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• 7 Best Marketing Attribution Software in 2024

  22 février 2024, par Erin

  It can be hard to accurately track the impact of your marketing efforts across marketing channels and campaigns. That’s where marketing attribution software comes in. 

  It goes beyond basic web analytics solutions that just look at the final click. Instead, it shows how different channels, content, and ads are performing at every step of the buyer’s journey, which gives a more accurate picture than just focusing on the last click.

  In this guide, we’ll cover the basics of marketing attribution, list the top marketing attribution software and explain how the issue of privacy is transforming the web analytics industry.

  What is marketing attribution ?

  Marketing attribution is the process of assigning credit to each touchpoint in a buyer’s journey that leads to a desired action (such as a conversion or sale) in order to understand the effectiveness of various marketing channels and campaigns in influencing the customer’s decision-making process.

  Marketers use software tools like website analytics to to track and analyse customer interactions across different touchpoints, allowing them to attribute conversions or sales to specific marketing efforts and optimise their strategies and budgets accordingly.

  Why is marketing attribution so important ?

  If you don’t track your campaigns correctly, it’s easy to spend thousands (or even millions) in an ineffective way. A 2022 survey by Australian marketing agency Next&Co revealed their clients wasted AU$5.46 billion in ineffective ad spend.

  

  That’s 41% of all the ad spend tracked by Next&Co in 2022. A wasted marketing spend percentage this high isn’t exactly a recipe for a high marketing return on investment (ROI). And yet, it’s the average.

  Why is that ? 

  Most companies don’t actively track the results of their marketing campaigns actively enough.

  By improving your marketing attribution, you can determine which channels, ads, and campaigns work and which don’t. Then, you can move the budget from ineffective channels to effective ones.

  Even if you can only identify half of your wastage, this could be 20% or more of your total spend. Just imagine what your bottom line would look like if your marketing budget were 20% more effective.

  That’s the power that marketing attribution, when done right, brings to the table. It’s the road to a higher marketing ROI.

  Common marketing attribution models and how they’re different 

  The default model for attributing completed goals in most analytics tools is either the last interaction or the last non-direct interaction.

  However, some multi-touch models can help you get a more holistic view of the impact of your marketing efforts.

  

  • Last interaction model : attributes the conversion to the final interaction or referring source (campaign or ad).
  • Last non-direct interaction model : attributes the conversion to the final touchpoint that was not a direct visit to your website. (For example, if a search ad took them to a product page, the user bookmarked it and returned directly the next day to finish the purchase. The credit would go to the search ad as it’s the last non-direct touchpoint.)
  • First interaction model : attributes the conversion to the first referring event alone.
  • Linear model : gives equal value to every touchpoint throughout the customer journey. 
  • Time decay model : gives more value to touchpoints the closer they were to the actual sale.
  • Position-based model : gives more value to the first and last touchpoints — often 40% each, while splitting 20% among the rest.

  You can read our guide dedicated to marketing attribution models for more details on these models.

  Types of marketing attribution software and the impact of privacy regulations

  Until recently, digital advertising was the “scientific” advertisers’ utopia. Everything could be measured, with cookies from giants like Google and Facebook stalking every user across the web.

  But with the advent of regulations like GDPR and the CCPA, you can no longer blindly trust Google Analytics or the Meta Pixel without consequences.

  Multi-channel attribution tools with third-party cookies and GDPR

  Google, Meta, and other companies used to track and combine user data from their own platforms and websites across the web that installed their tags. These third-party cookies have long been under fire and have caused several GDPR fines.

  

  The alternative : analytics platforms with first-party cookies

  In a post-GDPR digital marketing landscape, a compliant-by-default web analytics platform like Matomo is a more reliable and accurate alternative.

  Plus, with a platform like Matomo, you don’t need to rely on data from digital advertising platforms like Facebook Ads and Google Ads. You can accurately track referral sources using our campaign tracking parameters.

  7 best marketing attribution software in 2024

  Below is the list of our favourite marketing attribution tools in 2024. If you find and use one that suits your needs correctly, you can quickly boost your marketing performance.

