9 Best Marketing Attribution Software (2023)

We have ranked and reviewed the 9 best marketing attribution software for 2023. These are some of the best ad tracking platforms available for your eCommerce business. Our top 3 platforms are listed here.

Best for eCommerce

Logo Cometly 135x135 1

Cometly

eCommerce Ad Tracking platform

Best for Automation

Logo Supermetrics

Supermetrics

Pre-built templates & dashboards

Best Integrations

Logo Segmetrics

Segmetrics

eCommerce Attribution platform

Are you looking for the best marketing attribution or eCommerce analytics software that performs ad tracking?

We’ve compiled this list to help you find the right software for your business.

You can optimize your campaigns for maximum revenue with the right marketing attribution software and the right marketing. Make sure to choose software that fits your needs and budget.

There are a few marketing attribution platforms that stand out. Analysts and industry experts also call them Customer Data Platforms (CDP).

A customer data platform is software that helps brands collect customer data from various sources, unify it in one place, and then take action.

When choosing marketing attribution or eCommerce analytics software, you should look for platforms that offer these benefits and features:

  • Comprehensive attribution reporting: Ability to provide detailed reports on all aspects of your marketing campaigns, including how each individual campaign contributed to overall results.
  • Multiple Channel Tracking: Track your marketing channels, including paid search, organic search, email marketing, social media, and more.
  • Ease of use: Easy to use and understand, so you can quickly get up and running with it.
  • Flexible Pricing Plans: Offer a range of pricing plans to fit your budget.
  • A/B testing: Ability to test different versions of your campaigns to see what works best.
  • Integrations: Integrate with other marketing platforms you use, such as your CRM, email marketing platform, and more.
  • Customer Support: Offer customer support if you have questions or need help getting started.

The right marketing attribution or eCommerce analytics software can help you optimize your campaigns and get the most out of your marketing budget. Choose software that offers comprehensive attribution reporting, tracking multiple channels, ease of use, flexible pricing plans, and more.

Click on one of the links in our article to learn more about these customer data platforms and marketing tactics.

Disclaimer: We earn a commission if you make a purchase at no additional cost to you. You can read our affiliate disclosure in our privacy policy.

What are the best marketing attribution software platforms for 2023?

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1. Cometly

Cometly - best marketing attribution software
Cometly Website

Overview

Cometly is a powerful eCommerce analytics and attribution platform that helps you connect data, track ads, and analyze performance. The Comet Pixel makes it easy to optimize your ad tracking and performance. With Cometly, you can streamline your eCommerce operations and make more informed decisions about where to allocate your resources.

Cometly Comet Pixel solves the iOS 14.5 ad tracking problem for digital marketers by integrating with the largest ad platforms, sales channels and marketing channels.

Cometly is currently working with over 1,000 DTC (Direct-to-consumer) brands.

Key Features

There are many great features in the Cometly platform to drive better performance for your ads:

  • eCommerce Support for Shopify and WooCommerce is coming soon
  • Affiliate support for ClickBank
  • Ad Attribution & Ad Optimization using accurate data from ad platform integrations, not native ad platforms
  • Comet Pixel – Advanced tracking for accurate data using their Pixel. The Pixel captures attribution data from first-part platforms bypassing iOS 14 and ad blockers.
  • Conversion API sends accurate data to the proper marketing ad channels to track ROAS and P&L on your ad sets and campaigns.
  • Analytics to optimize your campaigns for better performance
  • Integrations with your ad platforms and sales & marketing platforms to enable the collection, attribution, and optimization of your campaigns
  • Ads Manager drives better decisions by controlling your ad budgets, ad sets & campaigns.
  • Team Support using their Spaces feature for multiple stores in Shopify

User Experience

Cometly Ads Manager
Cometly’s Ads Manager – Source: Cometly website

The Cometly dashboard lets you switch workspaces to different stores and access your dashboard, ads manager, reporting, and tracking. The ads manager can display data by the campaign, ad sets or individual ads showing delivery status, budget, the amount spent, total purchases and net profit.

Cometly Ads Manager showing daily updates - Source: Cometly website
Cometly Ads Manager showing daily updates – Source: Cometly website

And the Ads manager can also produce a daily breakdown by the campaign, ad sets or individual ads showing delivery status, budget, the amount spent, total purchases and net profit.

Cometly Pixel -    Source: Cometly website
Cometly Pixel – Source: Cometly website

The Cometly Pixel is one of Cometly’s most powerful features. It collects accurate data to determine which ads are converting and which are not.

Pricing

Cometly Pricing 2 with Free
Cometly Pricing- Source: Cometly website

Cometly recently changed their pricing plans and now offers a free plan.

Cometly’s 4 pricing plans are the following:

  • Free Plan based on up to $3K/month ad spend offering Ads Management, 3 users, Unlimited workspaces, Comet Events, Advanced reporting, and email support
  • Starter Plan based on up to $10K/month ad spend offering Ads Management, 5 users, Unlimited workspaces, Comet Events, Advanced reporting, and live chat support
  • Pro Plan based on up to $25K/month ad spend offering Ads Management, unlimited users, Unlimited workspaces, Comet Events, Advanced reporting, live chat support, and a dedicated success manager
  • Enterprise Plan based on over $25K/month ad spend offering Ads Management, unlimited users, Unlimited workspaces, Comet Events, Advanced reporting, priority support, onboarding support, and a dedicated success team

Our Pick

Cometly Logo 2

Cometly – The Future of Ad Tracking

Track events for any store, website, or marketing funnel & use accurate data to optimize for better ad performance — all in one place.

Bottom Line

Cometly has added some fantastic new features and integrations to its platform and will soon add more. Comet’s Pixel is very good at tracking accurate data and can overcome the iOS 14 update. The platform is easy to use, and you can be up within 10 minutes to accurately track your campaigns and ads and attribute sales to the right touchpoints in your customer’s journey.

Product Updates

word image 638 6

The automations feature is coming soon. The Automation feature will enable you to set up rules so they will be triggered when certain conditions are met. Support for WooCommerce, Google Ads, YouTube Ads, Pinterest Ads, Snapchat Ads, Stripe, and ClickFunnels are coming soon.

