If you are an entrepreneur, then you know that marketing is key to your success. But figuring out how to track and attribute your marketing efforts can be tricky.

Data-driven attribution is on the rise among top marketers, who are using it to measure all of their digital channels and understand the impact each touchpoint has on the consumer journey. According to a survey, 76% of all marketers say they presently have or will obtain the ability to utilize marketing attribution.

That’s where attribution software comes in. There are now different options available, but which one is the best for your needs?

We’ve compiled a list of the 20+ best marketing attribution software for startups, based on our experts’ evaluations. This will help you get started on the right foot and ensure that your marketing efforts are on track. Let us first learn the basics…

In this blog post, we’ll cover the following topics:

What is Marketing Attribution?

Marketing attribution is the process of tracking and measuring specific marketing activities or campaigns for the conversion of a lead or customer. In other words, it helps you understand which marketing efforts are driving results.

Why is Marketing Attribution Important?

Marketing attribution is important because it allows you to:

• Understand your target customers and their needs
• Realize which marketing activities are most effective in driving results
• Optimize your marketing efforts for maximum ROI
• Allocate your marketing budget more effectively

What are the Marketing Attribution Models?

There are three main types of marketing attribution:

1. Single-Touch Attribution

Single-touch attribution is the simplest form of marketing attribution. It gives credit to a single touchpoint in the customer journey, typically the last one.

For example, if a customer purchases a product after clicking on an ad, then the sale is attributed to that ad.

2. Multi-Touch Attribution

Multi-touch attribution is more complex than single-touch attribution. It takes into account all of the touchpoints in the customer journey, not just the last one.

For example, if a customer purchases a product after clicking on an ad and then seeing a retargeting ad, both the ad and the retargeting ad would get credit for the sale.

3. Data-Driven Attribution

Data-driven attribution is the most complex and sophisticated form of marketing attribution. It uses data to understand which touchpoints in the customer journey are most important in driving conversions.

For example, if a customer purchases a product after clicking on an ad and then seeing a retargeting ad, but the data shows that the initial ad was most important in driving the sale, then that ad would get more credit than the retargeting ad.

What are Marketing Attribution Tools?

Marketing attribution software is a tool that helps you  track and measure your marketing efforts. There are many different types of attribution software, but they all have one common goal: to help you understand which marketing activities are driving results.

Why are Marketing Attribution Tools Important?

If you’re only using Google Analytics to track your conversions but aren’t connecting your clicks to your sales, marketing attribution tools can help you improve your game.

There are several advantages to conducting a deeper analysis of marketing attribution, and the tools and software we’ll discuss will assist you in making the most of them. Here are three significant advantages:

1. Create a collection of data that describes what works and what doesn’t.

2. Discover how many touches it takes for your leads to convert.

3. Get data-driven insights to enhance marketing efforts and maximize ROI.

How to Choose the Best Marketing Attribution Tool?

When choosing marketing attribution software, you should consider your specific needs and goals. There are many different types of attribution software, so it’s important to choose one that’s a good fit for your business.

Here are some factors to keep in mind when choosing marketing attribution software:

• Pricing
• Ease of use
• Features
• Integrations
• Support

Best Marketing Attribution Tools in 2022

Now that you’ve read this guide and know what attribution is, let’s look at 20+ examples of marketing attribution software to assist you with attribution reporting, evaluation, and more..

1. Dreamdata.io

Dreamdata.io is a marketing attribution tool that allows you to connect your data from multiple sources and track your marketing efforts in one place. The software collects, connects, and cleans all revenue-related information in order to provide clear and actionable insight into what drives B2B sales.

Dreamdata draws on everything from user behavior and traffic sources to the technologies in your IT architecture when it comes to B2B attribution analysis. The result: unrivaled knowledge into the B2B customer journey.

