With the increase in digital marketing to reach wider audiences and break the barrier of selling across the World, it becomes crucial to analyze the marketing strategy efforts of every channel and platform.
As marketing becomes increasingly complex, it’s essential to measure the effectiveness of marketing channels and optimize your efforts to drive more ROI. That’s where the best marketing attribution software comes into the picture.
Marketing attribution app is crucial for businesses to determine which marketing efforts drive the most conversions. With so many tools available, choosing the best one for your business can be overwhelming.
This article has compiled a list of the top 10 best marketing attribution tools worth considering.
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Know some Basics of Marketing Attribution
In simple words, Marketing attribution is a method that helps analyze which marketing tactics drive desired outcomes, such as sales or conversion. It helps marketers understand the effectiveness of their campaigns and allocate resources accordingly.
The role of marketing attribution is determining which channels and messages had the most significant impact on the decision to convert or take the desired next step. Marketers can gain insights into which channels are most effective at customer journey stages by analyzing data from various touchpoints.
A survey from AdRoll found that using marketing attribution tools can increase conversion rate by 70%, customer retention by 33%, and decrease customer acquisition costs by 20%.
Marketing attribution can help marketers optimize their campaigns by identifying the most effective channels and adjusting their strategies accordingly. For example, if a particular social media platform drives many conversions, a marketer may want to allocate more resources to that channel.
Why is Marketing Attribution Important?
Marketing attribution is vital because it helps marketers understand which marketing channels and tactics drive the most value and contribute to business growth. There are several reasons why marketing attribution is becoming more critical in today’s digital age. Here are a few:
- Increasing complexity in customer journeys: With so many channels and touchpoints available, it cannot be easy to understand which platforms can bring more conversions and revenue. Attribution data can help marketers make sense of this complexity by identifying the most impactful touchpoints and campaigns.
- The growing importance of data-driven decision-making: As more and more companies rely on actionable data-driven decisions, marketing attribution tools become a crucial part of the equation to improve marketing ROI. By providing insights into which channels and campaigns are most effective, attribution helps marketers make more intelligent decisions about allocating their resources.
- Need for transparency and accountability: In an era where customers are increasingly savvy and skeptical, transparency and accountability are more important than ever. Marketing attribution helps marketers demonstrate the value of their efforts and prove the ROI of their campaigns, which can help build trust with customers and stakeholders.
By measuring and analyzing customer interactions with different online and offline touchpoints across the customer journey, attribution enables marketers to optimize their efforts and allocate resources effectively. This ultimately leads to better ROI and increased revenue.
How Does Marketing Attribution Work?
Marketing attribution identifies which marketing channels and tactics drive the most revenue or conversions. It assigns credit to each touchpoint in a customer’s journey, from initial awareness to final purchase.
Different attribution models exist, such as first or last touch, giving weights to each touchpoint. Marketers can optimize their campaigns and allocate their budget by analyzing attribution data.
For example, let’s say a customer purchases on an eCommerce website. The customer might have found the website through a Google search or Google ads, clicked on a Facebook ad, and returned later to purchase directly from the website.
Marketing attribution would help identify which touchpoints played a role in the purchase and assign credit to each touchpoint accordingly. This information can then be used to optimize future marketing efforts and improve ROI.
When you choose the attribution tool, you can build reports to compare various attribution platforms. Look at the top 10 marketing attribution tools that can help you.
10 Best Marketing Attribution Software:
1. Adobe Analytics
Adobe Analytics has a built-in attribution modeling tool to help you with detailed segmentation and real-time analytics across multi-marketing channels. It allows you to track visitors over various devices to analyze customer journeys.
It includes all the functionality from advanced statistics and Machine learning to help you determine the effectiveness of your marketing investments. You can analyze data from any touchpoint with in-depth analysis, versatile reporting, and predictive intelligence.
