - **Seller:** [rampmetrics](https://www.g2.com/sellers/rampmetrics) - **HQ Location:** San Carlos, CA - **Twitter:** @demandramp 110 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=d1c6f52dac38f0ca605f23f73a0bc1b25897b40241c7491d3965a17cdec65612&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Frampmetrics%2F&secure%5Burl_type%5D=linkedin_company_website) 2 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software - **Company Size:** 76% Medium, 16% Large #### What Do G2 Reviewers Say About rampmetrics? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **attribution accuracy** of Rampmetrics, enhancing their understanding of marketing's impact on sales efficiency. - Users praise the **ease of use** of RampMetrics, enabling intuitive navigation and efficient data management for all teams. - Users praise the **user-friendly analytics** of RampMetrics, facilitating intuitive navigation and effective campaign performance analysis. - Users value the **intuitive attribution tracking** of Rampmetrics, enhancing understanding of marketing impact and campaign performance. - Users find the **ease of learning** with RampMetrics remarkable, enhancing data management and boosting team efficiency. ##### Cons - Users struggle with **data sharing difficulties** and delayed CRM syncs, complicating their reporting process. - Users face **integration issues** due to limited direct connections, but the support team offers flexible solutions. - Users note that **ads integration lacks native LinkedIn support** , yet solutions for connecting data are provided. - Users find the **tracking of outbound campaigns tricky** , requiring custom workarounds for effective management. - Users face challenges with **data alignment complexity** , causing difficulties in integrating Rampmetrics with existing systems. #### What Are Recent G2 Reviews of rampmetrics? **["Easy-to-use Marketing Analytics"](https://www.g2.com/survey_responses/rampmetrics-review-10524727)** **Rating:** 5.0/5.0 stars _— Natan D._ [Read full review](https://www.g2.com/survey_responses/rampmetrics-review-10524727) **["A Game-Changer for B2B Marketing Teams"](https://www.g2.com/survey_responses/rampmetrics-review-10529133)** **Rating:** 5.0/5.0 stars _— Tiffany T._ [Read full review](https://www.g2.com/survey_responses/rampmetrics-review-10529133) #### What Are G2 Users Discussing About rampmetrics? - [What is rampmetrics used for?](https://www.g2.com/discussions/what-is-rampmetrics-used-for) ### [ORM Technologies](https://www.g2.com/products/orm-technologies/reviews) ORM Technologies delivers advanced analytics to sales and marketing organizations. The three pillars of Advanced Analytics are: 1. Analyze - Report and measure your historical sales and marketing performance. 2. Predict - Use machine learning and AI to make predictions about where your business is headed based on your current sales and marketing strategy. 3. Optimize - Determine how to invest in sales and marketing to achieve your company's growing revenue goals. ORM Technologies' cloud-based software natively integrates with your marketing automation and customer relationship management platforms to provide key insights and recommendations for your business. 4 Solutions: 1. ORM Marketing Analytics 2. ORM Sales Analytics 3. ORM SaaS Metrics 4. ORM Account Targeting **Average Rating:** 4.6/5.0 **Total Reviews:** 25 #### How Do G2 Users Rate ORM Technologies? - **Has the product been a good partner in doing business?:** 9.6/10 (Category avg: 9.4/10) - **Integrations:** 9.6/10 (Category avg: 8.7/10) - **Marketing Channels:** 9.2/10 (Category avg: 9.1/10) - **Single-Touch Attribution:** 10.0/10 (Category avg: 8.8/10) #### Who Is the Company Behind ORM Technologies? - **Seller:** [ORM Technologies](https://www.g2.com/sellers/orm-technologies) - **Year Founded:** 2011 - **HQ Location:** Dallas, Texas - **Twitter:** @ORMTech 197 Twitter followers - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=ae7b61e6ed09abf859eebd553569727591f50a263084640fbfab6fa8cfa703c0&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F2495955%2F&secure%5Burl_type%5D=linkedin_company_website) 7 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software - **Company Size:** 41% Medium, 41% Large #### What Are Recent G2 Reviews of ORM Technologies? **["A 360 view of business and marketing within a single platform"](https://www.g2.com/survey_responses/orm-technologies-review-7863266)** **Rating:** 5.0/5.0 stars _— Pedro B._ [Read full review](https://www.g2.com/survey_responses/orm-technologies-review-7863266) **["Data Driven Insights for Modern Marketing"](https://www.g2.com/survey_responses/orm-technologies-review-8317327)** **Rating:** 4.5/5.0 stars _— Olivia P._ [Read full review](https://www.g2.com/survey_responses/orm-technologies-review-8317327) #### What Are G2 Users Discussing About ORM Technologies? - [What are the different ORM tools?](https://www.g2.com/discussions/what-are-the-different-orm-tools) - [What does an ORM do?](https://www.g2.com/discussions/what-does-an-orm-do) - [What are examples of ORM?](https://www.g2.com/discussions/what-are-examples-of-orm) ### [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:** conquer.io - **Year Founded:** 2007 - **HQ Location:** Reno, NV - **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=aa46dabbaeb9b71b81a009b603f86da442bfa081aeb973bdd1b726707bc9607b&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F727098%2F&secure%5Burl_type%5D=linkedin_company_website) 82 employees on LinkedIn® #### Who Uses This Product? - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 82% Medium, 15% Large #### What Do G2 Reviewers Say About Full Circle Insights? