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on ineffective channels and strategies due to the inability to accurately measure performance due to cookie decay, outdated attribution models, and third-party analytics vendor bias.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.