Login
Book a Demo
Top 13 Performance Marketing Tools for 2024
Consider these performance marketing tools and track which techniques drive the most valuable leads, revenue and loyal customers.
Demonstrating the tangible impact of marketing efforts to leadership is paramount.
Budget cuts and ever-increasing goals necessitate a data-driven approach that clearly justifies marketing spend.
However, stricter data regulations like GDPR and the deprecation of third-party cookies by Google have made campaign measurement and attribution more challenging.
While tracking marketing efficiency is a shared challenge for many, it’s not impossible.
With the right performance marketing tools at your disposal, you can easily identify which marketing channels are most effective for your business and optimise your campaigns for maximum results.
Keep reading to see our list of the best marketing performance tools and how they can be used to achieve more success.
In this article, we’ll discuss:
💡 Pro Tip
Ruler is a powerful marketing performance tool. Its marketing attribution allows you to track data on a visitor level, allowing you to successfully assign leads and marketing-generated revenue across multiple sessions, campaigns, ads, keywords and more.
Skip to learn more about Ruler or book a demo to see it in action for yourself.
In the data-driven world of digital marketing, performance marketing software is an essential arsenal for any professional.
These tools allow marketers to delve into the intricacies of their campaigns, providing a clear picture of effectiveness and return on investment.
Performance marketing tools function by meticulously monitoring a multitude of key metrics.
This often includes conversions, which signify desired customer actions such as purchases or sign-ups. Sessions, clicks, and overall ROI are also meticulously tracked, painting a comprehensive landscape of campaign performance.
But the true value of these tools lies in their ability to empower marketers. By providing concrete data and insights, performance marketing tools enable professionals to:
While there are many different types of marketing performance tools, most share the same goal.
That is to give you more visibility over your marketing effectiveness and inform better decision-making. Marketing performance tools generally fall under the following categories, but aren’t limited to:
Marketing analytics tools: Essential to running a high-converting website, marketing analytics tools track, measure and report on your website activity. That could include users, page views, bounce rate, conversions and more.
Marketing attribution tools: As we’ve just discussed, web analytics is the measurement, collection, analysis, and reporting of web data. Marketing attribution tools, however, allow you to track which marketing channels have the greatest impact on business metrics, including leads and revenue.
💡 Pro Tip: A prime example of a marketing attribution tool would be Ruler. Our closed-loop technology tracks users through their full customer journey and attributes actual revenue back to your marketing touchpoints when they close into a sale or deal. See how Ruler attributes revenue to your marketing
Marketing reporting tools: These tools make the process of gathering and analysing metrics a lot easier. Marketing reporting tools help organise your marketing data and insights that you share with your clients and stakeholders.
Data visualisation tools: As the name suggests, these tools seamlessly create visual and insightful reports that you can share with your company executives and clients.
Measuring progress and showing value is tough without the right tools. There isn’t a one-size-fits-all when it comes to marketing performance tools. But to help, we’ve shortlisted some powerful solutions in the following categories for you to consider and review:
We kick our list off with marketing attribution tools. These tools are crucial because they shed light on the effectiveness of your marketing efforts.
By tracking customer interactions across different channels, attribution tools reveal which tactics are driving conversions and contributing the most value to your sales pipeline.
This allows you to optimise your budget allocation, focus on high-performing channels, and ultimately increase your ROI.
Ruler is a marketing measurement and attribution tool that acts like a bridge, connecting your anonymous visitors, leads, and closed deals.
It works by meticulously tracking every visitor across their entire journey. This includes multiple touchpoints, sessions, traffic sources, keywords, and more. When a visitor converts (whether through a form fill, phone call, or live chat), Ruler seamlessly transfers all the captured data to your CRM or sales tracking system.
Each contact within your CRM becomes enriched with Ruler’s attribution data, allowing you to visualise their progress through the sales funnel.
The magic truly happens when a lead converts into a deal or sale. Customer information, including revenue amount and marketing data, is sent back to Ruler. This data is then meticulously attributed across the customer’s touchpoints, revealing which marketing channels have the most significant impact on your revenue and goals.
But Ruler goes beyond simple attribution. It can even connect impressions (ad views) to conversions, using advanced models like marketing mix modelling.
