Attribution review
A broad attribution platform for paid media teams, with a high starting price.
Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026
Attribution is a web-first marketing analytics and attribution platform for startups, growth teams, ecommerce brands, and enterprises. It brings together advertising, CRM, CDP, payment, ecommerce, and warehouse data to measure customer journeys, conversions, revenue, CAC, ROAS, and LTV. Its core audience is teams that need more than last-click reporting, especially paid media groups comparing channel performance across longer customer journeys.
Pricing is paid and begins with the Shopify plan at $199 per month, which includes Shopify ecommerce integration, order and revenue tracking, and a 14-day free trial. The Pro plan costs $399 per month and adds tracking for up to 10,000 monthly website visitors, five attribution models, digital advertising connectors, CRM and CDP integrations, and ROAS comparison. Custom plans add custom visitor limits and seats, account-based attribution, multi-project workspaces, warehouse tooling, custom data sources, and offline channel tracking. The plan structure fits teams that can connect attribution reporting directly to revenue and media decisions, but the entry price is a significant commitment.
Attribution’s strongest functional area is breadth across measurement and data collection. Teams can configure events with properties and revenue values, build conversion funnels, track pageviews, visits, visitors, and identities, and export raw data through warehouse integrations or the OAuth 2.0 API. Integrations include HubSpot, Salesforce, Twilio Segment, Klaviyo, Shopify, BigCommerce, Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Stripe, and Recurly. Choose Attribution when multi-touch analysis, ecommerce measurement, and cross-system reporting are priorities. Teams seeking a lower-cost analytics starting point or session recording should consider another tool.
Attribution pros and cons
- Where it wins
- Five multi-touch attribution models, including first-touch and position-based
- Connects advertising, CRM, CDP, payment, and ecommerce data
- Reports marketing spend, ROAS, CAC, revenue, and customer journeys
- Where it doesn't
- Starts at $199 per month, limiting value for smaller teams
- Pro tracks up to 10,000 monthly website visitors
- Does not include session recording
Attribution fact sheet, pricing and score →
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