Published On: 08 Feb 2024
Multi-touch attribution (MTA) is a tool used to assess and allocate credit to the different touchpoints a customer encounters on their path to a conversion. Unlike traditional models that credit a single interaction, such as the last click, MTA recognizes that modern customer journeys are complex and involve multiple channels and interactions.
According to recent studies, businesses that utilize advanced multi-touch attribution (MTA) tools have experienced a significant increase in ROI, with some reporting improvements of up to 30%.
However, with a multitude of channels, touchpoints, and customer interactions, attributing success to the correct marketing efforts has become more complex than ever. In this blog, we explore the top multi-touch attribution tools available in 2024, providing you with the knowledge to navigate the complex and constantly evolving digital marketing landscape.
Lifesight is a unified marketing measurement platform created for today's marketers. It offers a comprehensive range of features, enabling businesses to make data-driven marketing decisions in an era focused on privacy.
The platform stands out in the market because of its ability to incorporate four critical marketing measurement methods within a single platform. These include multi-touch attribution (MTA), marketing mix modeling (MMM), incrementality experiments, and causal AI. This combination allows marketers to gain a holistic view of their marketing efforts, optimizing strategies across various channels and touchpoints efficiently.
Pricing: Plans are available upon request.
Lifesight's platform offers an in-depth overview of marketing efforts, including both online and offline channels, to enable a unified marketing strategy. It is designed for non-technical users, and the platform is user-friendly, with no-code integrations and automated processes.
Rockerbox enables marketers to simplify the complexity of customer journeys by leveraging advanced data analytics and attribution modeling.
Pricing: They have two plans – Rockerbox Free and Rockerbox Starter (for Shopify).
Rockerbox is a valuable choice for those seeking comprehensive insights into their marketing efforts. It stands out for its ability to provide a holistic view of the customer journey and marketing performance, integrating with numerous platforms for wide-ranging data collection. Users appreciate its potential to drive positive Return on Ad Spend (ROAS) and understand the interplay of different marketing channels. However, it's worth noting that there are mixed reviews on ease of setup and support, which should be considered.
Triple Whale is an eCommerce analytics and data platform mainly for direct-to-consumer Shopify brands.
Pricing: It offers 3 plans; free, growth and pro. Also, all prices are based on a combination of your eCommerce store's annual revenue and the package you choose.
One of the best things about Triple Whale is that it brings all of your eCommerce data into one place that is simple to use. Also, their dashboard has a very sleek design that can be customized as much as you would like. However, based on the reviews the product is not very cost-effective for smaller brands and agencies.
Northbeam is a marketing intelligence solution that helps businesses grow by optimizing their marketing costs through multi-touch attribution and media mix modeling.
Pricing: It has a tiered pricing model that includes a starter pack for early-stage brands, professional for growing brands, and enterprise for sophisticated brands that need expert guidance.
Northbeam helps you see how your marketing is doing across all channels and for specific ads. It offers consistent and accurate data. However, they don't offer 24/7 support to smaller businesses and that can become a challenge as integration often requires support.
Specially designed for mobile apps, AppsFlyer enables marketers to attribute their app installs both for iOS and Android, to touch points across the web. It also helps measure web-to-app journeys.
Pricing: AppsFlyer employs a tiered pricing strategy based on monthly conversion tracking. The Basic plan is free for up to 10,000 conversions monthly. For more than 10,000 conversions, AppsFlyer offers customized Cloud, Enterprise, and Premium plans.
AppsFlyer is highly recommended for its robust mobile attribution capabilities, offering effective tracking and analytics for mobile app marketing. It stands out for its user-friendly dashboard, scalability, and strong fraud protection measures. The tool also provides valuable insights for user engagement through push notifications and in-app messages. However, potential users should be aware of occasional reporting inaccuracies, the need for dashboard customization at an additional cost, and complexities in setting up specific tracking features. Overall, AppsFlyer is suitable for those seeking comprehensive marketing analysis and attribution tools, albeit with a learning curve for some features.
Adobe needs no introduction. Adobe Analytics is a great attribution tool more so if you are already a part of the Adobe ecosystem. With advanced statistics and machine learning capabilities, the platform gives insights into the complete customer journey from their first touch point to what leads to their conversion.
Pricing: Each business is different and so is their attribution approach. Adobe Analytics provides a custom based on your traffic levels and requirements and they offer a tiered model: Select, Prime, and Ultimate.
Adobe Analytics is an optimal choice for enterprises seeking in-depth data analysis, particularly those already utilizing other Adobe products. Its strengths lie in handling large data sets, customizable dashboards, and seamless integration with various digital marketing tools. However, users should be prepared for a steep learning curve and less visual functionality compared to other platforms. Ideal for comprehensive digital analytics, Adobe Analytics is best suited for users who require detailed insights and have the expertise to navigate its complex features.