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2. SuperMetrics

Supermetrics website
Supermetrics website

Overview

Supermetrics is a data analytics platform that helps marketing professionals collect, analyze, and report on their marketing data. The platform offers a range of features that make it easy to get started with data analysis, including an intuitive drag-and-drop interface, pre-built templates to collect data, and more.

Supermetrics allows you to access the marketing data you need from any platform, whether that’s a BI tool, a spreadsheet, a data visualization tool, or anything else.

Supermetrics connects to many marketing data sources, including:

  • Google Ads
  • Facebook Ads
  • Bing Ads
  • LinkedIn Ads
  • Twitter Ads
  • Shopify Ads
  • Pinterest Ads
  • Yahoo Gemini
  • Google Analytics
  • Shopify
  • Mailchimp
  • Adobe Analytics
  • and many more

Supermetrics offers a range of features, including collecting data from 100+ sources. This includes all your marketing channels, including paid search, display advertising, social media, email marketing, and more.

The platform offers a range of features that make it easy to get started with data analysis, including an intuitive drag-and-drop interface, pre-built templates, and automatic reporting.

Over 17,000 businesses use Supermetrics.

Key Features

The key features of Supermetrics include:

  • Easy to use Drag-and-drop interface
  • Pre-built templates
  • Automatic reporting
  • Access to marketing data from any platform
  • Connects to 100+ data sources
  • Easy to get started with data analysis
  • Simple and Intuitive interface
  • Comprehensive reporting
  • Flexible pricing

User Experience

Getting started with Supermetrics by connecting to Shopify
Getting started with Supermetrics by connecting to Shopify

Connect your google sheets to many data sources to start building dashboards and reports to drive actionable analytics and insights on your marketing campaigns.

Supermetrics dashboards
Supermetrics dashboards

Supermetrics provides the ultimate flexibility by providing many options when creating dashboards. Because the reports and dashboards are designed in your platform of choice, you can create metrics and visualizations from any data source using your favourite tools.

Pricing

Supermetrics pricing page
Supermetrics pricing page

Supermetrics has pricing based on destinations. There are six types of destinations:

  • Spreadsheets
  • Data Visualization
  • Data Extraction (API)
  • Google Analytics (GA)
  • Data Warehouses
  • Cloud Storage and Data Lakes

Starter plans for 3 of their destinations are listed below:

  • Spreadsheets: Google Sheets – plan starts at USD $99/mo
  • Data Visualization: Data Studio – plan starts at USD $39/mo
  • Google Analytics: Uploader – plan starts at $39/mo for five total uploads

Bottom Line

The bottom line on Supermetrics is that it is a comprehensive data analytics platform that helps marketing professionals collect, analyze, and report on their marketing data. It offers a range of features that make it easy to get started with data analysis, including an intuitive drag-and-drop interface, pre-built templates, and automatic reporting. It connects to 100+ data sources, making it easy to access the marketing data you need.

Product Updates

Supermetrics charts for Google Data Studio and shared connections were also introduced in the add-in for Excel in February of 2022.

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3. SegMetrics

Segmetrics website
Segmetrics website

Overview

SegMetrics is an eCommerce attribution and analytics platform that connects your existing tools to leverage your historical and incoming data, following your leads through every step of their journey.

SegMetrics Attribution software provides eCommerce businesses with an in-depth understanding of how each marketing channel contributes to their success. By mapping out the customer journey and attributing sales back to the original marketing touchpoints, eCommerce businesses can make informed decisions on where to allocate their marketing budget for the best ROI.

Key Features

SegMetrics’ key features include:

  • eCommerce Attribution: Connects to your existing tools and services to instantly connect your historical and incoming data, following your leads through every step of their journey.
  • Lifetime Value Tracking: Track the entire history of your customers so you can review the LTV associated with any marketing channel
  • Mapping the Customer Journey: Provides eCommerce businesses with an in-depth understanding of how each marketing channel contributes to their success.
  • Ad & Lead Attribution Tools: Allows eCommerce businesses to attribute sales back to the original marketing touchpoints, map out the customer journey, and understand how each marketing channel contributes to their success.
  • Funnel Optimization: Monitor and test every touchpoint in your funnel to optimize your KPIs, revenues and LTV.
  • Customer Dashboards: Build actionable reports and dashboards and share them with your team.
  • Integrations: Connect 90+ tools and platforms to extend your marketing automation
  • VIP Support: Free onboarding and other online courses, free setup call, live demo, training, support, consultations, developer docs, and a help center
Segmetrics funnel flow showing multiple touchpoints - Source: SegMetrics Website
Segmetrics funnel flow showing multiple touchpoints – Source: SegMetrics Website

In SegMetrics attribution and funnel optimization, the above image details the touchpoints in the customer journey, from lead to engagement to purchase to recurring revenue.

The SegMetrics Data Model - Source: SegMetrics Website
The SegMetrics Data Model – Source: SegMetrics Website

The SegMetrics marketing attribution models shown above consists of 3 parts:

  • DPE Component: This is the Data Processing Engine that captures funnel data from ad platforms, marketing channels, and other data feeds through SegMetrics integrations.
  • Data Component: This is the database where data points (personas, touchpoints, segmentation, and demographics) feed in from the DPE. The DPE applies specific algorithms to this data: Data Source Pipeline, Entity Fingerprinting, Event Classification, and Categorization.
  • ARE Component: The Analytics Reporting Engine produces reports on your leads, engagements, ads and sales events.

User Experience

Segmetrics Dashboard - Source: Segmetrics Web Video
Segmetrics Dashboard – Source: Segmetrics Web Video

SegMetrics dashboard has many panels highlighting revenue, new leads, revenue and sales by product name, total orders, and AOV (average order value) over a default 30-day window. The time window can be adjusted.

Segmetrics New Order Report - Source: Segmetrics Web Video
Segmetrics New Order Report – Source: Segmetrics Web Video

The order report can display customers, revenue, the number of orders, AOV (average order value), customer value and other metrics over time in a time-based chart.

word image 638 16
Segmetrics New Order Report – Source: Segmetrics Web Video

The lead acquisition report details revenue, top products, and top tags over a specified period. You can use the calendar widget to adjust the time window.

Segmetrics Dashboard showing saved reports - Source: Segmetrics Web Video
Segmetrics Dashboard showing saved reports – Source: Segmetrics Web Video

You can retrieve saved reports from your orders, ads, new leads, funnels, and subscriptions to display total revenues, number of orders, AOV 9Avergae Order value) and customer value.

