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Marketing Attribution
12 Best Marketing Attribution Software in 2023

Best Marketing Attribution Software Shortlist

All right. Let’s get straight to the heart of it. I've got a solid lineup of marketing attribution software tools that have really made a difference in my campaigns, boosting ROI. Check out the list below.

  1. ActiveCampaign - Best for customer experience automation
  2. HubSpot - Best all-in-one attribution solution
  3. Ruler Analytics - Best for small businesses focusing on online marketing
  4. AppsFlyer - Best for businesses with a mobile app-centric focus
  5. - Best for startups needing versatility
  6. Dreamdata - Best for B2B marketers focusing on revenue analytics
  7. C3 Metrics - Best for larger organizations needing to maximize efficiency
  8. Adobe Analytics - Best for companies that require advanced web analytics and customer behavior insights
  9. Google Attribution 360 - Best for detailed web insights
  10. Oktopost - Best for companies with a focus on social media marketing

These top ten marketing attribution tools are data-driven and great for helping out with multi-touch attribution, tracking conversions, and more.

What Is Marketing Attribution Software?

Marketing automation software tracks and analyzes various actions and touchpoints throughout the customer journey, letting you identify the marketing tactics that genuinely drive results.

Overviews of the 12 Best Marketing Attribution Software

Here are my picks for the 12 best marketing attribution software, including overviews, best use cases, features, pros and cons, and pricing information.

1. ActiveCampaign - Best for customer experience automation

ActiveCampaign’s marketing account dashboard
ActiveCampaign’s attribution software is available on its Professional and Enterprise plans. (Source)

ActiveCampaign excels in the world of marketing attribution software, providing customer experience automation that truly makes a difference. By evaluating touchpoints, quantifying ROI, and monitoring conversions, this powerful platform refines your marketing campaigns. The company is a reliable partner when you need attribution, conversion, and automation. It also offers a significant impact on your customer engagement.

Why I picked ActiveCampaign: I chose ActiveCampaign for its superior automation and advanced tracking features. It excels in using machine learning and multi-touch attribution for precise evaluation of marketing strategies' effectiveness.

ActiveCampaign Standout Features and Integrations

Features: The platform shines with features like multi-channel touchpoints, conversion tracking, ROI analysis, dynamic content, A/B testing, and site messaging. Its predictive content and machine learning capabilities are also noteworthy.

Integrations: It boasts seamless integrations with platforms such as Shopify, Salesforce, WordPress, Zapier, Facebook, and ClickFunnels, constantly updating its list to stay relevant.

Pricing: Pricing starts at $49 per month with diverse plans available.

Free Trial: Offers a 14-day free trial, no credit card required.


  • It facilitates crafting of personalized, targeted campaigns.
  • Boasts an easy-to-use interface with seamless third-party app integration.
  • It provides comprehensive reporting and analytics tools.


  • Pricing might be a concern for small businesses or budget-conscious marketers.
  • There's a learning curve to fully utilize the platform.

2. HubSpot - Best all-in-One attribution solution

HubSpot’s lead generation dashboard
Hubspot makes it easy to pull marketing, sales, and service data into a single report. (Source)

Hubspot's marketing attribution software genuinely revolutionizes the way businesses of all sizes approach their marketing efforts.

As with most platforms offering marketing attribution, it streamlines the processes of tracking, analyzing, and optimizing campaigns by offering features like multi-touch attribution, customized reports, and effortless integration.

Why I picked Hubspot: As a marketing connoisseur, I simply couldn't resist choosing Hubspot as the best all-in-one marketing attribution platform. Its CRM, marketing automation, and analytics blend seamlessly, all delivered via a user-friendly interface.

Hubspot Standout Features and Integrations

Features: Hubspot offers a powerful suite featuring a marketing lead database, lead capture, segmentation tools, omnichannel marketing automation, and efficient pipeline management.

Integrations: Hubspot syncs with numerous platforms like Eventbrite, Drift, Slack, LinkedIn, Google Sheets, Wistia, Zapier, Mailchimp, Salesforce, and Shopify.

Pricing: The starter plan begins at $50 per month.

Free Trial: No free trial, but initial usage is free upon sign up.


  • Streamlines marketing efforts by consolidating data and insights.
  • Offers advanced attribution models for better understanding of customer journeys.
  • The platform's scalability caters to businesses of all sizes and varying needs.


  • Pricing can be steep for small businesses, limiting feature access.
  • Despite the user-friendly interface, the platform's robust features may present a learning curve for some users.