  1. Matomo — Accurate and easiest to set up for marketing attribution

  Matomo is a privacy-friendly web analytics suite that empowers you to accurately attribute marketing efforts and gain valuable insights while prioritising user privacy and compliance.

  Matomo integrates with e-commerce platforms like WooCommerce and Magenta. That makes it easy for B2C marketing teams to track the revenue impact of their campaigns.

  

  You can also compare a variety of attribution models against each other. B2B teams can use our API to integrate Matomo with their CRM.

  Pros :

  • Relies on first-party cookies for tracking, ensuring accurate data collection and attribution of user actions
  • Includes additional features like Heatmaps, Session Recordings, Form Analytics, A/B Testing, and more
  • Easy to set up and use
  • Features most common multi-touch attribution models

  Cons :

  • Limited to owned channels (website and e-commerce store) due to first-party cookies and data (but you can integrate other data sources through a CRM)

  Pricing

  The self-hosted version is free. The cloud hosted version starts at $19 per month and includes a 21-day free trial. No credit card requierd. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  2. WhatConverts — Great option for leads-based businesses with high ad spend

  WhatConverts is a marketing attribution tool with a focus on lead tracking. With most web analytics setups, it adds call and text tracking to the typical form-only tracking.

  

  Pros :

  • Reliable call and text tracking
  • Revenue attribution to specific leads (and, by extension, campaigns and ads)

  Cons :

  • Focused exclusively on leads — little utility for e-commerce companies 

  Pricing

  The cheapest plan starts at $30/month but does not include analytics integrations or form tracking. To access this and advanced flow tracking and attribution features, you need the Elite plan, which starts at $160/month.

  3. HubSpot Marketing Hub — Ideal CRM for larger B2B companies

  HubSpot is a marketing CRM with attribution features for tracking and analysis.

  

  The platform is very broad — encompassing CRM, email automation and other tools — which makes it challenging to use effectively. The price tag is also quite steep for smaller companies and marketing teams.

  Pros :

  • Concretely tracks revenue to multiple different touchpoints and marketing channels
  • Includes several different multi-touch attribution models
  • Allows offline conversion tracking

  Cons :

  • The price point is too high for smaller teams
  • Cam be difficult to set up effectively

  Pricing

  Since marketing attribution is only included in HubSpot Marketing Hub’s Professional and Enterprise plans, pricing starts at $800/month (paid annually). If you commit for a year but pay monthly, the price is $890/month for the professional plan. This goes up with additional add-ons and as your contacts increase as well. 

  4. ActiveCampaign — Good CRM option for small B2B companies

  ActiveCampaign is a CRM and marketing automation platform that can help you trace leads and revenue back to their source.

  

  Although it has a similar scope of features to HubSpot, it is more affordable and slightly easier to use for beginners.

  Pros :

  • Tracks sales revenue back to specific marketing touchpoints
  • Powerful marketing automation features

  Cons :

  • B2B companies may need to purchase two plans, one ActiveCampaign marketing and one CRM.

  Pricing

  Unlike HubSpot, ActiveCampaign offers a much more affordable plan, starting at $29/month billed annually (for up to 1,000 contacts). The marketing and sales CRM bundle starts at $93/month with up to five users.

  5. Salesforce Data Cloud for Marketing — Ideal CRM for enterprises

  Salesforce is a robust and feature-rich CRM that many enterprises rely on for their sales teams.

  

  That makes Salesforce’s marketing attribution platform a logical choice for existing Salesforce users.

  Pros :

  • Uses prospect and sales data from CRM to attribute revenue
  • Revenue prediction analytics
  • Lead scoring to help your sales team focus on high-value leads

  Cons :

  • Difficult to set up and use
  • Clunky and aged user interface
  • Relatively high price point

  Pricing

  The limited Marketing Cloud Account Engagement Growth plan starts at $1,250/month, billed annually. To access advanced cross-channel journeys, you need the Pro plan, which starts at $2,750 monthly.

  6. Terminus — Great for account-based marketing

  If your marketing team uses an account-based marketing (ABM) approach, Terminus might be the right option for you.

