Key Takeaways
- Marketing attribution tools are designed to help marketers understand how each touchpoint in the customer journey contributes to conversion. The tools help you optimize campaigns and improve ROI.
- The tools collect data using JavaScript, APIs, or UTMs, and then run it through different models to deliver insights about how different touch points affect different stages of the buyer’s journey.
- Different multi-touch attribution tools work for different use cases. When picking the tool, consider a few key factors including: your preferred attribution models, integrations (data sources), marketing channel mix, or pricing.
- The main tools we think you should consider are Rockerbox, Adobe Marketo Measure, AppsFlyer, Rockerbox, Google Analytics Attribution, Northbeam, Triple Whale, and Attribution.io.
- Experts from Revenue Pulse and Attributa mention the following main factors to consider when choosing the best attribution tool for yourself — which attribution model does the tool work with for ToFu touch points, which CRMs and analytics tools does the attribution tool integrate with for reporting.
There are tons of tools that work with multi-touch attribution models. Finding the right one for your organization can be challenging. In this post, we’ll show you how multi-touch attribution tools work, and how you can pick the right one for your particular needs.
What Is a Multi-Touch Attribution Tool?
Multi-touch attribution is a measurement model that assigns credit to each touchpoint in the customer journey with the goal to help marketers understand how each of them contributes to conversion. The measurement model makes it easy for you to optimize your marketing activities and make data-driven decisions that can improve your ROI.
Marketing attribution tools are designed to help you in the process. They gather and analyze customer activity data throughout the customer journey. Multi-touch attribution tools can also help you identify the impact of doing a specific activity.
This is useful if you’re trying to optimize your approach to marketing and cut out everything that is eating up your budget and other resources.
How Do Marketing Attribution Tools Work?
Multi-touch attribution tools collect data and then run it through attribution models to deliver insights. Different models are used to determine how different touchpoints affect different stages of the buyer’s journey.
These tools generally collect data in one of the following ways, or a combination of them:
- JavaScript — If a tool is collecting data using JavaScript, you’ll need to install a code snippet on the pages you are monitoring. This snippet will then send the information back to the tool.
- APIs — Data collection via APIs is incredibly helpful. That’s because APIs will help you pull data out of CRMs and other tools, and pour them right into your attribution models.
- UTMs — UTMs are little bits of data that you place on the end of your URLs. You generally create these UTMs yourself, and the data within the UTM will give you lots of helpful data on the person clicking the link.
In any case, once you’ve set these up, the multi-touch attribution tool will cross-reference the data. It will then run the collected data through a model you choose and give you an overview of each touchpoint in the customer journey and how they contribute to your ROAS.
Another interesting part about attribution tools is how they work with your reporting and analytics. What usually happens is that the attribution tool does have some reporting, but doesn’t focus on it the way an analytics tool would. For instance, AppsFlyer integrates and partners with Amplitude Analytics because AppsFlyer doesn’t try to build full-picture reporting. AppsFlyer specializes in mobile attribution, and then happily integrates with Amplitude Analytics, so that the reporting can happen in the robust context of Amplitude.
What You Need to Consider When Choosing a Multi-Touch Attribution Tool
Each of the available marketing attribution tools works best for a specific use case. If you want to find the best one for your particular team and marketing, there are a few things you need to look out for.
Compatible Attribution Models
We have a standalone deep dive into multi-touch attribution models and concepts. But once you learn about all the models you could use, you may be surprised that you can’t just use them in any tool. Each tool has their preferred attribution models to use, and you don’t usually get the choice of using any model you like.
This is especially true with advanced attribution models such as Shapely or Markov chain. Our sister company’s consulting team has worked with companies where the preference for an advanced model even led to building custom solutions for attribution, instead of using tools.
Custom solutions are complex to maintain, so we do recommend using an attribution tool instead. Just make sure you’ve done your homework and checked which models the tool offers.
Integrations
One out of three CMOs feels as though they’re not getting the most out of the tools in their marketing stack. Marketing attribution tools can help fix this problem, but they can only do that if they offer the integrations you need.
