When e-commerce brands compare analytics platforms, two names that may come up are ThoughtMetric and Improvado. Both provide data visibility across marketing channels, but the platforms are designed for very different use cases. Here’s how they compare.
ThoughtMetric
ThoughtMetric is a marketing attribution platform designed for e-commerce brands that want clarity across their entire funnel. Its main focus is helping you see how every channel, campaign, and creative contributes to revenue.
Key features of ThoughtMetric include:
- 5 Different Attribution Models: ThoughtMetric provides a variety of multi-touch attribution models, including first touch, last touch, linear paid, position-based, and a recommended multi-touch model. This flexibility allows businesses to align attribution with their marketing goals, offering a complete customer journey view.
- Campaign Performance Analysis: ThoughtMetric provides in-depth tools to analyze campaign performance across channels, pinpointing which campaigns effectively drive traffic, engagement, and sales. You can view key metrics at the campaign, ad set, and ad level, offering granular performance insights.
- Product Analytics: Track performance at the SKU level to see which products drive the most revenue, attract new vs. returning customers, and perform best across each channel.
- Creative Performance Analysis: ThoughtMetric helps you analyze the effectiveness of your ad creatives, ensuring you're investing in visuals and messaging that resonate with your audience and drive conversions.
- Customer Analytics: ThoughtMetric provides insights into customer behavior, journey paths, and purchase drivers. This information supports the development of targeted marketing strategies and contributes to improved customer lifetime value.
- Server-Side Tagging: ThoughtMetric uses server-side tagging to bypass issues caused by iOS 14 updates and ad blockers, ensuring more accurate and dependable data collection.
- Customer Surveys: ThoughtMetric's customizable post-purchase surveys collect data directly from customers. This provides direct insights into their motivations and how they discovered the brand.
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Simple Pricing Based on Pageviews: Unlike many platforms that tie pricing to advanced features, ThoughtMetric's pricing is straightforward and based solely on the number of pageviews your site receives. This transparent model ensures all paying customers have access to every feature, regardless of their specific plan. Plans start at $99/month for 50,000 pageviews.
Best suited for e-commerce brands that want a dedicated attribution solution with full access to features from day one.
Improvado
Improvado is a marketing data aggregation and business intelligence platform. Rather than focusing only on e-commerce attribution, it’s designed to centralize marketing data for enterprises and agencies.
Key features of Improvado include:
- Data Pipelines: Extract and normalize data from 500+ marketing and sales platforms.
- Custom Dashboards: Push data into tools like Tableau, Looker, or Google Data Studio for advanced reporting.
- Enterprise Focus: Supports very large data sets, custom schemas, and extensive API coverage.
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Cross-Department Data: Goes beyond marketing to also connect finance, sales, and offline sources.
Final Thoughts
- Choose ThoughtMetric if you’re an e-commerce brand that wants clear attribution across channels, campaigns, creatives, customers, and products. It’s focused, purpose-built, and ready to use out of the box.
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Choose Improvado if you’re an enterprise or agency that needs a flexible data pipeline to feed into BI tools for highly customized reporting across multiple departments.
Curious how ThoughtMetric could work for your brand? Book a demo.