  

  It offers ABM tools like target account event tracking and revenue attribution tools for your marketing campaigns.

  Pros :

  • Advanced multi-channel revenue attribution tools with a wide range of reports
  • Track intent touchpoints back to target accounts
  • Reliable revenue predictions help you focus your marketing activities

  Cons :

  • Complex and difficult to set up, understand and use effectively
  • Lacks native integrations with many common advertising platforms and analytics tools

  Pricing

  Terminus offers no standard pricing plans. You must contact their sales team for a custom quote based on your needs.

  7. Adobe Analytics — An analytics for enterprises

  Adobe Analytics is part of the Adobe Experience Cloud, with plenty of big data analysis tools for enterprises. Although the platform is quite powerful, it is equally complex and difficult to use. The price point is also prohibitive for many smaller companies.

  

  Pros :

  • Very extensive reporting tools
  • Predictive analytics give you solid leading indicator for future campaign performance
  • Track multiple digital touchpoints across the entire customer journey

  Cons :

  • Like Google Analytics, Adobe Analytics aggregates your visitor data by default, making compliant “consent-free tracking” — tracking user actions without asking for consent — impossible according to GDPR. (See more differences in Matomo’s comparison against Adobe Analytics and Google Analytics.)
  • Prohibitively expensive for most smaller companies
  • Very steep learning curve for setting up and using it correctly

  Pricing

  Adobe Analytics uses usage-based pricing — which means they adjust the pricing based on the traffic volume to your website. Still, their lower price points aren’t exactly SMB-friendly — multiple sources put Adobe’s lowest starting price point at $2,000–2,500 per month.

  Get accurate marketing attribution with Matomo (without privacy concerns)

  Matomo allows you to do marketing attribution effectively and accurately without compromising your users’ privacy. By default, we only use first-party cookies and offer consent-free tracking – meaning no more annoying cookie consent banners (excluding in Germany and the UK).

  If you want to boost your marketing performance without disregarding your users’ privacy, get started with our 21-day free trial. No credit card required. It’s time to make more informed decisions about your marketing campaigns.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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• Linear Attribution Model : What Is It and How Does It Work ?

  16 février 2024, par Erin

  Want a more in-depth way to understand the effectiveness of your marketing campaigns ? Then, the linear attribution model could be the answer.

  Although you can choose from several different attribution models, a linear model is ideal for giving value to every touchpoint along the customer journey. It can help you identify your most effective marketing channels and optimise your campaigns. 

  So, without further ado, let’s explore what a linear attribution model is, when you should use it and how you can get started. 

  What is a linear attribution model ?

  A linear attribution model is a multi-touch method of marketing attribution where equal credit is given to each touchpoint. Every marketing channel used across the entire customer journey gets credit, and each is considered equally important. 

  So, if a potential customer has four interactions before converting, each channel gets 25% of the credit.

  

  Let’s look at how linear attribution works in practice using a hypothetical example of a marketing manager, Sally, who is looking for an alternative to Google Analytics. 

  Sally starts her conversion path by reading a Matomo article comparing Matomo to Google Analytics she finds when searching on Google. A few days later she signs up for a webinar she saw on Matomo’s LinkedIn page. Two weeks later, Sally gets a sign-off from her boss and decides to go ahead with Matomo. She visits the website and starts a free trial by clicking on one of the paid Google Ads. 

  Using a linear attribution model, we credit each of the channels Sally uses (organic traffic, organic social, and paid ads), ensuring no channel is overlooked in our marketing analysis. 

  Are there other types of attribution models ?

  Absolutely. There are several common types of attribution models marketing managers can use to measure the impact of channels in different ways. 

  

  • First interaction : Also called a first-touch attribution model, this method gives all the credit to the first channel in the customer journey. This model is great for optimising the top of your sales funnel.
  • Last interaction : Also called a last-touch attribution model, this approach gives all the credit to the last channel the customer interacts with. It’s a great model for optimising the bottom of your marketing funnel. 
  • Last non-direct interaction : This attribution model excludes direct traffic and credits the previous touchpoint. This is a fantastic alternative to a last-touch attribution model, especially if most customers visit your website before converting. 
  • Time decay attribution model : This model adjusts credit according to the order of the touchpoints. Those nearest the conversion get weighted the highest. 
  • Position-based attribution model : This model allocates 40% of the credit to the first and last touchpoints and splits the remaining 20% evenly between every other interaction.

