Marketing Attribution Software

Warehouse-native B2B SaaS attribution leader.

Dreamdata is the warehouse-native B2B SaaS attribution leader, founded 2018 in Copenhagen by ex-Trustpilot revenue and data leaders. The product covers data ingestion (CRM, warehouse, ad networks, web/product analytics, marketing automation), identity resolution at the account level, multi-touch attribution (first, last, U-shape, W-shape, custom data-driven), and closed-won pipeline reporting. Strengths: strongest B2B SaaS attribution category positioning, warehouse-native architecture (ingest from Snowflake, BigQuery, Databricks), modern UX, founder-led, deep B2B SaaS feature set tied to closed-won revenue, and strong fit for B2B SaaS revenue teams. Best fit for B2B SaaS companies (50-5,000 employees) wanting multi-touch attribution tied to revenue. Trade-offs: not a fit for mobile / B2C attribution (AppsFlyer/Branch/Singular/Adjust better), pricing has escalated as the category has matured, and implementation requires marketing operations + data engineering capacity for non-trivial setups.

Modern B2B mid-market attribution for B2B SaaS without warehouse.

HockeyStack is the modern B2B mid-market attribution platform, founded 2020. The product covers multi-touch attribution + journey analytics + revenue reporting for B2B SaaS, without requiring a warehouse for setup. Strengths: strongest B2B mid-market positioning, fast time-to-value (no warehouse required), modern UX, founder-led product velocity, AI-driven journey insights, and aggressive feature shipping cadence 2024-2026. Best fit for B2B SaaS mid-market wanting Dreamdata-class features at lower setup cost. Trade-offs: not a fit for mobile attribution, smaller integration ecosystem than Dreamdata, and customer reports of variable customer support quality during rapid scale.

Adobe Marketo Measure, the Marketo-anchored B2B attribution predecessor.

Bizible (now Adobe Marketo Measure) is the original B2B attribution platform, founded 2011 in Seattle. Acquired by Marketo in May 2018, then absorbed into Adobe with the Adobe acquisition of Marketo in October 2018 ($4.75B). The product covers multi-touch attribution tied to Marketo + Salesforce, with bundled positioning inside Adobe Experience Cloud / Marketo Engage. Strengths: native Marketo + Salesforce integration, default for Marketo Engage-anchored buyers, mature 14-year track record, public Adobe parent stability, and broad existing installed base. Trade-offs: post-Adobe absorption innovation pace has slowed meaningfully versus Dreamdata / HockeyStack, customer churn to category challengers reported across 2022-2025, pricing meaningful as part of Marketo Engage bundles, and the product has become an "anchored option" rather than a standalone category leader.

Salesforce-native B2B attribution managed package.

Full Circle Insights is the Salesforce-native B2B attribution platform, founded 2011 by ex-Marketo and Salesforce alumni. The product runs as a Salesforce managed package, meaning attribution data lives inside Salesforce reports, dashboards, and objects rather than in a separate analytics product. Strengths: deepest Salesforce-native attribution architecture (managed package, not external integration), default for Salesforce-anchored teams wanting attribution inside Salesforce reports, mature 14-year track record, founder-led, and strong fit for buyers who prefer attribution to live where the pipeline lives. Best fit for Salesforce-anchored B2B teams. Trade-offs: outside Salesforce ecosystem the product is significantly less compelling, UX is dated relative to modern standalone challengers (Dreamdata, HockeyStack), and Slower roadmap than the modern alternatives. Salesforce-native architecture is also a constraint, you cannot use Full Circle without Salesforce.

B2B revenue attribution + RevOps tooling combined.

CaliberMind is the B2B revenue attribution platform with strong RevOps tooling, founded 2015. The product covers multi-touch attribution + B2B journey analytics + RevOps reporting (account-based pipeline analysis, ABM measurement, sales-and-marketing alignment dashboards). Strengths: strong fit for RevOps-led teams running attribution + ABM measurement combined, mature B2B revenue attribution feature set, strong CRM and Marketo integrations, and modern UX. Best fit for RevOps-led B2B mid-market and enterprise wanting one platform for attribution + ABM measurement + RevOps reporting. Trade-offs: Thinner footprint than Dreamdata / Bizible, brand recognition limited outside US RevOps community, and customer reports of variable customer support quality.