Pricing

Segmetrics Pricing page
Segmetrics Pricing page

Segmetrics offers tiered pricing. There are three plans based on the number of unique contacts:

  • Starter* – USD $175/mo for full LTV reporting, unlimited users, landing page web tracking, 10-hour data sync, 1-on-1 onboarding, and the purchase conversion API
  • Business* – USD $495/mo for full LTV reporting, unlimited users, full journey web tracking, 6-hour data sync, a dedicated account manager, and the purchase conversion API
  • Enterprise – USD $15,000+/year for custom reporting, advanced user permissions, and full journey web tracking. Custom data retention, dedicated account manager, and PO (purchase order) billing

* Add $10/month per 10k contacts for the Starter and Business plans.

The annual payment option gets you two months free. There is a 14-day free trial for the Starter and Business Plans.

Bottom Line

Segmetrics shows which platforms are driving sales and provides a clear picture of which platforms are the most optimal. We recommend Segmetrics, which allows for in-depth reporting and tracking at every funnel stage.

There are other Segmetrics alternatives out there, however, this platform is a powerful one.

Product Updates

SegMetrics version 2 offers:

  • faster and better analytics,
  • recurring revenue reporting,
  • a KPI metrics dashboard,
  • monetization report showing lead value over time metric,
  • and delinquent payment tracking

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4. ThoughtMetric

ThoughtMetrics website
ThoughtMetrics website

Overview

ThoughtMetric is an eCommerce attribution software that provides key insights into your online store’s performance. It helps you understand your conversion rate, tracks your marketing campaigns and optimizes your website for better results.

ThoughtMetric integrates with Shopify and WooCommerce eCommerce platforms and marketing channels like Facebook, Google Ads, Instagram and others so you can easily connect your data to track ads and optimize campaign performance.

Over 1,000 eCommerce companies use ThoughtMetric.

Key Features

These are some of the key features of ThoughtMetric:

  • Ecommerce support for Shopify and WooCommerce
  • Track the performance of your marketing channels and create actionable insights
  • Advanced tracking to optimize your advertising spend and your ROI
  • Advanced touchpoint analytics to understand your customer’s journey
  • Post-purchase attribution surveys to capture feedback from your customers
  • Server-side tracking technology stack

User Experience

ThoughtMetrics dashboard showing total sales by marketing channel
ThoughtMetrics dashboard showing total sales by marketing channel

ThoughtMetrics’s UX/UI provides easy access to all platform functionality:

  • Dashboard
  • Advertising
  • Marketing Channels
  • Customers
  • Customer Journey

And platform configurations:

  • Channel Settings
  • Integrations
  • Tracking Code
  • General Settings and Support
ThoughtMetrics report showing total sales by marketing channel over time
ThoughtMetrics report showing total sales by marketing channel over time

ThoughtMetric’s marketing channel reports show clear visualizations of how each channel performs over time. These channels include Google Ads, Facebooks Ads, Email, TikTok, Social Media and Referrals.

ThoughtMetrics report showing new vs recurring customers
ThoughtMetrics report showing new vs recurring customers

ThoughtMetric also has a New vs Returning Customer report that details revenues over time between the two cohorts.

ThoughtMetrics report showing drill down into campaigns data
ThoughtMetrics report showing drill down into campaigns data

ThoughtMetric’s Campaigns report can drill down into campaigns, Ad Sets or individual Ads detailing

  • Total $Spend,
  • Total $Sales,
  • Total $Net profit,
  • ROAS (Return on Ad Spend),
  • Performance over time chart visual,
  • Total Orders
  • AOV (Average Order Value)
ThoughtMetrics report highlighting customer journey order metrics
ThoughtMetrics report highlighting customer journey order metrics

And Finally, the Customer Journey report highlights Single Touch order metrics vs Multi-Touch order metrics by marketing channel. Attribution model splits multi-Touch order’s report:

  • First Touch
  • Assist
  • Last Touch

Pricing

ThoughtMetrics Pricing page
ThoughtMetrics Pricing page

There are five distinct ThoughtMetric’s pricing plans based on monthly page views (MPV):

  • Standard Plan at USD $49/mo for up to 10,000 MPVs
  • Pro Plan at USD $99/mo for up to 50,000 MPVs
  • Premium Plan at USD $199/mo for up to 100,000 MPVs
  • Gold Plan at USD $350/mo for up to 200,000 MPVs
  • Diamond Plan at USD $799/mo for up to 500,000 MPVs

Each plan is included with a set of features. Higher plans have more features. For example, the Pro plan has pixel + survey tracking, server-side tagging, and unlimited users. And the Diamond plan includes pixel + survey tracking, server-side tagging, unlimited users, and unlimited integrations and live support.

ThoughtMetric has a two-week free trial and options for annual billing (discounted) and monthly billing.

Bottom Line

ThoughtMetric is an attribution platform built specifically for eCommerce. If you do not have an online store, there are other options. ThoughtMetric has support for both Shopify and WooCommerce, and their advanced tracking and ad channel support give this platform very high marks. Also, their user interface is well-designed and simple to use.

Product Updates

The ThoughtMetric platform is relatively new to the eCommerce attribution marketplace. So they are constantly adding new features and integrations.

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5. Plerdy

Plerdy's website
Plerdy’s website

Overview

Plerdy is a marketing attribution software that helps eCommerce businesses track and analyze their online store’s conversion rate. It also provides insights into how different marketing channels are contributing to sales. Conversion rate analysis allows firms to allocate their marketing budget more effectively and improve their ROI.

Plerdy has four different product sets:

  • CRO/UX – Conversion rate optimization/user experience
  • eCommerce – see which store elements of customer interaction before a sale
  • Analytics – Event tracking tools and funnel analysis
  • SEO – Search Engine Optimization

Key Features

Plerdy’s product key features include the following:

  • CRO/UX – Website heatmap to provide accurate user experience behaviour reports
  • CRO/UX – Session replay tools to monitor website visitor behaviour
  • CRO/UX – Pop-up software to power your landing page or CTA (call to action)
  • CRO/UX – Net promoter score (NPS) analytics by collecting visitor feedback
  • Ecommerce analytics includes analysis of store design, traffic channels and more
  • Analytics – Event tracking tools to report on visitor engagement
  • Analytics – Funnel analysis to understand your customer journey
  • SEO Checker automatically collects data to optimize your website

User Experience

Plerdy's heatmap
Plerdy’s heatmap

Plerdy’s heatmap will allow you to analyze first-click engagement data, optimize your content, find the best-converting pages and provide reports on sales impact on your eCommerce website.

