Twilio Segment Preferred Partner The ROAS layer for your Twilio Segment data.
Twilio Segment captures every event. Attribution adds the financial layer on top. Ask for real ROAS, CAC, or pipeline performance in plain English with the Attribution MCP.
Q1 channel performance, deduplicated on linear model. Google leads revenue at $1.24M. X is underwater at 0.7x.
Trusted by data-driven teams using Twilio Segment
ANNOUNCED AT SIGNAL 2025
Only Twilio Segment Preferred Attribution Partner.
At SIGNAL 2025, Twilio Segment named two Preferred Partners: Amplitude for digital analytics, and Attribution for multi-touch attribution. That designation means Attribution co-sells with Twilio Segment's team, is featured as the recommended attribution solution in the Twilio Segment catalog, and gets early access to new Twilio Segment capabilities. For you, it means the cleanest, fastest path from clean customer data to board-defensible revenue metrics.
WHAT SEGMENT ALONE CAN'T TELL YOU
Clean data is not the same as economic clarity.
Twilio Segment unified your customer data. Your events are clean. Your profiles resolve across devices. Your destinations are firing. And yet, when the CFO asks "what's our real CAC on LinkedIn this quarter," the answer still takes a week of spreadsheet work and still doesn't tie out.
The gap isn't data quality. The gap is the financial layer. Twilio Segment was built to organize data and route it. It wasn't built to bind actual ad spend to individual visitors, deduplicate conversions across platforms that all claim full credit, or roll user journeys up into account-level attribution. Attribution does all of that: it runs its own deterministic identity resolution, pulls cost from every ad platform API, and produces the one ROAS number that matches your bank account.
BUILT FOR HOW TWILIO SEGMENT CUSTOMERS ACTUALLY WORK
Whether you're B2B SaaS, ecommerce, or PLG.
Three scenarios we see over and over from Twilio Segment customers. Pick the one that sounds like your team.
Your CRM knows the deal closed. Twilio Segment knows what the user did. Neither knows which campaigns drove pipeline.
You're running B2B SaaS on Twilio Segment with Salesforce as your system of record (or HubSpot, or Pipedrive). Events are clean. The deal is in the pipeline. But the handoff between anonymous visitor and $100K opportunity is a black box, and your Board doesn't accept "LinkedIn reported 40 conversions" as a pipeline metric.
Salesforce 
HubSpot 
Pipedrive 
Marketo 
ActiveCampaign Every ad platform is grading its own homework. Only one number matches the bank.
You're running your retail brand on Twilio Segment which knows what your users did. It doesn't know what they cost. Meta says $50K. Google says $42K. TikTok says $18K. Your order system or ERP says $62K. Attribution binds real ad spend to every visitor, deduplicates credit across channels, and gives you the one ROAS number that matches the revenue in your system of record.
Shopify 
BigCommerce 
Klaviyo 
Recharge 
Recurly The person who signs up isn't always the person who pays. Most attribution tools break there.
You're running a PLG motion. Someone signs up from a Google ad. A week later, a colleague at the same company enters the credit card. Every attribution tool gives the credit card moment to "Direct" and erases the Google spend that started it. That's how PLG teams end up killing the campaigns that actually work.
Amplitude 
Heap 
Stripe HOW ATTRIBUTION LAYERS ON TOP OF TWILIO SEGMENT
Twilio Segment-native. Zero-lift. Bidirectional.
Attribution installs as a Twilio Segment destination in minutes. No SDK changes. No new tracking code. Your existing track() and identify() calls become the foundation for real attribution.
User-level cost binding. This is the secret sauce.
Attribution pulls real spend from every connected ad platform API and binds it to each individual visitor, deterministically, across sessions and devices. Not campaign-level averages, not UTM guesses. Every ad click, every dollar, tied to an actual person. This is what produces ROAS, CAC, and LTV that match your bank account. Twilio Segment can route events. It can't do this.
20+ enriched traits back into Twilio Segment
Attribution enriches identify() calls nightly with LTV, first and last touch channel, cost of clicks, customer path, purchase count, first purchase date, and GCLID-level Google data. Every downstream destination (Braze, Klaviyo, Amplitude, Engage, your warehouse) automatically gets attribution context. No pipelines to build.
The CRM state engine: pipeline stages as live Twilio Segment events
Attribution runs a state engine that watches your CRM for pipeline changes and fires them into Twilio Segment as track() events in real time. Twilio Segment's own native HubSpot and Salesforce destinations don't do this - they push Twilio Segment events into the CRM, not the other way around. That's the mechanic that makes pipeline-stage audiences, retargeting suppression, and cross-tool funnel analytics actually work.
