How We Chose the Top Marketing Attribution Software
As the number of effective marketing channels continues to increase, it becomes more challenging to attribute lead generation to a particular platform. Choosing marketing attribution software that seamlessly integrates with your other technologies becomes an invaluable tool that helps your business identify which sales and marketing avenues are contributing to verifiable ROI. After evaluating a number of products, we've narrowed the list down to the top five attribution software products based in part on marketing attribution features, integrations, and reports.
Marketing Attribution Features
Our recommendation is to choose a software platform that delivers a variety of marketing attribution features, including multi-touch attribution. Such capability allows you to measure and evaluate each marketing touch point in relation to conversion rates. A multi-touch attribution feature provides the basis for optimizing and customizing campaigns.
The software package should come with pre-built integrations for advertising platforms and Google Analytics as well as other tools that are typically combined with marketing attribution software. Integrating with the marketing or public relations department's existing software, such as email marketing and CRM, streamlines existing resources with new tools.
Detailed reports allow you to determine what avenue a customer took to convert a web page visit into a sale. Conversely, reports also provide insight into where you can improve your marketing campaigns.