BA (Hons) First Class International Event Management with Marketing, BCS Digital Marketing, BCS Marketing Principles and BCS Principles of Coding
I run The Bright Brand, where the same problem turned up on every account: campaigns that looked profitable in the ad platform and were not, because nothing followed a click past the form. Odal is the answer to it. It traces each enquiry through to the contract it becomes and sends that back to Google and Meta, so bidding optimises against revenue rather than against leads.
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Which campaign closed the deal?
Odal connects your ad spend to closed revenue, then sends the result back to Google and Meta.
Marketing attribution software connects your ad spend to revenue. For lead gen businesses, that means tracking which campaigns bring in the leads that actually close. Most attribution tools sit between your ad platforms and your CRM, pulling data from both. A few CRMs have attribution built in, which removes the middleware and keeps revenue data where it already lives.
This guide covers eight options: what each tracks, how it gets revenue data and what it costs. The comparison table shows which tools capture click IDs, store revenue in the same system and send conversions back to the ad platforms.
Comparison: what each tool tracks
Attribution software comparison
Lead gen attribution needs click IDs, revenue data and the ability to send conversions back to ad platforms.
What it does
Ruler
WhatConverts
Hyros
Dreamdata
HubSpot
Wicked Reports
Attributer
Odal
Captures click IDs
✓
✓
✓
✓
Via workflow
✓
✕
✓
Stores revenue data
Pulls from CRM
Pulls from CRM
Pulls from CRM
Pulls from CRM
✓
Pulls from CRM
Writes to CRM
✓
Sends offline conversions
✓
✓
✓
✓
✓
✓
✕
✓
Is the CRM
✕
✕
✕
✕
✓
✕
✕
✓
Based on current product documentation, January 2025.
Click IDs matter because they let you track individual leads back to the exact ad click. UTMs alone tell you the campaign, but the click ID is what the ad platform needs to attribute a conversion. Revenue data needs to live somewhere: either in a separate attribution tool that pulls it from your CRM, or in the CRM itself. Sending offline conversions back to Google Ads or Meta means the platforms optimise for deals won, not just form fills.
Ruler Analytics
Ruler tracks the visitor journey from first click through to revenue. It captures click IDs and UTMs, stores them in its own database, then pulls deal values from your CRM via integration. It sends offline conversions back to Google Ads, Meta and Microsoft. Reporting shows revenue by campaign, channel and keyword. Ruler suits agencies and in-house teams who want attribution separate from their CRM and need multi-touch models. The interface is built for marketers rather than salespeople.
Pricing starts at around £199 per month for up to 5,000 visitors. Higher tiers add more visitors, users and integrations. Check current plans for limits.
Who it suits:Marketing teams who want detailed attribution reporting and already have a CRM they are happy with.
WhatConverts
WhatConverts tracks calls, forms, chats and ecommerce transactions. It captures click IDs and attributes each lead to a source. The platform pulls revenue data from your CRM or lets you log it manually. It sends offline conversions to ad platforms and includes call tracking with recording and transcription. Reporting covers revenue by source, landing page and keyword. WhatConverts suits businesses where phone calls matter as much as form fills, particularly home services and legal.
Pricing starts at around £30 per month for 50 leads. Higher tiers add more leads and phone numbers. Check current plans for limits.
Who it suits:Businesses that take most enquiries by phone and need call tracking alongside form attribution.
Hyros
Hyros tracks ad performance across platforms using click IDs and first-party data. It pulls revenue from your CRM or payment processor, then attributes it back to campaigns. The platform sends offline conversions to ad accounts and includes AI-powered attribution models. Hyros suits ecommerce and high-ticket coaching businesses with complex funnels. The setup requires technical knowledge and the pricing reflects the level of detail it provides.
Pricing varies by ad spend and lead volume. Entry point is typically several hundred pounds per month. Contact Hyros for a quote.
Who it suits:Ecommerce and high-ticket businesses with large ad budgets who need advanced multi-touch attribution.
Dreamdata
Dreamdata is built for B2B companies with long sales cycles. It tracks the full buyer journey from anonymous visitor through to closed deal. The platform captures click IDs, pulls revenue from your CRM and attributes it across multiple touchpoints. It sends offline conversions to ad platforms and includes account-based attribution for companies with multiple decision-makers. Dreamdata suits SaaS and B2B service businesses where deals take months and involve several people.
Pricing starts at around £800 per month. Higher tiers add more users and data retention. Check current plans for limits.
Who it suits:B2B companies with long sales cycles and multiple stakeholders per deal.
HubSpot Marketing Hub
HubSpot includes attribution reporting in its Marketing Hub. It tracks UTMs and can capture click IDs via workflow, stores revenue in the CRM and sends offline conversions to Google Ads and Meta. Attribution reports show revenue by source, campaign and content. HubSpot suits businesses that want marketing automation, email campaigns and attribution in one platform. The CRM is free, but attribution features require a paid Marketing Hub subscription. Setup takes time and the learning curve is steep if you are new to the platform.
Marketing Hub starts at £38 per month for Starter, but attribution features require Professional at £760 per month or Enterprise at £2,880 per month. Check current plans for limits.
Who it suits:Businesses that want marketing automation and CRM in one platform and have the budget for Professional or Enterprise.
