The marketing attribution tool is a piece of marketing software that offers a way for marketers to track and analyze the efforts that go into their marketing campaigns. The purpose of this tool is to ensure that marketers are able to see which of their efforts is most effective in bringing in new customers, while also keeping track of which ones need work.
This post will provide you with an overview of the best marketing attribution tools available today, and why they are useful.
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Best Marketing Attribution Tools
1. HubSpot Marketing Analytics Software & Dashboard
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HubSpot’s Marketing Analytics & Dashboard software measures and analyzes the performance of your campaigns and marketing efforts with built-in analytics, reports, and dashboards. With HubSpot, all of your CRM data and Marketing Software data are located in one place, at your fingertips — no SQL or coding required. This allows you to identify, review, organize, and share your marketing attribution data (among many other types of data) from your all-in-one CRM platform with ease.
HubSpot offers granular Attribution Reporting for Contact Attribution and Revenue Attribution.
In terms of Contact Attribution Reporting, each customer interaction — and any revenue generated from that interaction — is recorded in that contact’s record. This is also helpful because it helps ensure everyone is getting credit for their work.
As for Revenue Attribution Reporting, you can pinpoint the specific channels that are hitting or surpassing their goals — and which channels need improvement — this way, you can identify the areas in which you should focus your attention and budget.
In addition, HubSpot has some other notable features that have the power to make marketing attribution reporting— and other marketing work and reporting — simple.
There’s a Custom Report Builder which brings together all of your data so you can access contact, company, and deal data plus your landing page, blog, and email data, all in one place. Custom Objects are available to provide data that’s unique to your business in order to create new segments and create custom reports, campaigns, and workflows.
Reporting dashboards are customizable and flexible — they have pre-built, drag-and-drop templates that you can share from HubSpot or via email or Slack. (You can also create dashboards from scratch if you prefer.)
Behavioral Events track custom interactions that are unique to your business and indicate when a customer is ready to move to the next stage of the buyer’s journey. Lastly, Account Based Marketing (ABM) closes the gap between Marketing and Sales so you’re able to close more high-value target accounts.
2. Ruler Analytics
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Ruler Analytics is a marketing attribution and call tracking software — it has closed-loop marketing attribution, meaning it gives you access to all of your revenue and conversions in a single location.
This multi-channel marketing attribution platform comes with online and offline conversion tracking to help you determine the return on ad spend (ROAS), identify which campaigns, channels, and keywords are leading to conversions, and get a better understanding of your customer journey.
Compare various rule-based models including first click, last click, and linear attribution. You can also map your customer journey to identify the marketing channels that are causing visitors to find your business, make purchases, and convert in other ways (e.g. complete an online form or chat with a sales rep).
You can pull customer data from any form submission and automatically match it to the marketing source it came from. Integrate your data with Google Analytics using Ruler’s Google Analytics and Google Adwords integration, and upload your marketing attribution.
3. Branch
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Branch is a cross-channel attribution and mobile linking platform that offers insight into all of your team’s marketing efforts. The tool connects customer touchpoints from all of your channels with conversions that occur on any platform.
The tool’s Predictive Modeling feature is anonymous and uses historical attributions to identify accurate attribution when there’s no universal ID — this is helpful because, “Apple killed the IDFA.” The IDFA was an identifier for advertisers that worked in a similar way to tracking cookies on browsers.
Branch also tracks referral and ads attribution as well as measures email, web, and social media marketing success. Use cross-platform, cross-channel cohort analysis for comparisons of all of your marketing campaigns and compare attribution across all of your channels including email, ads, social media, and web.
Branch displays your data on analytics dashboards and segments that data by device, platform, channel, campaign, conversion events (e.g. installs), or metrics (e.g. clicks).
4. Active Campaign
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ActiveCampaign is a customer experience automation platform with attribution reporting capabilities. ActiveCampaign’s Attribution Reporting allows you to identify which traffic sources and touchpoints make your leads convert.
The tool’s contact records include lists that are updated with all conversions a contact makes and the specific touchpoints that played a role in that conversion. There’s a Segment Builder that tells you which traffic source (e.g. ad or campaign) a contact who converted actually visited your website from.
