Marketing Measurement Tools Matrix

Compare MTA, MMM, unified & incrementality platforms across audiences, models, and pricing

19 tools

Legend: Supported Partial N/A

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Full-Spectrum MTA

11

		Audience													Models									Price
	Tool	B2B B2B / Lead Generation	DTC E-commerce / Direct-to-Consumer	Ent Enterprise	SaaS Software as a Service	SMB Small & Medium Business	Priv Privacy-First / Cookieless	Mob Mobile App	Shop Shopify Ecosystem	Adobe Adobe Ecosystem	CPG Consumer Packaged Goods / Retail	DS Data Science Team Required	Perf Performance Marketing	Intl Multi-National / Global	First First-Touch Attribution	Last Last-Touch Attribution	Lin Linear Attribution	TD Time-Decay Attribution	Pos Position-Based (U/W-Shaped)	Full Full-Path Attribution	Algo Custom / Algorithmic	ML Data-Driven / Machine Learning	Acct Account-Level Attribution (B2B)	Tier Price Tier	USD/yr Annual Price in USD	Top Strength
	Improvado																							$$$$	Custom	500+ pre-built data source connectors
	HockeyStack																							$$$$	Custom	9 attribution models with AI-powered Odin analyst
	Dreamdata																							$$	Custom	#1 B2B Attribution vendor on G2
	Bizible (Marketo Measure)																							$$$$	Custom	Every-touch data aggregation (not just campaign-associated)
	Ruler Analytics																							$$	$9K	Integrated call tracking + marketing attribution
	Attribution (LeadsRx)																							$$$	Custom	Omni-channel attribution including broadcast radio, CTV/OTT, streaming
	Cometly																							$$	Custom	AI Ads Manager for campaign optimization
	Usermaven																							$	$2K	7 AI-powered attribution models with cookieless tracking
	ThoughtMetric																							$	$1K	Simple one-plan pricing with all features included
	Wicked Reports																							$$	$8K	New vs repeat customer attribution reduces nCAC
	CaliberMind																							$$$	Custom	Chain-based attribution designed for complex B2B buying journeys

Enterprise / Legacy MTA

2

		Audience													Models									Price
	Tool	B2B B2B / Lead Generation	DTC E-commerce / Direct-to-Consumer	Ent Enterprise	SaaS Software as a Service	SMB Small & Medium Business	Priv Privacy-First / Cookieless	Mob Mobile App	Shop Shopify Ecosystem	Adobe Adobe Ecosystem	CPG Consumer Packaged Goods / Retail	DS Data Science Team Required	Perf Performance Marketing	Intl Multi-National / Global	First First-Touch Attribution	Last Last-Touch Attribution	Lin Linear Attribution	TD Time-Decay Attribution	Pos Position-Based (U/W-Shaped)	Full Full-Path Attribution	Algo Custom / Algorithmic	ML Data-Driven / Machine Learning	Acct Account-Level Attribution (B2B)	Tier Price Tier	USD/yr Annual Price in USD	Top Strength
	Adobe Analytics (Attribution IQ)																							$$$$	Custom	Full Adobe Experience Cloud integration with unified customer data
	Google Analytics 4																							Free	Free	Free tier with robust cross-platform attribution and data-driven modeling

Specialized / Niche MTA

6

		Audience													Models									Price
	Tool	B2B B2B / Lead Generation	DTC E-commerce / Direct-to-Consumer	Ent Enterprise	SaaS Software as a Service	SMB Small & Medium Business	Priv Privacy-First / Cookieless	Mob Mobile App	Shop Shopify Ecosystem	Adobe Adobe Ecosystem	CPG Consumer Packaged Goods / Retail	DS Data Science Team Required	Perf Performance Marketing	Intl Multi-National / Global	First First-Touch Attribution	Last Last-Touch Attribution	Lin Linear Attribution	TD Time-Decay Attribution	Pos Position-Based (U/W-Shaped)	Full Full-Path Attribution	Algo Custom / Algorithmic	ML Data-Driven / Machine Learning	Acct Account-Level Attribution (B2B)	Tier Price Tier	USD/yr Annual Price in USD	Top Strength
	Growify																							$	$5K	AI-powered omnichannel attribution with server-side pixel tracking
	Matomo																							Free	Free	100% data ownership with GDPR/CCPA compliance
	AppsFlyer																							$$	Custom	Industry #1 mobile measurement partner trusted by 15,000+ brands
	Branch																							$$	Custom	Industry-leading deep linking handling 6,000+ edge cases
	Adjust																							$$	Custom	Free tier with up to 1,500 monthly attributions for small developers
	Singular																							$	Custom	Unified cost aggregation + attribution in one platform (True ROI)