Marketing Attribution & Optimization

The data app that helps your business more accurately measure and optimize marketing performance, powered directly from your own data platform

Marketing Attribution & Optimization

Snowplow’s Marketing Attribution data app empowers companies to leverage their own first-party behavioral data to go beyond last-click attribution and adopt more advanced multi-touch models. This approach enables more accurate marketing measurement and optimization without relying on third-party analytics tools. Marketers gain a comprehensive and unbiased view of their campaign effectiveness across multiple channels and touchpoints. Furthermore, the high-quality behavioral data loaded into your warehouse or lake is AI-ready, allowing your data science team to build and train advanced machine learning attribution models for even deeper insights to improve performance.

Customizable Attribution Models

Enhanced Data Transparency

Accurate Multi-Touch Tracking

Cost Effective & Efficient Data Processing

AI-Ready Data for Advanced Analytics

Data Ownership & Compliance

Challenges faced by Marketing Teams

Inefficient Budget Allocation

On average, businesses waste more than 25% of their budget on ineffective channels and strategies due to the inability to accurately measure performance due to cookie decay, outdated attribution models, and third-party analytics vendor bias.

Complex Multi-Touch & Cross-Device Journeys

The complexity of multi-touch customer journeys, where users interact with multiple channels before converting, complicates attribution. Marketers struggle to accurately measure and attribute conversions across these various touchpoints due to cookie deprecation and fragmented device IDs, leading to incomplete or skewed data.

Lack of Trustworthy Data

Many third-party analytics tools operate as a “black box,” offering little transparency into how data is processed or how attribution models are applied. This lack of transparency leaves marketers uncertain about the reliability of the model outputs to inform optimizations.

Over Reliance on Single-Touch Attribution Models

41% of marketers resort to basic last-touch or first-touch attribution models, which lack a complete or accurate picture of marketing effectiveness. These models fail to capture the full complexity of customer interactions, leading to suboptimal decisions and missed opportunities for optimization.

Key Features

Attribution Overview

Comprehensive Attribution Insights

Access essential metrics related to marketing performance, including attributed revenue and conversions, campaign spend, ROI, and Cost Per Acquisition (CAC) by campaign or channel. Snowplow uses first-party cookies and an array of customer identifiers to track users for up to two years. Furthermore, it offers an ‘ID Service’ for unique browser identification, thereby enhancing tracking, especially when Applie’s Intelligent Tracking Prevention is enabled.

Create Complete & Accurate Customer Behavioral Profiles

Gain Long-term Insights from Snowplow’s First-Party Cookies (up to 2 years)

Make Data-Driven Decisions to Maximize ROI

Path Summary

Path Analysis & Transparency

Understand the highest-performing customer journey paths based on revenue and conversions, helping you optimize your marketing campaigns. See exactly how our dbt models process your data or access the underlying data tables to power your own visualizations directly.

Gain Complete Visibility with a Glass Box Approach

Leverage the Flexibility to Build Your Own Visualizations

Run Deeper Analysis on the Underlying Data and Campaign Performance

Model Comparisons

Understand the Impact of Campaigns on Conversion

Leverage Snowplow’s flexible platform to configure and compare various attribution models, including first-touch, last-touch, linear, and positional models, allowing you to find the best fit for your marketing strategy.

Overcome the Limitations of Last-Click Attribution

Gain Confidence in the Accuracy and Reliability of Attribution Outputs

Fuel Advanced Machine Learning Multi-Touch Attribution Models

Snowplow Data Applications

Data Applications, such as AI Agent Event Collection & Analytics, are pre-built self-service analytics tools designed to unlock insights directly from your own warehouse or lake. With Snowplow, you can either use our pre-built data apps and visualizations for immediate insights or leverage the underlying data tables to create your own custom visualizations.

Digital Analytics

Understand the end-to-end customer journey and unlock essential insights about customer behavior and marketing performance.

Ecommerce Analytics

Uncover the insights that optimize customer acquisition, improve conversion and drive lifetime value.

AI Agent Analytics

Better understand the impact of Generative AI investments, such as customer chatbots and LLM agents, on the customer journey and digital experience.

Get Started

Unlock the value of your behavioral data with customer data infrastructure for AI, advanced analytics, and personalized experiences