Ad attribution software: six tools compared by attribution model, pricing basis and entry price

Six ad attribution tools and how each prices

Ad attribution software credits each sale to the ad clicks that came before it. The six tools here charge by tracked visitors, revenue, annual GMV (gross sales value) or events, except Google Analytics 4 (GA4), which is free of charge. ClickMagick Starter is $79 a month on monthly billing, as read on October 8, 2026.

Ad attribution models: last click, first click, linear, position-based and time decay

An attribution model is the rule that splits credit for a sale across the ad clicks before it. ClickMagick lists five: Last Click, First Click, Linear, Position-Based and Time Decay, with Last Click as the default. Its pricing card lists Advanced Attribution Models under Standard, $199 a month on monthly billing, and not under Starter.

Google Analytics 4 offers three models in its attribution reports: data-driven, paid and organic last click, and Google paid channels last click. Google removed first click, linear, time decay and position-based from GA4 in November 2023, and Google Ads says it no longer supports those four; ClickMagick still lists all four in its own reports.

Ad attribution window on Meta and Google

An ad attribution window is the period after an ad click or view in which a sale still counts for that ad. Meta's Ads Manager lets the advertiser choose a click-through window of 1 day or 7 days, and counts view-through events within 1 day of an impression. Google Ads sets conversion windows from 1 to 90 days by conversion source, and GA4 defaults to 30 days for acquisition key events and 90 days for all others.

ClickMagick says Facebook Ads uses just a 7-day click window and Google Ads allows at most 90 days, while Meta's own page lets an advertiser choose 1 or 7 days. A ClickMagick conversion with no recorded first click is kept as an organic one.

Revenue-priced attribution: Hyros and Wicked Reports

Hyros has one plan, set up by Hyros staff and priced by tracked monthly revenue, and it shows its price on its own pricing page. Hyros says it runs off your existing UTMs. Its page does not say whether it bills monthly or prepaid.

Wicked Reports sets its price by the last 12 months of gross revenue. For $0 to $2,500,000 of it, Measure is $499 a month, billing basis not printed, and Advanced Signal or 5 Forces AI are add-ons at $199 a month each. Wicked Reports also advertises a 3x guarantee on its home page.

Which ad attribution software fits which business

• Google Analytics 4 for three models at no cost; see ClickMagick vs GA4.
• Triple Whale for an online store priced by annual GMV; its paid price is on its own pricing page.
• Wicked Reports for revenue-band pricing with add-ons; see ClickMagick vs Wicked Reports.
• Hyros for setup by its own staff; see Hyros alternatives.
• ClickMagick Standard, $199 a month on monthly billing, for five attribution models and conversions sent back to ad platforms.

Of the paid tools here, ClickMagick and RedTrack each list a 14-day free trial.