Best Attribution Software

Marketing attribution software is used by companies to determine how actions, events, or touch points during the prospecting and sales processes contribute to the success of their marketing and sales teams. Since a closed sale is often the result of a combination of several factors and conditions, which may occur in a random order, it’s very difficult to understand what made it successful. Companies use marketing attribution software to assign a value to any factor that may have a contribution to the success of a sale, based on the influence it had on the customer or prospect during the interactions with the company. Marketing attribution software is usually a hub software pulling in data from other marketing and software tools, so it commonly integrates with software solutions used by sales, marketing, or public relations departments, like CRM, marketing automation, email marketing, email tracking, demand generation, or sales analytics tools.

To qualify for inclusion in the Attribution category, a solution must:

  • Track multiple marketing and communication channels (TV, social media, phone, email, digital advertising channels, etc) and capture data on the interactions between the company and its prospects or customers
  • Use multiple attribution models like single touch attribution (when all attribution is assigned to only one event), fractional attribution (to include multiple events in the attribution, with equal or differents weights), or algorithmic attribution (which uses data science for advanced attribution criteria and models)
  • Provide dashboards and visualizations for users to understand which activities performed better and why. The analysis should be based on relevant historical data and user-defined key performance indicators
  • Integrate with software solutions used by sales, marketing, or public relations departments, like CRM, email tracking, demand generation, or sales analytics

Attribution Software Grid® Overview

The best Attribution Software products are determined by customer satisfaction (based on user reviews) and market presence (based on products’ scale, focus, and influence) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: Bizible and Tealium IQ Management
  • High Performers are highly rated by their users, but have not yet achieved the Market Presence of the Leaders. High Performers include: BrightFunnel, Engagio ABM Analytics, and LeadsRx
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution.
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: Full Circle Insights and Visual IQ
G2 Crowd Grid® for Attribution
High Performers
Market Presence
Compare Attribution Software
    Results: 37

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    Attribution reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

    Every-touch revenue attribution and advanced AI-driven revenue planning to enable every marketer—from CMO to channel manager—to discover customer journeys, impact digital transformations, and power company growth.

    Engagio helps B2B marketers drive new business and expand relationships with high-value accounts. With our marketing orchestration software, you can create and measure engagement, so you get the tools you need for Account Based Marketing in one integrated solution Engagio allows you to execute and measure integrated ABM programs, providing the scale benefits of automation with the personalization benefits of the human touch. It complements Salesforce and existing marketing automation solutions, so getting started is easy!

    Use Tealium’s tag management system as the foundational elements of your marketing technology stack and as the backbone of your marketing data infrastructure.

    BrightFunnel provides actionable revenue insights for B2B marketers. For the first time, CMOs and their teams can understand the future revenue impact of every decision and make smarter marketing decisions. BrightFunnel empowers data-driven marketers to report on results with confidence and better plan for the future.

    LeadsRx is a full-funnel, cross-channel attribution platform that connects the dots between marketing touchpoints and revenue. Agencies and enterprises that use LeadsRx increase revenue, find new customers, and maximize their Return on Ad Spend. Using the LeadsRx Universal Conversion Tracking Pixel, you can see all channels contributing to your conversions including organic search, direct, social referrals, paid advertising, and more. The system analyzes complete customer journey maps and gives credit to each channel based on a variety of real-time attribution models. You won't have to arbitrate between various ad-server pixels using spreadsheets and complex calculations. The LeadsRx Universal Pixel tracks it all and assigns credit without bias for one vendor or another. LeadsRx includes support for online and offline attribution. Use the system to evaluate radio, television, tradeshows, and even lead farm data right along side ad impressions, clicks, and all forms of digital traffic. Cost and revenue data can also be included in all attribution modeling to see which channel produces the highest Return on Ad Spend. Integrations to Facebook, AdWords, and other ad platforms make gathering cost data quick and easy. Revenue data can be be sent through the LeadsRx secure API or automatically retrieved from systems like Salesforce. With pricing based on how much data is being tracked, LeadsRx is suitable for all sizes of marketing budgets.

    Full Circle Insights delivers marketing and sales performance management solutions to optimize a company’s marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Built 100% on the Salesforce App Cloud, Full Circle Insights’ products complement leading marketing automation solutions. Founded by former Salesforce executives, CRM implementation veterans and marketing automation specialists, the Full Circle Insights industry pioneers are seasoned in creating marketing measurement foundations to grow revenue. Learn more at

    Visual IQ, a Nielsen company, is the leading marketing intelligence software provider. Our Marketing Intelligence Platform combines people-based insights with tactical marketing performance in a single user interface, so you can optimize budgets, consumer experiences and business results.

    MarketShare DecisionCloud is a cloud-based enterprise software that provides optimization, mix modeling, cross-channel attribution, planninc pricing, and other analytics.