Features:
- Multi-channel data collection
- User path analysis
- Funnel analysis
- Advanced marketing attribution filter
- Real-time data
- Cross-device analytics
- Marketing attribution
- Anomaly detection
In addition, report building in Adobe Analytics offers a wide range of templates and allows you to build reports with full freedom. You also have an easy drag-and-drop option anywhere to compare data and create a breakdown.
Adobe Analytics has advanced statistical modeling that enables in-depth insights like anomaly detection, unexpected spikes, behavior correlations, and intelligent alerts. Use this best marketing attribution software you never get disappointed.
Pricing: Available upon request
2. Google Attribution 360
Google Analytics Attribution brings free, cross-channel, data-driven attribution for all customers. It helps you measure your marketing campaigns’ impact across different channels and devices.
The Google data-driven attribution analyses all your marketing touchpoints by considering conversion, device type, number of ad interactions, and many more. Google Attribution can help analyze converting and non-converting pathways that lead to a better understanding of your audience.
The platform uses machine learning and data-driven attribution models to analyze customer journeys accurately, including their interaction with multiple marketing channels over time.
Features:
- It offers customizable attribution mode
ls, like rules-based attribution and data-driven attribution. - Customized reports according to attribution system channel groupings like acquisition, engagement, monetization, etc.
- Built-in Automation to predict user behavior, predictive capabilities, Proactive insights, and more.
- It works seamlessly with other Google solutions and partner products, like Google Ads, Display & Video 360, Search Ads 360, Google Cloud, Google Ad Manager, Google Play, and many more.
Overall, Google Attribution 360 is a powerful and comprehensive web analytics tool that provides valuable insights into marketing performance across multiple channels and devices. You can consider this tool the best marketing attribution software.
Pricing: Free
3. Nielsen Visual IQ
Nielsen Attribution is a leading web analytics tool that gives businesses powerful insights into marketing performance across various channels and devices.
One of the unique features of Nielsen Attribution is its native integration with Facebook, which allows businesses to track the impact of their Facebook campaigns on conversions and revenue.
This integration gives businesses valuable insights into their social media marketing efforts and enables them to optimize their campaigns for better performance. Nielsen Attribution’s offline tracking integration is another crucial feature that differentiates it from other vendors.
This integration allows businesses to track offline conversions, such as in-store purchases, and tie them back to their online marketing efforts. While this feature may not be essential for all businesses, it can be beneficial for retailers looking to demonstrate positive ROI and measure the impact of their online marketing campaigns on in-store sales.
Features:
- Integrate with Offline attribution platform
- Integrate seamlessly with Facebook
Overall, Nielsen Attribution’s Facebook integration and offline tracking capabilities make it a powerful tool for businesses seeking a comprehensive view of their marketing performance and making data-driven decisions to optimize their campaigns. If you also want to track your offline attribution, this is the best marketing attribution software.
Pricing: Available on request.
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4. AppsFlyer
AppsFlyer is a top-of-the-line multi-touch best marketing attribution software designed to help businesses take their marketing efforts to the next level. Boasting an impressive range of features, AppsFlyer focuses on providing good insights, making it an ideal choice for businesses tracking and optimizing their user acquisition and retargeting campaigns.
What sets AppsFlyer apart from other attribution tracking tools is its advanced technology that gives marketers a deeper understanding of their marketing campaigns with precision and accuracy.
In addition, the AppsFlyer suits simplify complex data and give a unified view of campaign performance so you can make better marketing decisions at every stage. With real-time reporting, you can respond quickly and optimize your marketing efforts to achieve better results.
Features:
- Overview & Custom dashboard.
- In-depth reports with specific customer segmentation and many more.
- An accurate and unbiased view of marketing outcomes.
- Clear insights into your paid campaigns, mobile attribution, and multi-touch attribution.
- Pivot tables to simplify marketing analysis.
In addition, one of the key features of AppsFlyer is its commitment to security and privacy, making it a safe and reliable option for businesses of all sizes.
Pricing: Available on Request.