3. Ruler Analytics - Best for small businesses focusing on online marketing

Ruler Analytics’s ROI marketing dashboard
Ruler Analytics provides valuable insight into the ROI of your marketing spend and marketing performance. (Source)

Ruler Analytics is a powerful tool that focuses on providing you with insightful data and accurate multi-touch attribution, allowing you to make informed decisions and upgrade your marketing efforts.

Why I picked Ruler Analytics: I must admit, Ruler Analytics has truly impressed me as a top-tier marketing attribution software for small businesses emphasizing online marketing. Its unique ability to track static and offline calls provides invaluable insights into caller journeys.

Ruler Analytics Standout Features and Integrations

Features: Ruler Analytics excels in managing leads and channels, offering ROI emphasis, visitor tracking, and data-driven marketing decisions.

Integrations: It integrates smoothly with HubSpot, Mailchimp, Zoho CRM, Google Ads, and Marketo, enabling a comprehensive view of your marketing efforts.

Pricing: Starts at $199 per month for up to 50,000 users.

Free Trial: Only a free demo is available.


  • The ability to track both form submissions and online chat interactions.
  • You can match multiple clicks to both form submissions and phone calls.
  • Unique ability to track and analyze both static and offline calls, providing valuable insights.


  • It’s possible some users may be intimidated by the number of features the software boasts.
  • It can be challenging to track how performance has gotten better over a certain period of time.

4. AppsFlyer - Best for businesses with a mobile app-centric focus

Metrics inside AppsFlyer dashboard
The AppsFlyer dashboard provides a host of crucial metrics, such as conversion rates. (Source)

As a data-driven marketer, optimizing ROI is vital. AppsFlyer, an analytics and marketing software, facilitates this by tracking and optimizing your mobile app acquisition funnel.

Remarkably, it's tailored to tackle unique challenges posed by mobile marketing.

Why I picked AppsFlyer: I admire AppsFlyer for its real-time user engagement insights. Its dynamic cohort and retention reports enable easy data filtering and user behavior comparison across segments.

AppsFlyer Standout Features and Integrations

Features: The capability to pinpoint trends specific to users who engaged with the app via the same ad, campaign, media source, or country.

Integrations: With the AppsFlyer Partner Marketplace, you can find integrations with over 10,000 partners and the range of services they offer.

Pricing: There’s no pricing information publicly available, so you’ll need to speak with the company for a quote.

Free Trial: Only a free demo is available.


  • Tracking user engagement and activity in real time, which offers insightful data on the effectiveness of your initiatives.
  • Powerful analysis of all your marketing initiatives running on affiliate networks and traditional channels.
  • Excellent reporting features with a focus on app tracking and analysis.


  • Dashboard customization is limited.
  • Some users may find it complicated to navigate and understand the platform.
  • Actual revenues can't be viewed, which can be confusing for marketers looking for long-term daily revenues.

5. - Best for startups needing versatility’s ads dashboard focuses on elements essential to startups, like multi-touch attribution measurement and revenue prediction. (Source), a versatile marketing attribution software, assists businesses in tracking marketing efforts across diverse channels and campaigns. It excels in identifying effective strategies for sales and conversions.

Given its adaptability and user-friendly setup, it's a prime choice for businesses seeking to bolster data-driven decisions and optimize marketing initiatives.

Why I picked What intrigued me about was its adaptability, versatility, and API-first approach, making it ideal for startups and businesses looking to integrate multiple data sources. Standout Features and Integrations

Features: shines with its cross-platform data blending, multi-touch attribution, long reporting date ranges, search terms optimization, bid and budget optimizer, and API/database access.

Integrations: integrates with major marketing platforms, including Google Analytics, Google Ads, Salesforce, Facebook, Twitter, Instagram, Tiktok, and Snapchat.

Pricing: subscriptions start at $19/month, billed annually.

Free Trial: offers a limited free plan for one user/report.


  • Provides effortless single and multi-channel attribution
  • Exceptional customer service and support
  • Enhances visibility into expenditures on digital media


  • May encounter performance issues with large data volumes, particularly on mobile and tablet devices.
  • Limited functionality in the free plan.