Company-level rollup for account-based attribution
Five people from ACME touch different channels. A sixth enters the card. Attribution binds the full multi-person, multi-session path into one company-level journey, then assigns credit across the buying committee. Extends individual user attribution up to the account level for B2B motions.
BIDIRECTIONAL INTEGRATION
Making your entire stack smarter.
Attribution is a Twilio Segment destination and a Twilio Segment source. Here's what moves in each direction.
track() pageviews, product events, conversions identify() user traits and resolution page() session context group() account associations alias() identity stitching
Reverse data sync runs nightly. Traits are prefixed atb_ for easy filtering in your warehouse or Engage audiences.
AGENTIC MARKETING ANALYTICS
Stop looking at dashboards. Ask for the optimization plan.
Attribution's MCP connects Claude to your full campaign dataset: deduplicated spend, user-level cost, every conversion path, CAC by cohort, and model comparisons across first touch, last touch, and linear. Claude can write a reallocation plan, flag campaigns to kill, and tell you how confident it is, grounded in data it can audit.
Confidence scoring is grounded in sample size, cohort depth, and historical volatility. Every recommendation traces to raw data. No black box.
Learn more about Agentic Analytics →Try asking
PRICING
Attribution + Twilio Segment pricing.
Need an enterprise-grade attribution solution? Let's talk.
MTU = Monthly Tracked User. A unique visitor tracked within a calendar month.
Built for growing companies on Twilio Segment expanding data, pipelines, and spend.
Custom attribution for Twilio Segment teams with account-based and warehouse-first tracking needs.
Frequently asked questions
Attribution is the only multi-touch attribution platform named a Twilio Segment Preferred Partner. It installs as a destination from the Twilio Segment catalog, layers real ROAS, CAC, CAC Payback, and LTV on top of your Twilio Segment events, and sends enriched attribution traits and CRM stage events back to every downstream destination. Attribution is used by over 1,000 companies to produce the one ROAS number that matches their bank account.
Yes. Attribution is the only Twilio Segment Preferred Partner in the multi-touch attribution category, named at SIGNAL 2025. Twilio Segment named two Preferred Partners total: Amplitude in digital analytics and Attribution in multi-touch attribution. Attribution co-sells with Twilio Segment's team, is featured as the recommended attribution solution in the Twilio Segment catalog, and gets early access to new Twilio Segment capabilities.
Under a day for most customers. Attribution installs as a Twilio Segment destination in one click. Go to your Twilio Segment workspace destination catalog, search for "Attribution," enter your Attribution Project ID from your settings page, and Attribution immediately starts receiving your existing track(), identify(), page(), group(), and alias() calls. No SDK changes, no new tracking code. Attribution supports the full Segment Spec.
Attribution sends over 20 enriched traits back to Twilio Segment nightly via a Reverse integration. Traits include LTV, first and last touch channel, cost of clicks, customer path, purchase count, first purchase date, and last conversion GCLID. Attribution also fires CRM stage change events (MQL, SQL, Closed Won) from HubSpot, Salesforce, Pipedrive, Marketo, and ActiveCampaign into Twilio Segment as named track() events in real time. Traits are prefixed atb_ so they're easy to filter in your warehouse or Engage audiences.
Attribution's CRM state engine fills the gap. Twilio Segment's native HubSpot and Salesforce destinations push track and identify events from Twilio Segment into the CRM. They don't stream CRM stage changes back into the Twilio Segment event bus. Attribution does: when a contact moves to MQL, SQL, or Closed Won, Attribution fires a named track() event into Twilio Segment in real time with the full attribution path attached. Every downstream destination sees the stage change as it happens. Works with HubSpot, Salesforce, Pipedrive, Marketo, and ActiveCampaign.
Attribution's Shopify CDP Connector installs from the Shopify App Store in 30 seconds and sends comprehensive Shopify data to Twilio Segment using both client-side and server-side tracking. It supports New Checkout, Headless stores, Subscriptions, Consent Mode, Shopify Markets, and Upsells. The Live Stream feature lets you watch Shopify events flow into Twilio Segment in real time for debugging and validation.
