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September 2026 Edition, expanded tier · The six flagship models on every category, as published . The public index runs on the standard tier; this record is what the Expanded Edition Pack delivers on one category. The category page →
Index › GTM › Marketing › Attribution & MMM · September 2026 Edition

Attribution and marketing mix modeling

Asked as “marketing attribution and marketing mix modeling platform”, and as “attribution and MMM tool”, on behalf of a mid-market B2B software company. 27 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.

Gane, the publisher, sells software in this category. Every product here is measured by the same method as in every other category. How the conflict is handled.

Standing · first-choice share
30%
Dreamdata
Contested · HockeyStack 19%
30Dreamdata19HockeyStack15Google Analytics 437others

30% of first choices, contested.

ShowinginAll 112 categories in the September 2026 Edition →

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01Dreamdata30%0%22accepted challengernewNew since September 2026: not ranked then, 30% now.
02HockeyStack19%0%17accepted challengernewNew since September 2026: not ranked then, 19% now.
03Google Meridian Lab in the set15%19%21accepted challengernewNew since September 2026: not ranked then, 15% now.
04Google Analytics 4 Lab in the set15%43%14criticized challengernewNew since September 2026: not ranked then, 15% now.
05Triple Whale4%27%15criticized challengernewNew since September 2026: not ranked then, 4% now.
06Meta Robyn4%38%16criticized challengernewNew since September 2026: not ranked then, 4% now.
Show the five products at 0%, ordered by negative rate
11Adobe Marketo Measure0%57%14criticized challengernewNew since September 2026: not ranked then, 0% now.
10Northbeam0%36%14criticized challengernewNew since September 2026: not ranked then, 0% now.
09Rockerbox0%21%14accepted challengernewNew since September 2026: not ranked then, 0% now.
08Recast0%17%12accepted challengernewNew since September 2026: not ranked then, 0% now.
07Measured0%7%14accepted challengernewNew since September 2026: not ranked then, 0% now.

The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one can't be told apart from repeat variation, and both are shown. Each index measures its own floor from its own repeat, over its own categories, so the floor differs from one index to the next. How the floor is measured

Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.

Google Meridian is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice one time of 4; the other five models three times of 20. Google Analytics 4 is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice zero times of 4; the other five models four times of 20. Lab treatment is defined on the method page; the row is marked, not excluded.

Head to head
Dreamdata vs HockeyStackDreamdata vs Google MeridianDreamdata vs Google Analytics 4
All fifteen head-to-head pages: the top six products, each against each
Dreamdata vs Triple WhaleDreamdata vs Meta RobynHockeyStack vs Google MeridianHockeyStack vs Google Analytics 4HockeyStack vs Triple WhaleHockeyStack vs Meta RobynGoogle Meridian vs Google Analytics 4Google Meridian vs Triple WhaleGoogle Meridian vs Meta RobynGoogle Analytics 4 vs Triple WhaleGoogle Analytics 4 vs Meta RobynTriple Whale vs Meta Robyn

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative40%
Key
01Dreamdata30%
02HockeyStack19%
03Google Meridian15%
04Google Analytics 415%
05Triple Whale4%
06Meta Robyn4%
07Measured0%
08Recast0%
09Rockerbox0%
10Northbeam0%
11Adobe Marketo Measure0%

What they warned about

Three of six models held their first choice under the paraphrase. Claude Opus 5, GPT-6 Astra and Gemini 3.1 Pro changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Google Analytics 4
43%
6 of 14 labels negative · 4 of 6 models · 1 hard negative
“Avoid using attribution reports alone as the final authority for cross-channel investment.” GPT-6 Astra, negative prompt
Adobe Marketo Measure
57%
8 of 14 labels negative · 4 of 6 models
“Bizible became Marketo Measure under Adobe, and B2B practitioners have complained about slowed development post-acquisition.” Claude Opus 5, negative prompt
Google Meridian
19%
4 of 21 labels negative · 4 of 6 models
“Meridian and Robyn are free and production-grade, but they require in-house econometrics and Python capability... At 500 people, buy, unless you already have econometricians.” Claude Opus 5, scale prompt
Meta Robyn
38%
6 of 16 labels negative · 4 of 6 models
“Robyn’s documentation emphasizes analytical expertise, modeling assumptions, and experiment calibration. Neither framework removes the need for competent implementation.” GPT-6 Astra, negative prompt

What they cite

Six of the six models returned a source list in this edition: six return the pages they cited.

