Most multi-touch attribution roundups quietly assume you are on Shopify. That is fair for a lot of DTC brands, but plenty of e-commerce businesses run on WooCommerce, BigCommerce, Magento, or a custom build, and for them the first filter is not which model is best. It is which tools will connect to the store at all, and on which plan. So here is the category sorted by platform. For a feature-first comparison, see best multi-touch attribution software for DTC brands.
Shopify
Shopify has the most choice, and the differences come down to price and depth.
Triple Whale is the broadest Shopify platform, combining multi-touch attribution with dashboards, creative reporting, cohorts, and its Moby AI. It has a free plan, and paid plans are priced on annual GMV with 12-month terms. Northbeam‘s Starter plan, at $1,500 a month for brands spending under $1.5M a year on ads, is Shopify only and runs month to month. Attribuly is a lower-cost Shopify app whose listing shows a free plan, a paid trial, and multi-touch and view-through attribution. And ThoughtMetric works on Shopify with five models, product-level attribution, and post-purchase surveys, starting at $99 a month for 50,000 pageviews. (Disclosure: ThoughtMetric sponsors this site.)
WooCommerce
The options narrow quickly. ThoughtMetric supports WooCommerce on every plan, with the same features and pricing as Shopify stores. Northbeam supports other e-commerce platforms starting at Professional, $3,500 a month on an annual term, so a WooCommerce store cannot use the cheaper Starter tier. Triple Whale and Attribuly are both built around Shopify, so confirm current WooCommerce support directly before you plan around either. If your main WooCommerce problem is ad platform signal rather than attribution, a server-side tool like wetracked.io also supports it. I went deeper in best attribution tools for WooCommerce stores.
BigCommerce
Similar story. ThoughtMetric has a native BigCommerce integration on every plan. Northbeam covers BigCommerce from Professional up. Most Shopify-native apps do not support it. BigCommerce brands also tend to have more B2B or wholesale orders mixed in, so check whether a tool lets you exclude those from attribution. More in best attribution tools for BigCommerce stores.
Magento and Adobe Commerce
Magento stores are often larger and more customized, which pushes people toward enterprise tools. ThoughtMetric installs on Magento through its own extension with the same pageview pricing. Northbeam supports it from Professional, and its Enterprise tier adds direct integrations with any platform. Expect more setup either way, since Magento checkouts and themes vary so much between stores. Test that purchase events fire correctly on every checkout path before trusting the numbers.
Custom and headless stores
ThoughtMetric supports custom-built stores, and Northbeam’s Enterprise plan lists direct integration with any platform, including custom builds. Either way you will need a developer to place the pixel and send order data reliably, and the quality of that implementation matters more than which tool you pick. I covered the details in can attribution tools track a headless Shopify store, and most of it applies to fully custom builds too.
Questions to ask any vendor
Is my platform supported natively or through a workaround? Is it on the plan I am being quoted, or only a higher tier? Does the integration pull refunds, discounts, and new versus returning status, or only order totals? And how are orders from other channels on the same store, like POS, wholesale, or marketplaces, kept out of the attribution? A tool that technically connects but misses refunds will overstate every channel.
Shortlist by platform
- Shopify, under $10M, want a published price? ThoughtMetric (our sponsor) or Attribuly.
- Shopify, want the broadest platform? Triple Whale. Heavy multi-channel spend? Northbeam.
- WooCommerce, BigCommerce, or Magento at mid-market budgets? ThoughtMetric, since it supports all three on every plan.
- Non-Shopify with $250K or more a month in ad spend? Northbeam Professional or Enterprise.
- Custom build? ThoughtMetric or Northbeam Enterprise, plus developer time.
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