For situations without MMM data, Ruler uses other data like clicks and user-level signals to fairly distribute revenue back to marketing, showcasing campaign value across the entire funnel to stakeholders and clients.
💡 Pro Tip: Ruler scales its pricing to your business, with plans starting at £199. See details on our pricing page or book a demo for a personalised quote.
Adinton’s comprehensive suite goes beyond basic click tracking. It offers online and TV attribution, giving you a holistic view of your marketing efforts.
Offline tracking capabilities ensure no lead falls through the cracks, while advanced bid management automates the process, saving you valuable time and resources.
Adinton also tackles the ever-present issue of click fraud, protecting your budget from malicious activity.
Predictive audiences leverage data-driven insights to identify high-potential customers, and customer intelligence tools provide a deeper understanding of your target market.
With Adinton, you gain a centralised platform to analyse visitor behaviour categorised by source, successful journeys, and more.
You can gain insights into devices used, page views, traffic sources and mediums, search terms, timestamps, and a wealth of other valuable data points. This granular knowledge enables you to refine your marketing strategies for maximum impact.
Adinton offers a range of pricing plans to suit your business needs. You will need to contact them for a personalised quote.
HubSpot offers attribution reporting that sheds light on the true impact of your marketing efforts.
HubSpot provides two key functionalities: Contact Attribution Reporting and Revenue Attribution Reporting.
Contact Attribution Reporting tracks every customer interaction, from their first website visit to a final purchase.
This meticulous data is then linked to each contact’s record, ensuring clear credit for every touchpoint that contributed to a conversion. No more team finger-pointing – everyone can see the complete customer journey.
Revenue Attribution Reporting takes things a step further. It allows you to pinpoint the exact channels driving sales. This means you can identify high-performing channels that deserve more budget and pinpoint areas needing improvement.
By focusing on the most effective strategies, you can optimise your marketing spend and maximise your return on investment.
But the real beauty of HubSpot lies in its unified platform. Unlike siloed solutions, HubSpot keeps all your CRM data and Marketing Software data in one place.
No need for complex SQL queries or coding – you can easily access, analyse, and share your marketing attribution data directly within your CRM platform. This streamlined approach saves you time and ensures everyone on your team has a clear view of the customer journey.
HubSpot Attribution is part of the HubSpot Enterprise plan, which starts at $2,400 per month.
Next up we have website analytics tools. These tools are your secret window into how visitors interact with your site.
They track traffic sources, user behaviour, and measure performance to help you understand what’s working and what’s not.
Chances are you’re already familiar with Google Analytics. Our survey found that a whopping 90% of marketers leverage it to measure performance.
GA4 goes beyond its predecessor, offering a treasure trove of built-in metrics.
Gone are the days of relying on developers to set up custom events for tracking scrolls, outbound link clicks, document link clicks, and even website searches. GA4 helps you, the marketer, to delve deeper into user behaviour with these readily available measurements.
But GA4 doesn’t stop there. One of its standout features is Explorations. This intuitive tool allows you to build customised reports and conduct in-depth data analysis – all within the platform.
Explorations lives up to its name, letting you explore your data with ease and unearth the insights you need to optimise your marketing efforts.
And the best part? Google Analytics 4 is completely free to use. So, you can unlock a powerful suite of analytics tools without breaking the bank.
For performance marketers in 2024, a growing concern is navigating the ever-changing landscape of data privacy regulations. Look no further than Fathom, a web analytics platform that prioritises user privacy without sacrificing valuable insights.
Fathom’s unique approach utilises cookieless tracking, eliminating the need for complex cookie consent banners and ensuring compliance with GDPR, CCPA, and other privacy laws. This translates to a smoother user experience for your website visitors and peace of mind for you.
Fathom doesn’t stop at just being privacy-conscious; it’s designed with simplicity in mind. The intuitive, single-page dashboard provides all the essential website metrics you need at a glance.
No more wading through layers of menus and reports – Fathom gets you the data you need, fast.
Perhaps the best part? With Fathom, you have complete control over your data. Unlike other platforms that restrict historical data access, Fathom offers lifetime, unrestricted access.