Sites the answers cite

33 of 36 answers in this category came back with a source list, from 6 of 6 models: citations where the model returns them, or the search results it consulted. 631 links across 237 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.

hockeystack.com
vendor site · HockeyStack18 answers · 19 citations · 6 models
improvado.io
vendor site · Improvado14 answers · 22 citations · 4 models
segmentstream.com
vendor site · SegmentStream13 answers · 24 citations · 4 models
cometly.com
vendor site · Cometly12 answers · 37 citations · 4 models
funnel.io
vendor site · Funnel11 answers · 16 citations · 5 models
sellforte.com
vendor site · Sellforte10 answers · 16 citations · 3 models
developers.google.com
vendor site · Google Search10 answers · 12 citations · 3 models
measured.com
vendor site · Measured9 answers · 11 citations · 4 models
prescientai.com
vendor site · Prescient AI9 answers · 11 citations · 4 models
lifesight.io
vendor site · Lifesight8 answers · 8 citations · 3 models
fibbler.co
vendor site · Fibbler7 answers · 10 citations · 4 models
dreamdata.io
vendor site · Dreamdata7 answers · 9 citations · 4 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

hockeystack.com/blog-posts/best-marketing-attribution-software
9 answers · 4 models
improvado.io/blog/marketing-mix-modeling-providers
8 answers · 3 models
lifesight.io/blog/marketing-mix-modeling-software
8 answers · 3 models
segmentstream.com/blog/articles/best-attribution-tools
7 answers · 3 models
thecmo.com/tools/best-marketing-attribution-software
7 answers · 2 models
hockeystack.com/
6 answers · 3 models
developers.google.com/meridian/docs/pre-modeling/collect-data
5 answers · 2 models
fibbler.co/blog/b2b-marketing-attribution-software
5 answers · 3 models
learn.g2.com/best-attribution-software
5 answers · 2 models
prescientai.com/blog/top-marketing-attribution-software-solutions
5 answers · 3 models

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best marketing attribution and marketing mix modeling platform”, “marketing attribution and marketing mix modeling platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 days
Dreamdata dreamdata.io30%1511,00064,08820
HockeyStack hockeystack.com19%963,600463,06115
Google parent site
Google Meridian 15%		15%10472046
Google analytics.google.com
Google Analytics 4 15%		15%4739,900348
CaliberMind calibermind.com11%1826001506
Triple Whale triplewhale.com4%708,10014711,483$33562
Meta parent site
Meta Robyn 4%		4%82901
InfiniGrow infinigrow.com4%2
Measured measured.com0%83110,000264,52424,514$51313
Recast getrecast.com0%755,40016,4363,1250

