What is a Marketing Attribution Tool?

A marketing attribution tool tracks customer actions across your website and app, giving you a full picture of how each marketing channel contributed to conversion.

Attribution tools typically use tracking information (like cookies, tags and UTM parameters) to track the journey of a customer. This data can then be used to analyze your marketing campaigns and make more informed decisions about how to improve your ROI.

1. Tracking

Tracking is the process of collecting data from your marketing attribution software campaigns and tracking it against your goals. It is vital for the success of your marketing campaign as it allows you to identify what works best and optimize it.

Trackers collect a wide variety of user activity data, from website visits to app downloads and email clicks. They then use this information to determine the effectiveness of your campaign and give credit where it is due.

A marketing attribution tool is a software solution that uses this data to assign credit for a sale to specific media channels. This can be an important step in determining the effectiveness of your marketing efforts and help you use your budget wisely.

There are many attribution tools available on the market that can help you optimize your marketing strategy and improve your ROI. However, it is essential to choose a tool that will work with your entire tech stack and cover all your marketing channels.

2. Attribution

Attribution is the process of determining which marketing channels are driving conversions and how much of a contribution each of them makes. Without attribution, marketers cannot make strategic decisions about their budgets and future marketing campaigns.

Typical marketing attribution tools use cookies, tags, or UTM (Urchin Tracking Module) code to collect data on customer touchpoints across the web. The tool then assigns credit to each of the marketing channels, devices, and users that contributed to a conversion.

Many attribution platforms offer different types of attribution, so it’s important to find one that best suits your marketing goals. You’ll also want to look for a platform that can grow with your team and their needs as your business grows and evolves.

3. Modeling

Reporting is the process of creating a set of reports that allow you to understand the results of modeling. It includes identifying and making assumptions, assessing variables, and doing the math.

Precision and Recall are metrics that indicate how well the model predictions are accurate. They can be measured in a ROC curve or a confusion matrix graph.

A good model will have high precision, meaning that all of its positive predictions are correct. However, low precision means that some of its negative predictions are incorrect.

The R-squared statistic represents the fraction of times that a goal value is predicted by the independent variables in the model. The statistic can range from -1 to +1.

Choosing the right modeling tool is critical to achieving successful results. You need to make sure that the tool is flexible enough to meet your company’s needs now and in the future. It should also provide the support you need if you run into any issues.

4. Reporting

Reporting is the process of collecting and presenting information in a way that makes it accessible to specific target groups and stakeholders. Its primary goal is to reduce the complexity of a company’s data and make it easy for people outside the business to use.

Moreover, reporting serves as an important transfer of knowledge in an organisation. Employees in other departments or top management can quickly acquire an understanding of the processes within the company and its environment, thanks to efficient reporting.


In addition, marketing attribution is an essential tool for measuring the effectiveness of a marketing campaign. It helps marketers determine which marketing channels and sources are driving conversions and generating ROI. It also allows them to identify and optimize their budgets accordingly.