Our Top Picks

Adobe Analytics
Adobe Analytics
  • Deployment: Web-based, cloud, SaaS
  • Customer service: Online
  • Integrations: Yes

Adobe Analytics allows the user to track customer behavior by combining web and predictive analytics with machine learning and AI. While the platform is adaptable for all business types and sizes, it's more suitable for large companies needing advanced features and customer journey accuracy. Adobe Analytics offers comprehensive tracking details that highlight beginning-to-end actions resulting in conversions or lost customers. One of its key features is its predictive marketing capability, providing insight into the success of potential campaigns. Users also have the ability to set up alerts so they're notified when unusual activity occurs. Smaller companies requiring basic web traffic data may find this platform's functionality too cumbersome. 

Pros & Cons

Pros

  • Provides insights into customer behavior and interaction with website
  • Attribution modeling
  • Cross-channel attribution

Cons

  • Customer support
  • Setup and custom reporting

Summary

Adobe Analytics
Adobe Analytics
  • Starting Price
    • Custom Quote
  • Free Trial/Demo
    Free Demo
  • Deployment
    Web-Based, Cloud, SaaS
  • Support Options
    Online
  • Conversion Tracking
    no
Features
  • Deployment: Web-based, cloud, SaaS
  • Customer service: Online
  • Integrations: Yes
Appsflyer
Appsflyer
  • Deployment: Web-based, cloud, SaaS, iPhone/iPad, Android
  • Customer service: 24/7 (live rep), phone during business hours; online
  • Integrations: Yes

With a focus on mobile apps, AppsFlyer offers a cross-channel platform that utilizes media sources to initiate application installs. The attribution software evaluates such sources as OTT and TV in addition to assessing what leads to customer loss, or uninstall attribution. The platform integrates well with a range of marketing channels, allowing businesses visualization of all attribution data. Companies can monitor Android and iOS marketing campaigns from the AppsFlyer dashboard, analyzing user performance and measuring ROI. The marketing attribution software effectively tracks various campaigns across multiple platforms.

Pros & Cons

Pros

  • Mobile attribution
  • Audience segmentation
  • Fraud detection

Cons

  • Protection 360 is an additional fee service
  • Chart visualization

Summary

Appsflyer
Appsflyer
  • Starting Price
    • Zero Plan: Free
    • Growth: Custom Quote
    • Enterprise: Custom Quote
  • Free Trial/Demo
    30-Day Free Trial
  • Deployment
    Web-Based, Cloud, SaaS
    iPhone / iPad
    Android
  • Support Options
    24/7 (Live Rep)
    Business Hours
    Online
  • Conversion Tracking
    yes
Features
  • Deployment: Web-based, cloud, SaaS, iPhone/iPad, Android
  • Customer service: 24/7 (live rep), phone during business hours; online
  • Integrations: Yes
Bizible
Bizible
  • Deployment: Web-based, cloud, SaaS
  • Customer service: Phone during business hours, online
  • Integrations: Yes

Bizible is an effective resource for B2B and B2C marketing teams to automatically track cross-channel interactions. The platform provides the capability to measure and optimize multiple marketing efforts in order to make the necessary decisions for maximizing growth. Its omni-channel attribution data gathers all information together, from multiple resources, to determine how to maximize investment. Bizible integrates with such platforms as Salesforce, Google Ads, and SnapEngage. It delivers insight into the journey of prospects and new customers as well as offering a timeline of the steps before signing on with the company.

Pros & Cons

Pros

  • Custom campaign tracking attribution
  • Customer support
  • Variety of attribution models

Cons

  • Learning curve for advanced integrations
  • Expense

Summary

  • Starting Price
    • Custom Quote
  • Free Trial/Demo
    Free Demo
  • Deployment
    Web-Based, Cloud, SaaS
  • Support Options
    Business Hours
    Online
  • Conversion Tracking
    no
Features
  • Deployment: Web-based, cloud, SaaS
  • Customer service: Phone during business hours, online
  • Integrations: Yes
Demandbase
Engagio ABM
  • Deployment: Web-based, cloud, SaaS, iPhone/iPad, Android
  • Customer service: Online
  • Integrations: Yes

Engagio streamlines account-based marketing features into one tool, allowing B2B marketing departments to measure client engagement. The marketing attribution software provides a dashboard that creates a link between ABM programs and revenue. It combines information from multiple sources, utilizing Salesforce, LinkedIn, and Gmail to provide insight from mapped leads. Engagio allows businesses to streamline analytics and account-based reporting to develop a clear perspective of target account activity. Users have the ability to prioritize accounts to measure their ABM program's impact.

Pros & Cons

Pros

  • Dashboard visualization
  • Tracking activity
  • Weekly summaries

Cons

  • Linking capabilities

Summary

Demandbase
Engagio ABM
  • Starting Price
    • Custom Quote
  • Free Trial/Demo
    Free Demo
  • Deployment
    Web-Based, Cloud, SaaS
    iPhone / iPad
    Android
  • Support Options
    Online
  • Conversion Tracking
    yes
Features
  • Deployment: Web-based, cloud, SaaS, iPhone/iPad, Android
  • Customer service: Online
  • Integrations: Yes
Neustar
Neustar
  • Deployment: Web-based, cloud, SaaS
  • Customer service: 24/7 (live rep)
  • Integrations: Yes

Businesses can monitor online and offline campaigns, measuring results through Neustar's multi-touch attribution software. Available in real time, campaign results maximize budgets by providing the customer's journey to conversion. Marketing departments use predictive insights to measure performance, pinpointing which media channels contribute to customer activity. Neustar also provides recommendations for how to develop more efficient marketing strategies. Companies can make adjustments as needed to optimize ROI.

Pros & Cons

Pros

  • Integrated email marketing
  • Marketing analysis budget
  • Multi-touch attribution

Cons

  • Expense

Summary

  • Starting Price
    • Custom Quote
  • Free Trial/Demo
    Free Demo
  • Deployment
    Web-Based, Cloud, SaaS
  • Support Options
    24/7 (Live Rep)
  • Conversion Tracking
    yes
Features
  • Deployment: Web-based, cloud, SaaS
  • Customer service: 24/7 (live rep)
  • Integrations: Yes

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.

Integrations

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.

Reports

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.