Google's top ten for the two searches hold 15 sites; 3 of them are among the sites the models cited here (cometly.com, funnel.io, improvado.io). The first result for “best marketing attribution and marketing mix modeling platform” is cometly.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
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ModelDirect“What is the best marketing attribution and marketing mix modeling platform for a mid-market B2B software company?”Paraphrase“Which attribution and MMM tool would you recommend to a mid-sized B2B software company?”Comparative“What are the top marketing attribution and marketing mix modeling platforms and how do they differ?”Budget-constrained“What is the best marketing attribution and marketing mix modeling platform for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a marketing attribution and marketing mix modeling platform. What should we look at?”Negative“Which marketing attribution and marketing mix modeling platforms should I avoid or be cautious about?”
Claude Opus 5Dreamdata, HockeyStack
Two alternativesFactors.ai, Google Meridian
against: RecastDreamdataChanged
Five alternativesFactors.ai, Google Meridian, HockeyStack, HubSpot Marketing Hub, Paramark
against: 6sense, Adobe Marketo Measure, Recastno first choice
Eleven alternativesDreamdata, Google Meridian, Haus, HockeyStack, Measured, Northbeam, Prescient AI, PyMC-Marketing, Recast, Rockerbox, Triple Whale
against: Analytic Partners, Ebiquity, Funnel, Ipsos MMA, Kantar, MASS Analytics, Nielsen Marketing Mix ModelingGoogle Meridian
Six alternativesDreamdata, Google Analytics 4, HubSpot Marketing Hub, Meta Robyn, PyMC-Marketing, Triple Whale
against: Northbeamno first choiceagainst: Google Meridian, Meta Robynagainst: Adobe Marketo Measure, Adometry, Attribution 360, Convertro, Hyros, Meta Attribution, Meta Robyn, Northbeam, Triple Whale, Visual IQ, Wicked Reports
Claude Opus 4.8Dreamdata, HockeyStack
Four alternativesFactors.ai, Improvado, Measured, SegmentStream
Dreamdata, HockeyStackHeld
Four alternativesGoogle Meridian, HubSpot Marketing Hub, Meta Robyn, Recast
against: Adobe Marketo Measureno first choiceGoogle Analytics 4, Google Meridian, Meta Robyn
One alternativeActiveCampaign
no first choicenothing named
GPT-6 AstraCaliberMind
Two alternativesDreamdata, HockeyStack
DreamdataChanged
One alternativeHockeyStack
against: Paramarkno first choice
Four alternativesEkimetrics, Northbeam, Recast, Rockerbox
Google Analytics 4
Two alternativesGoogle Meridian, Triple Whale
against: Rockerboxno first choice
Seven alternativesDreamdata, Google Meridian, HockeyStack, Measured, Northbeam, Recast, Rockerbox
against: Google Analytics 4, Google Meridian, Meta Robyn, Northbeam, Prescient AI, Triple Whale
GPT-5.6 SolCaliberMind
Three alternativesDreamdata, HockeyStack, Ruler Analytics
CaliberMindHeld
Two alternativesGoogle Meridian, HockeyStack
against: ParamarkAnalytic Partners
Fifteen alternativesAdjust, Adobe Marketing Campaign Analytics, Adobe Marketo Measure, AppsFlyer, Google Meridian, HockeyStack, Ipsos MMA, Measured, Meta Robyn, Mutinex, Northbeam, OptiMine, Recast, Rockerbox, Triple Whale
Google Analytics 4, Google Meridian
One alternativeStella
against: Funnelno first choice
Two alternativesGoogle Meridian, Meta Robyn
against: Adobe Attribution AI, Google Analytics 4, Google LightweightMMM, Google Marketing Platform, Google Meridian, Kochava, Meta Robyn, Northbeam, Rockerbox, Triple Whale, Wicked Reports
Gemini 3.1 ProDreamdata, HockeyStack
Two alternativesInfiniGrow, RevSure
against: Adobe Marketo Measure, Meta Robyn, Nielsen Marketing Mix ModelingHockeyStack, InfiniGrowChanged
Two alternativesCassandra, Dreamdata
against: Adobe Marketo MeasureNorthbeam, Recast, Triple Whale
Seven alternativesAdobe Marketo Measure, Cometly, Dreamdata, Lifesight, LiftLab, Measured, Sellforte
against: Google Analytics 4, Google Meridian, Meta RobynGoogle Meridian, Triple Whale
Seven alternativesAnyTrack, Dreamdata, Fibbler, Meta Robyn, PyMC-Marketing, Sellforte, Usermaven