    We created OWOX BI to help you consolidate, process, analyze and extract insights from data. OWOX BI Pipeline helps automate data import to Google Analytics and Google BigQuery. Сonsolidate data from various disparate sources: user interactions with your website, cost data from advertising services, transactions and returns from CRM/ERP systems, data from call-tracking and email marketing services. This is all to gauge how your efforts affect business outcomes. OWOX BI Attribution helps reveal the real contribution of advertising campaigns to the user's progression through the purchase funnel. The model credits each session in the conversion process with a percentage of the total conversion value. To ensure reliable results, the calculations are based on all available data, including data about phone calls and purchases in brick-and-mortar stores. OWOX BI Smart Data helps talk to the data in plain English and gets instant answers to thousands of questions, which are displayed as easy-to-read charts and tables. You don’t even have to write SQL queries, study Google Analytics or ask for analyst’s help to get the reports you need.

    Marketers report on their results for two reasons: to prove their value, and to improve results. TrackMaven is the only marketing analytics platform that gives marketers the ability to do both across all of their digital channels. TrackMaven’s marketing analytics platform integrates all the data marketers are already using to measure and improve their performance — including organic and paid social analytics, website traffic, conversions, revenue, and more — so you can see what works and what doesn’t from one centralized view. TrackMaven can also show where its customers are winning and losing in their industry by tracking your results against competitors, peers, and influencers. Marketing leaders from hundreds of the world’s best brands use TrackMaven to understand the full impact of their marketing on over 20 digital channels. Founded in 2012, the company is headquartered in Washington, D.C. To learn more, visit or follow us on Twitter @TrackMaven.

    AirPR Software provides analytics, insights, and measurement solutions for the evolving PR and content marketing industries. AirPR created the first integrations with Google Analytics and Adobe Analytics in 2013 to track media activity and provide actionable insights. AirPR Software enables you to understand what is driving message resonance, engagement, traffic, conversion, and even revenue. CMOs and PR, communications, and marketing professionals use AirPR Software to understand which PR and content efforts are driving the most effective outcomes, to make better decisions around budget allocation and content development.

    Google Attribution 360 is a management solution that uses a data-driven approach to determine how impactful users ads are, allowing them to make better cross-channel decisions and drive greater returns.

    Prismana is an online attribution platform built from the ground up to help businesses measure the efficacy of their efforts. To put this more simply, Prismana was created to be an easy, cost effective solution to a problem plaguing businesses since they started using the internet to do business: “Are our efforts driving business?” Now, companies can track leads/conversions from any channel, through any contact mechanism. It doesn't matter how or where on your site the visitor chooses to convert. Prismana will attribute it all. And the best part is that it's completely invisible to the visitor. Their experience on your site is not disrupted at all. Prismana is easy to use and can be fully implemented in minutes, not days. The product is simple to use and master. No special training required. It will not disrupt your existing systems. Prismana usually warrants zero adjustments to existing systems and minor (if any) development time on your website. There are lots of attribution solutions out there. We feel that you will not find a greater value than Prismana.

    Adinton is a software for analyzing and optimizing marketing campaigns that allows you to manage online marketing investment return and sales due to spending optimization.

    C3 Metrics is an analytics SaaS platform that focuses on managing your ROI with viewability, actionable attribution, cross-device, conversion controls, and tv attribution.

    Cien gives sales teams the power of artificial intelligence to improve productivity and effectiveness. Measure marketing and sales' contribution, know why deals close, or not. Predict your end of month bookings and identify your best performing SDRs and AEs. DAILY PULSE ✔ A predictive snapshot of your sales team based on hundreds of data points in contained in your salesforce data. ✔ More accurate forecasts and personalized recommendations that improve predictability and maximize productivity. TEAM DETAILS ✔ Measure your SDRs and AEs individual contributions based on behavior, performance and skills. ✔ Measure the incremental value generated by marketing and assign leads and opportunities based on team skills and knowledge TRUE AI ✔ Makes sense of incomplete, inconsistent and inaccurate Salesforce data. ✔ Adapts to your business, people and processes. ✔ Works with your existing sales and marketing stack. ✔ Complies with global security and privacy rules. "Cien helps sales teams use AI to fix productivity, improve motivation and increase sales effectiveness.” / The Huffington Post “The app takes into account human and behavioral elements to detect problems and predict outcomes for sales leaders.” / Dallas Business Journal

    Convertro offers a multi-touch attribution and marketing mix modeling that considers thousands of variables to accurately assign credit across every touch-point your consumers take.

    FunnelWise integrates with CRMs and marketing automation platforms to help companies gain focused, deep insight into their revenue funnel. The FunnelWise solution allows both marketing and sales to: - Drill-down into key funnel metrics shared by marketing and sales: movement, velocity, conversions and aging - Determine revenue drivers to optimize efforts - Attribute marketing effort and view funnel leakage - Understand marketing’s impact on revenue - Identify missed revenue with cross-funnel comparisons - Diagnose issues and quickly course correct with an early warning system - Set and monitor progress to goals with daily indicators - Eliminate manual reporting and data manipulation - Accelerate growth with intelligent recommendations - Compare performance by funnel stage and data segments FunnelWise offers more than a software solution, it comes with a methodology and funnel expertise to maximize the investment. The FunnelWise team works closely with clients to ensure the solution drives future growth.

