9 Best Marketing Attribution Software for Agencies
Are you tired of wasting money on campaigns without knowing what’s actually working?
Marketing agencies often struggle to pinpoint which marketing channels drive the most leads, leaving teams guessing instead of making the right decisions. This is where marketing attribution software steps in.
These tools track and validate customer touchpoints across channels with data that provide information to determine the effectiveness of your marketing campaigns and strategies. With accurate attribution, you can identify which marketing activities drive profitable conversions, allowing your team to optimally allocate budgets to maximize profitability.. These tools also provide insights into customer engagement with your media assets, helping you create strategies that resonate with your audience and improve overall advertising and marketing performance.
When there are so many options to choose from, finding affordable and user-friendly software is a challenge.
The top 9 marketing attribution software for your agency’s needs are listed below:
List of the Top 9 Marketing Attribution Software Companies
- AvidTrak
- CallRail
- CallSource
- CallTrackingMetrics
- Hubspot
- Invoca
- Marchex
- Ruler Analytics
- WhatConverts
1. AvidTrak
AvidTrak is a specialized marketing attribution software provider for agencies, businesses, and marketers who want precise, actionable insights to improve campaign performance. AvidTrak offers features that help you track calls, analyze keyword-level data, and measure campaign success across multiple channels. What truly sets AvidTrak apart is its best price in the industry, excellent customer support, and extensive customization options, which come at no additional charges. Whether you are managing online campaigns, offline efforts, or a combination of both, AvidTrak ensures you get the data you need.
AvidTrak’s white label service allows agencies to use the platform with the agency’s own branding. This is a vital feature as it allows agencies to provide their customers with the capability to log on to the platform, view real time data and evaluate the efficacy of their advertising campaigns. This critical feature allows agencies to objectively demonstrate the viability of every marketing effort undertaken by the agency.
With tools for multi-channel attribution, call tracking, and keyword-level insights, AvidTrak provides agencies with the necessary information required to determine the efficacy of their campaigns, targeting efficiency and overall success of every advertising campaign. Its flexibility and user-centric approach make it a standout choice for marketers aiming to attribute every touchpoint accurately without worrying about hidden fees or costly add-ons.
Features
- Call Recording
- Call Transcription
- Unique Customer Logons
- Master Admin Access
- Advanced DNI Options
- IVR (Interactive Voice Response)
- Simultaneous Call Forwarding
- Google Analytics 4 Integration
- Sequential Call Forwarding
- Sub-domain Number Follow
- Tracking ID Hide/Display
- After Hours Call Routing
- Area Code-Based Call Routing
- Call Email Alerts
- Call Whisper
- Third-Party Integrations
- Form Tracking
- Inventory of Phone Numbers
- Customizable Call Attribution
- Customizable Reporting Dashboard
Top 3 Features
1. Call Tracking
AvidTrak’s call tracking feature ensures you capture complete details about which ads drive the most valuable calls. This feature allows agencies to optimize campaigns based on real-time call performance data.
2. Multi-Channel Attribution
AvidTrak provides detailed insights into customer journeys across multiple marketing channels, including PPC, SEO, social media, email campaigns, and offline channels. By tracking every touchpoint, it helps agencies allocate budgets effectively and optimize campaign performance for maximum ROI.
3. Keyword-Level Tracking
With AvidTrak’s keyword-level tracking, you can analyze which specific keywords drive the most valuable calls and leads. This feature helps improve PPC campaigns and achieve highly accurate attribution for paid search efforts.
Pros
- Seamless integration with CRM platforms
- No agency white label charges
- Provides simple, low-cost tracking, recording, and marketing attribution
- Optimize campaigns to increase conversions
- No obligation 14-day free trial with $20 credit inclusive of all features
- Transparent, affordable pricing with no hidden fees
- Excellent customer support and instant response times
- Easy setup and user-friendly interface
- Extensive customization options without any additional charges
Cons
- Looker Studio Partner Connector is currently unavailable
- No GHL integration
Pricing
Here are the pricing plans offered by AvidTrak:
- Starter: $15/month
- Professional: $30/month
- Agency: $55/month
Final Verdict
AvidTrak emerges as a standout marketing attribution software for agencies, thanks to its comprehensive feature set, best price in the industry, customization, and white labeling capability. Its keyword-level tracking, multi-channel attribution and integration with Google and Microsoft equip marketers with the tools needed to make data-driven decisions, improve ROI, and optimize marketing spend across diverse campaigns.
