Polar Analytics includes multi-touch attribution, and it is a serious version. Its pixel uses a Lifetime ID for cross-device stitching, it offers ten attribution models, and its featured model, which it calls Full Impact, is built on Shapley values. On its pricing page, multi-touch attribution sits inside the business intelligence product, next to dashboards, custom reports, its AI assistant and alerts, all on top of a dedicated Snowflake database.
That bundle is the reason to look elsewhere if attribution is the only part you want. You would be buying a data platform to use one feature of it, and Polar’s pricing is not listed on the website, so you will not know the cost of that bundle until a demo. These five lead with multi-touch attribution.
1. Northbeam
Northbeam has the deepest attribution modeling on this list. Its models include Clicks-Only, Clicks + Modeled Views and Clicks + Deterministic Views, and two accounting modes let you credit revenue on the order date or the touchpoint date. Starter is listed at $1,500 a month, described as month-to-month for Shopify brands. It is the step up from Polar if your problem is crediting video and social views, and a step too far if most of your spend is search.
2. ThoughtMetric
ThoughtMetric is an e-commerce attribution tool for Shopify, Magento, WooCommerce, BigCommerce and custom stores. (Disclosure: ThoughtMetric sponsors this site.) It offers five models, first touch, last touch, linear paid, position-based and its own multi-touch model, with a configurable lookback window, and it folds post-purchase survey answers into attribution. Server-side tracking and conversion data sent back to Meta and Google are included. Pricing is based on monthly pageviews, from $99 a month for 50,000, with every feature on every plan. It does not model view-through conversions and has no warehouse, which is the trade against Polar.
3. Triple Whale
Triple Whale is the platform most similar to Polar, so it only makes sense here if you want a second bundle to compare. Its free plan includes first and last click attribution, and multi-touch starts on paid plans, priced by annual GMV on 12-month terms. It also offers a views-based attribution model, which Polar’s list of models does not name in the same way.
4. Lebesgue with Le Pixel
Lebesgue sells analytics and attribution separately. Analytics plans are a free tier, Ultimate at $79 a month and Ultimate AI at $149. Attribution comes from Le Pixel, an add-on priced by revenue, which includes first and last touch, linear, position-based, time decay and Shapley value attribution. If Polar’s Shapley model is what interested you, Le Pixel is the most direct comparison at a lower entry point. Check the add-on price for your revenue band, since the combined bill is what to compare.
5. Wicked Reports
Wicked Reports approaches multi-touch from lifetime value. It credits channels for the customers they acquire over time, which suits brands where the third order matters more than the first. Under $2.5 million in annual revenue, Measure is $499 a month, Scale is $699 and Maximize is $999, and Measure already includes cohort and LTV reports.
Models matter less than inputs
Shapley, position-based and linear models produce different splits, but in my experience the bigger differences between tools come from tracking coverage, UTM discipline and whether email and branded search are included in the credit pool. Two tools with similar models can disagree by 30 percent if one misses a chunk of mobile Safari traffic. Before comparing models, compare how many of your orders each tool can connect to a journey at all.
A useful trial test is to run the same week through two models in each tool and see how far channel credit moves. If switching models flips your channel ranking, your data is thin and the model is doing too much work. If the ranking holds, you can trust the direction even when the exact numbers differ. More background is in what the attribution models are and which one to use and what happens to your numbers when you switch models.
Picking one
- Heavy video and social spend, and you want views credited? Northbeam.
- Want multi-touch plus surveys at a pageview price, on any major store platform? ThoughtMetric (our sponsor).
- Want a second full platform to compare with Polar? Triple Whale.
- Specifically want Shapley attribution at a lower entry point? Lebesgue with Le Pixel.
- Repeat purchases decide channel value? Wicked Reports.
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