You can set up automatic triggers to take actions once a contact has converted in a specific way, as well as create attributed values for your conversions. For instance, if one in 10 customers who completes the web form on your landing page spends $500, you may set the attributed value for a web form conversion as $50.
Use ActiveCampaign to identify attribution from a wide range of traffic sources that are both paid and organic. In terms of paid touchpoints, ActiveCampaign can help you track Facebook Ads, AdWords, and more. As for organic touchpoints, ActiveCampaign can help you track product reviews on 1) any site aside from your own, 2) blog posts by guest contributors, 3) social media posts, or 4) a response on Quora.
5. C3 Metrics
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C3 Metrics is an attribution reporting tool that focuses on enterprise cross-platform advertising attribution. The tool offers attribution solutions for businesses across a range of industries including ecommerce, automotive, financial services, pharma, and travel. Additionally, there’s the C3 Metrics Attribution Data Cloud that works across digital, TV, radio, and direct mail.
Use the tool’s Marketing Mix Modeling (MMM) which considers external factors, such as competition or changing industry trends, when pulling attribution data. You can also connect users anonymously cross-device and cross-platform with ease, and analyze attribution with online reporting dashboards and offline reports that can be delivered when you want them.
attribution tools for digital marketing
1. Google Attribution
It’s likely that you already use Google Analytics and possibly Google AdWords in your digital marketing plan. Google Analytics is extremely useful for websites to track their traffic and website trends. Within Analytics, Google released Google Attribution.
Google Attribution is a completely free tool that helps you see your insights on a deeper level. Instead of simply viewing your website traffic, you can also evaluate the success of your content, marketing campaigns, and product sales.
What is wonderful about Google Attribution is that it works seamlessly with Analytics and AdWords. If you already use these products, there’s no reason to not incorporate Google Attribution into your plan.
Since Google products are so widely used, training is readily available for Google Attribution as well as other aspects of Analytics and AdWords online.
Pricing: Free!
2. CallRail
The simple reality is that while email follow-up is more common, sales and other professionals still use phone outreach and follow-up often. CallRail helps you not only measure and understand your online campaigns but your offline ones as well. Using their data, you can see a holistic picture of your efforts and how they tie into your inbound call, form submissions, and advertising buys.
CallRail also offers phone call recording so you can improve your customer service abilities, review calls, and coach your staff.
Pricing: $45 to $145/month, depending on the feature set and the number of phone numbers needed.
3. Statcounter
Statcounter is a user-friendly analytics tool with built-in marketing attribution features. Statcounter manages all your analytics on a clean and simple dashboard with powerful filters to see the exact information you’re looking for. With this simple interface, identifying touchpoints in your sea of data is easier than ever.
Pricing: They offer a free trial, but depending on your needs and how many page views you want to analyze, package options range from $9 – $399/month
4. LeadsRX
LeadsRX is the perfect prescription for a growing business’ marketing attribution needs. This software lets you follow your customer’s path through cross-channel touchpoints, so that you can get the full-funnel picture. LeadsRX enables you to see exactly how you are spending your marketing dollars and how much of a return you’re getting on your investment.
Their interface is clean and straightforward, with options easily laid out so you won’t have to guess what the touchpoints are. In fact, LeadsRX automatically marks credit to touchpoints for you.
Pricing: The enterprise level is $800 per month, which is definitely on the pricier end of the spectrum. Fortunately, they offer a customized version for small businesses that is paired down to your needs with a custom, affordable price.
5. Kochava
Kochava specializes in mobile attribution. This software analyzes and optimizes ad campaigns meant for the mobile market and can give you an inside look at user behaviors, allow you to reach out to them on related devices, and target users who are more likely to engage with your services.
Their marketing attribution platform is entirely customizable, which makes it extremely powerful for a digital marketer. Different data points, like clicks, installs, or impressions, mean different things to different marketers. Kochava gives you a holistic look at your user actions, which lets you assign a customized value to their touchpoints.
Pricing: Kochava offers a free, light version of its software for small businesses as well as a 30-day free trial.
Finding the right marketing tools for a small business can be tough. Expertise and budgetary constraints can lead the small business marketer frustrated and lacking in the software power of their bigger competitors. Fortunately, there are companies out there that want to put power back in the small business’s pocket and offer packages that make sense for them.
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