Plerdy's eCommerce analytics tool
Plerdy’s eCommerce analytics tool

Plerdy’s eCommerce analytics tool will determine which products generate the most and least profits. This tool lets you analyze store design, user groups, traffic channels and conversion rate goals (expected vs reality).

  Plerdy's Funnel analysis software
Plerdy’s Funnel analysis software

Plerdy’s Funnel analysis software lets you hone in on which pages users ignore and which pages perform the best. Funnel analysis will work on different types of websites:

  • Service websites that have informational, contact us and about us pages
  • Startup or SAAS website that hosts tools, blogs, registration & onboarding pages
  • Deeper converting funnels that sell products and services directly to users

Pricing

Plerdy's Pricing page
Plerdy’s Pricing page

Plerdy has four separate pricing structures based on page views per day:

  • All-in-one pricing ranges from free to USD $23/mo to USD $79/mo
  • SEO pricing varies from USD $7/mo to USD $39/mo
  • PopUP pricing varies from USD $7/mo to USD $39/mo
  • Enterprise pricing varies from USD $144/mo to USD $648/mo

For more information on what features with each plan, go to their pricing page.

Bottom Line

Plerdy will be very useful for marketers who understand the importance of website usability and conversion rates. It allows you to assess the design elements’ visibility and text’s readability.

Plerdy’s heatmap and web analytics tools are some of their best options.

Plerdy provides insights into how different marketing channels contribute to sales, so eCommerce businesses can allocate their marketing budget more effectively and improve their ROI.

Product Updates

Plerdy is working on adding A/B testing to their platform, improving the conversion funnel analysis, updating the SEO report, improving form popups and more.

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6. windsor.ai

windsor.ai's website
windsor.ai’s website

Overview

Windsor.ai is a multi-touch attribution platform that connects all your marketing data. It can generate automated marketing reports that allow you to integrate all your analytics, CRM, and marketing data from over 50 platforms into one convenient place. You can stream all this data to any spreadsheet and quickly generate reports.

Some have described this windsor.ai as a direct competitor to Supermetrics.

Key Features

windosr.ai’s product key features include the following:

  • Attribution Modeling to increase marketing ROI (return on investment)
  • Measuring marketing performance using data from every stage of your funnel
  • Customer Journey identifies and maps all the paths in your customer journey
  • Google Ads optimization boosts the performance of your ads
  • TV Ads performance measures the impact of your TV ads and marketing objectives
  • Integrations connect all your marketing data within minutes in an intuitive format

User Experience

Attributions Overview port -  Source: windsor.ai website
Attributions Overview port – Source: windsor.ai website

windsor.ai’s attribution modelling software lets you compare performance for different attribution models using their attribution overview report.

Conversion credits  -  Source: windsor.ai website
Conversion credits – Source: windsor.ai website

Attribution Insights pulls data from the different streams and connects the dots within its digital attribution model. The goal of this iterative process is to optimize revenues and ROI tracking.

windsor.ai's models for single channel and multichannel attributions -  Source: windsor.ai website
windsor.ai’s models for single channel and multichannel attributions – Source: windsor.ai website

windsor.ai’s platform stresses the importance of making data-driven decisions based on a suitable attribution model. The right model coincides with the credits distributed across different touchpoints and channels throughout the customer journey.

windsor.ai's Attribution Insights Dashboard -  Source: windsor.ai website
windsor.ai’s Attribution Insights Dashboard – Source: windsor.ai website

Attribution Insights lets you experiment using different marketing budgets and attribution models: last click, first click, linear and algorithmic Markov. The report will highlight which channels are performing the best to give you the best and worst customer touchpoints.

Pricing

windsor.ai's pricing page
windsor.ai’s pricing page

windor.ai pricing plans are tiered based on data sources, data destinations, and features:

  • Free Plan for one report, one user, 1 data source, 2 data destinations and API + database access
  • Basic Plan for USD $19/mo for unlimited users & reports, 3 data sources and 2 data destinations, API + database access, and dashboards
  • Standard Plan for USD $99/mo for unlimited users & reports, 7 data sources and 2 data destinations, API + database access, and dashboards
  • Professional Plan for USD $499/mo for unlimited users & reports, 10 data sources and 5 data destinations, API + database access, dashboards, multi-touch attribution and a dedicated account manager
  • Enterprise Plan for a custom quote for unlimited users & reports, 10 to 200 data sources, 5 data destinations, API + database access, dashboards, multi-touch attribution, a dedicated account manager, enterprise SLA and enterprise onboarding

Bottom Line

What sets Windsor.ai apart is that it uses data to tell you what needs fixing and how, so you make more money while spending less.

Also, the data is updated daily, and customer support is speedy and helpful. Plus, the price plans are reasonable for most people using the product.

Product Updates

Check their website for integration support, as they are constantly adding connectors.

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7. Northbeam

Northbeam website
Northbeam website

Overview

Northbeam is a marketing attribution tool that uses one of the most accurate first-party data pixel trackers. This platform will perform attribution, data mapping, and modelling to reveal your true ROAS KPIs to drive your marketing performance.

Large online brands like PetMeds, HexClad and Jones Road use Northbeam.

Key Features

Northbeam’s features will help you understand the relationships between different marketing activities and their impact on sales.