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **integrated collaboration** within Salesforce, streamlining funnel management in one convenient location. - Users value the **native integration with Salesforce** , allowing seamless management of their operations in one place. - Users value the **native integration with Salesforce** , allowing seamless management of their sales funnel in one place. - Users value the **seamless integration with Salesforce** , simplifying customer acquisition management from a single platform. - Users value the **integrated customer support** of Full Circle Insights, enabling efficient management within Salesforce. ##### Cons - Users find the **dashboard issues** due to limitations in Full Circle Insights' reporting functionality tied to Salesforce. - Users find **inefficient reporting** in Full Circle Insights, as it requires manual adjustments for deeper data analysis. - Users find the **lack of flexibility** in Full Circle Insights' reporting limits their ability to customize and analyze data effectively. - Users find the **limited customization** of Full Circle Insights' reporting features a drawback for detailed analysis. - Users find **limited reporting features** in Full Circle Insights, necessitating adjustments in Salesforce for more detailed insights. #### What Are Recent G2 Reviews of Full Circle Insights? **["A game changer"](https://www.g2.com/survey_responses/full-circle-insights-review-3536844)** **Rating:** 5.0/5.0 stars _— Dipika R._ [Read full review](https://www.g2.com/survey_responses/full-circle-insights-review-3536844) **["Full Funnel attribution tracking solution"](https://www.g2.com/survey_responses/full-circle-insights-review-6732110)** **Rating:** 5.0/5.0 stars _— Amanda S._ [Read full review](https://www.g2.com/survey_responses/full-circle-insights-review-6732110) #### What Are G2 Users Discussing About Full Circle Insights? - [What is Full Circle Insights used for?](https://www.g2.com/discussions/what-is-full-circle-insights-used-for) - 1 comment Spotlight Categories [Video Editing Software](https://www.g2.com/categories/video-editing) [Mobile Device Management (MDM) Software](https://www.g2.com/categories/mobile-device-management-mdm) [Online Community Management Software](https://www.g2.com/categories/online-community-management) [Inbound Call Tracking Software](https://www.g2.com/categories/inbound-call-tracking) [Video Conferencing Software](https://www.g2.com/categories/video-conferencing) Similar Categories - [Account-Based Advertising](/categories/account-based-advertising) - [Account-Based Direct Mail](/categories/account-based-direct-mail) - [Account-Based Web and Content Experiences](/categories/account-based-web-and-content-experiences) [Browse Attribution Themes](/categories/attribution/themes) Benefits of Attribution Software with Custom Attribution capabilities include: Allows the user to create a custom attribution model. Below are the top-rated Attribution Software with Custom Attribution capabilities, as verified by G2’s Research team. Real users have identified Custom Attribution as an important function of Attribution Software. Compare different products that offer this feature so you can decide which is best for your business needs. Top Tools at a Glance | | CRM-native multi-touch campaign attribution | User Review "Powerful GraphQL & UI Extensions That Streamline Complex Workflows" | | | Phone-call attribution to keyword-level campaigns | User Review "Voice Assist Is a Game Changer—Clean UI, Smooth Integrations, Solid Performance" | | | Multi-touch affiliate attribution with flexible commissioning | User Review "Comprehensive, Scalable Platform for Managing Partnerships with Powerful Reporting" | | | Multi-channel lead attribution with offline conversion tracking | User Review "Excellent UX and a Well-Built Tracking Framework with significant unexplored potential." | | | Multi-touch B2B revenue attribution with account-level journeys | User Review "New Customer - Powerful platform with excellent onboarding" | | | LinkedIn ad attribution to CRM pipeline | User Review "Effortless Attribution Analysis with Fibbler" | | | Online-to-offline call conversion attribution | User Review "Smarter Call Routing and Campaign Tracking That Boosts Efficiency" | | | Cross-channel conversion attribution with server-side CAPI | User Review "Reliable tracking platform for serious advertisers" | | | Inbound call attribution with Google Ads integration | User Review "CallTrackingMetrics: A Strong Solution for Optimizing Call Tracking and Marketing Performance" | | | Salesforce-native multi-touch B2B revenue attribution | User Review "Aligning with my Marketing Goals" | * * * Show More * * * ## 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.