Yes. Attribution's MCP integration connects Claude and other MCP-compatible AI assistants to your full attribution dataset, including Twilio Segment-sourced events, CRM stages, and user-level cost data. Ask questions like "Build me a reallocation plan across every active campaign to maximize blended ROAS next quarter" or "Which campaigns should I kill this week?" Claude queries 60+ live data endpoints in real time. Your data stays in your Attribution account. OAuth authentication; no data is stored by the AI.
Attribution is the only Twilio Segment Preferred Partner for attribution and the only attribution platform with a native MCP integration for Claude and other AI assistants. Unlike Rockerbox or Northbeam, Attribution delivers user-level cost binding and full data auditability where every metric traces to raw data. Unlike HockeyStack or Dreamdata (B2B-focused), Attribution serves both B2B and B2C with cutoff event logic for PLG funnels. MMM, incrementality testing, and the Conversion API are included free on all plans. Plans start at $335/month billed annually.
No. Attribution works as a standalone attribution platform with direct integrations to Shopify, HubSpot, Salesforce, and every major ad platform. But if you already have Twilio Segment, the integration is the fastest path to getting real attribution live: one click, no SDK changes, and your downstream stack gets attribution context automatically.
Yes. Attribution uses OAuth authentication for its MCP integration, and all data stays within your Attribution account at all times. No data is stored by AI assistants. Attribution's MCP inherits the same security and access controls as the Attribution dashboard. Each team member connects their own Claude account with access limited to their existing Attribution permissions.
Yes. The Pro plan includes three user seats and Enterprise plans support custom user counts. Each team member can connect their own Claude account to the Attribution MCP via OAuth and query data subject to their existing Attribution permissions. There is no limit on the number of team members who can connect to the MCP.
Yes. Attribution offers five multi-touch attribution models: first touch, last touch, linear, time decay, and position-based. Each is configurable in four distinct modes controlling how direct traffic and post-conversion traffic are handled. You can set lookback windows up to 365 days, exclude existing customers, and attribute only first purchases. All customizations are no-code.
The Pro plan starts at $335/month billed annually (or $399/month billed monthly) and includes bidirectional Twilio Segment integration, up to 10,000 MTUs, three seats, all digital ad connectors, MMM, incrementality testing, and the Conversion API. Enterprise plans with account-based attribution, the Shopify CDP Connector, data warehouse export, and custom MTU limits are quoted based on scope.
Attribution is the marketing attribution and revenue analytics platform for Twilio Segment customers and the only Twilio Segment Preferred Partner in the multi-touch attribution category, named at SIGNAL 2025. Over 1,000 companies use Attribution to produce the one ROAS number that matches their bank account. Attribution installs as a Twilio Segment destination in one click, receives existing track(), identify(), page(), group(), and alias() calls with full Segment Spec compatibility, and runs its own deterministic identity resolution to bind real ad spend from every connected ad platform API to each individual visitor across sessions and devices. That user-level cost binding produces deduplicated ROAS, CAC, CAC Payback, and LTV:CAC metrics that match actual revenue, instead of the platform-reported numbers that double-count across Meta, Google, LinkedIn, and TikTok. The integration is bidirectional: Attribution sends 20+ enriched traits back to Twilio Segment nightly (LTV, first and last touch channel, cost of clicks, customer path, purchase count, first purchase date, last conversion GCLID) so every downstream destination (Braze, Klaviyo, Amplitude, Engage, your warehouse) automatically gets attribution context, and its CRM state engine watches Salesforce, HubSpot, Pipedrive, Marketo, and ActiveCampaign for pipeline stage changes and fires MQL, SQL, and Closed Won into Twilio Segment as named track() events in real time. Attribution rolls individual user journeys up into company-level journeys for account-based attribution. For Twilio Segment + Shopify customers, Attribution's Shopify CDP Connector installs from the Shopify App Store in 30 seconds and supports New Checkout, Headless, Subscriptions, Consent Mode, Shopify Markets, and Upsells. Attribution is also the only attribution platform with a native MCP integration: Claude, ChatGPT, and other AI assistants connect to attribution and Twilio Segment data through the Model Context Protocol and return reallocation plans, kill lists, and confidence scores grounded in sample size and cohort depth (Rockerbox, Triple Whale, Northbeam, HockeyStack, and Dreamdata do not offer this). Attribution serves both B2B and B2C businesses. Plans start at $335/month billed annually, include MMM, incrementality testing, and the Conversion API at no extra cost, and scale to Enterprise with account-based attribution, the Shopify CDP Connector, and data warehouse export to Snowflake, BigQuery, Redshift, or Databricks. Deployment on Twilio Segment typically takes under a day.