Therefore, one of the most important things you need to look out for when choosing a multi-touch attribution tool is the number of integrations they have.
The more integrations, the more data sources for the tool, and the more accurate the attribution insights. Similarly, on the reporting end, the more integrations the more your data will have a chance to be acted on.
Along with the number of integrations, also check whether your main tools specifically are on the list. An attribution tool that offers 30 integrations, will count for very little if you use Segment or Amplitude heavily but the attribution tool doesn’t integrate with them.
Devices
Customer journeys can sometimes involve several devices, and so someone might first interact with your business on mobile but eventually buy from you on a desktop.
This is a key thing to understand because some attribution tools don’t handle attribution across multiple devices. Some only focus on mobile apps and go deep on them, for instance. Ensure you invest in a tool that covers what you need.
Marketing Channels
Make sure the tool can work with all the marketing channels you are using. For instance, some tools focus specifically on online channels, while others cover both online and offline. Similarly, some tools focus on ROAS of paid channels, while others go deep on ROI of organic as well.
Pricing
Most companies in the space are upfront about how much their solution will cost you. However, the costs associated with using certain multi-touch attribution tools can be hidden, as they can include expenses outside of direct product investments. Examples of this could include implementation or regulatory costs you might have to deal with. You might also need to pay for consulting and training if you want to get the most out of your tool.
Commitment to Innovation and an Awareness of Headwinds
You want to work with a tool that introduces integrations for new marketing platforms fast. You’ll also want a company that will quickly adjust to changes in platform rules, like the iOS14 update from a few years ago.
Every MarTech company is going to portray themselves as being committed to innovation, so this can be hard to verify. A great way to do so is by keeping track of the features they’re releasing. If you go over the documentation, you should be able to see how often they’re shipping new features in response to changes in the industry. If there’s a steady stream of new releases, or at least announcements suggesting upcoming releases, it’s a sign the company is willing to adapt and change with the times.
Go over the documentation to check for new releases that demonstrate how the tool keeps up with changes in the industry.
Click Fraud
Click fraud can lead to unreliable data. It often starts in fake paid clicks, but because that’s often the main source of data for attribution tools, it affects your attribution as well.
You’ll want to work with a platform that is aware of this problem and is public about how they’re dealing with it.
Security
Marketing attribution tools house important and sensitive data.
If you want to avoid customer issues and potential, you need to work with a solution that takes security seriously. For example, if you’re in the healthcare industry this might mean the solution needs to be HIPPA compliant, and if you’re working on the EU market, the solution will likely need to be GDPR compliant.
UI and UX
Make sure your team can work without having to deal with confusing UX. This includes setting up integrations with relative ease, or being able to run the data through models without trouble. Otherwise your team won’t get the most out of the tool.
Documentation and Support
Sometimes you will need the tool to give you hands-on support from a human. It’s key that this is available. We recommend against purchasing tools that delegate to bots even when you’re a paying customer.
Better yet, you won’t need customer support because documentation is so thorough and helpful. Having that will also enable you to download documents that will save you a half of the time you’d otherwise need to make SOPs for your team.
Product Roadmap and Stability
A new company might come out in this market and their solution may look amazing for your use case. But, as they are still new on the market, it can be hard to estimate how long they will last.
If there’s a downturn in the economy or a change in leadership, what happens to the product? You need to be confident about migrating data to the tool and committing to it long-term. There are lots of MarTech products on the market that are heavily reliant on investors, but not necessarily profitable.
Streamlined UTM Workflows for Consistent Attribution Data
7 Marketing Attribution Tools to Consider
Attribution tools are not purely attribution tools anymore. They have all grown, got acquired, expanded, shifted the product roadmap. Now they usually have attribution as a key strength, and they differ greatly in what else they’ll do for you, or how.
Rockerbox
Rockerbox is an established attribution tool with depth and variety of channels and events it is able to measure. Rule-based attribution, multi-touch attribution, halo analysis, geo lift, in-channel testing, incrementality, media mix modeling, tracking offline channels — Rockerbox provides stronger customer journey measurement than most. The tool also strives to be the hub for all of your tracking.