B2B influence + person-level attribution within buying committees.

Influ is the niche B2B attribution platform focused on individual influence within buying committees, founded 2019. The product's differentiator: rather than account-level multi-touch attribution, Influ measures person-level influence, which individuals within a buying committee (champions, blockers, decision makers) were touched by which marketing activities and how that mapped to deal outcomes. Strengths: only credible person-level B2B influence attribution, modern UX, founder-led, and strong fit for B2B SaaS with complex multi-stakeholder deals. Trade-offs: niche category, not a substitute for traditional account-level multi-touch attribution (use alongside Dreamdata/HockeyStack), small installed base, and sales-cycle-coupled value proposition limits TAM.

Mobile attribution market leader.

AppsFlyer is the mobile attribution market leader, founded 2011 in Herzliya, Israel. The company has raised $300M+ and was last valued at $2B+ (2020 Series D). The product covers mobile install attribution, in-app event attribution, ad-network postback handling, SKAdNetwork (SKAN) integration, fraud prevention, and creative analytics. Strengths: mobile attribution market leadership (broadest installed base across consumer apps), strongest SKAN integration in category, deep ad-network partnerships (12,000+ integrations), mature fraud prevention (Protect360), strong fit for B2C mobile-first apps, and Israel-anchored engineering depth. Best fit for B2C mobile-first apps. Trade-offs: not a fit for B2B SaaS attribution (use Dreamdata/HockeyStack), pricing has escalated meaningfully 2022-2025, post-iOS 14.5 ATT framework (June 2021) reshaped the entire category, opt-in rates collapsed to 25-35%, mandating SKAN + probabilistic + media-mix-modeling, and customer support quality reports have been mixed during the post-ATT category transition.

Deep linking + mobile attribution.

Branch is the deep linking + mobile attribution platform, founded 2014. The product's differentiator: best-in-class deferred deep linking (the linking infrastructure that lets a marketing link survive an app install and still land users on the right in-app destination) combined with mobile attribution. Strengths: strongest deferred deep linking in category, mature mobile attribution, broad customer base across consumer brands and gaming, IPO-track positioning (talks reported 2022-2024), and strong fit for apps prioritizing cross-platform user journeys. Best fit for B2C mobile apps wanting deep linking + attribution combined. Trade-offs: not a fit for B2B SaaS attribution (use Dreamdata/HockeyStack), AppsFlyer leads on broader ad-network integration depth, and post-ATT (June 2021) reshaping has reduced determinism across category.

Mobile + cross-channel attribution with creative analytics.

Singular is the mobile + cross-channel attribution platform, founded 2014. The product covers mobile install attribution, in-app event attribution, web attribution, and cross-channel marketing analytics with strong creative-analytics tooling. Strengths: only mobile attribution platform with credible cross-channel (mobile + web) coverage, strong creative analytics (creative performance dashboards across networks), modern UX, and strong fit for marketers running coordinated mobile + web spend. Best fit for B2C marketers running coordinated mobile + web programs. Trade-offs: not a fit for B2B SaaS attribution, AppsFlyer leads on pure-mobile ad-network depth, and customer reports of variable customer support quality.

AppLovin-acquired (October 2021) mobile attribution.

Adjust is the Berlin-built mobile attribution platform, founded 2012. Acquired by AppLovin in October 2021 for $1B (Adjust's estimated value at acquisition). The product covers mobile install attribution, in-app event attribution, ad-network postback handling, SKAdNetwork (SKAN) integration, fraud prevention, and audience builder. Strengths: mature mobile attribution feature set, deep European market presence (Berlin-anchored, GDPR-native), strong AppLovin integration post-acquisition, mature 13-year track record, and broad customer base. Trade-offs: post-AppLovin acquisition direction tied to AppLovin priorities (rather than independent mobile attribution leader positioning), customer reports of mixed product velocity 2022-2025, AppsFlyer leads on broader feature surface, and post-ATT (June 2021) reshaping has reduced category determinism.