Procurement Market Intelligence Report
Marketing Attribution Software
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Marketing Attribution Software Global Overview
Definition
Summary
This report is intended to assist buyers of marketing attribution software. Marketing attribution software helps companies track the effectiveness of advertising campaigns to acquire leads and make sales. The software tracks the events that lead to a sale (e.g., video advertisement, online banner, or e-mail promotion) and determines the value of each component that contributed to the purchase. The software helps businesses make informed decisions about their advertising spending. Common buyers include advertising agencies, public relations firms, and retailers. Suppliers are software publishers.
This Report Includes:
- Marketing Attribution Software
- Marketing Analytics
Not in this Report:
- Marketing Attribution Analysis Services
- Tag Management Systems
- Advertising Media
- Business Analytics Software
Classification:
Global Marketing Attribution Software Procurement Trends
Discover the top international trends affecting procurement in the global Marketing Attribution Software market.
Warning Trends
Fed lowers rates for the first time in 2025
- On September 17, the Federal Reserve’s Federal Open Market Committee (FOMC) voted to lower interest rates to a target range of 4.0% to 4.25%, down 0.25% from the rate it had been holding since November of last year.
- Despite indications at the start of the year that steady reductions to the relatively high 4.25% to 4.5% rate were on the horizon, the Fed held off on rate cuts for much of the year due to concerns that the combination of higher tariffs and a reduction in borrowing costs could cause rebounding inflation.
- The September cut to Fed interest rates signals a shift in this strategy, indicating that the Fed now considers weakening employment figures a greater threat than inflation. As a result, FOMC officials have also signaled that two additional rate cuts are likely before the end of the year in an effort to fight unemployment and stimulate the economy.
- Declining Fed funds rates will provide relief to borrowers by lowering the market interest rates for consumer and business loans. This reduction in the cost of borrowing will reduce the cost of many banking and financial services, and may spur increases in demand across the economy.
Neutral
GSA memo asks agencies to review consulting contracts
- The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
- The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
- According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
- According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
- The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.
Positive Trends
The DOJ proposes Google breakup in latest tech antitrust action
- In August, Google was found guilty of operating as a monopoly and engaging in anti-competitive practices through the operation of its search engine business.
- In response to this ruling the Department of Justice (DOJ) has stated it will seek a breakup of Google’s business segments, among other similarly harsh penalties. While the actual penalty Google receives must be approved by the judge, the DOJ’s proposed penalties signal a zero-tolerance policy toward tech monopolies.
- During the last few years, the Federal government has significantly increased its enforcement actions against major technology companies in an effort to contest the high level of market share concentration in this sector.
- These actions include high-profile anti-trust lawsuits against Amazon, Apple, and Meta, in addition to the case against Google. Consequently, the results of these lawsuits could significantly affect the structure of a wide range of tech markets.
Global Marketing Attribution Software Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 China | 275 |
| #2 United States | 190 |
| #3 Europe | 165 |
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2
Geography Drilldown - US
Average Cost of Marketing Attribution Software
United States
2026 Market Pricing$50.00 to $XX,XXX.XX
per monthAverage Price
Prices in the Marketing Attribution Software market range from $50.00 to $XX,XXX.XX, depending on Advertising Scope, Covered Channels, Attribution Type and Report Complexity. For example, lower prices are associated with Simple tracking capabilities ($50 to $25,000 per month), whereas higher prices are associated with Higher tracking capabilities ($15,000 to $50,000 per month).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Marketing Attribution Software Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Marketing Attribution Software market, prices in the US have grown 1.1% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Marketing Attribution Software
Total cost of ownership is Low in the Marketing Attribution Software market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Downtime may raise the total cost of ownership unexpectedly.
Negotiated Before
Set Up Fees
Implementation
Billed During
Training
Unforeseen
Downtime
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -0.3 in the United States. Buyer power is most positively impacted by Price Driver Volatility. It is most negatively impacted by Market Share Concentration. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Internet Service Providers
- Computer Manufacturers
- Computer Peripheral Manufacturers
- Intellectual Property Licensing Firms
2nd
Tier Suppliers
- Transmission Line Construction Firms
- Semiconductor & Circuit Manufacturers
- Wire & Cable Manufacturers
- Law Firms
Biggest Marketing Attribution Software Suppliers in the US by Revenue
The largest Marketing Attribution Software vendors by revenue in the US are C3 Metrics Inc., Ensighten Inc. and TrackMaven Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Alphabet Inc. | Global | MOUNTAIN VIEW | >10,000 | 5-10 | ||||
| Adobe Inc. | Global | SAN JOSE | >10,000 | 5-10 | ||||
| International Business Machines Corporation | Global | ARMONK | >10,000 | < 5 | ||||
| Oracle Corporation | Global | AUSTIN, CA | >10,000 | < 5 | ||||
| Sap Se | Global | WALLDORF | >10,000 | < 5 | ||||
| Nielsen Holdings Plc | Global | NEW YORK, NY | >10,000 | < 5 | ||||
| C3 Metrics Inc. | Global | Portsmouth, NH | 25-50 | < 5 | ||||
| Ensighten Inc. | National | Menlo Park, CA | 51-100 | < 5 | ||||
| TrackMaven Inc. | Global | Washington, US | 51-100 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Marketing Attribution Software market is 17.3% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Average vendor risk is low in this market due to a low supply chain risk, high demand trends, and slow regulatory change, all of which contribute to low financial risk among vendors.
