Attribution that matches your bank account.

Ad platforms double-count revenue. Your CFO sees a loss while your marketer sees a profit. Attribution MTA tracks cost at the user level so your ROAS matches your actual revenue.

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Meta
Meta Ad
$5.00
Google
Google Ad
$5.00
✓
Converts
$8.00 rev
What each source reports
Meta Ads $8 rev on $5 spend +$3 profit
Google Ads $8 rev on $5 spend +$3 profit
Bank account $8 in, $10 out -$2 loss
Attribution $8 rev on $10 spend -$2 loss MATCHES
Attribution tracks cost at the user level, not the campaign level. One user, two ad clicks, $10 in real cost. No double-counting.
Stanford University
SG
Explo
Dutch
Vendr
CQL Insights
Exotic Car Trader
Seamless AI
TextExpander
Livly
Found
MessageDesk
CrossFit
Replit
Reforge
Lula Life
Calendly
Newforma
Fatty15
SMU Cox School of Business
Nudge

See the real cost of every user's journey

Attribution tracks every visit, every dollar, every user.

Attribution tracks every visit, click, and dollar spent at the user and account level from acquisition to retention. It connects marketing data to real CAC Payback and LTV:CAC insights for scaling profitably.

Why This Happens

Every other attribution tool relies on platform conversion APIs. That's the problem.

Conversion APIs report at the campaign level, not the user level. When Meta's API says a campaign generated $8 in revenue, it claims credit for every conversion that touched that campaign — even if Google also touched the same user. The data from conversion APIs will never add up to your bank account because the APIs were never designed to reconcile across platforms. Attribution solves this by tracking the actual user, summing the actual cost of every ad that user clicked across every platform, and comparing it to the actual revenue that user generated. That is why Attribution's numbers match the bank account and no other tool's numbers do.

The Four Pillars

How Attribution gets to the real number

Matching your bank account requires four capabilities that most attribution tools don't have. Attribution is the only platform that delivers all four.

User-level cost data

Attribution calculates the actual cost of acquiring each individual visitor by binding real ad spend to each user's deterministic journey across channels and sessions. Without user-level cost data, ROAS is an estimate — platforms divide total campaign spend by platform-reported conversions, which double-count, over-attribute, and miss cross-channel paths entirely. Attribution eliminates this by tracking every dollar spent at the user and account level, producing true per-user CAC, ROAS, CAC Payback, and LTV:CAC metrics.

Learn how user-level cost tracking works

Full data auditability

Any metric on any Attribution dashboard — a CAC figure, a ROAS percentage, a conversion count — can be clicked into and traced back to the underlying visits, touchpoints, cost allocations, and credit assignments that produced it. There is no black box. There are no ML layers between the raw data and the reported number. When a VP of Marketing presents attribution data to the CFO, every number can be defended with a clear trail from ad spend to site visit to conversion to revenue.

See how auditability works

Customizable models

Attribution offers five multi-touch attribution models — first touch, last touch, linear, time decay, and position-based — each configurable in four distinct modes: include all traffic, exclude direct, include direct until a cutoff event, and exclude all after a cutoff event. The cutoff event modes are specifically designed for product-led growth and trial-based businesses where post-signup visits should not receive attribution credit.

Explore attribution models

Raw data export

Attribution exports full-fidelity, raw visit-level and user-level data directly to Snowflake, BigQuery, and Redshift through a built-in ETL service, and to Amazon S3, Azure Blob Storage, and Google Cloud Storage. This is not aggregated summary data. The export includes every visit with timestamps, source, referrer, UTM parameters, on-site behavior, and user identity. Data teams can query this raw data in SQL, build custom models, and feed events into AI and ML pipelines.

See the data export schema

Most attribution tools give you one or two of these four capabilities. Attribution is the only platform that delivers all four — user-level cost data, full auditability, customizable models, and raw data export — in a single product. That is why more than 1,000 companies trust Attribution to tell them the number that matches their bank account.

Integrations

Connects to your entire marketing and revenue stack

Attribution integrates with more than 20 advertising platforms, CRM systems, CDPs, revenue tools, and data warehouses. Attribution is one of only two preferred integration partners for Twilio Segment.

CRM

HubSpotSalesforcePipedrive

Attribution syncs lifecycle stages, deal/opportunity data, and closed-won revenue bidirectionally. Track which marketing touches influenced each deal through the full sales cycle. Account-based attribution binds user journeys to company accounts.

CDP and Analytics

SegmentRudderStackAmplitudeHeap

Attribution sends user traits, conversion events, and cost data to your CDP and receives unified profiles and funnel events back. The Segment integration is bidirectional and deploys in a single click.

Ecommerce

ShopifyBigCommerce

Attribution's Shopify integration and CDP Connector give ecommerce brands full-funnel visibility from first ad click to first purchase to repeat revenue. Separate first-time purchaser costs from returning customer revenue. Plans start at $19/month.

Ad Platforms

GoogleMetaLinkedInTikTokPinterestRedditQuoraMicrosoft+ more

Attribution pulls spend data directly from every major ad platform's API — not UTM-based estimates. This is how Attribution binds actual cost to each individual user's journey and produces ROAS numbers that match your bank account.

