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Whether you’re an e-commerce brand or a B2B business, it is important to understand which marketing channels contribute most to your sales and conversions to make smart decisions. By tracking customer journeys across various touchpoints, attribution tools provide valuable insights into the effectiveness of ad campaigns, enabling you to see exactly where your marketing is paying off. Thus allowing you to create informed strategies and optimise your efforts for maximum impact.

However, navigating the world of attribution software can be overwhelming. With countless choices available, it can be difficult to determine which one is the best fit for your business.

Here we look at the best available attribution software for 2025. We’ve broken them down by type, features, benefits, and price point—to help you choose the right solution.

Different types of marketing attribution software

Attribution tools generally fall into three key categories: single-touch, multi-touch, and marketing mix modelling. Each type has its strengths, and understanding these distinctions can help you choose the right solution for your business.

1. Single-touch attribution

Single-touch attribution assigns all credit for a conversion to a single touchpoint in the customer journey, either the first or last interaction.

First-click attribution focuses on the initial touchpoint, rewarding the channel that first introduced the customer to your brand.
Last-click attribution credits the final interaction, or the last ad clicked before a purchase.

While useful for understanding which channels bring in new customers and which channels close sales; single-touch models offer a limited view of the entire customer journey and may miss important touchpoints that influence conversions.

2. Multi-touch attribution (MTA)

Multi-touch attribution gives credit to multiple touchpoints throughout the customer journey, offering a more comprehensive view of how various channels work together to drive sales.

Common multi-touch models include

Linear attribution: Distributes credit equally across all touchpoints involved in the conversion process.
Time-decay attribution: Assigns more weight to interactions that occur closer to the conversion event.
U-shaped and W-shaped models: Attribute more credit to touchpoints at critical moments, such as the first interaction and the point of conversion.

This type of attribution provides deeper insights into how different channels contribute to conversions and is useful for businesses with complex marketing funnels.

3. Marketing Mix Modelling (MMM)

Marketing mix modelling uses statistical analysis to evaluate the impact of various marketing efforts, including both online and offline channels. Unlike multi-touch attribution, which focuses on digital interactions, MMM also considers broader marketing activities such as TV, radio, and print.

MMM is especially valuable for businesses investing in a wide range of marketing efforts, providing insights into how different marketing activities work together to drive sales and optimise budgets accordingly.

The benefits of using marketing attribution software

Marketing attribution tools offer several benefits, especially for brands relying on multi-channel marketing efforts:

Maximised marketing spend: By clearly identifying which channels drive conversions, businesses can focus their budgets on the most effective platforms, improving overall return on investment (ROI). This ensures that no money is wasted on underperforming channels.
Enhanced decision-making: Attribution software provides detailed insights into customer journeys, helping businesses make informed decisions on where to invest in marketing efforts. This clarity leads to better optimisation of campaigns and improved targeting.
Improved collaboration across teams: Marketing attribution software gives teams a unified view of the customer journey. Whether it’s marketing, sales, or product teams, they can work together more effectively to optimise customer touchpoints and messaging.
Deeper customer insights: By tracking customer interactions across various platforms, attribution tools help businesses understand what motivates customer actions, allowing for more personalised marketing approaches and better customer engagement.

Top 5 attribution software to choose from

Fospha

Best for: Comprehensive data analysis

Fospha is a versatile attribution tool designed to provide detailed insights into customer journeys across multiple channels. With its advanced machine learning and predictive analytics capabilities, Fospha enables businesses to optimise their marketing efforts and forecast customer behaviour accurately.

Key features

Multi-touch attribution
Predictive analytics using machine learning
Cross-channel performance tracking

Pricing
Custom pricing based on business needs.

Our verdict
Fospha is perfect for brands seeking a powerful solution for tracking multi-channel performance. Its ability to provide predictive insights makes it an essential tool for brands aiming to improve marketing efficiency.

Ruler Analytics

Best for: Multi-channel attribution

Ruler Analytics is an exceptional tool for tracking customer journeys across multiple channels, including Google Ads, Facebook, and LinkedIn. It connects marketing activity to sales and revenue, making it easy for businesses to see exactly which marketing efforts are driving conversions.