What truly sets AvidTrak apart is its excellent customer support, which ensures users receive prompt assistance tailored to their needs. Additionally, the platform’s extensive customization options, provided at no extra cost, make it an adaptable solution for agencies of all sizes. AvidTrak’s ability to provide value through deeper insights and accurate attribution makes it an excellent choice for agencies looking to provide extraordinary service to their clients.
2. CallRail
CallRail is a marketing attribution software for businesses and agencies that rely on phone calls to generate leads. With its intuitive interface and simple tracking features, CallRail allows marketing teams to attribute calls to specific campaigns. This tool helps optimize advertising spend and improve marketing performance across multiple channels.
Features
- Call Tracking
- Form Tracking
- Conversation Intelligence
- Multi-Channel Attribution
- Lead Management
- Dynamic Number Insertion (DNI)
- Integration Options
Top 3 Features
1. Call Tracking with Keywords
Ties phone calls to specific keywords, ads, and campaigns, enabling accurate revenue attribution and informed decisions about advertising spend.
2. Conversation Intelligence
Automatically transcribes calls and identifies keywords, providing actionable insights for improving customer interactions and optimizing marketing strategies.
3. Multi-Channel Attribution
Tracks marketing touch points across online and offline channels, offering a complete view of the entire customer journey for better campaign performance evaluation.
Pros
- Easy-to-use interface
- Integration with major platforms
Cons
- Advanced features may require additional charges
- Expensive compared to other platforms
- Reporting customization can be limited
- Steep learning curve
Pricing
Here are the pricing plans for CallRail:
- Call Tracking: $45/month
- Call Tracking + Conversation Intelligence: $90/month
- Call Tracking + Form Tracking: $90/month
- Call Tracking Complete: $135/month
Final Verdict
CallRail is a marketing attribution software that helps in call tracking and multi-channel attribution. Its integration capabilities and conversation intelligence tools make it a business go-to option. However, its pricing and reporting limitations may pose challenges for smaller teams or those needing more customization. For marketing agencies and SMBs aiming for data-driven insights, CallRail delivers the right analytics with measurable results.
3. CallSource
CallSource is a call tracking and marketing attribution software designed for businesses that rely on phone leads to drive revenue. Known for its focus on call performance and customer experience, CallSource provides tools to track calls, analyze marketing campaigns, and improve sales conversions.
Features
- Call Tracking
- Call Recording
- Keyword-level Tracking
- Multi-Channel Attribution
- Reporting Tools
- Lead Management
Top 3 Features
1. Multi-Channel Attribution
CallSource provides detailed insights into which marketing channels drive calls, helping businesses make data-driven decisions to allocate budgets effectively across campaigns.
2. Call Recording
With CallSource’s call recording feature, businesses can review conversations to improve customer service, train staff, and analyze call quality for better outcomes.
3. Keyword Level Tracking
This feature allows businesses to track which specific keywords lead to phone calls, providing precise data to refine advertising strategies and boost campaign performance.
Pros
- Helps improve sales performance
- Multi-channel attribution for online and offline campaigns
Cons
- Pricing is not transparent
- Limited integrations compared to some competitors
- Advanced features may not be cost-effective
Pricing
Tailored packages based on the size and needs of the business.
Final Verdict
CallSource is a reliable marketing attribution software for businesses relying on phone leads. Its call scoring, lead insights, and performance management tools make it ideal for industries like healthcare and automotive. However, the lack of transparent pricing and limited integrations could be a drawback for smaller or technical businesses.
4. CallTrackingMetrics
CallTrackingMetrics is a useful marketing attribution software tool that offers call tracking and contact center solutions that help businesses connect marketing efforts to inbound calls. With features like attribution tracking, call routing, and integrations with popular tools, it’s designed to improve marketing performance and advance customer interactions.
