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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Attribution & Analytics

HockeyStack

Paid

HockeyStack is a B2B revenue attribution and marketing analytics platform that unifies website behavior, ad spend, CRM pipeline, and product data into a single account-level view of what drives revenue. It connects sources like Salesforce, HubSpot, LinkedIn Ads, and Google Ads, then applies multi-touch and account journey models so teams can see which campaigns influence pipeline and closed-won deals. It is built for demand-generation and revenue-operations teams running long, multi-stakeholder B2B sales cycles.

AnalyticsB2B attributionrevenue analyticsmulti-touch attributionmarketing analyticspipelineCRM

What it does

HockeyStack pulls data from the systems a B2B marketing team already runs — CRM, ad platforms, website analytics, and product usage — and stitches it together at the account and contact level so revenue can be traced back to the marketing and sales touches that influenced it. Rather than crediting a single click, it builds account journeys across many people and many sessions, then applies multi-touch and custom attribution models to show which campaigns, channels, and content moved deals toward pipeline and closed-won. Teams use it to measure return on ad spend in pipeline terms, spot which programs accelerate or stall deals, and report marketing's contribution to revenue in a way that finance and sales recognize. It is purpose-built for considered, multi-stakeholder purchases rather than single-session e-commerce.

Where it fits

HockeyStack sits at the analytics layer of a B2B stack, connecting upstream ad and web data to downstream CRM pipeline to attribute revenue.

Core features

  • Account-level journey stitching across contacts and sessions
  • Native connectors for CRM, ad platforms, and web analytics
  • Multi-touch and custom attribution models tied to pipeline
  • Revenue and ROAS reporting in pipeline and closed-won terms
  • Dashboards for demand-gen, content, and channel performance

Best for

  • B2B demand-generation teams proving marketing's revenue impact
  • Revenue-operations teams unifying ad, CRM, and product data
  • Companies with long, multi-stakeholder sales cycles

Beginner notes

  1. Clean CRM data matters more than the tool; messy opportunity stages will distort every attribution report.
  2. Agree on one attribution model with sales and finance before presenting numbers, or each team will dispute the credit.
  3. Start by trusting trends and directional reads rather than treating account-journey credit as exact to the dollar.
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