5. Ruler Analytics
Ruler Analytics is a game-changing marketing attribution and lead-tracking solution that takes your business’s data analysis capabilities to the next level. This powerful tool lets you gain valuable insights into your customers’ behavior and predict how similar prospects would behave by mapping your user journeys and crediting the channels that bring in leads.
Ruler Analytics stands out from other marketing attribution tools because its advanced reverse engineering capabilities allow you to map out your customer behavior and the entire journey. This helps you identify leads and take proactive action by setting up targeted online and offline campaigns for different stages within the pipeline.
Ruler Analytics also has various tracking features and multi-touch attribution, allowing your business to evaluate campaign performance and marketing analytics.
Features:
- Various attribution model types: First-click, last-click, linear, Time decay, and Full path.
- Track every conversation online or offline.
- Get a more accurate picture of the customer journey.
- Predictive analysis to analyze historical data and predict future outcomes.
- Identify which marketing platforms and channels, and keywords bring more leads.
Pricing: Starts at £ 199 per month.
6. Kochava
Kochava is an all-in-one attribution platform and data management tool that helps to provide insightful data & analytics. It is a user-friendly platform that allows setting alerts when the KPIs change.
The platform offers a 360-degree view of all the insights across platforms and devices to optimize your campaigns at every stage. From paid to offline campaigns, from cross-channel attribution and multi-touch marketing attribution, Kochava can help you with all.
In addition, it allows the integration of third-party tools, meaning you can get in-depth results for your campaigns. You can get free access to all the features and raw data if you share data with them. You can use this best marketing attribution software to improve your online campaigns.
Features:
- All-in-one analytic and attribution platform.
- It allows for analysis on Web, OTT, and other platforms.
- Detects and protects users’ data from fraud.
- Push notifications to specific users.
- A/B multivariate testings.
Pricing: Free
Also Read: 10 Impactful Push Notification CTA Examples to Use in 2024
7. Adjust
Adjust is another mobile attribution tool that helps to measure, optimize, and scale up your mobile app growth across different platforms. It helps you measure and optimize performance to scale up your business and meet goals.
It helps to give in-depth insights into attribution data, marketing ROI, monitoring subscription funnel, and performance of CTV. In addition, you can compare results across different apps, metrics, and periods for faster decisions. This best marketing attribution software comes with many very useful features.
Adjust offers insights on key metrics like organic installs, clicks on ads, in-app events, mobile analytics, and uninstall & reinstall data to build audiences strategically. It is a mobile-only platform and very useful for connecting mobile users with ads they interact with.
Features:
- Monitor app subscription events and revenue data.
- Know the contribution of CTV ads.
- Get an in-depth insight into ad spend, ad revenue, and purchase data.
- Measure multiple KPIs for apps.
- Intuitive dashboard.
Pricing: Free
8. HubSpot Attribution
HubSpot Attribution Tool is the best marketing attribution software that helps businesses track and analyze their marketing activities across multiple channels. It provides a comprehensive view of the customer journey, from the first touchpoint to the final conversion, and allows businesses to measure the impact of each marketing channel on the customer journey.
It has in-built analytics, reports, and dashboards with one easy-to-use dashboard where you can track performance and get campaign insights. It can be easily connected with CRM and other tools, allowing you to credit different touchpoints at every customer journey stage.
Features:
- Analyze marketing performance on an easy-to-use dashboard.
- Track the complete customer lifecycle.
- Analyze website performance metrics and get detailed reports.
- Connect with CRM and other marketing tools.
- Identify specific channels of data and make smarter decisions to improve them.
Pricing: Free
9. Terminus
Terminus Attribution is a marketing attribution tool that helps businesses track the ROI of their account-based marketing (ABM) campaigns. The tool provides a complete view of the customer journey, from the first touchpoint to the final conversion, and allows businesses to understand which marketing channels and tactics drive the most revenue.