Features
- Multi-Channel Attribution
- Call Recording
- Keyword-Level Tracking
- Dynamic Number Insertion
- Custom Call Routing
- Real-Time Reports
- Integration with CRM Platforms
Top 3 Features
1. Multi-Channel Attribution
CallTrackingMetrics tracks calls and customer interactions across marketing channels, giving businesses an in-depth understanding of which campaigns drive conversions.
2. Dynamic Number Insertion
This tool automatically generates unique phone numbers to match specific campaigns or channels, making it easier to measure ROI.
3. Custom Call Routing
Routes call based on factors like time, location, or agent availability, ensuring optimal customer service and increased efficiency.
Pros
- Flexible integrations
- Scalable solutions for businesses of all sizes
Cons
- Pricing may be steep for smaller businesses
- Product support is not provided in the package and requires the purchase of a support plan
- Setup can be complex for new users
- Some users report limited analytics customization options
Pricing
CallTrackingMetrics offers 4 pricing plans:
- Marketing Lite: $79/month billed annually
- Marketing Pro: $179/month billed annually
- Sales Engage: $329/month billed annually
- Enterprise: $1999/month billed annually
Final Verdict
CallTrackingMetrics is a call tracking solution with advanced multi-channel attribution and flexible integrations, making it suitable for businesses aiming to maximize their marketing ROI. However, its cost and complexity might not appeal to smaller businesses or those new to marketing attribution.
5. HubSpot
HubSpot is an all-in-one CRM and marketing platform that offers call tracking and attribution features to help businesses connect their marketing efforts to meaningful customer interactions. With its extensive set of features, HubSpot is ideal for businesses looking to improve their marketing, sales, and service strategies.
Features
- Call Tracking
- Integrations With Crm
- Lead Management
- Keyword Tracking
- Detailed Dashboards
Top 3 Features
1. Call Tracking
HubSpot’s call tracking feature captures inbound calls, linking them to specific campaigns and marketing efforts, helping businesses understand which channels drive calls.
2. Integrations with CRM
HubSpot integrates with multiple CRMS, offering a centralized database for all customer interactions and enhancing collaboration between marketing and sales teams.
3. Lead Management
HubSpot helps businesses track, nurture, and convert leads effectively to support better follow-ups and conversions.
Pros
- Intuitive and user-friendly interface
- Easy integrations with CRM
Cons
- Pricing can be high for advanced features
- Steep learning curve for complex setups
- Limited customization in basic plans
Pricing
HubSpot offers the following pricing plans:
- Marketing Hub Starter: $15/mo
- Starter Customer Platform: $12/mo
- Marketing Hub Professional: $800/mo
- Marketing Hub Enterprise: $3600/mo
Final Verdict
HubSpot’s call tracking capabilities, combined with its CRM and marketing tools, make it a good solution for businesses who want to optimize their sales efforts. While its pricing is high and complexity might deter smaller businesses, HubSpot has all the basic features that can help you with market attribution.
6. Invoca
Invoca is a marketing attribution software that allows businesses to prioritize high-quality call tracking with AI-driven analytics. This tool provides actionable insights from call data and helps track both online and offline channels. Invoca helps marketers to optimize their strategies with precision.
Features
- Call Tracking and Analytics
- Multi-touch Attribution
- Integration with Popular CRM
- Real-time Data
- Dynamic Number Insertion
- Keyword-level Tracking
Top 3 Features
1. Call Tracking
Invoca uses advanced AI to analyze customer conversations, identifying trends and insights that help businesses improve their marketing strategies and improve customer engagement.
2. Multi-Touch Attribution
This feature allows businesses to track the entire customer journey across online and offline channels, ensuring credit is accurately assigned to every interaction that drives conversions.
3. Keyword-Level Tracking
Invoca tracks the specific keywords and campaigns that drive calls, offering insights that help marketers focus their efforts on high-performing strategies.
Pros
- Multiple Integrations
- Detailed reporting and analytics
Cons
- Steeper learning curve for new users
- Very expensive compared to most competitors
Pricing
Customized pricing based on business needs.