This means you can always view and export your data, ensuring you have a complete picture of your website’s performance over time.
Fathom’s pricing is straightforward and affordable, with plans starting at just $14 per month.
Matomo Analytics offers a powerful solution that puts you back in control. With Matomo, you own your data.
Unlike some analytics platforms that leverage your data for their own purposes, Matomo keeps everything under your roof. This ensures compliance with stricter privacy regulations and gives you the peace of mind that your valuable user data isn’t being shared with third parties.
But Matomo isn’t just about privacy. It’s also a comprehensive analytics suite that provides deep insights into your website and app performance.
You can track essential metrics like page views, unique visitors, bounce rates, and conversions. Matomo even goes beyond basic tracking, allowing you to follow users across devices and platforms.
As an open-source platform, Matomo offers unmatched flexibility. You can access and modify the source code to tailor Matomo to your specific needs, making Matomo a versatile tool for businesses of all sizes and across various industries.
Matomo offers a free tier to get you started, with paid plans available for those needing more advanced features
Mixpanel steps up as a powerful product analytics tool that goes beyond simple website traffic and dives into the core of in-app user engagement.
Imagine being able to see every tap, swipe, and click your users make within your app. With Mixpanel, that level of transparency becomes a reality.
You can pinpoint exactly where users drop off or hesitate, giving you valuable insights to optimise the user journey.
One of the most exciting features for performance marketers is the ability to create user cohorts.
By segmenting users based on specific behaviours, you can identify high-value user groups and tailor your marketing efforts accordingly. This allows you to nudge users towards those “aha!” moments within your product, ultimately driving engagement and conversions.
Mixpanel offers a free plan for up to 100,000 tracked users per month, making it a budget-friendly option to get started. Paid plans cater to larger teams and come with additional features.
Marketing reporting tools are the switchboard for your marketing efforts by pulling data from all your campaigns, social media, and website analytics, giving you a clear view of what’s driving results.
They turn siloed information into a unified story that shows what’s working, where to invest more, and how to optimise your marketing for maximum impact.
AgencyAnalytics boasts an all-in-one digital marketing dashboard, allowing you to ditch the siloed approach and see all your clients’ marketing insights under one roof.
Integrations with over 75 different platforms – from social media to SEO tools and PPC – are a breeze to set up.
AgencyAnalytics takes care of the data retrieval, so you can focus on what matters most: analysing the data and making strategic recommendations.
Their Agency and Enterprise plans offer a powerful account-level dashboard feature that is a game-changer for agency leaders and account managers, allowing you to effortlessly track key marketing metrics and KPIs across all your client campaigns in a single view.
This provides invaluable insights for data-driven decision making and helps establish agency-wide performance benchmarks.
AgencyAnalytics offers a variety of plans to suit your needs, with pricing starting at just around $12 per month.
DashThis is an automated marketing reporting tool designed to streamline the process and free you up to focus on what matters most – strategic analysis and campaign optimisation.
With DashThis, you can connect to over 34 of the most popular marketing platforms, including Facebook Ads, Google Ads, and social media giants like Twitter and Instagram.
Every dashboard you create can seamlessly pull data from any combination of these integrations, giving you a holistic view of your marketing performance across all channels.
These dashboards update themselves automatically, ensuring you’re always working with the freshest data.
But what about your own unique data sources? DashThis doesn’t discriminate. Their CSV file import system allows you to easily integrate any proprietary data you might have.
No more repetitive uploads – just like your other integrations, once you set up your CSV file import, it will update automatically, saving you even more time.
DashThis offers a variety of plans to fit your needs, with pricing starting at just around $42 per month.
Databox is a business dashboard software designed to streamline your workflow and empower you with real-time insights.
It boasts hundreds of pre-built integrations, allowing you to effortlessly pull data from all your most-loved sources into a centralised location, eliminating the need for manual data entry and ensures your dashboards are always up-to-date.
With real-time data updates, you can ditch the static reports and monitor your key performance indicators as they evolve. You can see campaign performance shift throughout the day, identify emerging trends, and make data-driven decisions on the fly.
Databox allows you to be nimble and proactive in your marketing strategy.