Let’s take a look at some of their key features:

  • Multi-touch attribution modelling – Northbeam provides eight attribution models to see which parts of your marketing journey impact customers most.
  • Comprehensive Attribution – Attributes all revenue sources using Machine Learning
  • Customizable Reports – Create reports, custom alerts, and machine learning for new sources of user acquisitions
  • Omnichannel reporting – Northbeam pixelates all your digital channels and properties, creating comprehensive dashboards that act as your go-to source for paid media reporting.
  • Customer Journeys – Detailed views on all customer paths and touchpoints to conversion.
  • View-throughs – Proprietary attribution model that gives credit to views, not just clicks.
  • Integrations – Marketing stack API that collects data from Facebook Ads, Google Ads, Tiktok, Shopify metrics, Amazon, Klaviyo, Snapchat, and more
  • Team Collaboration – Share reports and insights with your team
  • Frequent Data Updates – Data is refreshed every hour, whereas most peers refresh daily

User Experience

Northbeam's customer paths report -  Source: Northbeam Webinar
Northbeam’s customer paths report – Source: Northbeam Webinar

In the above panel, Northbeam displays an LTV (Lifetime Value) report across all customer paths showing path name, number of paths, number of transactions and total revenues.

Northbeam's model comparison report
Northbeam’s model comparison report Source: Northbeam Webinar

In the above panel, Northbeam displays attribution model comparison across different campaigns. This report highlights how the other models assign credit to different touchpoints. The data points shown are total revenues, transactions and their respective differences between models.

Pricing

There is no pricing page available on Northbeam’s website. However, their pricing model is based on monthly views. Northbeam’s Plan starts at USD $800/month for clients with up to 250,000 monthly views and increases as total monthly views increase.

Bottom Line

Northbeam consolidates all of your data from different e-commerce and advertising platforms in one place. Their pixel tracker is one of the most accurate compared to other marketing attribution software.

Northbeam’s unique product offers multi-touch attribution, machine learning models, and highly accurate pixel tracking.

Product Updates

Northbeam is your solution if you’re looking to effectively track view-through data and campaigns following the Apple iOS update.

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8. MixPanel

Mixpanel website
Mixpanel website

Overview

Mixpanel is a customer data platform that helps businesses understand how customers interact with their website or app. By tracking customer behaviour, Mixpanel can provide insights into what works and doesn’t and help businesses improve customer engagement.

Mixpanel’s main features include customer segmentation, customer engagement tracking, and customer journey mapping. It also offers “Insights” reports that help businesses understand how customers interact with their website or app.

Key Features

Mixpanel’s key features include the following:

  • Dashboards and Alerts: Custom dashboard built for teams that have metric alerts
  • Customer segmentation: Mixpanel provides a cutting-edge service to businesses by segmenting their customer base and giving insight into various criteria, including behaviour, location, demographics, and more. This insight helps businesses focus their marketing efforts precisely where they will be the most effective: on the right groups of customers.
  • Customer engagement tracking: Mixpanel tracks how customers interact with a website or app, including what they click on, what they purchase, and how often they come back. This data improves customer engagement by understanding what customers want and need.
  • Customer journey mapping: Mixpanel helps businesses map the customer journey from the first visit to purchase. Mapping helps businesses identify customer pain points and areas for improvement.
  • A/B Testing: Test various user experience scenarios to determine which configuration works best.
  • Event Tracking: Event-centric tracking instead of clicks and page views to discover new trends and generate funnels for sales
  • Insights reports for understanding customer interaction
  • Funnels: Use this to see how many users take a specific path that leads to conversion.
  • Entry and Exit Pages: Determine where people enter and leave your website so you can present the data more attractively.
  • Integrations: 90+ software platforms are considered technology partners.

User Experience

Mixpanel lets get started workflow - Source: Mixpanel website
Mixpanel lets get started workflow – Source: Mixpanel website

The Get Started workflow helps you to choose an SDK (Software Development Kit), a CDP (Customer Data Platform) and a Cloud Data Warehouse to implement the tracking of your customer journeys.

Mixpanel Insight Report - Source: Mixpanel website
Mixpanel Insight Report – Source: Mixpanel website

Insights is a tool that allows you to see trends and composition in your data. You can look at events, cohorts of data, and customer or user profiles. There is support for many types of charts.

Mixpanel funnel tool - Source: Mixpanel website
Mixpanel funnel tool – Source: Mixpanel website

Mixpanel’s Funnels tool lets you see how users interact during a series of events. Funnels determine the number of users that convert from one event to another during a time window. This enables you to identify where users drop off, which segments convert the most and other key parts of the user journey.

Mixpanel flows report - Source: Mixpanel website
Mixpanel flows report – Source: Mixpanel website

Flows is designed to show you the most frequent paths your users take when encountering an event. By understanding how events play out sequentially, you can determine where users might drop off to analyze user behaviour.

Mixpanel retention report - Source: Mixpanel website
Mixpanel retention report – Source: Mixpanel website

Mixpanel’s Retention report helps you understand how engaged your users are over some time. User retention is key to having a product that fits the market to have sustainable growth in the long term. This report highlights whether or not users continue to come back and find value in what you’re offering.

Pricing

Mixpanel Pricing page
Mixpanel Pricing page

Mixpanel’s pricing comes in 3 tiers, all based on MTUs (monthly tracked users):

  • Free Plan: USD $0/month for up to 100K MTUs/month
  • Growth Plan: USD $25/month for up to 100K MTUs/month but more features
  • Enterprise Plan: Custom pricing for unlimited MTUs/month and all features

Bottom Line

Mixpanel is a powerful tool that allows businesses to understand how customers interact with their website or app. By tracking customer behaviour, businesses can improve customer engagement and make changes to their website or app to make the customer journey smoother.

Mixpanel also has various features that help businesses understand user behaviour and track conversions. The pricing is based on monthly tracked users, which can get expensive for a large user or customer base.

Product Updates

Recent product updates include more accurate event ordering with millisecond precision, layout controls for your charts and tables, more accessible to create user insights, faster workflows when report building and better conversion analysis in the Flows reporting.

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9. Branch

Branch website
Branch website

Overview

Branch provides an industry-leading customer data platform (CDP) that helps brands unify customer data and turn it into actionable insights. With Branch, brands can collect customer data from any source, unify it in one place, and then take action on it through powerful attribution, marketing, and growth solutions.

Growth in your business should increase your customer LTV (Life Time Value). Branch recommends these strategies to increase your LTV:

  • Make user engagement a top priority,
  • Social Sharing,
  • Deep Linking,
  • Encouraging Referrals,
  • Loyalty Programs and Rewards,
  • Promotional and Exclusive Offers,
  • Push notifications,
  • Tracking purchases to optimize campaigns

Key Features

Branch delivers two platforms for its users:

  • MLP Mobile Linking Platform – Provides measurement and reliable linking across all your owned and earned marketing channels.
  • MMP Mobile Measurement Partner – Provides reliable attribution and reliable linking across all your paid advertising channels.