6. Dreamdata - Best for B2B marketers focusing on revenue analytics

Dreamdata’s dashboard with customer journey
Dreamdata offers B2B marketing attribution software that includes a Customer Journey map that outlines each interaction made by both users and accounts. (Source)

As a B2B marketer, you understand that tracking and attributing revenue to specific marketing activities is crucial. But it's problematic - there are countless touchpoints involved in the B2B buying process, and it can take weeks upon weeks to see the results of your efforts. That's where Dreamdata comes in.

Why I picked Dreamdata: I chose Dreamdata for its comprehensive client journey view, thanks to its ability to collect, join, and model relevant B2B data. It's built exclusively for B2B marketers, catering to their specific requirements.

Dreamdata Standout Features and Integrations

Features: Dreamdata's standout attribute is its machine learning algorithm-based attribution. It analyzes every customer journey touchpoint, providing a more accurate credit assignment.

Integrations: HubSpot, Zoho CRM, Pipedrive, Microsoft Dynamics, Salesforce, and Zendesk all integrate with Dreamdata, along with many others.

Pricing: Team plan is priced at $999/month, billed annually.

Free Trial: A free, but highly limited, plan is available.


  • Provides a deep, account-level view for enhanced marketing performance insights.
  • Offers insightful, actionable reporting beyond basic metrics.
  • Dedicated expert team committed to ensuring maximum tool utility.


  • Initial tool use may be overwhelming due to complexity.
  • The abundance of features, data, and analyses can be confusing for beginners.

7. C3 Metrics - Best for larger organizations needing to maximize efficiency

C3 Metrics attribution data cloud
C3 Metrics collects and ingests — and quality checks — data from the client’s sites and sources, and partners. (Source)

As an avid digital marketer, I'm always on the hunt for the best tools to optimize my efforts. C3 Metrics is a marketing attribution powerhouse, perfect for large organizations across sectors like D2C, ecommerce, Financial Services, and more.

Why I picked C3 Metrics: C3 Metrics shines in handling complex ad portfolios for businesses with over $6 million in annual media budgets. Its multi-touch attribution (MTA) approach is excellent for organizations across multiple channels.

C3 Metrics Standout Features and Integrations

Features: C3 Metrics excels in quality control and conversion tracking, turning raw information into digestible analytics. Its Attribution Data Cloud allows effortless data filtering, categorizing, and modeling.

Integrations: Interestingly, the company doesn’t list the various platforms it integrates with on its website. However, as an attribution modeling and data analytics platform, C3 Metrics aims to provide a comprehensive view of marketing performance and the customer journey.

Pricing: All pricing is custom.

Free Trial: There is no free trial.


  • Exceptional product knowledge and adaptability to diverse client-specific use cases.
  • Its unique client-centric tagging infrastructure ensures high-level privacy.
  • C3 Metrics' focus on handling complex ad portfolios makes it ideal for large businesses operating across multiple channels.


  • High-end solutions might not be affordable for small businesses and startups.
  • It may be challenging for businesses to assess its compatibility with their existing tech stack.

8. Adobe Analytics - Best for companies that require advanced web analytics and customer behavior insights

Adobe Analytics dashboard
Adobe Analytics is a cloud-based platform that delivers comprehensive insights to businesses. (Source)

With a wide range of attribution models, including algorithmic attribution powered by advanced machine learning, Adobe Analytics is the ultimate tool for advanced web analytics and customer behavior insights.

Why I picked Adobe Analytics: Adobe Analytics impressed me with its deep data analysis capabilities, revealing hidden patterns and highlighting statistical anomalies. It effectively uncovers correlations underlying unexpected customer behavior, unusual data points, and sudden shifts in metrics across different audience segments.

Adobe Analytics: Standout Features and Integrations

Features: Adobe's data warehouse provides sophisticated data storage, reprocessing capabilities, and extensive reporting tools. Additionally, its data feeds offer regular batch delivery of raw, insightful data.

Integrations: Adobe Analytics integrates with renowned platforms including Adobe's own suite, Hootsuite, Invoca,, and BrightEdge.

Pricing: Pricing requires contacting the company for a custom quote.

Free Trial: There's no free trial.


  • Empowers decision-making through predictive analytics.
  • Provides detailed channel and marketing analytics for deeper understanding of user interactions.
  • The persistent IDs ensure consistent and reliable data attribution over time, enhancing the accuracy of your insights.


  • Initial steep learning curve may be challenging for non-tech-savvy users.
  • Lack of free trial may deter prospective users from experiencing the platform's capabilities firsthand.