Wicked Reports
Wicked Reports tracks marketing performance for ecommerce and subscription businesses. It captures click IDs, pulls revenue from Shopify, WooCommerce or your CRM, then attributes it back to campaigns. The platform sends offline conversions to ad accounts and includes lifetime value reporting. Wicked Reports suits ecommerce businesses with repeat customers and subscription models. The interface is detailed and takes time to learn.
Pricing starts at around £250 per month. Higher tiers add more orders and integrations. Check current plans for limits.
Who it suits:Ecommerce and subscription businesses that need lifetime value attribution across repeat purchases.
Attributer
Attributer is a lightweight tool that captures UTMs and writes them to hidden form fields. When someone submits a form, the attribution data goes into your CRM as custom fields. It does not capture click IDs or send offline conversions, so it cannot close the loop with ad platforms. Attributer suits small businesses who want basic source tracking without ongoing subscription costs. You install the script once and it writes data to your forms. The limitation is that you only get UTM-level data, not click-level, and you cannot optimise ad platforms for revenue.
Pricing is a one-time payment of around £400 for unlimited sites. Check current pricing.
Who it suits:Small businesses that want basic UTM tracking without a monthly subscription and do not need offline conversion tracking.
Odal
Odal is a CRM with attribution built in. It captures the click ID and UTMs when a lead arrives, follows that lead through the sales pipeline, and sends won deals back to Google Ads and Meta as offline conversions. Revenue data lives in the same system as your contacts and deals, so there is no integration to maintain. The platform includes a tracking tag, pipeline board, custom fields and reporting on revenue by campaign. It connects to Google, Meta, Microsoft, TikTok and LinkedIn ads, and brings in leads from Calendly and CallRail.
Odal suits lead gen businesses who want attribution without adding middleware between their ads and their CRM. The interface is built for UK businesses who run paid ads and need to see which campaigns bring in revenue. Setup takes minutes rather than days. If you are a painter running Google Adsor a pool builder tracking Meta campaigns, Odal closes the loop without pulling data from another system.
The 14-day trial costs £3.50 on Starter or £5.99 on Team, then £40 or £75 per month. Built and run by a UK team who run paid ads for clients themselves.
Who it suits:Lead gen businesses that want a CRM and attribution in one tool, without middleware or complex integrations.
How to choose attribution software
Start with where your revenue data lives. If you already have a CRM you are committed to, you need an attribution tool that integrates with it. Check whether the integration pulls deal values automatically or requires manual setup. If you are choosing a CRM now, consider one with attribution built in to avoid the integration step.
Check what the tool captures. Click IDs let you track individual leads back to the exact ad. UTMs alone tell you the campaign but not the specific click, which limits what you can send back to ad platforms. Offline conversion tracking means the platforms optimise for revenue rather than form fills, which changes bidding behaviour over time.
Look at pricing in relation to your lead volume. Some tools charge per visitor, others per lead, others per conversion sent. A business generating 200 leads per month has different needs from one generating 2,000. Factor in setup time: some platforms take days to configure, others work within an hour.
Consider who will use the tool. If your sales team needs to see which campaign each lead came from, the data needs to live in the CRM where they work. If only the marketing team needs attribution reports, a separate tool may suit. The more systems people have to check, the less likely they are to use the data.
Test the reporting. Most tools offer a trial or demo. Load some sample data and check whether the reports answer your questions. Can you see revenue by campaign? By keyword? By landing page? Can you filter by date range and compare periods? The interface matters if you will look at it every week.
If you want attribution without adding another tool to your stack, Odal gives you a CRM and attribution in one place. The 14-day trial costs £3.50 on Starter or £5.99 on Team, then the monthly price. No integration to maintain, no data pulled from elsewhere.
Frequently asked questions
What is marketing attribution software?
Marketing attribution software tracks which campaigns and channels bring in revenue. For lead gen businesses, it captures the source of each lead, follows it through the sales process and connects closed deals back to the original ad or channel. The best tools capture click IDs, not just UTMs, so they can send offline conversions back to ad platforms.
Do I need attribution software if I only run Google Ads?
Google Ads shows you which campaigns generate form fills, but it does not know which leads closed unless you send offline conversions. Attribution software closes that loop by connecting your CRM to your ad account. If you sell high-ticket services where most leads do not convert, optimising for revenue rather than form fills changes your bidding and your cost per sale.
Can I use Google Analytics for attribution?
Google Analytics tracks website behaviour and can show which channels drive traffic and goals. It does not capture click IDs, pull revenue from your CRM or send offline conversions back to ad platforms. For lead gen attribution, you need a tool that connects your CRM to your ad accounts.
What is the difference between first-click and last-click attribution?
First-click attribution gives all credit to the first source that brought the lead in. Last-click gives all credit to the final source before conversion. Multi-touch models spread credit across several touchpoints. For most lead gen businesses, last-click is simpler and matches how ad platforms count conversions. First-click matters if you want to measure awareness channels separately from conversion channels.
How much does marketing attribution software cost?
Pricing ranges from around £30 per month for basic tools to over £800 per month for enterprise platforms. Most charge based on lead volume, visitor numbers or ad spend. A CRM with attribution built in typically costs less than a CRM plus a separate attribution tool, because you only pay for one system.
