Top multi-touch attribution tools for 2025

Multi-touch attribution (MTA) is a critical tool in digital marketing, helping businesses understand the impact and influence of each customer touchpoint before the final conversion. According to a 2023 study by MMA Global, 50% of companies are using multi-touch attribution as part of their marketing strategy.

While multi-touch attribution is a tremendously valuable tool for assessing marketing performance, it also has its limitations when used alone. For the best results, marketers should take an integrated approach, fusing MTA with marketing mix modeling (MMM) and incrementality testing for the most accurate insights.

Looking for the best multi-touch attribution tools for 2025 and beyond? We’ve got you covered. Below, we’ll look at the top MTA tools for digital marketing so you can make the choice that’s right for your organization. Next, we’ll discuss why MTA suffers from certain limitations when used by itself, arguing that the best option is to combine multi-touch attribution with MMM and incrementality testing.

7 top multi-touch attribution tools in 2025

We’ve rounded up the best marketing attribution software that digital marketing teams should be using in 2025. To help you make the right choice, we’ll examine each of these marketing attribution tools in more detail, highlighting each one’s key features and unique advantages.

1. Funnel

Overview: Funnel’s Measurement product helps you unlock the full potential of your marketing investments and make smarter budgeting decisions. In particular, the software combines the power of multi-touch attribution, marketing mix modeling and incrementality under one roof, providing a comprehensive few of marketing effectiveness.

With Funnel Measurement, you can:

• Optimize financial resources by determining the right budget for each channel to maximize return on investment.
• Understand the impact of upper-funnel activities, achieving an all-in-one view that offers more insights than a simple MTA tool.
• Perform incrementality tests to evaluate various marketing strategies in different channels and locations, gaining clarity into their effectiveness.

Standout Feature: Funnel is the only multi-touch attribution solution with an integrated Data Hub, providing instant access to all the information that you need. Funnel’s Data Hub automates the task of API management, refreshes data at regular intervals and ensures a single source of truth that draws on over 500 data sources.

2. HockeyStack

Overview: HockeyStack is a revenue acceleration platform that focuses on B2B SaaS attribution, with detailed mapping of the customer journey. The software uses a no-code approach — making it accessible to both technical and non-technical team members — and integrates with third-party tools such as your ad platforms, CRM (customer relationship management) platform and data warehouse.

For businesses who need help interpreting their data, HockeyStack offers “Odin,” an AI assistant that can crunch data and provide insights and recommendations. What’s more, HockeyStack is fully compliant with data privacy laws and frameworks such as GDPR, CCPA and SOC 2, so you don’t have to worry about running afoul of regulations.

Standout Feature: HockeyStack offers account-based analytics that are designed to capture multi-step journeys. The platform’s ABM/ABX capabilities allow you to calculate account penetration and view your most important accounts based on engagement and intent, using a formula that considers data from a wide range of sources.

3. LeadsRx

Overview: LeadsRx is a multi-touch marketing attribution software platform that provides cross-channel and omnichannel insights, integrating both online and offline data. LeadsRx uses a single tracking pixel or marketing tag across multiple channels and ad vendors, making it easier to get a full picture of your customers. Using this information, you can calculate metrics such as return on ad spend, customer acquisition cost and lifetime value to decide where to focus your marketing efforts.

The software incorporates not only digital touchpoints like email and social media, but also TV and radio commercials and podcast and video streaming advertising. In fact, LeadsRx claims it was the first marketing analytics company that could assess the performance of podcast ads in real time alongside other channels.

Standout Feature: LeadsRx offers real-time touchpoint analysis and is compatible with many different marketing tools, making it easy to bring into your existing technology stack. The software has built-in integrations with Marketo, Salesforce, LinkedIn, HubSpot, SurveyMonkey and more.

4. Google Analytics 4 (GA4)

Overview: Google Analytics has been an essential web marketing attribution tool for nearly two decades. Its latest incarnation, Google Analytics 4 (GA4), offers built-in multi-touch attribution capabilities, including enhanced conversion path reports and property-level attribution.

GA4 users can define an attribution model that determines how to assign credit to different touchpoints along the customer journey. The tool has three options for this attribution model:

• A data-driven attribution model that uses machine learning to decide how to proportion credit appropriately among key events.
• A paid and organic last click model that allocates 100 percent of the credit to the most recent channel that engaged the customer before the conversion.
• A Google paid channels last click model that allocates 100 percent of the credit to the most recent Google Ads channel that engaged the customer before the conversion.

