In this review, we’re looking at a product called Attribution App. The platform functions as a way to help marketers understand how their efforts contribute to their organization’s bottom line.
To put it simply, attribution, in marketing terms, is the science of determining which factors are driving consumer purchases.
So, before someone purchases a product, they’ll come into contact with several marketing touchpoints, which could be anything from viewing a social media post or watching a commercial.
Now, Attribution App is a little different than some of the other conversion rate optimization tools. It’s more specific than Google Analytics and focuses exclusively on reporting and measuring results from various campaigns.
So, keep in mind, you won’t have the ability to build landing pages and come up email marketing campaigns directly from the platform. But, you’ll likely end up with more data than you know what to do with–and a clear picture of whether or not your ad campaigns are right on the money.
Keep reading to learn more about how this product might work for your organization.
What is Attribution App?
Attribution is a full funnel conversion and revenue tracker that gives marketers a clear snapshot of campaigns and advertising costs, as well as their return on investment.
This application equips users with the tools they need to look at individual users and events, instead of just seeing people and conversions as numbers. The goal here is to be able to see the full customer journey and track customers on an individual basis.
The product was made for marketers who do the bulk of their business online—and allows users the flexibility to track by the device and import their AdWords and Facebook ads accounts.
This product works to improve conversions by making clear which efforts work best for driving sales, traffic, and meeting your company’s goals.
Configurations that Match Your Business Type
Attribution doesn’t look the same across all platforms. According to the Attribution App page, the company will work with you to implement the right solution—so it doesn’t matter if you’re a SaaS company or an online retailer, they’ll put something together that works for you.
While Attribution App might be a bit expensive for smaller companies, those running larger campaigns will immediately see the value.
The idea is, you’ll get full transparency into the ROI of all your campaigns, so you can eliminate what’s not working and focus on the stuff that works.
Attribution App is a tool that enables you to understand every number and metric responsible for conversions. Track individual customers and accounts and start to learn what needs to change.
Again, the really granular information is where Attribution App stands out. The platform was made for people who want to understand where every dollar is being spent and where they’re making the most money.
This ability to audit every, single element means you have the potential to create an airtight marketing strategy. This increase in visibility can help with boosting conversions and your bottom line. Over time, you’ll start to learn more about the process and see where you can improve.
Flexible Solution for All Business Types
Attribution applies to any business that operates online—or off. It doesn’t matter if you’re in SaaS sales or run an e-commerce store, Attribution App works to help you collect data and understand where you’re making money and wasting precious resources.
Easy to Set Up
The tool comes equipped with a straightforward dashboard that shows you insights at a glance. Information is presented in an accessible way, and it’s easy to get started with the tool.
The platform integrates with most major marketing tools, making it super simple to track costs and get visualizations.
That said, some users have reported that things can get a little tricky if you have campaigns that overlap in some way. For example, if one campaign isn’t showing a sale, it may be because it’s been attributed to another campaign.
Measure ROI and RoAS
Attribution App allows users to track their ROI and return on ad spend across multiple channels. Segment your users and view results by campaign or initiative. Meaning, you can get data based on the ROI of that consultant you hired, as well as your foray into Facebook ads.
One of the most powerful features within the Attribution App platform is their analytics. You’ll get some deep insights into your true return on ad spend, as reports will show you the cost of acquiring specific users, as well as where you’re spending the most money.
Multi-touch attribution models will accurately divvy up “credit” across multiple sources—so you’ll be able to see in a customer report which channels a customer engaged with before they convert.
Drill Down into Customer Data
Attribution App gives you a close-up look into every stage of the customer journey. You can drill down into a hyper-specific audit—looking at individual users and what they bought, as well as how much it cost to win their business and how much revenue they’ve generated.
Or, look at account based attribution, which lets you set rules for tracking acquisition costs, visits and conversions on an account level.
For the record, accounts represent one company with multiple contacts, while a user is just one person.
