Attribution

What Attribution does

Attribution Inc. is a California-incorporated, privately held SaaS company that has operated a marketing attribution platform since 2014, with disclosed operations across a 1-10 employee range. The platform combines three measurement methodologies — multi-touch attribution (MTA), media mix modeling (MMM), and incrementality testing — on a single underlying dataset. Its core technical claim is user-level cost data: real ad spend is bound deterministically to each individual user's journey across channels and sessions, eliminating the double-counting that occurs when platforms such as Meta and Google each claim 100% credit for the same conversion via their respective conversion APIs. The product supports five multi-touch attribution models (first touch, last touch, linear, time decay, position-based) with configurable lookback windows and cutoff events tailored to PLG and trial-based businesses, and exports raw visit-level and user-level data to Snowflake, BigQuery, Redshift, S3, Azure Blob Storage, and Google Cloud Storage. The platform is delivered as a tiered subscription priced on Monthly Tracked Unique users (MTU), with Shopify plans starting at $19/month and enterprise tiers gated behind demos and custom quotes. Go-to-market is hybrid: self-serve product-led growth via free trial for SMB buyers, paired with direct enterprise field sales, a dedicated agency partner program, and an integration-led acquisition motion through preferred partnerships with Twilio Segment, HubSpot, Salesforce, and Shopify. As of 2025 the company serves 1,000+ customers across B2C e-commerce, B2B SaaS, marketplace, education, and agency segments, with named customers including ClickUp, Replit, Calendly, CrossFit, Stanford, Fatty15, Vendr, Happy Box, MyComputerCareer, and Bridge.

The company's most significant product move is the 2025 launch of Agentic Marketing Analytics, a native MCP (Model Context Protocol) server exposing 60+ data endpoints to Claude and MCP-compatible AI assistants, enabling natural language queries and audit-able budget reallocation recommendations grounded in the user-level dataset. Earlier expansion includes a 2024 Shopify CDP Connector, bidirectional CRM integrations for account-based B2B attribution, and a 2024-2025 set of integration additions covering Klaviyo, Pipedrive, Superfiliate, Microsoft Ads, and several programmatic networks. The company is led by CEO David Hiltner and Executive Chairman Ryan Koonce, is GDPR and CCPA compliant, and has not publicly disclosed any institutional funding rounds, M&A activity, or revenue figures.

Name

Attribution

Legal name

Attribution Inc.

Website

https://attributionapp.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Attribution is a marketing attribution SaaS that combines multi-touch attribution, media mix modeling, and incrementality testing on a unified user-level cost dataset, with a native MCP server for AI-driven analytics. It serves 1,000+ B2C e-commerce, B2B SaaS, and agency customers including ClickUp, Replit, Calendly, and Stanford.

Ownership category

akta.pro rank

Product category

Marketing Attribution Software

NAICS

Software Publishers (5132), Other Services Related to Advertising (541890)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Attribution, Measurement, Analytics & Incrementality (BPAMALAF)

akta.pro secondary industries

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ), Performance Analytics, Attribution & Marketing Measurement (MPAAACAH), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

Keywords

• Marketing attribution software
• Multi-touch attribution
• Media mix modeling
• Incrementality testing
• Marketing measurement platform

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS subscription (multi-tier): Attribution operates on a subscription SaaS model with tiered pricing based on Monthly Tracked Unique users (MTUs). Plans are available for different segments including standard, Shopify-specific (starting at $19/month), and enterprise. Billing is annual with monthly invoicing for overages. MTU is calculated by adding unique user IDs and unique anonymous IDs tracked with Attribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Attribution operates a marketing attribution software platform that tracks every visit, click, and dollar spent at the user and account level from acquisition to retention. The product combines multi-touch attribution (MTA), media mix modeling (MMM), and incrementality testing on a unified dataset, with a native MCP server enabling AI-powered marketing analytics through Claude. The platform binds real ad spend (pulled directly from ad platform APIs) to each individual user's deterministic journey and reconciles it against actual revenue (via payment integrations) to produce audit-ready CAC, ROAS, and LTV:CAC metrics that match the customer's bank account.

Product overview

Attribution is a marketing attribution software platform offering a comprehensive suite of analytics tools. The core product portfolio includes Multi-Touch Attribution Software (with five configurable models: first touch, last touch, linear, time decay, and position-based), Agentic Analytics (MCP) for AI-powered recommendations via natural language, Media Mix Modeling for budget optimization with saturation curves and revenue forecasts, and Incrementality Testing for measuring true causal lift. Add-on modules include a Data Export Tool for ETL to major data warehouses (Snowflake, BigQuery, Redshift, S3, Azure, GCS), a Shopify CDP Connector for ecommerce brands, and a Conversion API for sending attribution-weighted conversions back to ad platforms. The platform also offers vertical-specific solutions for B2C and B2B marketing, with pre-built integrations for HubSpot, Salesforce, Shopify, Klaviyo, and Twilio Segment. The platform differentiates through user-level cost tracking (binding real ad spend to each user's deterministic journey), full data auditability, customizable attribution models, and raw data export — solving the double-counting problem that occurs when multiple ad platforms each claim credit for the same conversion.