Final Verdict
Invoca is another market attribution software that provides detailed insights and AI-driven analytics. It helps enterprises and marketers looking to optimize their campaigns with its advanced feature set. However, Invoca is complex to set up, and its higher pricing may not suit smaller businesses or those seeking simpler solutions.
7. Marchex
Marchex is a marketing attribution software that helps businesses maximize the value of their voice calls by providing actionable insights through call tracking and analytics. It is designed for businesses that rely on voice interactions to drive leads and conversions. With a focus on call analytics and attribution, Marchex allows marketers to understand customer behavior, optimize advertising campaigns, and maximize revenue from inbound calls.
Features
- Call Tracking
- Call Recording
- Multi-Channel Attribution
- Speech Analytics
- Integration with CRM Platforms
- Real-Time Data and Reports
- Keyword Tracking
Top 3 Features
1. Speech Analytics
Marchex’s speech analytics feature identifies customer intent, sentiment, and trends from call conversations, allowing businesses to refine their messaging and service strategies.
2. Call Recording
Marchex captures and securely stores customer interactions, ensuring critical call details are readily accessible. This enables businesses to review, analyze, and improve customer service.
3. Multi-Channel Attribution
By linking calls to specific marketing campaigns across multiple channels, Marchex ensures businesses can accurately track which efforts are driving conversions.
Pros
- Seamless integrations
- Detailed keyword tracking
Cons
- Limited advanced capabilities compared to competitors
- Custom pricing may deter smaller businesses
Pricing
Customized pricing tailored to business size and needs.
Final Verdict
Marchex is a good option for businesses prioritizing voice interactions and campaign tracking. While its speech analytics and multi-channel attribution are standouts, the absence of more advanced features may leave some marketers seeking additional capabilities elsewhere. The custom pricing is also a drawback, especially for small businesses.
8. Ruler Analytics
Ruler Analytics is a marketing attribution platform designed to help businesses improve the gap between marketing efforts and actual revenue generation. It empowers marketers by providing detailed insights into the customer journey. Ruler Analytics helps make data-driven decisions for improved campaign performance.
Features
- Multi-touch Attribution
- Call Tracking
- Integration with popular CRM
- Real-time Analytics
- Conversion Tracking
- Lead Tracking
- Call Reports
Top 3 Features
1. Multi-Touch Attribution
Get a full view of the customer journey by attributing conversions to multiple touchpoints, providing valuable insights for optimizing marketing strategies.
2. CRM Integration
Ruler Analytics integrates seamlessly with leading CRM systems, ensuring sales and marketing teams work with synchronized, actionable data.
3. Call Tracking
Accurately attribute phone calls to specific marketing campaigns, helping businesses understand which efforts drive leads and revenue.
Pros
- Detailed insights into marketing and sales
- Integrates well with multiple tools
- Offers detailed reports
Cons
- Complex interface for new users
- Pricing is high for small businesses
- Limited offline channel tracking compared to competitors
Pricing
Ruler Analytics offers the following pricing plans:
- Small Business: Starting at $140 per month
- Medium Business: Starting at $458 per month
- Large Business: Starting at $783 per month
- Enterprise: Price on application or custom pricing
Final Verdict
Ruler Analytics is another marketing attribution tool ideal for businesses looking to align their sales and marketing efforts with data-driven insights. It provides multi-touch attribution and CRM integrations, which are standout features. Its complexity and higher pricing could pose challenges for smaller businesses or those new to attribution software.
9. WhatConverts
WhatConverts is a diverse marketing attribution software designed to help agencies and businesses track calls, forms, and chats across multiple channels. By providing comprehensive attribution insights, WhatConverts allows marketing teams to identify which campaigns deliver the most qualified leads, for better data-driven decisions.
Features
- Call Tracking
- Form Tracking
- Keyword-Level Attribution
- Lead Scoring
- Reporting Tools
- CRM Integrations
- Lead Tracking
Top 3 Features
1. Call Tracking
WhatConverts provides detailed attribution insights by tying calls to specific campaigns, ads, or keywords, helping businesses optimize advertising spend and improve campaign performance.
2. Form Tracking
This tool offers easy tracking for online forms and live chat interactions, ensuring a complete understanding of your marketing efforts across all customer touchpoints.
