The 10 tools at a glance
Prices are the lowest each vendor published on its own pricing page or app store listing on October 5, 2026. Follow the links for current prices.
| Tool | Built for | How it gives credit | Lowest published price | Price grows with | Free plan or trial |
|---|---|---|---|---|---|
| Triple Whale | Shopify and DTC brands | Its own pixel and eight attribution models, including Total Impact, which blends multi-touch with post-purchase surveys. Media mix modeling and incrementality on Enterprise or as an add-on. | Free plan. Foundation $219/month on its Shopify App Store listing | Annual GMV and package. Paid plans are 12-month subscriptions | Free plan |
| Northbeam | Ecommerce brands running paid ads on several channels | Multi-touch on its own device and identity graphs, counting clicks plus deterministic views. Incrementality and media mix modeling on higher plans. | Starter $1,500/month. Professional $3,500/month | Pageviews. Starter is month to month, higher plans are annual | No. Demo |
| Hyros | High-ticket and call-based sales: courses, coaching, agencies, ecommerce | A pixel that combines first-party data, third-party data and device fingerprinting, which Hyros calls AI Swarm Data, plus call tracking. Sends conversions back to Meta and Google. | $230/month up to $20k tracked monthly revenue | Tracked monthly revenue | No. Hyros guarantees better ad ROI or you don't pay |
| Rockerbox | Large brands with TV, streaming and direct mail in the mix | Multi-touch, media mix modeling and incrementality testing on one data foundation. Part of DoubleVerify since 2025. | Not published | Not published | No. Demo |
| Dreamdata | B2B companies that sell to accounts through a CRM | Account-level multi-touch journeys tied to CRM revenue, with company identification. AI attribution models on the Advanced plan. | Free Starter plan. Advanced is custom-priced | Monthly tracked users | Free plan and a guided trial |
| Cometly | B2B SaaS and agencies | Its own pixel with server-side tracking, multi-touch credit to pipeline and revenue from your CRM and Stripe. Sends conversions to ad platforms. | Not published | Monthly pageviews | No free trial |
| Ruler Analytics | Lead generation through forms, calls and live chat | Tracks forms, calls, chat and offline conversions and syncs revenue from your CRM. Multi-touch on every plan, data-driven models from Medium, media mix modeling on Advanced. | $400/month billed monthly, $360/month billed annually, up to 10k visits | Monthly website visits | None shown. Demo |
| HockeyStack | B2B SaaS go-to-market and RevOps teams | Multi-touch with custom models compared side by side, account identification and lift reports. | Not published | Not published | No. Demo |
| Attribution | B2B, SaaS and ecommerce teams, with Pro aimed at HubSpot, Segment and Salesforce users | Five multi-touch models with user-level cost and revenue from Stripe and other billing tools, plus media mix modeling and incrementality tests. | Pro from $399/month. Shopify plan from $199/month | Monthly tracked website visitors | 14-day trial |
| Wicked Reports | Ecommerce and subscription brands with large paid budgets | First-party click attribution with a lifetime lookback, new versus repeat buyers, and a weekly scale, chill or kill call per channel. | Measure $499/month for up to $2.5M annual revenue | Annual gross revenue band | No. Demo |
Two things stand out. First, every tool bills on a different measure, so the cheapest tool for a small store can be the most expensive one after a good year. Second, most tools now connect to AI assistants: Hyros, Northbeam, Attribution and Wicked Reports connect through MCP, and Dreamdata and Cometly offer it on their top plans.
Which tool fits your business
| Your business | Tools to look at |
|---|---|
| Shopify or DTC brand | Triple Whale, Northbeam, Wicked Reports, Attribution's Shopify plan |
| B2B SaaS with a CRM | Dreamdata, HockeyStack, Cometly, Attribution |
| Lead generation through calls and forms | Ruler Analytics |
| High-ticket courses, coaching and call-based sales | Hyros |
| Enterprise media with TV, streaming or direct mail | Rockerbox |
| Mobile apps | A mobile attribution tool such as AppsFlyer, Adjust, Branch or Singular |
Attribution methods, and what each one misses
A tool's attribution method decides which question it can answer. Google Analytics 4 shows how fast this moves: it removed its first click, linear, time decay and position-based models in November 2023 and kept data-driven and last click.
| Method | What it answers | What it misses | Tools that use it |
|---|---|---|---|
| Last click or first click | Which touch closed the sale, or which one started it | Every other touch, ad views, and anything without a click | GA4 (last click), Triple Whale's free plan, Attribution |
| Rules-based multi-touch (linear, time decay, position-based) | How credit spreads across the clicks in a journey | Views and untracked touches. The weights are a choice, not a measurement | Attribution, Ruler Analytics, Triple Whale |
| Data-driven | Credit weighted by how converting journeys differ from the rest | Needs volume to work and is hard to inspect. Still sees only tracked touches | GA4, Ruler Analytics from Medium |
| Post-purchase surveys | What buyers remember: podcasts, word of mouth, AI answers | Memory is unreliable, and only buyers answer | Triple Whale (Total Impact blends surveys with multi-touch) |
| Media mix modeling (MMM) | How much each channel's spend moves total sales, TV and offline included | Needs a long history with varied spend. Works by channel and week, not by campaign | Rockerbox, Northbeam, Ruler Analytics, Attribution, Triple Whale |
| Incrementality and lift tests | Whether a channel caused sales that wouldn't have happened anyway | Costs spend and time, and each test answers one question | Rockerbox, Northbeam, Attribution, HockeyStack, Triple Whale |
What every attribution tool misses
No attribution tool sees the whole journey. The gaps are the same for all of them:
- Consent and ad blockers. Visitors who decline tracking or block scripts never reach some tools at all.