against: Measured, Rockerbox, SegmentStreamno first choiceagainst: Kantar, Nielsen Marketing Mix Modelingagainst: Google Analytics 4, Kantar, Looker Studio, Neustar, Nielsen Marketing Mix Modeling, Northbeam, Ruler Analytics, Tableau, Triple Whale
Perplexity Sonar ProDreamdata
Two alternativesIntegrate, RevSure
DreamdataHeld
Four alternativesCaliberMind, HockeyStack, HubSpot Marketing Hub, SegmentStream
against: Adobe Marketo MeasureSegmentStream
Four alternativesDreamdata, Measured, Northbeam, Rockerbox
against: Google Analytics 4Google Analytics 4
Three alternativesCometly, Dreamdata, Triple Whale
no first choiceagainst: Adobe Analytics, Adobe Marketo Measure, Google Analytics 4
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Thirty-six rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Opus 5claude-opus-52026-09-08 13:15yes3174 s
Direct recommendationClaude Opus 4.8claude-opus-4-82026-09-08 13:16yes2971 s
Direct recommendationGPT-6 Astragpt-6-astra2026-09-08 13:18yes652 s
Direct recommendationGPT-5.6 Solgpt-5.6-sol2026-09-08 13:19yes591 s
Direct recommendationGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:17yes1149 s
Direct recommendationPerplexity Sonar Prosonar-pro2026-09-08 13:16yes198 s
ParaphraseClaude Opus 5claude-opus-52026-09-08 13:21yes3366 s
ParaphraseClaude Opus 4.8claude-opus-4-82026-09-08 13:21no024 s
ParaphraseGPT-6 Astragpt-6-astra2026-09-08 13:23yes641 s
ParaphraseGPT-5.6 Solgpt-5.6-sol2026-09-08 13:24yes542 s
ParaphraseGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:22yes1345 s
ParaphrasePerplexity Sonar Prosonar-pro2026-09-08 13:21yes209 s
ComparativeClaude Opus 5claude-opus-52026-09-08 13:25yes4190 s
ComparativeClaude Opus 4.8claude-opus-4-82026-09-08 13:26yes4062 s
ComparativeGPT-6 Astragpt-6-astra2026-09-08 13:29yes18107 s
ComparativeGPT-5.6 Solgpt-5.6-sol2026-09-08 13:31yes16105 s
ComparativeGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:27yes1637 s
ComparativePerplexity Sonar Prosonar-pro2026-09-08 13:27yes1918 s
Budget constrainedClaude Opus 5claude-opus-52026-09-08 13:32yes3866 s
Budget constrainedClaude Opus 4.8claude-opus-4-82026-09-08 13:33yes2559 s
Budget constrainedGPT-6 Astragpt-6-astra2026-09-08 13:35yes540 s
Budget constrainedGPT-5.6 Solgpt-5.6-sol2026-09-08 13:36yes553 s
Budget constrainedGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:34yes1545 s
Budget constrainedPerplexity Sonar Prosonar-pro2026-09-08 13:33yes208 s
Scale constrainedClaude Opus 5claude-opus-52026-09-08 13:37yes3791 s
Scale constrainedClaude Opus 4.8claude-opus-4-82026-09-08 13:38no030 s
Scale constrainedGPT-6 Astragpt-6-astra2026-09-08 13:40yes863 s
Scale constrainedGPT-5.6 Solgpt-5.6-sol2026-09-08 13:41yes477 s
Scale constrainedGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:39no030 s
Scale constrainedPerplexity Sonar Prosonar-pro2026-09-08 13:38yes2017 s
Negative framingClaude Opus 5claude-opus-52026-09-08 13:43yes40102 s
Negative framingClaude Opus 4.8claude-opus-4-82026-09-08 13:44yes3756 s
Negative framingGPT-6 Astragpt-6-astra2026-09-08 13:46yes759 s
Negative framingGPT-5.6 Solgpt-5.6-sol2026-09-08 13:47yes1082 s
Negative framingGemini 3.1 Progemini-3.1-pro-preview2026-09-08 13:45yes1247 s
Negative framingPerplexity Sonar Prosonar-pro2026-09-08 13:44yes2012 s

Noise floor in this category

Flips between the edition run and its calibration repeat. Six prompts per model is a small sample; the index-wide floor is the number to trust.

ShowHide
Claude Opus 5
2 of 4 flipped
Claude Opus 4.8
3 of 3 flipped
GPT-6 Astra
2 of 3 flipped
GPT-5.6 Sol
2 of 4 flipped
Gemini 3.1 Pro
6 of 6 flipped
Perplexity Sonar Pro
0 of 4 flipped

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

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Category-scoped readings
HubSpot read as HubSpot Marketing Hub
Keen read as Keen Decision Systems
Nielsen read as Nielsen Marketing Mix Modeling
Salesforce read as Salesforce Sales Cloud
Unresolved, counted raw
None awaiting human review.
Discontinued, still offered
Gemini 3.1 Pro named Google LightweightMMM as alternative on the negative prompt. Deprecated by Google in favor of Meridian.

Also in marketing

The other categories of this function, with the leader in each.
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