Differentiator

Problem solved

Functional benefit

Brands

• Agentic Marketing Analytics: AI-powered marketing analytics platform with native MCP server for Claude and AI assistants

Products and services

• Multi-Touch Attribution Software Complete attribution visibility with five multi-touch attribution models (first touch, last touch, linear, time decay, position-based), each configurable in multiple modes. Features user-level cost data, full auditability, and customizable lookback windows. Designed for marketing leaders who need CAC, ROAS, and CAC Payback metrics that match bank account revenue.
• Agentic Marketing Analytics (MCP) AI-powered reports and recommendations through a native MCP (Model Context Protocol) server that connects to Claude, Claude Desktop, and any MCP-compatible AI assistant via OAuth. Exposes 60+ endpoints covering reports, conversion paths, visitor lookup, company journeys, model comparison, and spend. Marketers can ask natural language questions and receive recommendations grounded in user-level cost data, deduplicated revenue, and every touchpoint, with full auditability of every number behind each recommendation.
• Media Mix Modeling (MMM) Budget optimization with saturation curves and revenue forecasts using aggregate statistical analysis to estimate how budget allocation across channels affects total revenue. Complementary to user-level MTA on the same dataset for channels where attribution data is limited.
• Incrementality Testing Measure true incremental lift with geo holdout tests and synthetic control tests to determine whether a marketing campaign caused conversions that would not have happened otherwise. Validates channels where attribution data is limited such as TV or brand campaigns.
• Data Export Tool Sync structured event and channel data directly to data warehouses. Exports full-fidelity, raw visit-level and user-level data to Snowflake, BigQuery, Redshift, Amazon S3, Azure Blob Storage, and Google Cloud Storage through a built-in ETL service. Includes every visit with timestamps, source, referrer, UTM parameters, on-site behavior, and user identity.
• Shopify CDP Connector Source of truth for leveraging Shopify data to optimize marketing. Provides full-funnel visibility from first ad click to first purchase to repeat revenue. Separates first-time purchaser cost from returning customer revenue for e-commerce brands on Shopify.
• Conversion API Send attribution-weighted conversions back to Google, Meta, LinkedIn, and Microsoft. Solves the structural double-counting problem where multiple ad platforms each claim 100% credit for the same revenue event via their own conversion APIs.
• B2C Marketing Attribution Solution Marketing attribution solution for B2C companies including e-commerce brands, providing full-funnel visibility from first ad click to first purchase and repeat revenue, with first-time purchaser cost vs. returning customer revenue separation.
• B2B Marketing Attribution Solution Marketing attribution solution for B2B companies including account-based attribution that binds user journeys to company accounts, with deal-level attribution through the full sales cycle and CRM lifecycle stage sync with marketing touchpoints.
• Attribution for B2B CMOs Marketing attribution solution specifically designed for B2B Chief Marketing Officers, providing account-based attribution, B2B CMO reporting, and multi-touch attribution across the full B2B sales cycle.
• Agency Partners Program Attribution solution for marketing agencies managing multiple client accounts, providing agency-transparent attribution, unified reporting across agencies, and white-label workflows for streamlined client reporting.

Quantifiable outcome

• 76% sales growth in Q4 2024 and 61% total sales growth in 2025 vs. 2024 for Happy Box e-commerce brand
• +9 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration33 records