It uses multi-touch attribution to credit each touchpoint and offers different attribution models to provide an in-depth analysis of multi-channel ABM campaigns. Terminus, the best marketing attribution software, offers different attribution models to suit different business needs and goals, such as first-touch, last-touch, and even custom models.
It provides real-time reporting and analytics that help you to make data-driven decisions and boost your marketing efforts. It is a powerful tool that helps measure your ABM campaigns’ ROI and better understand customer behavior.
Features:
- Uses multi-touch attribution to credit each touch point.
- Offers different attribution models to get more profound analysis.
- Integrate with popular CRM and Marketing Automation tools.
- It provides account-based reporting for your ABM campaigns.
Pricing: Available on request.
10. Oktopost
Oktopost is a Social media distribution and analytics platform that helps you make informed decisions with metrics and analytics. It helps you to track the data that matters for your business to grow and reach the right audience.
Using different report formats, you can build a custom dashboard within minutes to get a 360-degree view of your social media performance, including ROI, audience engagement, performance, and many more.
You can analyze how your strategy is working to reach new customers and generate leads with your specific campaigns, posts, and social profiles. In addition, you can monitor growth, click demographics, and brand mentions to learn about your social audiences using this best marketing attribution software.
In addition, you can share social insights with your team as presentations, PowerPoint, or CSV reports that provide insight into acquisition, engagement, and audience insights.
Features:
- Identify top-performing keywords, posts, links, hashtags, monthly active users, and multimedia to optimize.
- Filter your social media campaigns, tags, links, and networks.
- Improve your campaigns with advanced reports and insights.
- Integrate with popular platforms like Salesforce, Dynamic 365, Marketo, HubSpot, Microsoft Power BI, Facebook, Linkedin, and more.
Pricing: Available on Request
11. Neustar
Neustar’s multi-touch attribution solution helps you to understand the customer journey with your campaigns with multi-touch attribution. This best marketing attribution software helps you understand how media channels contributed to your marketing campaign.
You can adjust your campaigns with predictive insights and bring more impactful results. You can get better market decisions with complete insights into online and offline touchpoints and connect across different channels.
In addition, you can analyze the campaigns in real-time on different channels, get recommendations to improve your marketing tactics, and include the right strategy. With the right marketing resources and insights in real-time, you can get better ROI for your eCommerce businesses.
Features:
- Keep an eye on online and offline campaign performance.
- Use predictive insights to make informed decisions.
- Analyze campaigns and customer data on different platforms in real time.
- Compare affiliate performance on different platforms.
Pricing: Available on request.
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How do you choose the best marketing attribution software?
Choosing the best marketing attribution tool is crucial for businesses that want to understand customer touchpoints and marketing channels’ performance. With so many options available out there, selecting the right tool can be a daunting task. Here are a few points to consider while choosing the right tool for your eCommerce business.
Consider Your Business Needs
Every business works on different platforms and channels to reach its audience. Some might work on social media platforms, while others run ad campaigns. It’s essential to consider the range of attribution models you need and choose the most appropriate one.
Look for Customizable Features
Every business has different requirements, and the best marketing attribution software needs to fit the requirements. Look for software to customize your marketing attribution models and performance metrics.
Consider Ease of Use
Ensure the software is easy to set up, track campaigns, monitor results, analyze revenue-related data, and monitor mobile attribution tracking.
Look for Integration Capabilities
When choosing a marketing attribution tool, consider how it will integrate with your current marketing tools and software. The software should seamlessly integrate with your current tools, making gathering data and tracking conversions across all channels easier.
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Conclusion
Selecting the right marketing attribution tool is a critical decision that requires careful consideration. The 10 tools highlighted in this article offer a range of features and capabilities to meet the varying needs of your business.
Evaluating each tool’s compatibility is essential to meet your marketing goals, budget, integration, and features. The software you choose can help you track and analyze the effectiveness of your marketing campaigns, provide insights to drive better decisions and improve the overall performance of your business.
Go through each tool and find the best that suits your business needs.