• Pricing: Dreamdata.io has a free plan and a paid plan that starts at $999 per month. They also offer flexible cost based on your custom demands and needs.
• Ease of use: Dreamdata.io is easy to use and comes with a wide range of features, making it a great choice for businesses of all sizes.
• Features: Dreamdata.io offers a wide range of features, including custom reports, multi-touch attribution, data visualizations, and more.
• Integrations: Dreamdata.io integrates with a wide range of marketing and advertising platforms, including Google Analytics, Twitter, and Facebook. It also supports multiple CRM platform for automation including Hubspot, Salesforce, Marketo and more.
• Support: Dreamdata.io offers support via email and live chat.

2. Ruler Analytics

You should know who is calling and why. Form tracking, call tracking, CRM connections, and more are all included in the mix. Rule Analytics provides the full picture of how your marketing is affecting operations. It allows marketing teams to optimize their activities for more than filling forms, creating a lead-to-revenue reporting framework, and aligning sales with data by feeding information into their systems.

• Pricing: Rulership Analytics has a basic plan starting at 199 for small business and enterprise plan at $999 per month.
• Ease of use: The tool is not that complicated to use as it allows you to gather consumer data from any form submission and instantly match it to the marketing source.
• Features: Key features are Call Recording, Call Tracking Metrics, Campaign Analytics, Call Routing, Caller ID, Conversion Tracking, Keyword Tracking, Pageview Tracking, Multi-Campaign, Campaign Management, Email Marketing, CRM, Goal Setting / Tracking and more. 
• Integrations: You can get up and running quickly because integrations with various marketing and sales tools like Google Analytics, Salesforce, AdWord & more allow you to do so.
• Support: Ruler Analytics offers support via email and phone call

3. Bizible

Bizible, a company focusing on B2B marketing, was acquired by Marketo, which was subsequently bought by Adobe. The platform uses granular performance data and machine learning forecasts to analyze B2B buyer journeys. As a B2B and B2C marketer, you’ll be able to make better decisions by having a thorough knowledge of the full buying process, from start to finish.

• Pricing: Adobe has not provided pricing details yet. Available upon request
• Ease of use:  Bizible offers an easy to use, SaaS solution that allows online marketers to quickly identify what’s working in terms of real return on investment, sales, and closed sales.
• Features: Bizible offers Multi-Touch Attribution, Attribution Modeling, Conversion Tracking, Pageview Tracking, Referral Tracking, Predictive Analytics, ROI Tracking and more.
• Integrations: With Marketo Measure (Bizible), you may build robust, cross-channel integrations with your marketing and sales systems to capture touchpoints that occur across all of those channels.. including Paid Media (LinkedIn, Google, etc.); email, Wwebsite, online & offline events; sales activities and more.
• Support: Email/Help Desk, FAQs/Forum, Knowledge Base, Phone Support and Chat

4. Funnel

Funnel is the marketing data platform that helps you understand how your marketing is performing. It gives you data that is clean, accurate, and always up to date – business-ready data that makes sense. Funnel is for all data-driven businesses. If you advertise on more than 1 online advertising channel, Funnel is for you.

• Pricing: Offer 3 Pricing Tier that starts with Essentials at $399.00/month, Plus at $999/month and Enterprise at $1999/month.
• Ease of use: Get away from your normal spreadsheets and manual CSV downloads. Let Funnel handle your marketing data so you can focus on what matters most.
• Features: Key Features are Campaign Management and Reporting & Statistics
• Integrations: Gather all of your data from whichever platform you’re using – Google Ads, Bing, Facebook Ads, or Google Analytics. Everything is covered!
• Support: Email/Help Desk, Knowledge Base, Chat, FAQs/Forum, Phone Support

5. Branch Metrics

Branch is a cross-platform attribution and linking solution used by the 40,000+ world’s top mobile businesses including Pinterest, BuzzFeed, Airbnb, GoEuro to link mobile performance and user experiences across platforms, devices, and channels. Using this tool can increase mobile conversion, retention, and engagement by utilizing deep linking, user routing, attribution, mobile banners, and individualized app experiences.