The beauty of Databox is that it caters to all types of learners with its diverse data visualisation options.
From clear and concise line graphs to intricate heat maps, you can customise your dashboards to suit your preferences and effectively communicate insights to your team and stakeholders.
Databox offers a free plan that allows you to monitor your most important metrics for up to 3 data sources. Paid plans start at $47 per month and offer additional features like unlimited data sources, custom dashboards, and priority support. There’s a plan to fit every budget and marketing need.
Data visualisation tools transform complex numbers and insights into clear, compelling visuals. You can see trends, identify patterns, and tell impactful stories with charts, graphs, and maps that everyone can understand.
Power BI isn’t just another data visualisation tool. It’s a comprehensive business intelligence platform that empowers marketers of all technical skill sets.
The true strength of Power BI lies in its data integration capabilities. It seamlessly connects with your existing Microsoft arsenal, including Excel, and a plethora of other external sources.
This means you can pull data from various marketing channels and campaigns, gaining a holistic view of your performance.
That’s not all. Power BI leverages the power of Artificial Intelligence to supercharge your analysis.
Imagine using image recognition to analyse campaign visuals or harnessing text analytics to understand customer sentiment. Power BI lets you do just that. It even allows you to create basic machine learning models using automated features and integrate with Azure Machine Learning for more advanced tasks.
Finally, Power BI boasts a natural language processing feature called Q&A. This allows you to ask questions about your data, receiving clear and concise responses. It’s like having a built-in data analyst at your fingertips, helping you unearth hidden insights and optimise your marketing efforts.
With its flexible pricing options, Power BI definitely a tool worth exploring.
BigQuery helps performance marketers to analyse massive datasets with ease.
Forget about managing servers or struggling with scalability limitations. BigQuery’s serverless architecture scales seamlessly to accommodate your ever-growing data needs.
But BigQuery’s benefits extend far beyond simple data storage. It integrates seamlessly with other Google Cloud Platform (GCP) products like Looker Studio and Google Cloud Machine Learning Engine.
This creates a powerful ecosystem where you can analyse data, build predictive models, and visualise insights – all within a unified environment.
BigQuery also breaks down data silos by allowing you to query data from external sources alongside your BigQuery data. Additionally, its streaming capabilities enable real-time data ingestion, ensuring your analyses are always based on the freshest information.
While BigQuery offers a free tier for limited usage, costs are based on the amount of data stored and queries run. However, its pay-as-you-go structure ensures you only pay for the resources you use, making it a scalable and cost-effective solution for performance marketers of all sizes.
Tableau offers a rich set of features that cater to various aspects of data visualisation and analysis, transforming your data into actionable insights.
Tableau’s secret weapon? An intuitive drag-and-drop interface.
Forget complex coding – with Tableau, you can create compelling charts and graphs, from pie charts to scatter plots, simply by dragging and dropping data fields. This makes it perfect for marketers of all technical backgrounds.
And it doesn’t stop at basic charts. Tableau offers advanced visualisations like heatmaps and treemaps, allowing you to explore intricate relationships within your data.
Imagine uncovering hidden patterns in campaign performance or customer behaviour – all through clear and insightful visuals.
But the true power of Tableau lies in its ability to combine these visualisations into interactive dashboards. These dashboards provide a comprehensive view of your marketing efforts, allowing you to filter, drill down, and interact with elements to gain deeper insights. With Tableau, you can move from data collection to informed decision-making in a flash.
Tableau offers a variety of pricing plans to suit different business needs. These typically start from a subscription fee per user per month.
Choosing marketing tools can be a challenge with so much choice. But, we hope our list of tools has given you some insight and inspiration to get started.
Most of the tools on this list allow you to track and analyse marketing metrics related to website performance, online advertising, SEO, marketing campaigns.
They don’t provide much insight into the impact of marketing on the bottom line, which is what most clients and stakeholders want to know.
Ruler, however, can. It allows you to track traditional metrics available in most marketing performance tools whilst attributing revenue across multiple campaigns, ads, keywords and more.
Want more info on Ruler? Learn how Ruler attributes revenue back to your marketing or book a demo to see how it can improve the quality of your marketing reports.