You also can customize the attribution model. Add rules to your models that say, exclude direct traffic, weed out certain users, and include different touch points.
Attribution modeling involves setting a lot of rules. As such, many users find themselves feeling confused and overwhelmed at the prospect of getting started.
Attribution App allows you to set your own attribution models with custom rules, as we’ve mentioned above.
They also provide a few different worksheets and tutorials in their documentation section that explains just how to set up these rules.
Attribution models include first touch attribution, last touch, position-based, linear, and time decay.
Attribution integrates with some of the more popular marketing tools—Recurly, Hubspot, Marketo, WordPress, Shopify, LinkedIn, AdWords, WooCommerce, Salesforce, and more.
This ability to sync up with these bigger names in marketing and sales means that the Attribution App stands to become a valuable business tool, one that can help you boost conversions, if somewhat indirectly.
Attribution’s hyper-specific data analytics come at a higher price point than most conversion rate optimization tools.
The entry-level subscription is $499 per month, according to a few different sources from around the web. For a definitive answer, you’ll need to get in touch with someone from the company.
The website itself mentions that you’ll be able to work with a representative to create a custom solution that works for you. This approach makes sense, given the specificity of the tool. Attribution for a software company versus a clothing store or an industrial B2B service is going to take a different form.
It’s worth pointing out that Attribution App has glowing reviews. It’s clear that despite the higher point of entry, users are seeing an ROI that far outweighs the cost of paying for the service.
Windows, Linux, Mac, browser. Attribution App is a cloud-hosted platform, but you can download a desktop version if you’d like some protection against unpredictable internet connections.
Who is it For?
Any company that wants more data on ad spend and customer journeys. This is a comprehensive analytics platform that gets more specific than something like Google Analytics, which gives you a bunch of data, but it’s up to you to uncover the meanings and track your ROI for specific campaigns.
It might be somewhat expensive for some companies, and you’ll still need to pay for other tools like an ESP, a landing page builder, and so on.
Some users might not like that the platform only handles attribution, but the upside with that singular focus is, they do it really well.
The Attribution App website is kind of thin on content, at least at first glance. The platform glosses over features and benefits on the homepage but doesn’t dive too deep into what they do.
That said, users have the option of scheduling a demo when they sign up—and this might be your best bet for getting your questions answered by a pro.
Here’s a look at what they provide.
The blog contains some high-quality content. Here, you’ll learn more about acquisition costs and attribution models. We like that the platform seems more concerned with providing users with helpful information, rather than using this exclusively as a place for updates and promotions.
The demo offered on the Attribution App website is more than a page that prompts you to set up a call. Here, you’ll actually get the opportunity to get a feel for the app, no need to set up a call–unless you really want to.
We liked that you could look at the various tabs–you can compare the customer breakdown versus company breakdown. You can view your ROI based on each campaign — content, social, remarketing, and so on. Within those categories, it drills down even further–organic blog content versus, say Outbrain content, etc.
Bottom Line–What Did We Think About Attribution App?
Overall, we were impressed with the amount of data that Attribution app can gather. This software enables users to track their customer base by channel, by the device, and by the journey. And not only that, you can dive deep into each of these metrics.
The site claims they can get to the bottom of any number and they appear to make good on that claim.
Upon taking the demo for a spin, we also found that it was really easy to use. Getting everything set up might be a bit of a challenge for those who aren’t especially tech-savvy. However, users are sure to find the app quite accessible as soon as they log in and start poking around.
Still, we need to reiterate that this app might not be right for everyone.
Attribution App is probably best suited to users with a larger marketing budget, as the starting price point is a considerable investment that might not be affordable for smaller businesses.
Additionally, the reason you’d buy this tool is, you’re likely spending a lot on paid ads across multiple channels. As such, you’ll want to make sure your budget is being allocated correctly.
Those with smaller budgets likely won’t require such in-depth reporting, though, the app does stand to help people improve their conversion rates purely by diving deep into individual patterns.