Key features

Multi-channel attribution
Lead and revenue tracking
Integrates with major ad platforms like Google Ads and Facebook

Pricing
Starts at £179/month.

Our verdict
Ruler Analytics is a fantastic option for mid-sized businesses looking for a comprehensive attribution solution across multiple channels. Its user-friendly interface and deep analytics make it a popular choice for brands aiming to optimise their marketing spend.

Hyros

Best for: High-level campaign tracking

Hyros is designed for businesses that require in-depth tracking of marketing campaigns across multiple platforms. By using machine learning to analyse customer behaviour, Hyros helps brands make data-driven decisions, particularly in campaigns with high ad spend.

Key features

AI-driven attribution
In-depth ad tracking across multiple platforms
Customisable reports

Pricing
Starts at $299/month.

Our verdict
Hyros is ideal for brands running complex, high-budget campaigns. Its AI-powered insights provide clarity into customer journeys and enable accurate tracking of return on investment (ROI).

Triple Whale

Best for: Shopify-based e-commerce businesses

Triple Whale is tailored for Shopify stores and provides an easy-to-use platform for tracking marketing performance. It helps measure ad spend and customer journeys in real time, with a focus on optimising marketing efforts to drive growth.

Key features

Shopify integration
Real-time analytics
Ad spend tracking across platforms

Pricing
Starts at £135/month.

Our verdict
Triple Whale is a must-have for Shopify-based brands. It delivers real-time insights into marketing performance, allowing you to tweak campaigns and improve ROI effectively.

Cometly

Best for: Social media ad tracking

Cometly is an attribution tool designed to track and optimise social media ad campaigns. It integrates with major platforms like Meta providing real-time insights into ad performance and helping businesses link campaigns directly to revenue.

Key features

Multi-channel attribution
Social media ad tracking
Real-time data and reporting

Pricing
Starts at £100/month.

Our verdict
Cometly is ideal for businesses focused on social media ad campaigns. Its intuitive dashboard and powerful tracking features make it a great option for small to medium-sized brands.

Choosing the right attribution software for your business

Selecting the right attribution software is key to optimising your marketing efforts. To make the right choice, consider the following features and factors:

Multi-touch attribution: Opt for software that can track and credit each touchpoint in the customer journey, offering a comprehensive view of how different channels contribute to conversions.
Real-time insights: Choose a tool that provides immediate feedback on campaign performance, enabling quick adjustments for improved results.
Cross-channel compatibility: Ensure the software integrates with all your marketing platforms, such as social media, email, and paid ads, for a unified view of your efforts.
Custom reports: Look for software that allows you to tailor reports to your business needs, highlighting the metrics most relevant to your objectives.

In addition to these features, keep the following considerations in mind:

Understand the complexity of channels: Identify the complexity of sales channels and the level of data insights needed to inform your marketing strategy.
Budget wisely: Ensure the software fits your budget while offering essential features to enhance your marketing performance.
Test before committing: Many attribution tools offer free trials—use these to evaluate if the software meets your needs.
Plan for growth: Select a tool that can scale with your business, handling increasing data as your brand expands.
Ensure data accuracy: The software should provide precise tracking of customer journeys and lead sources to support more informed decision-making.

Attribution software will continue to be an essential tool for businesses in 2025, helping optimise marketing spend, track customer journeys, and boost conversions. Whether you’re a small brand or a fast-growing enterprise, investing in the right software can make a significant impact on your bottom lines.

SMS marketing is the perfect and most effective tool for cross-selling and up-selling to customers. SMS not only boasts a 99% open rate but also provides the personalization and improved response times necessary to be successful in cross-selling and upselling to your customers.

Let’s explore the meaning of cross-selling and upselling and why SMS marketing should play a larger role in your marketing strategy.

What is Cross-Selling and Up-Selling?

Cross-selling and upselling are very similar. Regardless of which method you’re using, the goal is to help the customer visualize the benefit of buying an item that complements and fulfills a need not met by their original purchase; or committing to buying a higher priced item that meets their needs better.