Standout Feature: For businesses that rely heavily on Google, GA4’s selling point is very likely its ease of integration with the rest of the Google ecosystem. In addition to its machine learning-enabled attribution model, GA4 also uses machine learning for predictive analytics, providing more accurate forecasts about your users’ future behavior.

5. Wicked Reports

Overview: Wicked Reports is a multi-touch marketing attribution marketing platform designed for e-commerce businesses, helping them track cross-channel, real-time conversions. With one-click integrations with Facebook and Google, the software makes it as easy as possible to get started using the tool.

Wicked Reports comes with a number of features to simplify the process of MTA analysis, such as the “Attribution Time Machine” that lets users examine touchpoints forwards and backwards in time. Another selling point is the “Attribution Easy Button” for users to quickly select a marketing strategy and view (such as optimizing a particular ad campaign).

Standout Feature: Wicked Reports includes an AI tool (the “Wicked Coach”) which the company claims can save users 10 hours a week sifting through data. The Wicked Coach crunches the numbers to find growth opportunities and wasted potential, then delivers these insights to your inbox.

6. Adinton

Overview: Adinton is a multi-touch marketing attribution software platform that provides cross-device tracking and detailed reporting on customer journeys. The software helps users demystify their marketing data and decide how best to allocate their budget and resources. For example, Adinton can answer questions such as “How much of our revenue is from recurring customers?” and “Who among my top customers has stopped purchasing from us?”

Adinton uses AI and machine learning to identify opportunities for revenue growth, providing actionable insights for marketers. The tool is focused on optimizing your paid media channels with real-time budget recommendations.

Standout Feature: Adinton offers a predictive algorithm that sorts your traffic into six groups from A to F, based on their predicted readiness to make a purchase. Based on these results, you can then customize your marketing campaigns to each group, leading to more conversions.

7. Northbeam

Overview: Northbeam is a marketing intelligence platform that specializes in attribution for direct-to-consumer brands. The software’s MTA solution uses your own first-party data to better understand the customer journey. Northbeam provides near-real-time performance data on marketing campaigns, letting you rapidly scale your ad campaigns up or down based on the results.

Beyond MTA, Northbeam also includes marketing mix modeling functionality, which it calls “MMM+”. The company claims that MMM+ can capture more complex non-linear interactions between channels, and that the underlying machine learning models are retrained every week for maximum effectiveness.

Standout Feature: Northbeam has a feature specifically for working with Facebook and Instagram ad campaigns: Northbeam Apex. This feature automatically connects your MTA data to Meta, which the company says can improve Meta ad performance by up to 30 percent.

The limitations of MTA for marketing attribution software

We’ve just gone over the top marketing attribution tools for MTA — now let’s switch tracks and talk about the dark side of the MTA approach. While multi-touch attribution undoubtedly offers valuable insights, it has inherent drawbacks and limitations that prevent you from getting a complete view of your marketing effectiveness.

Below are three of the biggest problems with using only multi-touch attribution for your marketing attribution software:

1. MTA can’t account for non-click brand interactions. Marketing channels such as TV and radio commercials, print ads and billboards are essential for building brand awareness — but they leave no digital trace, which means that they’re invisible to marketers relying on multi-touch attribution. A purely MTA approach will fail to account for the impact of what could be crucial touchpoints in the customer journey. As a result, you may underinvest in these brand-building channels that are crucial for long-term growth.
2. MTA promotes a last-click mindset. By design, multi-touch attribution depends on user-level, trackable actions, which leads to a short-term bias that emphasizes the customer’s most recent interaction. This can lead to overlooking upper-funnel marketing channels and campaigns that nurture the customer relationship over time. Without accounting for the broader context, MTA may encourage you to prioritize immediate returns over sustainable growth, leading to trouble in the long run.
3. MTA struggles with multi-device customer journeys. Without significant effort, multi-touch attribution often fails to connect online and offline actions, or track different touchpoints across multiple devices — desktops, laptops, smartphones, tablets and more. This results in a fragmented view of the customer, making it harder for you to collect accurate data and offer a personalized customer experience.

Integrating MTA, MMM and incrementality testing for marketing campaigns

In the face of the MTA challenges described above, digital marketers need a different, integrated approach for their marketing attribution software. Many companies will see the most success by combining MTA with other marketing attribution tools such as marketing mix modeling (MMM) and incrementality testing. These alternatives help address the limitations of MTA by providing a more balanced, strategic view — in contrast to MTA’s ability to capture granular insights.