Branch provides many features on its two platforms:

  • Journeys – Allows you to capture web visitors and turn them into app users.
  • Universal Ads – Conversion tracking on every device and platform for an accurate ROI measurement on your ad campaigns.
  • Universal Email – Robust attribution and conversion to increase engagement on a user’s journey from email to app.
  • SEO App Attribution – Get better measurement of your organic SEO and search marketing
  • NativeLink™ – Innovative solution that deep links users that doesn’t require an IP address
  • QR Codes – Bridge the gap between online and offline channels using QR codes.
  • Data Feeds – Tools using integrations, hooks, and APIs that export your data to the platform of your choice.
  • SKAdNetwork – Detailed reporting on attribution data using Apple’s attribution framework
  • OTT/CTV Support – Leverage Branch’s deep-linking technology to track and optimize campaigns across OTT and CTV platforms.

User Experience

Branch Dashboard view  - source: branch.io website
Branch Dashboard view – source: branch.io website

In the Brand Dashboard panel, you can view performance analytics across campaigns, channels, and use cases for Journeys, Universal Email, Universal Ads and Quicklinks.

Branch's Trends chart - source: branch.io website
Branch’s Trends chart – source: branch.io website

The Graph views show a Trends Chart in the Dashboard panel.

You can change the view by picking different attributes:

  • Pageviews
  • Views
  • Clicks
  • Opens
  • Reinstalls
  • Sessions and more
Branch's Campaign Chart
Branch’s Campaign Chart – source: branch.io website

Pricing

Branch Pricing page
Branch Pricing page

Branch has two plans to offer digital marketers based on MAUs (monthly active users):

  1. Launch Plan – USD $0/month for up to 1,000 MAUs
  2. Enterprise Plan – Custom pricing for more than 10,000 MAUs

Bottom Line

Branch’s customer data platform (CDP) is unrivaled and helps brands bring together customer data to take action through more effective attribution, marketing, and growth solutions. With Branch, collecting customer data from any source is streamlined and easy to use.

Product Updates

In January 2021, Branch announced a new product called Smart Banners.

Smart Banners is an AI-powered tool that helps you automatically create and manage high-performing mobile banners for your website. Smart Banners uses machine learning to optimize your banner campaigns in real-time and deliver the best results possible.

Smart Banners are available now to all Branch customers on the Enterprise plan.

Bonus: Triple Whale Inc

Triple Whale website
Triple Whale website

Overview

At its core, Triple Whale is a Shopify analytics platform for D2Cs (Direct-to-Consumer) e-commerce brands but it has evolved into so much more.

Triple Whale is a data-driven marketing multi-channel attribution platform that provides e-commerce companies and brands with clear and transparent views of all their key metrics. Triple Whale’s eComOS centralizes and integrates all important e-Commerce tools into one dashboard.

Triple Whale’s Pixel Attribution add-on tracks first-party customer purchase data attributed to the specific ad, allowing you to make more informed decisions and see a higher ROAS (Return-On-Ad-Spend).

TripleWhale is used by over 6,000 eCommerce companies.

Key Features

eComOS Dashboard

  • Custom Dashboards – Customize all your data in a single comprehensive dashboard.
  • Profit Tracking – Track profitability using custom expenses.
  • Multiple channel tracking – Monitor conversions and sales across channels.
  • Multiple Store Support – A single portfolio view of performance across multiple stores
  • Robust Attribution Reporting – All data sources are brought into one place to produce comprehensive automated reporting and analytics.
  • Activity Feed – Track all store activity and marketing metrics in one chronological feed.
  • Customer Segmentation – Manages one Facebook Ad Account with multiple Shopify stores.
  • Cohorts – Use data filters to track customer spending habits over time.
  • Sales Cycle – Identify and deliver an optimal touch point to enhance the customer journey.
  • 3 AOVs – Three ways to look at your Average Order Value: mean, median, and mode
  • Customer Value – Monitor customer Lifetime Value (LTV) over 60 to 90 days
  • Mobile and Chrome Extensions – Access real-time performance data from anywhere
  • Reports – Easily Send data-rich reports (daily / weekly / monthly) to anyone in the company
  • Plus Currency Conversion, Product Bundling, Integrations, Zero-code Metric Builder

Triple Pixel

  • Product Journey Maps – Track a customer’s product journey from first to third purchase.
  • Server-Side 1st-party Pixel – Triple Pixel technology tracks customer purchase data down to the ad level.
  • Serve-side 1st-party Attribution – Allows for more accurate attribution of ad clicks to get precise CAC, ROAS, and profit metrics.
  • Purchase Accuracy – Up to 99.7% accuracy on tracking purchase data

Triple Whale also has 2 other Add-On products:

  • Creative Cockpit – A creative Dashboard powered by 1st-part attribution data
  • FinHub – A Dashboard to track and manage financial position

User Experience

Triple Whale Dashboard
Triple Whale Dashboard

Triple Whale’s analytics dashboard helps you efficiently manage campaigns and track key KPIs.

You can customize a dashboard by :

  • choosing your objective and target audience
  • choosing e-commerce KPIs (Key Performance Metrics) to measure
  • choosing the right visualization, ie chart types, graphs, maps, diagrams, histograms, timelines and more
  • choosing a color scheme, pre-built templates
Triple Whale's Pixel
Triple Whale’s Pixel

In Pixel Ads view, you can add a comparison window to report on ROAS, spending, and other metrics on a week-over-week basis

Triple Whale's Pixel showing Facebook ROAS
Triple Whale’s Pixel showing Facebook ROAS

The Pixel product shows time-series graphs to map out your Facebook reported ROAS vs Triple Whale’s reported pixel ROAS. And you can also focus on or filter out a campaign or ad set.

Pricing

Triple Whale's Pricing page
Triple Whale’s Pricing page

The Triple Whale pricing model is based n your last 12 months of gross revenue.