  Why use a linear attribution model ?

  Marketing attribution is vital if you want to understand which parts of your marketing strategy are working. All of the attribution models described above can help you achieve this to some degree, but there are several reasons to choose a linear attribution model in particular. 

  It uses multi-touch attribution

  Unlike single-touch attribution models like first and last interaction, linear attribution is a multi-touch attribution model that considers every touchpoint. This is vital to get a complete picture of the modern customer journey, where customers interact with companies between 20 and 500 times. 

  Single-touch attribution models can be misleading by giving conversion credit to a single channel, especially if it was the customer’s last use. In our example above, Sally’s last interaction with our brand was through a paid ad, but it was hardly the most important. 

  It’s easy to understand

  Attribution models can be complicated, but linear attribution is easy to understand. Every touchpoint gets the same credit, allowing you to see how your entire marketing function works. This simplicity also makes it easy for marketers to take action. 

  It’s great for identifying effective marketing channels

  Because linear attribution is one of the few models that provides a complete view of the customer journey, it’s easy to identify your most common and influential touchpoints. 

  It accounts for the top and bottom of your funnel, so you can also categorise your marketing channels more effectively and make more informed decisions. For example, PPC ads may be a more common bottom-of-the-full touchpoint and should, therefore, not be used to target broad, top-of-funnel search terms.

  Are there any reasons not to use linear attribution ?

  Linear attribution isn’t perfect. Like all attribution models, it has its weaknesses. Specifically, linear attribution can be too simple, dilute conversion credit and unsuitable for long sales cycles.

  

  It can be too simple

  Linear attribution lacks nuance. It only considers touchpoints while ignoring other factors like brand image and your competitors. This is true for most attribution models, but it’s still important to point it out. 

  It can dilute conversion credit

  In reality, not every touchpoint impacts conversions to the same extent. In the example above, the social media post promoting the webinar may have been the most effective touchpoint, but we have no way of measuring this. 

  The risk with using a linear model is that credit can be underestimated and overestimated — especially if you have a long sales cycle. 

  It’s unsuitable for very long sales cycles

  Speaking of long sales cycles, linear attribution models won’t add much value if your customer journey contains dozens of different touchpoints. Credit will get diluted to the point where analysis becomes impossible, and the model will also struggle to measure the precise ways certain touchpoints impact conversions. 

  Should you use a linear attribution model ?

  A linear attribution model is a great choice for any company with shorter sales cycles or a reasonably straightforward customer journey that uses multiple marketing channels. In these cases, it helps you understand the contribution of each touchpoint and find your best channels. 

  It’s also a practical choice for small businesses and startups that don’t have a team of data scientists on staff or the budget to hire outside help. Because it’s so easy to set up and understand, anyone can start generating insights using this model. 

  How to set up a linear attribution model

  Are you sold on the idea of using a linear attribution model ? Then follow the steps below to get started :

  

  Choose a marketing attribution tool

  Given the market is worth $3.1 billion, you won’t be surprised to learn there are plenty of tools to choose from. But choose carefully. The tool you pick can significantly impact your success with attribution modelling. 

  Take Google Analytics, for instance. While GA4 offers several marketing attribution models for free, including linear attribution, it lacks accuracy due to cookie consent rejection and data sampling. 

  Accurate marketing attribution is included as a feature in Matomo Cloud and is available as a plugin for Matomo On-Premise users. We support a full range of attribution models that use 100% accurate data because we don’t use data sampling, and cookie consent isn’t an issue (with the exception of Germany and the UK). That means you can trust our insights.

  Matomo’s marketing attribution is available out of the box, and we also provide access to raw data, allowing you to develop your custom attribution model. 

  Collect data

  The quality of your marketing attribution also depends on the quality and quantity of your data. It’s why you need to avoid a platform that uses data sampling. 

