Combine campaign and channel data to see which marketing efforts bring in traffic, leads, and revenue.
Marketing analytics software brings campaign, channel, customer, and revenue data together so teams can understand what is driving outcomes. The biggest differences are data collection, attribution depth, B2B versus consumer focus, and whether the product is mainly a reporting layer or a full measurement system. The options here are organized by situation, not ranked from first to last. The best fit depends on where your usable revenue data already lives.
By SEM Solutions Editorial Team. Researched from vendor documentation, not hands-on testing. Ordered by Overall Score. Checked October 7, 2026. How we research
For website campaign measurement
#3 of 8 in Marketing Analytics
Google Analytics connects website and app behavior with acquisition, advertising, ecommerce, and conversion reporting. Its integrations with Google Ads, Search Console, Tag Manager, and BigQuery make it especially relevant when website behavior is a central part of marketing measurement; campaign and onsite behavior can therefore be analyzed in one measurement flow.
For account-based B2B analysis
#4 of 8 in Marketing Analytics
Dreamdata organizes go-to-market activity around accounts and connects campaigns and touchpoints to pipeline and revenue. Customer journeys, performance attribution, revenue analytics, and audience activation are designed around long B2B buying cycles with multiple people and interactions. Its account model keeps multiple contacts tied to the same buying journey.
Marketing data collection
#5 of 8 in Marketing Analytics
Funnel collects, transforms, and organizes marketing data from many sources before sending it to dashboards, warehouses, and reporting tools. Choose it when the main problem is fragmented campaign data instead of a lack of visualization software.
Enterprise journey analysis
#6 of 8 in Marketing Analytics
Adobe Analytics supports advanced segmentation, attribution, journey analysis, and flexible workspace reporting across digital data. Analysis Workspace gives teams a drag-and-drop environment for freeform tables, cohorts, visualizations, segmentation, and attribution without requiring SQL for every question. The workspace serves analysts handling many dimensions and segments.
B2B revenue journeys
#7 of 8 in Marketing Analytics
HockeyStack unifies marketing and sales touchpoints into buyer journeys and supports multi-touch attribution, lift analysis, customizable reports, and syncing back to source systems. It connects B2B activity to pipeline and revenue, extending measurement beyond clicks or sessions.
Ranked by Overall Score: our Editor Rating and Market Signal, 50/50. Market Signal uses Ahrefs and Semrush data through September 2026, pulled October 6 to 17, 2026. How we score
Visual analytics platform for building dashboards, preparing data and sending metric digests.
Best for: Organizations with dedicated analysts who publish dashboards and metrics for a much larger group of business viewers.
Microsoft business intelligence for semantic models, dashboards and reports.
Best for: Organizations using Microsoft data services and needing governed self-service business intelligence.
Google's event-based analytics for websites and apps, with a paid Analytics 360 edition.
Best for: Businesses of any size that want web and app measurement tied directly to Google Ads, Search Console and BigQuery.
B2B attribution and marketing analytics platform.
Best for: B2B marketers attributing pipeline to campaigns.
Marketing data hub for collecting, storing and normalizing cross-channel marketing data.
Best for: Marketing and data teams that need a governed source of cross-channel marketing data feeding BI, warehouses, spreadsheets, and AI tools.
Enterprise digital analytics for cross-channel segmentation, attribution, journeys, and reporting.
Best for: Enterprise analytics teams needing detailed cross-channel behavioral analysis and attribution controls.
B2B revenue data platform with multi-touch attribution.
Best for: B2B marketing and revenue teams measuring the full buyer journey.
Multi-touch attribution, marketing mix modeling and incrementality testing.
Best for: Brands comparing attribution, MMM and incrementality in one place.
Web analytics focuses mainly on website and app behavior. Marketing analytics can combine ad platforms, CRM data, revenue, offline touchpoints, and campaign data to measure marketing performance across a wider customer journey.
A data hub is useful when reporting is slowed by collecting and cleaning data from many ad and marketing platforms. It can standardize inputs before sending them to a BI tool, warehouse, or reporting layer.
Yes, Tableau, Microsoft Power BI, Google Analytics and Dreamdata all offer a free plan. Free tiers usually come with usage limits, so check whether they cover your volume before relying on them long-term.