AI capability7 records

Feature10 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Twilio SegmentcoreTechnology or IntegrationAttribution is one of only two preferred integration partners for Twilio Segment. The integration is bidirectional and deploys in a single click. Attribution sends user traits, conversion events, and cost data to Segment and receives unified profiles and funnel events back.
• Google AdscoreTechnology or IntegrationPulls spend data directly from Google Ads API (not UTM-based estimates) to bind actual cost to each individual user's journey. Enables accurate ROAS calculation across Google Search, Performance Max, and display campaigns.
• Meta AdscoreTechnology or IntegrationPulls spend data directly from Meta's API to reconcile Meta's platform-reported conversions against actual revenue, enabling accurate cross-channel attribution that eliminates Meta's claim on conversions also touched by other platforms.
• LinkedIn AdscoreTechnology or IntegrationPulls spend data directly from LinkedIn API to enable B2B attribution tied to actual business outcomes (deals, pipeline, revenue) synced from CRM platforms.
• TikTok AdscoreTechnology or IntegrationPulls spend data directly from TikTok API to enable accurate ROAS for TikTok campaigns alongside other platforms in unified attribution view.
• HubSpotcoreTechnology or IntegrationBidirectional sync of lifecycle stages, deal/opportunity data, and closed-won revenue. Tracks which marketing touches influenced each deal through the full sales cycle for B2B attribution.
• Salesforce / Salesforce PardotcoreTechnology or IntegrationBidirectional sync with Salesforce for account-based attribution, binding user journeys to company accounts. Tracks marketing influence on Salesforce opportunities through the full B2B sales cycle.
• ShopifycoreTechnology or IntegrationNative Shopify integration and CDP Connector giving e-commerce brands full-funnel visibility from first ad click to first purchase and repeat revenue. Separate first-time purchaser costs from returning customer revenue. Plans start at $19/month.
• StripecoreTechnology or IntegrationConnects directly to Stripe payment platform to pull real revenue data (not self-reported conversion values from ad platforms). This enables accurate CAC Payback and LTV:CAC calculations down to the individual user.
• SnowflakecoreTechnology or IntegrationAttribution exports raw visit-level and user-level data through built-in ETL to Snowflake data warehouse, providing structured, queryable event data with cost, timestamps, and identity resolution — not aggregated summaries.
• BigQuerycoreTechnology or IntegrationAttribution exports raw visit-level and user-level data through built-in ETL to BigQuery, enabling data teams to query raw attribution data in SQL and build custom models.
• Amazon RedshiftcoreTechnology or IntegrationAttribution exports raw visit-level and user-level data through built-in ETL to Amazon Redshift as part of the data warehouse export add-on.
• Segment (Twilio Segment)coreTechnology or IntegrationBidirectional Segment integration deploys in a single click. Attribution sends user traits, conversion events, and cost data to Segment and receives unified profiles and funnel events back.
• Microsoft AdscoreTechnology or IntegrationPulls spend data from Microsoft Ads API. Fatty15 case study revealed 8.94% CVR (vs. 4.58% average) and 476.33% ROAS for Microsoft Ads campaigns — a 'sleeper hit' discovered through Attribution.
• Claude / Anthropic (MCP)coreTechnology or IntegrationNative MCP (Model Context Protocol) server built by Attribution connects to Claude, Claude Desktop, and any MCP-compatible AI assistant via OAuth. Exposes 60+ endpoints covering reports, conversion paths, visitor lookup, company journeys, model comparison, and spend. AI queries attribution data through natural language with no attribution data stored by the AI.
• Mammoth Growth (Agency)minorImplementation/ SI/ Consulting PartnerAgency partner working with Fatty15 to implement Attribution's platform, identify optimization opportunities (Microsoft Ads as 'sleeper hit'), and build 2025 growth strategy. Example of agency-driven customer acquisition and implementation.
• Intero Digital (Agency)minorImplementation/ SI/ Consulting PartnerDigital marketing agency managing Facebook campaigns for MyComputerCareer. Won attribution-driven validation of lead quality optimization philosophy vs. competitor agency. Demonstrates Attribution enabling agency accountability through full-funnel data.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mixpanel: Product analytics platform that overlaps with Attribution's funnel and user-journey analytics. While primarily product-focused, Mixpanel's event-level data and integration ecosystem compete for the same marketing-analyst budget.
• AppsFlyer: Mobile-focused attribution and marketing analytics platform that overlaps with Attribution's multi-touch attribution and incrementality testing capabilities, particularly for app-based and mobile-web funnels.

Direct peers

• Rockerbox: Direct competitor offering multi-touch attribution, MMM, and incrementality testing for D2C and B2B brands. Rockerbox's measurement stack directly overlaps with Attribution's MTA+MMM+incrementality positioning.
• HockeyStack: Direct competitor in B2B marketing attribution and analytics, unifying ad spend, CRM, and product data for account-level insights. Overlaps with Attribution's B2B CMO and account-based attribution use cases.
• Northbeam: Direct competitor providing cross-channel MTA and MMM for ecommerce and DTC brands. Northbeam's unified platform and Shopify/Amazon integrations compete head-on with Attribution's core offering.
• Triple Whale: Direct competitor in e-commerce and DTC marketing attribution. Triple Whale offers multi-touch attribution, MMM, and creative analytics primarily for Shopify brands, overlapping with Attribution's Shopify-first positioning and PLG motion.
• Dreamdata: Direct competitor focused on B2B revenue attribution, binding user journeys to company accounts and tracking pipeline. Competes with Attribution's B2B marketing attribution solution and CRM-synced account-based attribution.

Broad incumbents

• Adobe Marketo Measure (formerly Bizible): Broad incumbent offering B2B attribution as part of Adobe Experience Cloud. Competes with Attribution for enterprise B2B attribution budgets, especially among existing Adobe/Marketo customers, but is one tool in a much larger martech suite.
• Google Analytics 4: Broad incumbent offering free cross-platform attribution and conversion tracking at massive scale. While less granular than Attribution's user-level cost tracking, GA4's price (free) and integration with Google Ads makes it the default attribution layer for many marketers.

Others

• Segment (Twilio): Customer data platform that Attribution calls a preferred integration partner (one of only two). Segment is complementary rather than competitive — Segment unifies customer data while Attribution layers attribution measurement on top — but also enables competitors to build similar attribution via downstream tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/attributionapp
• Facebookfacebook.com/attributionapp
• LinkedInlinkedin.com/company/attribution

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Attribution