Pros
- Beautiful UI
- Offers online and offline tracking — including TV and radio advertising
- Ideal for DTC, but can work for B2C companies
- The company is upfront about custom models and what they believe are the flaws of multi-touch attribution
- Cohorting of revenue and LTV tracking
- Highly granular and accurate data on ROAS thanks to the customization of how ad data and link data are collected
- An interactive model editor means you can make changes without asking for support
Cons
- B2B companies might find that it doesn’t offer enough
- Salesforce integration is lacking and may not be built anytime soon
- If your team lacks the expertise to customize the models, seeking help from Rockerbox can come with a steep fee
Adobe Marketo Measure (formerly known as Bizible)
Adobe Marketo Measure is a B2B marketing attribution solution focused on every touch attribution — helping companies find out which channel, campaign, and content gets the best ROI.
Adobe Marketo Measure is a B2B marketing attribution solution for B2B. It’s strong in customizing attribution models, and by leveraging Adobe’s ecosystem, it integrates your touch point data with machine learning, CRMs, or data warehouses. You could even go as far as connecting account based marketing or engagement scoring.
Pros
- Integration with tools both inside and outside of Adobe’s ecosystem, e.g. Salesforce
- Full-circle reporting
- Wide range of attribution models, including custom
- Seamless connections with Adobe Experience Cloud
Cons
- Due to multiple acquisitions, there are reports they’re struggling with adapting to the new environment
- There are stories of poor customer support and more negative experiences from our friends who use them
- The data is typically based on Marketo and Salesforce, and though this is often great, sometimes it’s not the right fit for you
AppsFlyer
AppsFlyer is a platform for improving experiences on apps. Their measurement suite is a robust mobile attribution solution.
Pros
- Designed specifically for mobile so perfect if your company is based on apps
- Click fraud prevention is ideal for affiliate optimization and payouts associated with app downloads
- A relatively simple dashboard that is easy to work with
- Creating custom dashboards is also very easy
Cons
- You are charged based on app installs, both organic and paid, and so things can become pricey
- Some people find that funnel and retention data on AppsFlyer isn’t accurate
Google Analytics Attribution
Attribution in Google Analytics is GA’s feature set for cross-channel tracking and multi-touch conversions. For users of 360, customer journey tracking is provided by Attribution 360.
Pros
- Free and powerful, or paid and more powerful on the 360 version
- Additional tagging not required
- Integrates with Google Analytics, Google Ads, and DoubleClick Search
- Offers machine-learning-based attribution
- Simple user interface
- Short learning curve for everyone used to GA
- A good option for people that are new to attribution
- Ideal for small firms that are new to multi-touch attribution with low spend on tools
Cons
- The free version is only great for Google Ads
- No offline attribution out of the box
- Limited support, and mostly only via the community forum
Northbeam
Nothbeam is a universal attribution platform. It collects first-party data from all of your marketing touch points, then stitches it together, cleans it up, runs it through machine-learning attribution models, and gives you advanced analytics.
Pros
- Attribution window comparison feature that helps you see how different attribution windows might impact overall performance
- Focus on first-party data
- The revenue forecasting feature helps you see how changes in budgeting will impact future earnings
- Hourly model updates for fast insights and immediate decisions
- Dual-accounting modes
Cons
- Primarily aimed at enterprise companies, expensive when compared to alternatives
- The pricing structure is based on page views and so might be pricey for businesses where that doesn’t correspond to conversions
Triple Whale
Triple Whale bills themselves as the eComOS. With ecommerce attribution as their strength, they connect the data to enable decisions in marketing and finance.
Pros
- Ability to study real-time data
- Laser focus on ecommerce, primarily Shopify
Cons
- Focuses mostly on Shopify and so might not be a good option if you’re in B2B
- Like many Shopify tools, limited integrations outside of Shopify
Attributionapp
Attributionapp.com is a complete and easy to user attribution tool. It’s also one of the longest-standing on this list.