Adjust is a marketing attribution tool that helps track customer journeys via their mobile app. With easy-to-understand and actionable data insights, marketers can find the most profitable channels and drive more sales by putting in more effort.
Pricing: Adjust allows you to pay for only what you use. Volume is their unique, scalable pricing approach. They also provide a free base plan with 1500 monthly attributions. The best part: there are no hidden fees.
Adjust is a valuable tool for mobile marketing, renowned for its accurate attribution tracking and fraud prevention capabilities. It offers a clear and user-friendly interface, making it easy to monitor and analyze app performance. The tool is also appreciated for its real-time analytics and comprehensive reporting features. However, some users find the setup and integration process a bit complex. Adjust is particularly suitable for businesses looking to gain detailed insights into their mobile app's user engagement and marketing effectiveness.
The Ruler Analytics marketing attribution tool is yet another tool that tracks the customer journey at the visitor level on a first-party basis.
Pricing: Ruler offers both monthly and annual plans. Their plans start from 179 pounds targeted for small businesses and go up to 999 pounds per month for large businesses. One can save up to 10% by signing up for annual deals.
Ruler Analytics is praised for its ability to track customer journeys and attribute sales accurately to marketing channels. Users appreciate its detailed analytics, which helps in understanding the impact of marketing efforts on sales and conversions. The tool is also commended for its ease of use and customer support. However, some users mention a learning curve and the need for initial setup assistance. Overall, Ruler Analytics is suitable for businesses seeking detailed insights into how their marketing strategies translate into tangible results.
Google Attribution is a part of the Google Analytics ecosystem. It provides additional insight into Google Ads performance and is available to all advertisers for free.
Pricing: All Google attribution models are available to Google Analytics users at no additional cost.
Google Attribution is highly regarded for its comprehensive and user-friendly analytics capabilities. It excels in providing detailed insights into website traffic and user behavior, helping businesses understand the impact of their online marketing strategies. Its integration with various Google services, like AdWords and Search Console, offers a seamless experience. However, some users find its advanced features to be complex and require a learning curve.
HubSpot has not only established itself as a sales and marketing automation leader but is also revolutionizing the attribution space. HubSpot Attribution streamlines the tracking, analyzing, and optimizing of marketing campaigns.
Pricing: The flipside is the pricing. HubSpot Attribution is a part of the HubSpot Enterprise plan starting at $2,400 per month.
HubSpot's attribution tool is praised for its integration within the HubSpot ecosystem, providing seamless tracking of customer interactions across various channels. It's appreciated for its ability to link marketing efforts to revenue generation, offering clear insights into TOI. Users find its interface user-friendly, though some note a learning curve. Ideal for businesses using multiple HubSpot tools, it's a great option for those looking to consolidate marketing, sales, and attribution data in one platform.
Adroll offers a free suite of powerful cross-channel attribution tools to effectively monitor and optimize all marketing campaigns in a single place.
Pricing: They provide a customized quote on request.
Adroll is recognized for its effectiveness in retargeting and advertising campaigns, particularly in reaching specific audiences. It offers an intuitive user interface and seamless integration with various platforms, enhancing its usability. Users appreciate its detailed analytics and reporting capabilities. However, there are some concerns regarding customer service and the complexity of pricing structures.
Onclusive is the perfect marketing attribution tool for businesses investing heavily in PR. Their tool enables marketers to measure the full impact of earned, owned, and social media content. It goes beyond monitoring mere brand mentions and getting insights on how marketers can amplify and optimize their media mentions to grow their visibility.
Pricing: They offer a tiered pricing model that is based on the number of users and the level of features. The pricing is available on request.
Inclusive is known for its advanced PR and media monitoring capabilities. It offers comprehensive media analysis and insights, helping businesses understand the impact of their PR efforts. Users appreciate its ability to track media coverage across various platforms and provide detailed analytics. However, some users mention a learning curve in utilizing its full range of features.
When selecting the best Multi-Touch Attribution (MTA) tools, it's essential to consider a set of criteria that align with your marketing goals and organizational needs. Here are some key criteria to keep in mind:
Multi-touch attribution certainly presents a better understanding of the customer journey and also enables simplifying it no matter how complex customer journeys may seem. With MTA, marketers no longer have to grapple with sifting through data from one channel to another to determine which channel is driving results. MTA platforms help decode how effective each channel truly is at driving conversions, and empower marketers with the data and agility to act on those insights.
However, to truly understand the complete impact of your marketing efforts, it’s advisable to embrace a unified measurement approach. Integrating MTA with Marketing Mix Modeling (MMM) and Causal AI bridges the gap between granular touchpoint data and the big-picture strategy. This comprehensive approach helps in demystifying the customer journey, from the initial impression to the final conversion, and beyond.
Consider booking a demo with Lifesight and evaluate the true impact of your marketing campaigns today.
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