    IBM Digital Analytics Impression Attribution is a reporting solution that helps you optimize impression based marketing initiatives and justify budgets.

    Kvantum is the marketing performance analytics company, building technology that fundamentally changes the way brands measure the marketing impact on sales. Kvantum has combined the machine learning and econometric modeling into its proprietary Marketing Science Platform that can measure the short term and long term incremental effect of marketing with minimum possible data points. Brands can work with Kvantum in three ways: by licensing the Kvantum Platform for data management, visualization & algorithmic attribution; by managing cross-channel campaigns in real-time using the Kvantum Platform (Product & Services); by working with Kvantum to solve your toughest media measurement challenge (Custom Solution). The company is headquartered in SF Bay Area and works with Top Retail, CPG and eCommerce brands across US, Canada, Australia, Europe, and Asia. Over the past years, we have helped clients increase their digital ROI from 30% to 60%, while maintaining spend levels. For more information on Kvantum Inc. visit and contact our Sales Team at Specifically Kvantum provides solutions for following: 1. Marketing Mix Modeling 2. Marketing Optimization 3. Multi-Channel Attribution 4. Social Media Performance Measurement 5. Cross-channel Measurement 6. Data Foundation 7. Consumer Analytics 8. Online to Offline Attribution

    Multi-channel customer analytics and marketing automation in one central platform to tear down data silos and supercharge your team’s capabilities.

    Marketing Evolution is the leader in marketing effectiveness management. We deliver an ROI management platform called the ROI BrainTM that allows companies to see how their marketing is performing in real-time and make data driven adjustments to the media mix while the campaign is running. We have the only system that does this across all media platforms, so you get to see a completely holistic view of your entire media campaign. We measure ROI with patented Cross Media Attribution Modeling and offer PersonCentricTM analysis. The benefit of PersonCentricTM analysis is (1) it has 20x more data, (2) gets more detailed in terms of the specific impact of individual media placements, (3) more targeted – delivering ROI down to individual customer segment levels and (4) is more real-time, delivering ROI at the campaign level, enabling mid-course adjustment. Over the last 50 engagements, Marketing Evolution’s optimization increased marketing performance by 26%.

    Roivenue is the business-critical decision-making tool for e-commerce marketing professionals. Translate marketing investments, customer behavior, and revenue into clear strategic decisions. Simple questions require simple answers. We help you harness complex data to get at the heart of any problem. We connect all your marketing platforms, analytics and CMS to get the full overview of your online marketing efforts. With cutting-edge data-driven attribution technology, you immediately see undervalued channels.

    LIVE is a marketing performance management platform that allows you to monitor, evaluate, and optimize your marketing investments on an ongoing basis.

    Measure your customers' journey seamlessly with MultiTouch attribution.

    Independent full-service media attribution platform. Understand how each touch point impacts sales to optimise media budgets and deliver experiences based on a deep understanding of how your customers actually behave.

    OptiMine Insight, the cloud-based agile marketing measurement platform that measures the cross-channel performance of all your channels and ads- offline and online.

    Path to Scale allows marketers to model a lead-to-revenue lifecycle model, calculate campaign ROI using multi-touch attribution models and track business performance against goals.

    Merchants use Polytab Analytics ( ) for marketing attribution to guide their marketing spending and optimize shopping experiences across all channels. The underlying technology is a customer data platform that builds the complete view of the shopper journey across all channels, all touch points (online and offline). Polytab analytics is used for marketing attribution across paid search, organic, affiliates, display advertising, TV/radio advertising as well as social channels.

    Abakus makes marketing measurement and optimization easy with software. Abakus’ patented technology platform analyses marketing activity, across all channels, in real-time. It explains what is working, why, and how to optimize for performance.

    Sparkfly is a turnkey, patent protected, technology platform that connects the digital and physical worlds in real-time and allows you to bypass your outdated POS technology.

    Sylvan is a preformance and attribution capability that gives you tools to frequently analyze the sources of return, providing feedback on the investement process.

    TagCommander is a tag management system that helps you manage technical resources, marketing activites, and campaign preformance.

    ThinkVine's marketing optimization software uses predictive modeling to generate marketing-driven sales.

    The Conversion Logic attribution platform, XC Logic™ delivers actionable insights in real-time. The platform uses the proprietary Ensemble Method to deliver accurate, predictive results through a sophisticated yet simple to use UI built to empower and inform the marketing practitioner.

    ZX is Zeta's Acquisition Engine which leverages proprietary People-Based data to help brands engage or acquire new customers across platform, device, format and channel.

    ZyloTech is an MIT spin-off , offering an award-winning AI-powered Customer Analytics Platform for omni-channel marketing operations. The platform uses machine learning to solve data quality issues and analyze all customer data continuously and in near real time for superior insights in support of omni-channel marketing operations.

    Kate from G2 Crowd

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