  This should include :

  • General data from your analytics platform, like pages visited and forms filled
  • Goals and conversions, which we’ll discuss in more detail in the next step
  • Campaign tracking data so you can monitor the behaviour of traffic from different referral channels
  • Behavioural data from features like Heatmaps or Session Recordings

  Set up goals and conversions

  You can’t assign conversion values to customer journey touchpoints if you don’t have conversion goals in place. That’s why the next step of the process is to set up conversion tracking in your web analytics platform. 

  Depending on your type of business and the product you sell, conversions could take one of the following forms :

  • A product purchase
  • Signing up for a webinar
  • Downloading an ebook
  • Filling in a form
  • Starting a free trial

  Setting up these kinds of goals is easy if you use Matomo. 

  Just head to the Goals section of the dashboard, click Manage Goals and then click the green Add A New Goal button. 

  Fill in the screen below, and add a Goal Revenue at the bottom of the page. Doing so will mean Matomo can automatically calculate the value of each touchpoint when using your attribution model. 

  

  If your analytics platform allows it, make sure you also set up Event Tracking, which will allow you to analyse how many users start to take a desired action (like filling in a form) but never complete the task. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Test and validate

  As we’ve explained, linear attribution is a great model in some scenarios, but it can fall short if you have a long or complex sales funnel. Even if you’re sure it’s the right model for your company, testing and validating is important. 

  Ideally, your chosen attribution tool should make this process pretty straightforward. For example, Matomo’s Marketing Attribution feature makes comparing and contrasting three different attribution models easy. 

  Here we compare the performance of three attribution models—linear, first-touch, and last-non-direct—in Matomo’s Marketing Attribution dashboard, providing straightforward analysis.

  

  If you think linear attribution accurately reflects the value of your channels, you can start to analyse the insights it generates. If not, then consider using another attribution model.

  Don’t forget to take action from your marketing efforts, either. Linear attribution helps you spot the channels that contribute most to conversions, so allocate more resources to those channels and see if you can improve your conversion rate or boost your ROI. 

  Make the most of marketing attribution with Matomo

  A linear attribution model lets you measure every touchpoint in your customer journey. It’s an easy attribution model to start with and lets you identify and optimise your most effective marketing channels. 

  However, accurate data is essential if you want to benefit the most from marketing attribution data. If your web analytics solution doesn’t play nicely with cookies or uses sampled data, then your linear model isn’t going to tell you the whole story. 

  That’s why over 1 million sites trust Matomo’s privacy-focused web analytics, ensuring accurate data for a comprehensive understanding of customer journeys.

  Now you know what linear attribution modelling is, start employing the model today by signing up for a free 21-day trial, no credit card required. 

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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• Anomalie #3535 : liste des rédacteurs connectés

  16 août 2017, par Julien -

  Sur un SPIP 3.2b, (migré depuis un 2.1 > 3.1 > 3.2b), j’ai en effet 4 types de valeur pour imessage : "oui", "non", vide, NULL.
  (Et une condition SQL imessage != 'non' retourne le vide mais pas le NULL).

  Au niveau MySQL, la colonne imessage n’a pas de NOT NULL.
  Au niveau du code SPIP, on trouve :
  https://core.spip.net/projects/spip/repository/entry/spip/ecrire/maj/v012.php#L35 : création initial en NOT NULL

  Il semble que sur une installation neuve :
  https://core.spip.net/projects/spip/repository/entry/spip/ecrire/base/objets.php#L225 : le "field" est absent (bien que référencé dans "champs_editables" L223)

  C’est l’organiseur qui semble gérer la création de imessage et messagerie :
  https://core.spip.net/projects/organiseur/repository/entry/base/organiseur.php#L27
  => Il crée ces champs sans préciser de NOT NULL contrairement à v012.php

  A noter que sur une base en SPIP 2.1, je vois que j’ai tout de même "OUI" à la propriété NOT NULL !!

  Au niveau du code SPIP, il semble que les conditions portent toujours sur != 'non'.
  Ne faudrait-il pas plutôt corriger la définition de la colonne en mettant un NOT NULL DEFAULT '' ?