5 Best Revenue Attribution Tools in 2023 (Besides Google Analytics)

Thanks to revenue attribution, marketers can better understand which activities and campaigns provide the highest conversion rate and engagement.

In our previous articles, I discussed the benefits of revenue attribution, how to do ad revenue attribution the right way, and, most importantly, what revenue attribution models are the most suitable for your business.

This time, I’ll talk about the best revenue attribution tools that could help you increase ROI, conversions, and more.

Note: I didn’t mention Google Analytics in this list for obvious reasons. It’s the best free tool out there that every marketer has to use, regardless of being involved in revenue attribution or not. GA is a must. On the other hand, tools from the list are costly, and you should do your own research and analysis before purchasing one. That’s why I’m writing this article in the first place.

The competition among revenue attribution tools is high, but in the end, considering multiple factors (mostly unique features and functionalities), I came up with this list:

1. Adobe Marketo Measure (Bizible)
2. Dreamdata
3. Adjust
4. Ruler Analytics
5. Attribution

If you’re in a hurry, you can review the summary table right away.

Note: G2 is the most popular site for online reviews (especially for SaaS). Therefore, it’s the best indicator of consumers’ experiences using these tools.

Let’s dive in!

Adobe Marketo Measure (Bizible)

Bizible was one of the most long-standing tools out there (founded in 2011). It was pretty successful, so it’s no wonder that Adobe decided to buy it (and rebrand it).

Although it has a different name now, the features are almost identical

Advantages

Shortcomings

1. Less experienced marketers might find it harder to make sense of everything this product offers.
2. You have to input leads into Salesforce manually.

G2 rating

Their G2 rating is 4.7 out of 145 reviews, which is pretty solid.

Pricing

Each pricing plan is based on the database size. Therefore, you need to contact their sales team regardless of which plan you want to choose.

If you don’t want to waste time with messy data, schedule a free strategy call with us with no hard strings attached.

Dreamdata

Dreamdata specializes in B2B revenue attribution. The software aims to provide the performance of activities throughout your channels and campaigns with B2B attribution.

Advantages

1. All results in one place: The tool connects all your marketing activities to the pipeline. An interesting feature is that you can see the impact of offline touchpoints (webinars, events, and more).
2. Complete customer journey: They allow you to run all touches through multi-touch attribution models. So, as a result, any touchpoint can get credit for marketing contribution.
3. Scaling your best lead channels: After applying attribution across stages, you’ll better understand what’s working well and what isn’t. You can also choose custom models that fit your unique business needs.

Shortcomings

1. The onboarding process might be complicated if you’re new to revenue attribution
2. You might need someone with technical skills to help you.

G2 rating

4.8 out of 91 reviews is a strong rating.

Pricing

They have three pricing plans. Obviously, each serves entirely different B2B marketing teams.

Adjust

Adjust focuses on mobile attribution. It provides insights into ad clicks, in-app events, and more. They also offer several protective features that might make a big difference for businesses that pay close attention to that.

Advantages

1. Multi-touch interactions: Like Dreamdata, this software leverages every touchpoint that leads to conversion. You can customize your attribution and track your subscription funnel in a single location.
2. Real-time app analytics: The tool provides you with complete visibility of multi-touch tracking, event tracking, user lifecycle, and more. You can use customizable charts to simplify the process if your dashboard gets overwhelming.
3. Protective features: Data protection might be crucial for your business, and it truly makes this feature a game-changer (for some companies). Thanks to SDK signature and S2S authorization, it protects your data from fraud.

Shortcomings

1. Reporting might take too long sometimes.
2. The user experience can be confusing (for inexperienced users).

G2 rating

This time, the G2 rating is 4.3 out of 5 stars. However, it’s still one of the best tools out there that focuses on mobile attribution.

Pricing

Besides the free plan, they offer core and enterprise options. You need to contact their team for both to learn more about the price. 

However, they do say that their pricing is scalable and aligned with your growth.

If you don’t want to waste time with messy data, schedule a free strategy call with us with no hard strings attached.

Ruler Analytics

The uniqueness of Ruler Analytics in this list lies in features it offers besides classic marketing attribution. These are live chat, form, and call tracking.

Advantages

1. Offline conversion tracking: Ruler Analytics tracks conversions such as phone calls, emails, or store visits. When a user converts via phone, form, or live chat, the tool matches it with the user’s previous interactions.
2. BI & reporting integration: You can connect Ruler’s data to Power BI or other reporting tools you use, such as Tableau or Big Query. Gathering all that data helps you enable more profound analysis.
3. Sales opportunity attribution: You can see how many leads are in each pipeline stage when using opportunity attribution. You’ll also be able to tell which sources help more prospects along your sales journey.

Shortcomings

1. Integration with ad tools (Google, Facebook) would be a good addition.
2. There is no functionality to compare data from different periods within the dashboard.

G2 rating

Their G2 rating is 4.8 out of 15 reviews, which is solid, but the sample is small.

Pricing

Finally, straightforward pricing – the bigger your company is, the more expensive plan you need.

Attribution

Attribution is a multi-touch attribution solution where you can see your spending, visits, conversions, revenue, and ROAS in one simple view. In addition, you can integrate the tool with Segment, Stripe, Salesforce, Hubspot, Marketo, and more.

Advantages

1. Multi-touch attribution: This feature is similar to other tools, but it’s still worth mentioning. You can analyze every touch, channel, and account throughout the journey. Also, they provide advanced visualizations and unlimited reporting flexibility.
2. Affiliate tracking: Now, this is unique. Affiliate tracking helps your partner campaigns and aligns your affiliate channel with other marketing efforts in one location. Also, you can get it either as an independent solution or together with the whole Attribution platform.
3. Data export tool: The tool allows you to track all your marketing data based on visit level instead of user level. Then, you can export the gathered data to Google Cloud Storage, Azure, or S3.

Shortcomings

1. Pages can take up too much time to load sometimes.
2. The reporting could be more advanced.

G2 rating 

Again, not a significant sample – 4.5 out of 28 reviews. However, G2 honored them this spring with a “high performer” reward.

Pricing

Pricing plans are based on how many conversion events you track per month. In the photo below, you can see the differentiations between plans.

If you don’t want to waste time with messy data, schedule a free strategy call with us with no hard strings attached.

The bottom line

So, what can we conclude from this article? What are the use cases for each of these tools?

1. Marketo Measure (Bizible) gives you more capabilities as you progress, such as ABM attribution. 
2. Dreamdata is definitely one of the top choices if you are in B2B.
3. Adjust is a mobile attribution tool with great protective features.
4. Ruler analytics provides offline conversion tracking, including chat, form, and call tracking.
5. Attribution’s affiliate tracking feature aligns your affiliate channel with other marketing efforts in one location.