Marketing mix modeling is a statistical analysis technique for marketing attribution that helps quantify the impact of various marketing strategies, helping businesses efficiently allocate their resources across multiple tactics and channels. MMM uses historical attribution data and considers all possible factors that may influence sales — from pricing and promotions to broader market conditions.

• Advantages: Unlike MTA, MMM includes offline and non-trackable data in its marketing attribution analyses, helping you better understand these important channels and campaigns. Because MMM incorporates a highly diverse range of datasets, accounting for seasonal trends and external events, it can provide a high-level view of marketing impact that is absent from MTA.
• Disadvantages: MMM uses aggregated data for marketing attribution, which means that it can’t provide granular slicing and dicing like MTA. Also unlike MTA, MMM isn’t able to consider a sequence of customer touchpoints. Finally, because MMM consumes large amounts of information, it is slower than MTA and is inappropriate if you need up-to-the-minute insights. 

Incrementality testing seeks to measure the effectiveness of a marketing campaign or initiative by isolating that specific activity. The goal of incrementality testing is to assess the difference in sales or conversions with and without the activity in question, providing solid data as to the impact of a particular marketing effort.

• Advantages: Incrementality testing provides indisputable clarity about the effectiveness of a given initiative, helping you understand the chain of causality in your marketing efforts. By revealing whether a certain activity drives additional conversions or captures existing demand, incrementality testing can lead to insights that improve budget efficiency.
• Disadvantages: Incrementality testing can only offer a snapshot into the performance of a marketing campaign at a given point in time; it isn’t suitable for daily insights. What’s more, if you have overlapping test groups or try to run too many tests at once, the results may be inaccurate or skewed. Finally, incrementality testing requires a control group that won’t see the benefits if the campaign you’re testing has positive results, which leads to opportunity costs.

Together, these three pillars of marketing attribution software — MTA, MMM and incrementality testing — offer a holistic, data-driven approach that compensates for the weaknesses of any single element. MTA provides tactical insights, MMM offers strategic impact analysis and incrementality testing validates the real, causal impact of marketing initiatives.

FAQ: Choosing the right attribution solution for your business

Q: Which marketing attribution tool is right for me?

The right marketing attribution software for most businesses is likely a multi-pronged approach that draws from the benefits of MTA, MMM and incrementality testing. However, some companies may be looking for a specific tool to fill a gap in their digital marketing efforts. If this is the case, you should consider your business goals, data sources and measurement needs:

• If you want tactical insights: MTA is valuable for analyzing granular data about customer touchpoints.
• If you want a high-level strategic view: MMM observes the impact of different marketing channels over time.
• If you need to confirm true impact: Incrementality testing reveals whether marketing campaigns are driving real business growth.

Q: Why combine MTA, MMM and incrementality testing?

Merging these three approaches into a single marketing attribution software helps marketers extract the benefits from each one while compensating for its disadvantages. Each method is well-suited for addressing unique challenges and insights:

• MTA helps track specific customer interactions across channels such as email, display ads and social media and is particularly effective for digital marketing.
• MMM takes a bird’s-eye view that considers all marketing initiatives together with external factors, making it especially useful for evaluating offline marketing efforts.
• Incrementality testing quantifies the increase in sales or conversions due to specific marketing activities, isolating the direct impact of these initiatives from other factors.

Therefore, combining MTA, MMM and incrementality testing in one marketing attribution software creates a well-rounded, comprehensive measurement framework that helps companies maximize their return on marketing investment.

The MTA takeaway

Multi-touch attribution tools are here to stay in digital marketing. As prospects turn into paying customers, MTA tools help businesses decide how much credit different marketing channels deserve for the conversion.

However, as discussed above, MTA is not truly effective at assessing a company’s overall digital marketing strategy. Like the parable of the blind men and the elephant, different marketing tools and techniques each offer an invaluable yet limited viewpoint. Only when you supplement your MTA tools with MMM and incrementality testing will you be able to fully understand your marketing initiatives — and have trust in that understanding.

Funnel’s Measurement product is one of the best multi-touch attribution tools, but it’s more than that as well. By giving you the power of all three methods — MTA, MMM and incrementality testing — Funnel Measurement stands head and shoulders above the alternatives in marketing attribution software. Funnel Measurement empowers marketers to make smarter data-driven decisions at all moments, driving both short-term and long-term success.