HockeyStack is a B2B analytics and revenue attribution platform that tracks every marketing and sales touchpoint — website visits, ad clicks, email opens, product interactions, and sales activities — and connects them to pipeline creation and closed revenue without requiring engineering instrumentation. It gives B2B revenue teams a unified view of what is actually driving pipeline and revenue across every channel.
Product Overview
HockeyStack's key architectural advantage is its no-code data collection: rather than requiring engineering to instrument custom events, HockeyStack's script automatically captures website behaviour, and its native integrations pull marketing engagement, CRM activity, and product usage data into a unified analytics layer. This means marketing and revenue operations teams can deploy HockeyStack and start seeing attribution data within hours rather than weeks. Its account-level journey view traces every touchpoint for a target account — from the first anonymous website visit through to the closed won opportunity — showing which ads, content pieces, outbound touches, and product trials influenced the deal. HockeyStack's attribution models (first-touch, last-touch, linear, W-shaped, time-decay, and full-path) can be applied to the same dataset and compared side by side — allowing revenue teams to see how different attribution philosophies value the same marketing investments. Its dashboards are built specifically for B2B metrics: pipeline influence, opportunity velocity, and revenue by channel.
Key Features
- No-Code Event Tracking: Automatic website behaviour capture without engineering instrumentation — deploy once and start seeing attribution data immediately.
- Account-Level Journey View: Trace every touchpoint for a target account from first anonymous visit through to closed won — see the full multi-touch story.
- Multi-Model Attribution: Apply first-touch, last-touch, linear, W-shaped, and full-path models to the same data — compare attribution credit side by side.
- Pipeline Influence Reporting: Show which channels, campaigns, and content pieces influenced pipeline creation and closed revenue — marketing ROI from CRM data.
- CRM & Ad Integration: Native integrations with Salesforce, HubSpot, and all major ad platforms — unified attribution without custom data pipelines.
Best For
B2B SaaS marketing and revenue operations teams that want account-level, multi-touch attribution connecting marketing activity to CRM pipeline — without requiring engineering resources to instrument a custom data pipeline.
Pricing
Starter: from $1,499/month. Growth: custom. Enterprise: custom. Free demo available.
Key Integrations
Salesforce, HubSpot, Google Ads, LinkedIn Ads, Facebook Ads, Segment, Marketo, Pardot, Slack, Snowflake
Pros
- No-code deployment — attribution data live in hours without engineering involvement
- Account-level journey view is purpose-built for B2B account-based motions
- Multi-model side-by-side comparison enables data-driven attribution model selection
- Strong B2B-specific metrics (pipeline influence, opportunity velocity) vs. generic web analytics tools
Cons
- Premium pricing makes it enterprise-focused — less accessible for early-stage or SMB teams
- Primarily B2B SaaS focused — less fit for ecommerce, consumer, or complex offline revenue models
- Newer entrant — smaller third-party integration ecosystem than established tools like Bizible