9. Google Attribution 360 - Best for businesses that want to unify their data under the Google banner

Google 360 optimized report
Marketers can use Google Attribution 360 to observe conversions from signed-in users in an anonymous manner. (Source)

As a part of the world's most widely used analytics platform, it's a no-brainer for businesses that want to simplify their data analysis and decision-making process.

With Attribution 360, you can quickly combine cross-channel data from sources like IoT, digital point-of-sale systems, and CRM software thanks to native connectivity to your Google performance and advertising data.

Why I picked Google Attribution 360: Being part of Google Analytics 360 Suite, Google Attribution 360 offers an integrated set of marketing optimization tools, an all-in-one solution for businesses desiring to streamline their analytics.

Google Attribution 360 Standout Features and Integrations

Features: Attribution 360 boasts unique features like Marketing Mix Modeling for offline and digital channels. It provides insights on external factors and even evaluates television ads' impact.

Integrations: Attribution 360 integrates with native Google products, Salesforce, Campaign Monitor, Sprout Social, Wix, Semrush, and Mailchimp.

Pricing: The product is available as a freemium version.

Free Trial: Upon signing up, users can obtain free access to Attribution through Analytics 360.


  • Easy installation and understanding.
  • Detailed insights into website user behaviors.
  • Direct integration with other Google products provides a seamless experience.


  • Paid features can be aggressively priced.
  • Limited customization options compared to some competitors.

10. Oktopost - Best for companies with a focus on social media marketing

Oktopost social activity dashboard
Oktopost provides tailored social media analytics to suit your B2B marketing objectives. (Source)

Oktopost is an incredibly powerful and user-friendly social media monitoring and analysis tool for B2B marketers. It offers in-depth insights into your viewers' behavior using AI-powered algorithms.

This makes it simple for marketers to gauge the success of their initiatives and operations and monitor changes over time.

Why I picked Oktopost: The platform has an incredible ability to track the impact of social media on lead generation and conversions. Plus, it has the ability to offer suggestions for enhancing social media visibility and optimizing engagement.

Oktopost Standout Features and Integrations

Features: Oktopost is a marketing attribution solution you might want to test because of its cutting-edge customer engagement, sentiment and trend analysis, audience targeting, predictive analytics, and influencer monitoring features.

Integrations: Canva, WordPress, Google Analytics 360, Microsoft Teams, HubSpot Marketing Hub, Dynamics 365, Zapier, and of course, many others.

Pricing: To obtain personalized pricing, it's necessary to directly contact the company.

Free Trial: There is no free trial.


  • Streamlines daily social media management with performance metrics monitoring.
  • Ideal for social media managers needing productivity boost and real-time post analytics.
  • Personalized content curation based on platform and audience.


  • Requires leaderboard segmentation based on social campaigns.
  • Lack of free trial may deter potential users.

11. Branch - Best for ecommerce companies

Branch dashboard
Branch helps you understand the cause-and-effect relationship between your marketing activities and conversion events. (Source)

I understand the necessity of having the right marketing attribution solution to fuel your ecommerce growth engine. They aren't in the business of charging you for each conversion or selling your retargeting data. They're solely interested in one thing: retaining the loyalty and happiness of your users.

Why I picked Branch: I chose Branch due to its data freedom - offering integrations, APIs, webhooks, and CSV exports, coupled with centralized data across all ad networks for deduplicated, accurate conversion data.

Branch: Standout Features and Integrations

Features: Branch delivers reliable, unbiased data for your mobile campaigns, removing guesswork and providing clarity for even the most intricate conversion paths.

Integrations: NET SDK, Next.js, Eleventy, Google BigQuery, Mailjet, Shopify, Zendesk, Android SDK

Pricing: Platform usage is free for up to 10,000 monthly active users.

Free Trial: No free trial available, but software demonstrations can be requested.


  • Receives frequent updates to address and resolve issues.
  • Provides a cost-effective, lightweight approach to user acquisition analysis and improvement.
  • Versatile integration options with a wide range of platforms, enhancing data consolidation and ease of use.


  • Occasionally restricts post publishing without clear reasons.
  • Lacks a free trial option for potential users.

12. LeadsRX - Best for agencies and large enterprise marketers

LeadRX’s reporting dashboard
LeadRX is a powerful platform offering customer journey analytics and insights on multi-touch attribution. (Source)

LeadsRX is an insightful marketing attribution solution that offers a comprehensive view of the customer journey. Its Universal Conversion Tracking ‘Pixel’ allows marketers to optimize campaigns and budgets in real-time, significantly improving ROAS.

