Marketing Attribution & Measurement Tools

Attribution is a solved problem for last-click and an unsolved problem for everything else. Every platform claims credit. Google says ROAS 4.2. Meta says 3.8. Your CRM shows neither. The CFO asks which channel to cut, and you don't have a clean answer. That's not a data problem — you have plenty of data. It's a measurement problem.

There are three fundamentally different ways to answer "what's working": Multi-touch attribution (MTA) assigns fractional credit to touchpoints in the conversion path. Media Mix Modeling (MMM) uses statistical regression on historical spend and outcome data to estimate channel contribution. Incrementality testing runs controlled experiments — holdout groups — to measure the actual causal lift from a channel or campaign. Each answers a different question. Each has different data requirements, cost, and timeline. The mistake most teams make is picking one and assuming it covers everything.

For most teams under $5M in annual ad spend: start with a solid MTA setup and one incrementality test per quarter. For teams between $5M–$50M: add lightweight MMM to your MTA — the two methods triangulate on truth better than either alone. Above $50M: you need all three, and you need someone who can reconcile when they disagree. The tools below are organized by which approach they support, with honest notes on who each one is actually built for.