Payments

StripeRecurlyZuora

Attribution connects directly to your payment and subscription platform to pull real revenue data — not self-reported conversion values from ad platforms. This is what makes CAC Payback and LTV:CAC calculations accurate down to the individual user.

Data Warehouses

SnowflakeBigQueryRedshiftS3AzureGCS

Attribution exports raw visit-level and user-level data through built-in ETL. Your data team gets structured, queryable event data with cost, timestamps, and identity resolution — not aggregated summaries. Available as an add-on for any plan.

Superfiliate
Outbrain
Pinterest
Microsoft
HubSpot
Meta
Google
TikTok
LinkedIn
X
StackAdapt
Quora
Friendbuy
impact.com
Check out integrations

Hear from High-Growth Customers

Loved by 1,000+ companies — B2B, SaaS, E-Commerce, Marketplaces and more.

Want to know the hardest thing about multi-touch attribution? Finding a platform that actually tells you everything a visitor does from first visit to first purchase and beyond. We’ve got you covered.

Attribution’s platform is foundational technology for marketing programs across our portfolio.

Aaron Cort avatar

Aaron Cort Verified

Operating Partner @Craft

Attribution provides an additional analytics layer that helps brands investigate and understand how creators impact the greater user journey.

Victor Feijó avatar

Victor Feijó Verified

Head of Engineering @Superfiliate

If you’re looking to save time and sanity when trying to knit your marketing data together, Attribution is a useful tool to give you insights and take a lot of that lift off your plate.

Perin Adams avatar

Perin Adams Verified

GTM Business Systems Manager @Vendr

Attribution enables us to understand what role each channel plays in the funnel. A higher CPA might be acceptable because we can see clearly that channel is bringing more people into the funnel.

John Gareau avatar

John Gareau

CRO @Seraphina Therapeutics

Learn About Multi-Touch Attribution

Get actionable insights on attribution.

We know what you're thinking: "Great, another blog." This blog is different… why? We go deep into tactical, relevant and modern topics on attribution (changes quite often). Don't believe us? Take a look for yourself.

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Frequently asked questions

Everything you need to know about the product and billing.

Multi-touch attribution is a marketing measurement method that assigns credit to every touchpoint a customer interacts with before converting — not just the last click. It tracks the full journey across channels like paid search, social ads, email, and organic so marketers can see which combination of touches actually drives revenue. Unlike single-touch models, multi-touch attribution reveals how channels work together.

Multi-touch attribution works by collecting user-level data across every marketing interaction — ad clicks, page visits, email opens, and conversions — then applying a model to distribute credit among those touchpoints. Models include linear (equal credit), time decay (more credit to recent touches), position-based (weighted toward first and last), and custom. The output shows which channels and campaigns contribute to pipeline and revenue at each stage of the buyer journey.

Multi-touch attribution (MTA) tracks individual user journeys and assigns credit to specific touchpoints using deterministic, user-level data. Marketing mix modeling (MMM) uses aggregate statistical analysis to estimate how budget allocation across channels affects total revenue — it does not track individual users. MTA is precise but limited to trackable digital channels. MMM captures offline and brand effects but produces estimates, not exact measurements. The most complete measurement strategies use both.

Ad platforms like Google and Meta each take credit for every conversion they touched, even when multiple platforms touched the same user. If a customer clicked a Google ad and a Meta ad before purchasing, both platforms report the full conversion. This structural double-counting means the sum of platform-reported revenue will always exceed actual revenue. Independent multi-touch attribution solves this by tracking at the user level so each dollar of revenue is only counted once.

A marketing attribution model is the rule set that determines how conversion credit is distributed across touchpoints. Common models include first-touch (100% to the first interaction), last-touch (100% to the final interaction), linear (equal split), time-decay (more credit to recent touches), and position-based (weighted toward first and last with the remainder split among middle touches). The right model depends on your sales cycle length, channel mix, and what business question you are trying to answer.

Measuring marketing ROI across channels requires three things: user-level cost data from each ad platform's API, accurate revenue data from your payment processor or CRM, and an attribution model that distributes credit without double-counting. With these in place, you can calculate true cost per acquisition, return on ad spend, and customer lifetime value for every channel — and the numbers will reconcile with your actual finance data.

Incrementality testing measures whether a marketing campaign caused conversions that would not have happened otherwise. The most common methods are geo holdout tests (run the campaign in some regions, pause it in others) and time-based on/off experiments. By comparing conversion rates between test and control groups, incrementality testing reveals the true causal impact of your spend — not just correlation. It is especially valuable for validating channels where attribution data is limited, like TV or brand campaigns.

Marketing attribution software needs four types of data: ad spend data pulled from each platform's API (Google, Meta, LinkedIn, etc.), website visit data with referral source and UTM parameters, user identity data to connect anonymous visits to known customers across devices, and revenue data from your payment processor or CRM. The more complete and granular this data is — especially at the individual user level — the more accurate the attribution will be.

...that matches your bank account.

Join 1,000+ companies who have found their real cost-per-customer with Attribution. Allocate marketing budget with surgical-level insight.

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