• Pricing: Not provided by vendor, but you can contact the sales team for a quote. 
• Ease of use: Branch display a comprehensive analytics dashboards that allows you to view your data by device, channel, platform, campaign, conversion events and SaaS marketing metrics.
• Features: It key features are AB Testing, Campaign Analytics, Conversion Tracking, Keyword Tracking, ROI Tracking, Activity Dashboard, Campaign Management, Reporting/Analytics, Website Analytics, Customizable Templates and more.
• Integrations: Provides different APIs to extract data from your campaign and import it into your own internal systems, as well as deep linking and attribution.
• Support: Knowledge Base, Email/Help Desk, Chat, FAQs/Forum

6. Customer Attribution by ActiveCampaign

Attribution is a metric that helps you quantify the effects of marketing activities on getting a contact to achieve a particular marketing goals. ActiveCampaign Attribution feature allows you to track conversions and touchpoints that resulted in a conversion. It can be used to identify attribution from a variety of traffic sources, both organic and paid.

• Pricing: Pricing starts with Lite plan at $29/month to Professional at $149/month. They also offer flexible plan for Enterprise that can be customize for your demands. 
• Ease of use: You may set up automated triggers to perform tasks when a contact has converted in a specific manner, as well as create attributed values for your conversions. If 10 percent of those who fill out your landing page’s web form spend $500, you might set the attributed value at $50 for a website form conversion.
• Features: ActiveCampaign, for example, may assist you with monitoring Facebook Advertisements, AdWords, and other paid touchpoints. ActiveCampaign can also allow you track product evaluations on any site outside of your own, guest contributor blog posts, social media postings, or a reply on Quora.
• Integrations: Bring your imagination to life with the ActiveCampaign API. You can connect with the tools that make the most sense for your business including Facebook, WordPress, Zapier, Google Analytics, Shopify, ClickFunnels, WooCommerce, Unbounce, Salesforce and more.
• Support: Knowledge Base, Email/Help Desk, Phone Support, FAQs/Forum, Chat

7. Attribution Insights by Windsor.ai

Windsor.ai is a marketing attribution tool that runs in the cloud and enables marketers to optimize ROI using AI. Depending on their entire consumer journey, it lets users combine all of their marketing data and run sophisticated marketing attribution models in one place. Users may evaluate customer journeys to assess business conversions with Windsor.ai.

• Pricing: Basic plan starts at $19.00 /month, Standard at $99, Professional at $499 and for Enterprise you can ask for a quote. 
• Ease of use: Makes it easy to access and analyze important data about your business in one place. Once all your data is in one place, the possibilities are endless when it comes to using machine learning or connecting to the world’s most powerful visualization tools.
• Features: Key features are Attribution Modeling, ROI Tracking, Cross Channel Attribution, Multi-Touch Attribution, Conversion Tracking, Customer Journey Mapping and Predictive Analytics. Multi-touch attribution modeling determines how and where you should be spending your budget, taking into account the customer journey.
• Integrations: Any tool with one of Windsor.ai’s numerous integrations and APIs can be used to access and extract marketing and CRM data. Connect thousands of tools and apps including Salesforce, Google Ads, Microsoft Advertising, Twitter Ads, TikTok Ads, Snapchat Ads, Adobe Analytics, The Trade Desk, HubSpot, RTB House, Pardot, API and more with ease.
• Support: Knowledge Base, Email/Help Desk, 24/7 (Live Rep), Live Chat

8. Attribution

Attribution is an attribution software for businesses that recognizes the distinct impact of each touchpoint in your marketing funnel. The tool’s data gathering feature collects all of your online and offline touchpoints, then analyzes it with your budget spend. You may also create automated attribution models with machine learning algorithms that discover any trends in your data and touchpoints. Use this tool to track affiliate marketing, measure and improve partner performance, and assess affiliate performance in comparison to other marketing touchpoints and channels.