Market share concentration is low for marketing attribution software, indicating strong competition between suppliers to maintain low prices.
Supply chain risk is low in this market primarily due to the lack of raw materials needed for a software product.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Adobe Inc.
Adobe Inc. is a public company operating globally in the information sector. The company's offerings include website analytics software, sales & marketing software, graphics & photo imaging software, video editing software, web content management software. Founded in 1982, the company is currently headquartered... Subscribe to learn more
Alphabet Inc.
Alphabet Inc. is an Internet technology company offering various products, services, and solutions spanning computing, search, cloud, and online advertising technologies. It organizes its business into three segments: the Google Services Segment, which includes ads, Android, Chrome, hardware (including Fitbit,... Subscribe to learn more
C3 Metrics Inc.
C3 Metrics Inc. is a private company operating globally in the information sector. The company's offerings include marketing attribution software. Founded in 2008, the company is currently headquartered in Portsmouth, New Hampshire, United States of America with an estimated 37 employees. Subscribe to learn more
Ensighten Inc.
Ensighten Inc. is a private company operating nationally in the information sector. The company's offerings include marketing attribution software. Founded in 2009, the company is currently headquartered in Menlo Park, California, United States of America with an estimated 75 employees. Subscribe to learn more
International Business Machines Corporation
International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more
Marin Software Inc.
Marin Software Incorporated is a digital marketing software provider for search, social, e-commerce, and display advertising channels. Its software platform features analytics, workflow, and optimization solutions that enable advertisers to manage their advertising performance, sales, and revenue data. It... Subscribe to learn more
Nielsen Holdings Plc
Nielsen Holdings plc is a global audience measurement, data, and analytics provider to media publishers, marketers, and advertising agencies for linear television, streaming, digital, and listening platforms. It offers One Measurement Solutions, which includes cross-media, television audience, digital audience,... Subscribe to learn more
Oracle Corporation
Oracle Corporation is a global technology company that provides enterprise information technology (IT) products and services. It comprises three businesses: the Cloud and License business, which offers Oracle Applications, Oracle Database, and Oracle Middleware software offerings, among others, deployed using... Subscribe to learn more
Sap Se
Sap Se is a public company operating globally in the information, professional, scientific & technical services and educational services sectors. The company's offerings include warehouse management systems, travel management software, recruitment software, order tracking software, contract management software.... Subscribe to learn more
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Procurement Management KPIs for the Marketing Attribution Software Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Critical Bugs. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Accessibility and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Length of time from query to solution Number of times that resolutions are not met |
Vendors should be measured on their ability to quickly resolve issues. The resolution time will drastically affect a buyer's relationship with their customers. |
| Critical Bugs |
|
Number of flagged system bugs Number of critical bugs that have directly affected buyers |
If there are critical bugs, this can result in inefficient work or downtime. Some marketing information is very time sensitive so any bug related issue can cause losses. |
Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Experience and Expertise
How long has your company been creating software? How many software products does your company sell?
How long has your company provided marketing attribution software?
Specifications
What types of attribution does your software use?
What capabilities does your software contain for implementing custom attribution rules and algorithms?
Accessibility
What are the primary data sources used in your software?
How compatible is your software with third-party data sources?
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Marketing Attribution Software RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organization (e.g. what products or services they sell, number of employees, location(s) of operations) and explain the objective of the marketing attribution software in the context of their organization.
Buyers need to discuss the goals and specific tasks they expect the marketing attribution software to achieve.
Statement Of Need
Buyers should specify the scope of the project (e.g. the different channels and vendors the marketing attribution software needs to analyze).
Buyers should define their objectives and success metrics (i.e. key performance indicators).
Project Budget
Buyers should state their budget for marketing attribution software and related services.
Buyers should indicate when payment will occur (e.g. in one lump sum up front upon award of the contract or in installments spread over the contract period).
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Our Reports include:
- Opportunity assessment
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- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
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