- Devices. Someone who clicks an ad on a phone and buys on a laptop looks like two people unless they sign in.
- Walled gardens. Meta, Google and TikTok don't share user-level ad views, so a view leaves no trace outside the platform.
- Platforms that each claim the sale. Every ad platform counts conversions inside its own windows, so platform totals add up to more than you sold.
- Touches without a click. Word of mouth, podcasts, offline sales and answers from AI assistants such as ChatGPT often leave no click to track.
Every tool fills those gaps with an estimate of some kind: modeled views, post-purchase surveys, device fingerprinting, media mix models or lift tests. Ask each vendor which estimate it uses and how it shows you what it doesn't know.
Where OneLence fits
OneLence keeps the credit rule simple and puts its work into the next question: which sources to scale, hold or stop, and how sure it is.
- How it gives credit. Each conversion goes to one source: the last tagged touch before it, meaning a UTM-tagged link, an ad click ID, an affiliate link or a coupon code, preferring touches from the 72 hours before the sale. For each source, it also counts how often it came first, came between other sources or came last before a conversion over the last 30 days.
- What it reports. Visitors, conversions and revenue for each source, and revenue divided by spend where the spend is known, from connected ad accounts (in beta) or entered by you.
- What it decides. Scale, hold or stop for each source, with a confidence level, the evidence behind it and what's still missing. When attribution is too thin to tell, it says hold rather than guess, and after a change it shows what followed, with the evidence.
- Where the data comes from. OneLence's own tracking script and server-side events API, the OneLence Connect apps for Shopify and Stripe, and the WordPress and WooCommerce plugin.
- Visitors from AI assistants. On Premium and Scale, in beta, it recognizes visitors from 14 AI assistants, such as ChatGPT and Perplexity, counts the ones who convert within 28 days and, with AI answers, shows how often those assistants name and cite you. See OneLence AI visibility.
- Where you use it. In the OneLence web app, or by asking Claude or ChatGPT through the OneLence MCP server.
Plans have a flat monthly price that doesn't depend on your revenue or ad spend, and each includes a monthly allowance of tracking events and conversions. Pro ($119 a month) shows every source and gives a decision for each paid, partner and referral source. Starter ($49) is built for reviewing affiliate partners, and Premium ($169) adds diagnosis, SEO opportunities and AI visibility. Every plan has a 7-day free trial.
OneLence fits founders and marketing teams who want a decision for each source rather than a model to configure, and brands that grow through affiliate partners and creators. Start the free trial or compare the plans.
How we chose the tools
OneLence publishes this page and is one of the options, so we kept it out of the tables and described it in its own section. The ten tools are the dedicated attribution tools that Google's results for "marketing attribution software" and the lists ranking there mention most, plus Wicked Reports. We left out general analytics suites such as Adobe Analytics and Google Analytics 360, CRMs such as HubSpot, mobile app attribution tools, and LeadsRx, which shuts down on October 30, 2026. Facts and prices come from each vendor's own pages on October 5, 2026. We didn't test the tools hands-on.
OneLence also has head-to-head comparisons with Triple Whale, Northbeam, Hyros, Rockerbox, Dreamdata and Google Analytics 4.
Frequently asked questions
What is marketing attribution software?
Software that connects sales and signups to the marketing that came before them: ads, search, email, affiliates and other sources. It records the touches it can see, gives each conversion's credit to one or more of them by a model, and reports which sources and campaigns bring revenue.
Which marketing attribution software is best?
The one built for how you sell. Shopify brands usually look at Triple Whale, Northbeam or Wicked Reports; B2B SaaS teams with a CRM at Dreamdata, HockeyStack, Cometly or Attribution; lead generation businesses that take calls at Ruler Analytics; high-ticket course and coaching sellers at Hyros; and enterprises with TV or direct mail at Rockerbox. Check what makes the price grow before you choose, because each tool bills on a different measure.
How much does marketing attribution software cost?
From free to several thousand dollars a month. On October 5, 2026, published entry prices ranged from Triple Whale's free plan to Northbeam's $1,500 a month, and Rockerbox, Cometly and HockeyStack published no prices at all. Most tools grow with a usage measure: GMV, tracked revenue, a revenue band, pageviews, website visits or tracked users.
Is there free marketing attribution software?
Yes, with limits. Google Analytics 4 is free and offers data-driven and last click attribution. Triple Whale has a free plan with first and last click models, and Dreamdata has a free Starter plan for B2B teams. Multi-touch models, media mix modeling and incrementality tests sit on paid plans.
What is the difference between single-touch and multi-touch attribution?
Single-touch gives all the credit to one touch, usually the last click or the first. Multi-touch spreads the credit across the touches in a journey by a rule, such as linear, time decay or position-based, or by a data-driven model. Both only count touches the tool can track, so views, word of mouth and offline sales stay invisible to them.
Why doesn't the revenue in Meta Ads or Google Ads match my store?
Each ad platform counts every conversion that falls inside its own click and view windows, so two platforms can both claim the same order, and their totals add up to more than you sold. Your store counts each order once. A tool that tracks every source on your own site gives each order to one source, so its totals match your store more closely than the platforms' combined totals do.
Do I need media mix modeling or an incrementality test?
When a large part of your spend goes to channels that leave no click, such as TV, podcasts or brand campaigns, media mix modeling estimates their effect from spend and sales over time. When you need proof that a channel causes sales that wouldn't happen anyway, run a lift or holdout test. Click-based attribution answers a different question: which tracked touches came before each sale.
Is LeadsRx still available?
Not after October 30, 2026. LeadsRx says it will be fully discontinued on that date and that customers will no longer be able to retrieve data from the platform, so export your data before then. Several attribution software lists still recommend it.