Marketing attribution is the process of identifying and assigning credit to marketing activities that led to a specific conversion or sale. This process helps marketers to understand which marketing activities are driving the most revenue and optimize their marketing campaigns accordingly. To accomplish this, marketers use marketing attribution tools. In this article, we will review the best marketing attribution tools available in the market.

What are Marketing Attribution Tools?

Marketing attribution tools are essential for any marketer looking to improve their marketing campaigns. With these software solutions, you can not only track, measure, analyze, and optimize your marketing campaigns, but also gain valuable insights into each touchpoint of a customer journey. By analyzing these touchpoints, you can identify which channels, campaigns, and tactics are most effective in driving conversions.

Furthermore, these tools allow you to create custom reports that can help you to better understand your audience and make informed decisions about your marketing strategy. In addition, some marketing attribution tools also provide features such as multi-touch attribution, which can help you to accurately attribute credit to each touchpoint of a customer journey. Overall, marketing attribution tools are an essential component of any successful marketing campaign.

Types of Marketing Attribution Tools

There are several types of marketing attribution tools. Some of the most popular ones are:

1. First-Touch Attribution Tools

First-touch attribution tools assign all the credit for a conversion to the first touchpoint the customer had with a brand. This model is helpful for businesses that rely heavily on brand awareness and lead generation campaigns.

2. Last-Touch Attribution Tools

Last-touch attribution tools give all the credit for a conversion to the last touchpoint the customer had with a brand. This model is useful for businesses that have shorter sales cycles and focus on converting leads into customers quickly.

3. Multi-Touch Attribution Tools

Multi-touch attribution tools assign credit to multiple touchpoints along the customer journey. This model is useful for businesses that have longer sales cycles and multiple touchpoints across different channels.

The Best Marketing Attribution Tools

Here are the best marketing attribution tools available in the market:

1. Google Analytics

Google Analytics is a free web analytics tool that provides basic attribution reporting. It offers first-touch and last-touch attribution models, as well as multi-channel funnels reports that show how different channels work together to drive conversions.

2. Adobe Analytics

Adobe Analytics is a premium web analytics tool that offers advanced attribution modeling capabilities. It provides multi-touch attribution models, as well as path analysis reports that show the most common customer journeys on a website.

3. Bizible

Bizible is a marketing attribution tool that offers multi-touch attribution models for B2B companies. It integrates with Salesforce, allowing marketers to track the entire customer journey, from lead generation to closed deals.

4. Marketo

Marketo is a marketing automation platform that offers multi-touch attribution models. It integrates with Salesforce and provides detailed reporting on the effectiveness of marketing campaigns.

5. Convertro

Convertro is a marketing attribution tool that offers advanced multi-touch attribution modeling. It provides real-time insights into the effectiveness of marketing campaigns across different channels.

6. Attribution

Attribution is a marketing attribution tool that offers multi-touch attribution models for businesses of all sizes. It provides real-time insights into the effectiveness of marketing campaigns across different channels, including offline channels.

7. Neustar

Neustar is a marketing attribution tool that offers multi-touch attribution models for both online and offline channels. It provides real-time insights into the effectiveness of marketing campaigns and allows marketers to optimize their campaigns accordingly.

Conclusion

Marketing attribution is critical for businesses to understand which marketing activities are driving the most revenue. By using marketing attribution tools, marketers can identify which channels, campaigns, and tactics are most effective in driving conversions. The seven marketing attribution tools discussed in this article are some of the best in the market, and businesses of all sizes can benefit from using them.