• Pricing: You can request an estimate from their sales team.
• Ease of use: Simple way to sync all of this data to your other software by using Attribution’s dashboards and reports to segment your data by campaign, touchpoint, or channel.
• Features: There are features that are perfect for B2C and B2B marketers looking to optimize marketing ROI and streamline the path to purchase, respectively. Attribution Modeling, Campaign Management, Cross Channel Attribution, Goal Setting / Tracking, Pageview Tracking, Audience Targeting, Conversion Tracking, Customer Journey Mapping, Multi-Touch Attribution and much more.
• Integrations: More integration than any other solution on the market, thanks to our wide range of partners including StackAdapt, AdRoll, BigCommerce, Google, Heap, Hubspot, Magento, Marketo, Mailchimp and many more. Link all of your favorite applications and online services.
• Support: Live Chat Support/Email/Phone Call/Live Demo

9. C3 Metrics

C3 Metrics is a third-party advertising metrics solution for large advertisers, a tool for analyzing cross-platform ad attribution. The software is tailored to meet the needs of businesses in a variety of sectors including ecommerce, financial services, automotive, pharmaceuticals, travels and more.

• Pricing: Contact their sales team for pricing.
• Ease of use: Get an access to your data through custom dashboards, feeds and analytics. Account managers and analytic experts manage the onboarding, ongoing modifications, and ad-hoc insights and reporting.
• Features: Their Attribution Data Cloud covers digital, radio, television, and direct mail. When pulling attribution data, use the Marketing Mix Modeling (MMM) feature to consider external factors like as competition, customers’ demand or changing business trends.
• Integrations: You may also link users across devices and platforms without difficulty, and get attribution insights using online and off-line reporting dashboards that you can access when you want them.
• Support: Email/Contact Form/Phone Call

10. Google Analytics 360

Google Analytics 360 report breaks down where people spend their time on your website or app. You may track active users based on their interactions with your site or app in the previous 30 days, get a cross-channel perspective of the audiences you’ve built in Analytics, obtain post-click performance metrics for individuals who visited your advertisements to reach your website/app, and more.

• Pricing: Provides a free version of the software or allows you to contact their sales team for a custom monthly fee.
• Ease of use: The dashboard isn’t particularly configurable, which is to be expected given that it’s produced by Google.
• Features: Main key feature are Digital Attribution, Marketing Mix Modeling, TV Attribution. Every touchpoint of the customer journey — an eye-opening experience if you’ve been restricted to first-touch, last-touch, or arbitrary attribution models.
• Integrations: Salesforce, Data Studio, and several other applications are just a few of the platforms that integrate with Google Analytics 360. Easy to integrate into a website or app, powerful partner to Google AdWords. If you already use Google products for various parts of your business, Google Analytics 360 will be a fit. There aren’t many third-party integrations accessible right now, however.
• Support: Email/Live Chat

Other Marketing Attribution Software

Here are a few more alternatives if none of the marketing attribution software on our list meet your demands:

11. Singular – Ideal attribution software for retail marketing.

12. Databox – Best for businesses and SaaS marketing agencies.

13. Nielsen (Visual IQ) – Recommended marketing attribution tool for enterprise.

14. Kochava – Best omni-channel attribution software.

15. Appsflyer – Best to keep track of web-to-app journeys for app developers and mobile marketers.

16. Invoca – Best solution for call tracking and analytics based on artificial intelligence.

17. Impact – Ideal for affiliate marketing, collaboration and partnerships.

18. Adinton – Suitable for marketing agency for startups, online stores, and corporations of any size.

19. LeadsRx – Best tool marketing director or manager to generate comprehensive marketing attribution reports and analytics.

20. Accutics – Preferred by enterprises to standardize, govern, and link marketing data in order to provide actionable results.

21. Insightly – A powerful CRM and attribution tool for custom event triggering and reporting.

22. Matomo  – The best open source attribution marketing platform.

Determine what your Startup’s marketing attribution goals are, what reports would be most useful for your company, and start utilizing one of the many data-driven marketing software available now to improve with analytics.