3. Lead Tracking
Automatically rank leads by quality, enabling sales teams to prioritize high-value opportunities and improve conversion rates.
Pros
- Detailed reporting tools
- Simple CRM integration
Cons
- Limited customization options
- Extra charge for white label services
- Learning curve for beginners
- Pricing may be high for smaller businesses or startups
Pricing
WhatConverts offers 4 pricing plans:
- Call tracking (Single Account): $30/mo
- Plus (Single Account): $60/mo
- Pro (Single Account): $100/mo
- Elite (Single Account): $160/mo
Final Verdict
WhatConverts is a marketing attribution tool for agencies and businesses that rely on tracking calls, forms, and chats. Its keyword-level attribution and lead scoring features stand out as advantages. However, limited reporting customization and a slightly higher pricing structure may not appeal to smaller businesses.
Feature Comparison
| Features | AvidTrak | CallRail | CallSource | CallTrackingMetrics | HubSpot | Invoca | Marchex | RulerAnalytics | WhatConverts |
| Marketing Attribution | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Call Whisper | ✅ | ✅ | ❌ | ❌ | ✅ | ✅ | ✅ | ❌ | ✅ |
| Keyword-Level Tracking | ✅ | ✅ | ✅ | ✅ | ❌ | ✅ | ❌ | ✅ | ✅ |
| Form Tracking | ✅ | ✅ | ✅ | ✅ | ✅ | ❌ | ❌ | ✅ | ✅ |
| Seamless Integrations | ✅ | ❌ | ✅ | ❌ | ✅ | ✅ | ✅ | ❌ | ❌ |
| Offline Channel Attribution | ✅ | ❌ | ✅ | ✅ | ❌ | ✅ | ✅ | ✅ | ❌ |
| Call Recording and Tracking | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Pricing | $15/mo | $45/mo | Custom | $75/mo | $15/mo | Custom | Custom | $145/mo | $30/mo |
Key Takeaways
Selecting the right marketing attribution software can make or break the success of your agency’s campaigns. Each tool listed in this blog offers unique features customized to help agencies gain actionable insights, track customer behaviors, and optimize marketing spend across multiple channels.
Among these, AvidTrak stands out as a top choice for agencies focused on precise tracking and achieving accurate marketing attribution. With its With its package inclusive white label service, keyword-level tracking, multi-channel analytics, and competitive pricing, AvidTrak helps agencies make data-driven decisions with confidence. Its seamless integration with marketing channels ensures you’re not just tracking results but also understanding the entire customer journey, from the first click to the final conversion.
Explore AvidTrak today and take your agency’s marketing performance to the next level!
Frequently Asked Questions
1. What is marketing attribution software?
Marketing attribution software is a tool that helps track and analyze customer touchpoints across marketing channels, enabling agencies to understand which efforts drive conversions and deliver ROI.
2. How does keyword-level tracking help in marketing attribution?
Keyword-level tracking allows agencies to analyze how specific keywords perform in advertising campaigns, providing accurate attribution for PPC and SEO efforts. This feature ensures better optimization of advertising spend and improved campaign performance.
3. How does AvidTrak help agencies with marketing attribution?
AvidTrak offers keyword-level tracking and multi-channel attribution, allowing agencies to identify which marketing campaigns drive the most valuable leads. With detailed insights into customer behaviors and campaign performance, AvidTrak enables smarter decisions to optimize ROI.
4. Can AvidTrak track offline marketing channels?
Yes, AvidTrak excels at tracking offline channels like phone calls. Its call tracking features provide accurate attribution for offline marketing efforts, giving agencies a comprehensive understanding of how both online and offline campaigns contribute to conversions.
5. What are the benefits of multi-touch attribution in marketing?
Multi-touch attribution models evaluate all customer interactions across the entire customer journey, giving marketing teams a detailed insight into the contribution of each touchpoint. This helps in making data-driven decisions and creating more effective campaigns.
6. What types of businesses can benefit from marketing attribution software?
Marketing attribution tools are ideal for agencies, eCommerce businesses, enterprise companies, and SMBs. They are especially useful for sectors like healthcare, real estate, and home services that rely on tracking leads from marketing campaigns to improve conversion rates.