Pros
- Easy of use
- Easy of implementation
- Pricing is easy on you, too
- Integrations on integrations
Cons
- Custom models lacking
- Specific use cases, such as ecommerce or mobile, may be better off with a specialized tool
Expert Opinions on Multi-Touch Attribution Tools
We wanted to complement our own first-hand experience with that of other experts in the field. Below is what a few of them consider important. You’ll quickly notice that often, a few attribution tools are used by the same person. Scott Konopasek even has a whole new concept for attribution.
Question 1: Which multi-touch attribution tool do you use the most and what do you use it for?
“There are several I use most frequently (dependent on the client) Bizible, CaliberMind, Dealtale. Dreamdata for scenarios where they want to collect anonymous web behavior in addition to parsing data from the campaign/program membership and statuses.
For scenarios where the company does not care about online behavior, Align.ly is popular.
I use these tools for data collection, parsing, and pivoting engagements against CRM opportunities to connect the dots between multi-engagement journeys and account-level opportunities.”
Question 2: Why is it better than the competition in its category?
“Each of these tools serves a portion of the market and provides different types of reporting and data based on what companies need to make decisions. The key is around anonymous behavior tracking because such a large portion of marketing spend occurs in ToFu (Top of Funnel) campaigns.”
Question 3: What specific results has it helped you achieve that you wouldn’t have been able to achieve otherwise?
“I have been able to deprecate channels that are not performing and optimize spending for those that are driving attributable pipeline and revenue and/or have the strongest ROI (recognizing of course that attribution, ROAS and ROI are unique calculations that both fall within this discipline but are different).”
Question 4: If you don’t use a specialized tool, why not?
“I have used home-grown tools, particularly custom models built in Tableau or other BI tools, and they are intensive to maintain, break a lot and cause unending issues with having to validate data, troubleshoot and spend valuable time evolving and keeping up with industry best practice approaches.
You can absolutely develop your own, and there are attractions to being able to create custom modeling but it’s risky and can create self-fulfilling data fallacies.”
Question 1: Which multi-touch attribution tool do you use the most and what do you use it for?
“It depends on the use case. Much of it depends on the existing tech stack and the other platforms that the tool needs to integrate with.
For example, my favorite tool is Marketo Measure (formerly Bizible)… But Marketo Measure doesn’t integrate with Hubspot CRM.
So, if a client has Hubspot CRM, then I have to recommend another tool such as Dreamdata or CaliberMind (my other favorites). So, it’s all dependent upon the tools and tech stack in place. However, Marketo Measure, Dreamdata, and CaliberMind are my go-tos and my favorites in the industry.”
Question 2: Why is it better than the competition in its category?
“Again, for me, this would be dependent upon the use case and the technology that is needed to be integrated with.
Another key factor for me is going to be where the reporting needs to happen. Some tools pass data back into the CRM, and others don’t. Some tools have more flexible internal reporting systems than others. So, this is a huge consideration for me when recommending a tool.”
Question 3: What specific results has it helped you achieve that you wouldn’t have been able to achieve otherwise?
“I’ll give an example that is one of my favorites. When 2020 and Covid hit, I was working with a client that had a significant budget allocated to in-person events. Those were all shut down due to Covid. So, we used the multi-touch attribution platform to identify where we should reallocate that budget too.
We were able to run some predictive modeling analysis based on the attribution data we had that helped us make informed and data-driven decisions about where that money should go. Because we had that data, we ended up making some really good decisions.”
Question 1: Which multi-touch attribution tool do you use the most and what do you use it for?
“I run an attribution platform that has an all new methodology – bi-modal attribution.”
Question 2: Why is it better than the competition in its category?
“We’re a bunch of media buyers, and bi-modal attribution is the result of our frustration with multi-touch attribution and marketing mix modeling. The guesswork in attribution models was a big pain point of mine. In my mind, why would all attribution platforms give different answers if they all start with the same data?”
Question 3: What specific results has it helped you achieve that you wouldn’t have been able to achieve otherwise?
“Bi-modal attribution focuses on incrementality in conversions from the individual channels, and on the lift of the whole media mix. This makes it common for us to decrease cost per acquisition and conversion rates by double-digit percentages.”
