Which attribution tool for your campaigns
Every advertising platform claims the same sales. Add up your platforms’ figures and you will often get more revenue than you actually made. Attribution tools exist to settle it.
With no referee, budget decisions get made on the most flattering numbers, which are the ones each platform produces about itself. You then cut a channel that genuinely contributed but that nobody credited, and reinforce a channel harvesting sales already won. Total spend goes up, revenue does not follow.
How to choose
Can it be checked against the accounts?
The only test that counts: does the tool’s total revenue match what the business actually collected? A tool never reconciled with reality tells a coherent, false story.
Online retail or long sales cycle?
Tools built for online retail think in orders and days. Tools built for business-to-business think in accounts and months. Mistaking one for the other yields nothing usable.
Does it measure lift, or only correlation?
Most tools redistribute credit between channels. A few measure real lift through experiments, by switching a channel off in one territory. The second approach is heavier and far more solid.
What will you actually do with it?
An attribution tool only pays off if somebody genuinely moves budget on its conclusions. If the decision stays political, the subscription funds one more dashboard.
What UNYX does
We set the measurement up, then compare what it says against your accounts. An attribution tool never confronted with reality tells you what you want to hear.
The tools for this job
HYROS
Attributes sales to the advertising campaigns behind them.
Discover- E-commerce reference
Northbeam
Measurement and attribution for online brands.
Discover - E-commerce reference
Triple Whale
Day-to-day attribution and profitability for e-commerce.
Discover Wicked Reports
Attribution across long buying journeys.
Discover- Large accounts
Rockerbox
Multi-channel attribution for structured organisations.
Discover - B2B reference
Dreamdata
B2B attribution, from first touch to signature.
Discover SegMetrics
Customer lifetime value and cohort analysis.
DiscoverFospha
Measures the real contribution of each channel.
Discover- Large accounts
Measured
Measures campaign incrementality through experiments.
Discover
The questions we get
Does Google Ads not do attribution already?
It does, but only on what it sees, and it is both judge and party. That is useful to arbitrate between two Google campaigns, insufficient to arbitrate between Google and the rest of your acquisition.
Should attribution come before good conversion measurement?
Never. An attribution tool placed on faulty conversion measurement amplifies the error instead of correcting it. Measurement always comes first.
From what budget is it worth it?
As long as advertising sits on one or two channels, direct observation is enough. Attribution becomes useful when several channels claim the same sales and the arbitration involves amounts that matter.