In today’s digital marketing landscape, businesses rely a lot on data to make informed decisions. With various marketing channels in play—social media, e-mail, ads, SEO—it’s getting crucial to understand which touchpoints/actions/channel contribute to conversions. This is where and why marketing attribution comes in.
Marketing attribution tools provide insights into knowing which channel if working best to get customer and help marketers allocate resources effectively into their marketing campaigns or projects.
This article shows you the best marketing attribution tools, techniques, and methods to ensure you get an accurate performance analysis.
What is Marketing Attribution?
Marketing attribution is a process where you assign credit to different touchpoints into a conversion path. Whether a customer discovers a product via a social media ad or post, or an e-mail campaign, attribution tools for marketing help companies to understand which one has the most impact.
Then, they can optimize their efforts to get a better ROI.
Source: SegmentStream
Best Marketing Attribution tools
When choosing a marketing attribution software, you need to check several things like the best features for you, but keep in mind to check their integration stack and see if all your marketing tools are here.
Below are some of the best marketing attribution tools:
1. Google Analytics 4 Attribution
Google Analytics 4 offers a built-in attribution feature that’s suitable for many businesses. But not all of them. You can specify if a certain interaction (if detected) is a conversion for you. And then, look at all your traffic channels into that conversion. Channels like organic search, paid ads, social media, e-mail, etc.
Key features of Google Analytics Attribution
- Customizable Attribution Models: Google Analytics offers several attribution models, such as: last-click, first-click, linear, and time decay
- Multi-channel Funnel Reports: these reports give a detailed view of how different marketing channels contribute to conversions over time
It’s free!
2. Mayze Marketing Attribution MagicGraph
Mayze is the marketing attribution tool you need to finally track and prove the power of your marketing activity. By connecting your data (Google Analytics, SEO, Linkedin, e-mail platforms) and your actions, Mayze enables correlation between your marketing actions, leads and KPIs, and also provides tailored advices based on them.
Key features of Mayze Attribution MagicGraph
- Historization of marketing actions on the MagicGraph like: Google Ads campaign, SEO article additions, change of site, event/trade show, change of Linkedin post frequency, etc
- Correlation between marketing actions, KPIs and leads. Clear visualization at a glance of the impact of actions
Their pricing plans: starting from a $0 plan https://mayze.io/en/pricing-mayze/
3. HubSpot Marketing Attribution
HubSpot is a popular marketing attribution tool known for its other features like e-mailing campaigns, CRM, or website conception. But the attribution feature of it tracks interactions across various channels and provides detailed analytics to help marketers optimize their campaigns.
Key features of HubSpot Attribution
- Closed-loop reporting: HubSpot ties marketing efforts directly to revenue which helps knowing which effort to continue
- Customizable reporting dashboards
Their pricing plans: https://www.hubspot.fr/pricing/marketing/enterprise?term=annual
4. Ruler Analytics
Ruler Analytics is a marketing attribution software which helps marketers track their leads from the initial interaction to the sale. It can be integrated with popular CRMs such as Hubspot or Salesforce and marketing automation tools.
Key features of Ruler Analytics
- Multi-touch Attribution
- Big CRM integrations: Salesforce, HubSpot, Pipedrive
Their pricing plans: https://www.ruleranalytics.com/pricing (no free plan)
Key techniques for accurate performance tracking
To ensure you’re making the most of your marketing attribution tools, there are a few techniques to know about.
1. Use multi-touch Attribution Models
Many businesses make the mistake of relying on single-touch attribution models.
For example, with the last-click model that is often used in an ad campaign. These do not capture the entire customer journey. Multi-touch attribution models assign credit to multiple touchpoints.
Source: PathLabs
Examples of multi-touch Attribution Models
- Linear Attribution: gives the same credit to all the touchpoint in the customer journey
- Time Decay Attribution: assigns more credit to touchpoints that occur closer to the conversion event
2. Integrate Attribution tools with CRM and Marketing platforms
To get the big picture, your marketing attribution tools should be integrated with tools like your CRM, e-mail marketing software, paid ad platforms, etc. Then, you get all of your customer interactions.
How to choose the Best Marketing Attribution Software
Selecting the right marketing attribution software for your business depends on several factors. Here are 2:
1. Customization and Reporting capabilities
Look for a software where you can customize your own reporting. This way, you can focus on the metrics that matter most to your business.
2. Real-time Data Tracking
Tools can have a day-delay or more, but Mayze for example is a second away from your real-time data. This way, showing your reporting on Mayze to your boss is way more professionnal. You can’t say to her/him that you have data from a week ago. Also, with real-time data you can better decide and quickly any parameters to your marketing campaigns.
Conclusion
Understanding which marketing channels contribute to conversions is vital for the success of any marketing strategy. The best marketing attribution tools help businesses track and analyze customer interactions across multiple touchpoints, offering valuable insights for improving ROI. Whether you’re using free tools like Google Analytics or middle-tool like Mayze or investing in more expensive platforms like HubSpot and Ruler Analytics, the right marketing attribution software can significantly improve the accuracy of your performance tracking and decision-making.
