Best Marketing Attribution Software in 2026: 10 Tools Compared

Most teams already know what they spend. What they don’t know is which spend produced the lead or the sale. Ad platforms each claim the same conversion, Google Analytics gives the credit to its own default model, and the CRM only knows the last form someone filled in. Attribution software exists to settle that argument with one set of numbers.

The tools below split into two groups: B2B tools that connect web activity to CRM pipeline and revenue, and e-commerce tools that connect ad clicks to orders. Pick the group first, then the tool.

Attribution models in brief

• First touch: all credit goes to the first interaction. Good for seeing what starts journeys.
• Last touch: all credit goes to the final interaction before conversion. Simple, and biased toward bottom-funnel channels like branded search.
• Linear: credit is split evenly across every touch.
• Time decay: touches closer to the conversion get more credit.
• U-shaped and W-shaped: extra weight on key milestones (first touch, lead creation, opportunity creation). Common in B2B.
• Data-driven: a statistical model assigns credit from your own conversion paths. It needs enough volume to be reliable.

Some vendors also add media mix modeling (MMM) and incrementality tests, which measure impact without relying on individual tracking. Those need more spend to be useful.

The tools

1. LeakyFunnel: organic and site performance today, attribution in development

LeakyFunnel is our own early-access product. Today it maps your website and lays Search Console rankings, GA4 sessions and conversions, and backlinks over it, so you can see which pages earn traffic and conversions and where they leak. Multi-touch attribution across ads, email and purchases is in development. If you need attribution models today, choose from the tools below; if organic search matters to your pipeline, it fills the gap most attribution tools leave.

Join the LeakyFunnel waitlist →

Disclaimer: we own LeakyFunnel (which is how we know it’s good).

2. Dreamdata: best B2B starting point

Dreamdata builds B2B customer journeys across web visits, ads and CRM data. Its free plan ($0) includes B2B web analytics, cookie and cookie-less tracking, company identification, 5 seats and 2 months of user history. The paid Attribution & Activation plan has custom pricing and adds AI-powered attribution models, ROI and ROAS reporting, and audience syncing to ad platforms.

Who it isn’t for: e-commerce stores. It’s built around accounts, pipeline and deal stages.

3. HockeyStack: best for a unified revenue view

HockeyStack describes its attribution as covering the buyer journey from first touch to closed-won, with cookieless tracking and marketing and sales data in one place. Its pricing page shows no plan prices, only custom plans, a demo form and “startup pricing available.”

Who it isn’t for: teams that want to see a price before talking to sales.

4. Adobe Marketo Measure: best for Adobe and Marketo shops

Formerly Bizible, Marketo Measure is described by Adobe as a B2B attribution tool that measures campaign, channel and content impact on pipeline, revenue and ROI. It’s built for enterprise stacks, particularly those already on Marketo Engage and Salesforce. Adobe doesn’t publish pricing.

Who it isn’t for: small teams, or anyone not already invested in the Adobe ecosystem.

5. Factors.ai: best low-entry B2B option

Factors.ai combines account identification with attribution and ABM analytics. Lite is $199/month (5,000 monthly tracked users, 1,500 companies identified a month, 3 seats). Basic is $6K a year, Growth $20K a year and Enterprise $30K+ a year, all billed annually.

Who it isn’t for: high-traffic sites on Lite, where the 5,000 tracked-user cap arrives quickly.

6. Ruler Analytics: best for lead generation and calls

Ruler ties website visits, form fills and phone calls to the revenue they produce. Small starts at $360/month on annual billing ($400 monthly) for up to 10k visits a month, with multi-touch attribution. Medium adds data-driven and impression attribution at $601/month annually ($668 monthly) for up to 50k visits. Marketing mix modeling is on the Advanced plan.

Who it isn’t for: low-traffic sites, since pricing steps up with visits.

7. Northbeam: best for high-spend e-commerce

Northbeam’s pricing is based on ad spend. Its page lists Starter at $1,500 for brands spending under $1.5M a year on ads, Professional at $3,500/month for spend up to $500K a month, and quotes for Growth and Enterprise. All plans include multi-touch attribution and dashboards. The Starter listing doesn’t say clearly whether $1,500 is monthly, so confirm before budgeting.

Who it isn’t for: small stores spending a few thousand dollars a month on ads.

8. Triple Whale: best for AI-assisted e-commerce reporting

Triple Whale is built for online stores. The free plan includes its pixel and first- and last-click attribution. Foundation adds multi-touch attribution, custom dashboards and its Moby AI analyst. Automate and Enterprise add more AI actions, plus MMM and incrementality tools via its Compass add-on. Paid prices aren’t on the page; it points to a walkthrough.

For a closer look at the field, see Triple Whale alternatives.

9. Rockerbox: best for MTA, MMM and incrementality together

Rockerbox offers multi-touch attribution, marketing mix modeling and incrementality testing on one data foundation. A free plan covers brands spending under $5M a year with basic data aggregation for social and search. Starter, for Shopify brands under $1M, starts at $150/month. Larger setups are quoted.

Who it isn’t for: teams that want a simple dashboard and nothing else.

10. Cometly: best for ad-platform feedback loops

Cometly centers on a tracking pixel, server-side tracking and multi-touch attribution, then syncs conversions back to ad platforms, CRMs and warehouses. Its homepage leans toward SaaS and pipeline use cases. Plans (Core, Enterprise) are sized by monthly pageviews and priced on a call; annual billing saves 20%.

11. Wicked Reports: best for lifetime value by channel

Wicked Reports prices by trailing 12-month revenue. Measure is $499/month, Scale $699 and Maximize $999 for the $0–$2.5M revenue band; Enterprise starts at $4,999/month. It’s known for cohort and lifetime value reporting. It’s a better fit for DTC and subscription brands than lead-gen businesses.

Quick comparison

How to choose

1. Start with your conversion. If the win is a closed deal in a CRM, shortlist the B2B tools. If it’s an order in a store, shortlist the e-commerce tools.
2. Match the tool to your spend and traffic. Northbeam prices by ad spend, Ruler by visits, Factors.ai by tracked users and Wicked Reports by revenue. Run your numbers against each model.
3. Check what you’ll connect. Confirm the CRM, ad platforms and checkout you use are supported before booking a demo.
4. Don’t expect one true number. Different models give different answers. Compare a few and watch trends over time.
5. Use the free tiers first. Dreamdata, Rockerbox and Triple Whale offer free plans, and GA4’s built-in reports cost nothing. For related reading, see best funnel analytics tools and Hyros alternatives.