Pricing is based on gross revenue:

  • TW Dashboard for USD $100/month
  • TW Pixel Attribution for USD $300/month
  • TW Full Whale for USD $400/month
  • TW Custom – talk to a TW strategist

Pricing from $2M+ to $5M+:

  • TW Dashboard for USD $200/month
  • TW Pixel Attribution for USD $500/month
  • TW Full Whale for USD $700/month
  • TW Custom – talk to a TW strategist
Triple Whale's pricing slider
Triple Whale’s pricing slider

There are higher priced plans. You can use their online 12-month gross revenue slider as shown above.

Bottom Line

Triple Whale is a data-driven marketing attribution platform that is perfect for e-commerce companies and brands who want clear and transparent views of all their key metrics. Triple Whale’s eComOS centralizes and integrates all important e-Commerce tools into one easy to use dashboard.

What sets Triple Whale apart is their Pixel Attribution add-on. Pixel Attribution tracks first-party customer purchase data attributed to the specific ad. In a post-iOS14 world, where it is challenging to trust attribution from ad platforms, Triple Whale comes through with their Triple Pixel. This trust in attribution lets you make more informed decisions on your campaigns and see a higher ROAS (Return-On-Ad-Spend).

Product Updates

Triple Whale’s FinHub was just released. FinHub is described as the Finance platform built for eCommerce. FinHub consolidates all your transactional data, provides real-time cash flow reports, and generates accrual P&L statements for Direct-To Consumer brands on Shopify.

Triple Whale is also launching their Lighthouse AI product offering to help stores detect anomalies through their AI engine. The anomalies include variances in inventory, spend, and orders.

Summary

When looking for marketing attribution tools or eCommerce analytics software, it is crucial to consider the features offered and the price. The software should be able to connect to all of your data sources to provide an accurate overview of your marketing efforts.

Marketing attribution and eCommerce are complex and ever-changing industries, and it can be challenging to keep up with the latest changes in technology and consumer behaviour. Marketing

Attribution is essential for companies and brands who want to understand how their marketing efforts contribute to sales.

All the software listed in this article are some of the best options on the market.

Most of them offer a free plan for small businesses and affordable pricing plans for larger companies, and their platforms are designed to be easy to use, even for beginners.

Check the integrations supported on the platform, so you can easily connect all your data in one place.

If you’re looking for eCommerce analytics software that will help you improve your ROI, there are many on this list worth considering.

We hope you think this is one of the better attribution software reviews. If not comment and let us know your thoughts.

FAQ – Frequently Asked Questions

What is marketing attribution?

Marketing attribution is assigning credit to specific marketing activities for a lead or customer conversion. By understanding which marketing channels and tactics are most effective, businesses can allocate their resources more efficiently and maximize their return on investment (ROI).

There are many different attribution models, but the most common are last-click attribution, first-click attribution, linear attribution, and time decay attribution.

What are the benefits of marketing attribution?

There are many benefits of using marketing attribution, including the following:

1. improved ROI: By understanding which marketing activities are most effective, businesses can allocate their resources more efficiently and see a higher ROI.

2. a better understanding of the customer journey: Attribution can help businesses understand the customer journey and how different marketing activities contribute to the conversion.

3. more effective marketing campaigns: By understanding which channels and tactics are most effective, businesses can create more effective marketing campaigns that are more likely to convert leads into customers.

What is an Affluencer?

An Affluencer is an individual who has significant power in promoting a brand and getting their thoughts and opinions to a large audience who trust and value them. The Affluencer is also known as the affluent influencer. It is a new marketing term in the social influencer world.

What is ROAS?

ROAS, or “return on ad spend,” is a metric that measures how much revenue you generate from your advertising campaigns relative to how much you spend on those campaigns. In other words, it tells you how efficiently your advertising budget is being used to generate sales.

There are several different ways to calculate ROAS, but the most common is to take your total revenue from advertising-driven sales and divide it by your total ad spend. So, if you generated $100 in revenue from sales that can be attributed to your advertising campaigns and spent $50 on those campaigns, your ROAS would be 2 (or 200%).

ROAS is an essential metric for any business that relies on paid advertising to drive sales, as it can be a helpful guide for deciding where to allocate your ad budget. If you’re unhappy with your current ROAS, you may need to adjust your campaigns or invest in more effective ads. Conversely, if you’re seeing a high ROAS, that’s a good sign that your advertising efforts are paying off, and you may want to consider increasing your ad spend.

While ROAS can be a useful metric, it’s essential to remember that it doesn’t tell the whole story. For example, even if your ROAS is low, you may still generate valuable leads or brand awareness from your ads. In addition, ROAS can vary significantly from one industry to another, so it’s important to benchmark your performance against others in your field.

Ultimately, ROAS is just one metric to consider when evaluating the success of your advertising campaigns. However, it can be a helpful tool for deciding where to allocate your ad budget and how to improve your campaigns in the future.

What is a customer data platform?

A customer data platform (CDP) is a software system that centralizes customer data from multiple sources and makes it available for marketing, analysis, and other purposes.

A CDP collects customer data from numerous sources, including online and offline interactions, customer relationship management (CRM) systems, and third-party data providers. This data is then organized and made available in a format easily accessed and analyzed by marketers.

CDPs often create customer profiles, which provide detailed information about customer behaviour, preferences, and demographics. This information can be used for targeted marketing, customer segmentation, and other purposes.

In addition to customer data, CDPs may include other types of data, such as product data, transaction data, and web analytics data. This makes them a valuable resource for businesses that want a 360-degree view of their customers.

While CDPs offer a wealth of benefits, they also come with challenges. Firstly, CDPs can be complex to set up and manage due to the large volume of data they collect and process. Secondly, businesses must protect customer data privacy when using a CDP.

Despite these challenges, customer data platforms are becoming increasingly popular as businesses seek ways to better understand their customers and target them more effectively.

What is customer segmentation?

Customer segmentation is the process of dividing customers into groups based on shared characteristics. Segmenting customers helps businesses better understand their customer base, identify customer needs, and develop targeted marketing campaigns.

There are many different ways to segment customers, but the most common methods include demographic segmentation, behavioural segmentation, and psychographic segmentation.

Demographic segmentation divides customers into groups based on age, gender, income, education level, and location.

Behavioural segmentation divides customers into groups based on their purchase history, customer loyalty, and other factors.

Psychographic segmentation divides customers into groups based on personality, values, lifestyle, and interests.

Customer segmentation is a key tool for businesses that want to improve their customer targeting. By understanding the different needs and wants of customer segments, businesses can develop more effective marketing campaigns and better meet the needs of their customers.