Why I picked LeadsRX: I was captivated by LeadsRX's capacity to transcend traditional digital analytics. Its Universal Conversion Tracking Pixel™ provides complete online and offline channel coverage, a rarity in the field, making it a potential game-changer for businesses with diverse advertising strategies.

Standout Features and Integrations

Features: LeadsRX's cross-domain, cross-device tracking feature is remarkable, offering a comprehensive view of customer journeys, including offline channels—a rarity in this domain.

Integrations: For a complete list of integrations, I recommend contacting LeadsRX directly. However, they mention Salesforce, Optimizely, HubSpot, and CallRail among their partnerships.

Pricing: Pricing is bespoke; reach out to LeadsRX directly for a quote.

Free Trial: LeadsRX does not offer a free trial, but product demos are available.


  • LeadsRX's Universal Conversion Tracking Pixel™ delivers a holistic view of customer journeys.
  • Real-time insights enable nimble campaign adjustments.
  • Their data insights provide a fair evaluation of marketing strategies' effectiveness.


  • The absence of visible pricing details on the website may inconvenience some.
  • The lack of a free trial could deter users wanting to sample the platform before purchase.

Other Options

Though they didn't make the top spot, there are other marketing attribution platforms that excel in specific scenarios and could be a perfect fit for certain business types.

Here's a closer look:

  1. Neustar - Best marketing attribution software for companies in highly regulated industries.
  2. AnalyticOwl - Perfect for businesses heavily invested in broadcast advertising.
  3. Adinton - Ideal for e-commerce businesses.
  4. Altitude by Impact - Most suitable for affiliate marketers.
  5. Attribution App - Best for businesses with a heavy focus on inbound marketing.

Selection Criteria For Marketing Attribution Software

Here’s a summary of the main selection and evaluation criteria I used to develop my list of the best marketing attribution solutions for this article:

Core Functionality

While compiling this list of superior marketing analytics tools, my primary focus was on those capable of comprehensively tracking and analyzing data from multiple channels and touchpoints. The tools had to offer insight into which marketing campaigns yielded the highest return on investment (ROI), thereby serving as an essential resource for effective marketing decision-making.

Key Features

To deliver the core functionality outlined above, these are the key features that helped distinguish the selected solutions from the rest:

  • Multi-touch attribution: This feature is essential as it allows for a more comprehensive understanding of how various marketing touchpoints contribute to conversions.
  • Cross-device attribution: In today's multi-device world, it's crucial to track how users interact with your brand across various devices. The selected solutions offer cross-device attribution, ensuring a unified view of each customer's journey.
  • Conversion tracking: Conversion tracking is fundamental to gauge the effectiveness of marketing campaigns. It monitors and records every action a user takes that's valuable to your business.
  • Data integration: Being able to integrate data from multiple sources is vital for comprehensive analytics. The chosen solutions excel at assimilating disparate data for a holistic view of marketing performance.


During this whole process, I was looking for features like being intuitive and easy to use, with a user-friendly interface that allows you to easily navigate and customize reports. I wanted them to also have clear instructions and guides for setting up campaigns and tracking performance metrics.


I looked for marketing attribution solutions that integrated well with the following:

  • Ad Networks
  • CRMs
  • Email Marketing Platforms
  • Social Media Platforms
  • Analytics Platforms, and
  • Data Management Platforms


Because price runs the gamut from free to almost $1,000 per month, my focus here wasn’t as much the specific cost of each tool, rather the value each tool provided for that cost. Every company’s needs and budget are different, so, I focused on tools providing a variety of options that exemplified that diversity of price range.

People Also Ask

Here are some answers to questions you may still have about marketing attribution software.

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Choosing the Right Marketing Attribution Tool

In your pursuit of a marketing attribution solution, start by examining your principal channels and the attribution models you wish to employ. Quality marketing attribution software will go beyond the constraints of single-touch attribution, helping you discern the interconnected touchpoints in your campaigns.

Reflect on your specific marketing management needs: your budget, essential features, and marketing strategies. Clarify these elements before making a decision.

Don't overlook the power of a free trial — it's your opportunity to "test drive" the software. Buying a solution without experiencing its functionality would be like buying a car without giving it a test drive.

To stay informed on marketing trends and strategies, consider signing up for the CMO newsletter. Without fluff or sales pitches, it provides insightful advice from industry leaders. Staying informed is always wise, isn't it?

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.

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