Upselling is a strategy best used on long-term, repeat customers that have a history with the business. These customers tend to be more accepting of the recommendations given to them by the business due to the trust built over time. Showing other higher priced models or variations of an item they are already interested in purchasing, increases your AOV and helps the customer feel more satisfied after completing the purchase.

Cross-selling can be easily employed by giving suggestions of complementary items for the customer to buy along with the item they are already purchasing. For example, suggesting other cooking utensils or pots and pans to someone who just added a frying pan to their cart would be considered cross-selling.

How effective is SMS?

Take a look at these ecommerce SMS marketing statistics we’ve compiled and see for yourself:

1 in 3 consumers checks their text notifications within one minute of receiving a text.
More than half of consumers (51%) reply to a text message within 1-2 minutes.
Text marketing is incredibly effective, with SMS open rates as high as 98%.
Unlike most marketing channels, SMS marketing continues to be a best kept secret; 61% of marketers still don’t use it.
SMS marketing click-through rates for ecommerce brands can be as high as 36%.
More than half of consumers check their text messages 11 times a day or more.
On an average day, consumers check their text messages more than any other app on their phones.
In 2022, 70% of consumers opted in to receive texts from businesses.
61% of consumers say they want the ability to text a business back.
Customers don’t just want you to text them; 43% of consumers said they have proactively texted a business.
33% of SMS recipients react to CTAs in SMS marketing messages, and 47% of them end up making a purchase as a result.
60% of business owners who text their customers plan on increasing their SMS marketing budget in 2022.

Email versus SMS Marketing

Most ecommerce companies rely primarily on email to engage their clients. While there is still room for email in today’s marketing strategy, when comparing the effectiveness of email and SMS, the results provided by SMS are astounding.

SMS marketing click-through rates are significantly higher than email click-through rates are. Click-through rates between 20% and 35% are reported by many businesses. On the other hand, 64% of business owners report only a 1% to 10% click-through rate for email. The average click-through rate for email marketing is under 3%, though.

Many times, emails end up in spam folders or are simply ignored entirely. Unopened emails are wasted marketing revenue and time that your business could be directing elsewhere. Sure, you can continue to have email play a role in your marketing strategy, but SMS should be a main focus.

Product Suggestions: In this instance the customer has already chosen to purchase an item for your ecommerce business. Congratulations! Now a great way to cross-sell is by suggesting a complementing product that they may have already been contemplating purchasing. This drastically increases your customer’s lifetime value

You can accomplish this in many different ways, but some options are sending an SMS with a link to a tutorial video of the item recently purchased that includes suggestions of other complementing products. You can offer limited time discounts on a similar product or send click-to-buy links of items that the customer viewed, but did not purchase.

Customized Discount Codes : Discount codes sent with post-purchase texts are a great way to get customers to return while cross-selling and or upselling. You can choose what you want these texts to say, but here are a few examples:

“Bazinga! Now that was a great deal on those sunglasses! As a thank you for your very first purchase, here is a code for 25% off your next purchase!”

“Even sasquatch loves the fresh-smelling forest scents of Pine Tar & Co. Soaps! Now that you are using (and hopefully enjoying) the soap you purchased, ready to try out one of our other scents? Here is a 15% promo code for your next purchase.”

Subscription Offerings: A simple way to keep your customer coming back month after month is by offering a subscription. A gentle reminder can be sent through SMS to the customer each time they make a purchase encouraging them to take advantage of the 10% off every time this product is shipped when they have enrolled in your subscription.

As you can see, SMS is a powerful tool that you can use to keep customers informed while capitalizing on the strong open rates and attention of the consumer to also cross promote and upsell simultaneously. It’s really a no-brainer in today’s marketing world!

About the Author: Michael Lazar is an Executive at ReadyCloud, a multichannel ecommerce CRM software solution for online retailers with seamless returns software automation for today’s busy online retailer.

A leading SEO expert, Lazar has authored guides for countless companies and brands, helping online retailers improve their process, gain more traction and alleviate pain points and bottlenecks along the way.

Category: SMS

How SMS marketing improves cross-selling and up-selling