What are customer personas?

A customer persona is a fictionalized representation of a business’s ideal customer. Customer personas are based on customer data, including demographic information, behaviour patterns, and other characteristics.

Businesses use customer personas to help them better understand their target audience and develop targeted marketing campaigns. Personas can also be used to improve customer service and support, product development, and other business areas.

Creating customer personas requires careful research and analysis. Businesses should start by gathering data from customer surveys, interviews, focus groups, and other sources. This data should then be analyzed to identify common characteristics and patterns.

Once customer personas have been created, businesses can use them to improve their marketing efforts, customer service, and other areas of the business.

What is customer profiling?

Customer profiling is creating customer profiles and detailed descriptions of customer segments. Customer profiles typically include customer demographics, behaviour patterns, and needs and wants.

Businesses use customer profiles to understand their customer base better and develop targeted marketing campaigns. Customer profiling can also be used to improve customer segmentation, customer service, and product development.

Creating customer profiles requires careful research and analysis. Businesses should start by gathering data from customer surveys, interviews, focus groups, and other sources. This data should then be analyzed to identify common characteristics and patterns.

Once customer profiles have been created, businesses can use them to improve their marketing efforts, customer service, and other business areas.

What is customer retention?

Customer retention is the process of keeping customers loyal to a business. Customer retention strategies are designed to improve customer satisfaction and loyalty, leading to repeat business and referrals.

Common customer retention strategies include customer loyalty programs, customer service initiatives, and marketing campaigns that target existing customers.

Customer loyalty programs offer incentives such as discounts, rewards points, and exclusive access to products and services to encourage customers to remain loyal to a business.

Customer service initiatives improve the customer experience by making it easier for customers to get help when needed and providing quality customer service.

Marketing campaigns that target existing customers focus on retaining customers by promoting customer satisfaction and loyalty. These campaigns include loyalty programs, customer service initiatives, and targeted marketing messages.

What is OTT?

OTT (over-the-top) refers to the delivery method of video streaming over the internet, unlike traditional TV. OTT devices connect to the internet and allow users to stream content from various online sources. This includes content from traditional broadcasters and new online-only content providers.

What is CTV?

CTV (connected TV) is a type of OTT device. Connected TVs are internet-enabled, meaning they can connect to and stream content from various online sources. This includes traditional broadcasters as well as new online-only content providers. CTVs usually have built-in apps that allow easy access to popular streaming services.

What is a Monthly Active User?

A monthly active user (MAU) is a person who has taken some action within the past month to indicate they are active and engaged with a product or service. MAUs are essential for businesses to track because they can be used to measure growth and engagement.

There are many different ways to define an MAU, but everyday actions that may be used to determine an MAU include logging in, visiting the website or app, making a purchase, or other similar activities.

Businesses should track MAUs over time to see if they are growing or shrinking. They can also segment their MAUs to better understand their most active and engaged users.

What is customer churn?

Customer churn, also known as customer attrition, is the process of customers stopping their relationship with a company. This can happen for various reasons, such as poor customer service, a change in needs or interests, or a competitor offering a better product or service.

High levels of customer churn can be devastating for a business, as it can lead to a decline in revenue and profit. Businesses should track their churn rate over time to identify trends and take steps to reduce churn.

There are a few different ways to calculate customer churn. Still, the most common method is to divide the number of customers who have stopped using the product or service by the total number of customers in a given period.

What are some common causes of customer churn?

There are many different factors that can contribute to customer churn, but some of the most common include poor customer service, a change in needs or interests, and a competitor offering a better product or service.

What is bounce rate?

Bounce rate is the percentage of visitors to a website who leave the site after only viewing one page. A high bounce rate can indicate several problems, such as poor website design, irrelevant or low-quality content, or a lack of clarity about the website offers.

What is customer lifetime value?

Customer lifetime value (CLV) is a metric that businesses use to measure the profitability of a customer over their lifetime. CLV considers customer acquisition costs, churn rate, and revenue generated.

There are a few ways to increase customer lifetime value. Still, some of the most common include improving customer service, increasing retention rates, and upselling or cross-selling products and services.

What are some ways to reduce customer churn?

There are a few different ways businesses can try to reduce customer churn, such as improving customer service, offering discounts or loyalty programs, and regularly communicating with customers.

Some of the most common causes of customer churn include poor customer service, changes in needs or interests, and a competitor offering a better product or service. Businesses can reduce the likelihood of churn by improving customer service and regularly communicating with customers.

What is SKAdNetwork?

The SKAdNetwork is a privacy-friendly framework that allows advertisers to measure the effectiveness of their advertising campaigns while maintaining user privacy. Apple introduced it in iOS 14 as an alternative to IDFA (Identifier for Advertisers).

SKAdNetwork provides a way for ad networks and measurement providers to work with app developers to track campaign performance while protecting user privacy. Advertisers can use SKAdNetwork to measure installs, opens, and other conversions.

SKAdNetwork uses a randomized identifier to represent each user, which helps to protect user privacy. Ad networks and measurement providers can access campaign performance data through the App Store Connect API.

Apple requires all apps that use SKAdNetwork to have a privacy policy that includes information about how the app uses user data.

What is a SKAdNetwork privacy policy?

A SKAdNetwork privacy policy is a policy that describes how an advertiser will use SKAdNetwork to measure installs, opens, and other conversions. The policy must include a description of the data that will be collected and how it will be used.

The privacy policy must also be made available to users before they see any ads from the advertiser. Advertisers can include a link to their privacy policy in their ad creative or provide it in the app store description.

What is a SKAdNetwork conversion value?

A SKAdNetwork conversion value is a number that represents the value of a conversion, such as an install or an app open. The advertiser sets the conversion value, which is used to measure an ad campaign’s effectiveness.

Advertisers can set a different conversion value for each type of conversion they want to track. For example, they could develop a higher conversion value for an install than for an app open.

What is an eCommerce analytics tool?

eCommerce analytics tools help online businesses track and analyze data to improve their performance. These tools can track various eCommerce metrics, such as website traffic, conversion rate, average order value, and customer churn.

Northbeam vs Triple Whale: Which is best marketing attribution software?

Watch this great video on comparing these 2 Ad tracking solutions:

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