Best marketing attribution for B2B teams
If you are comparing attribution tools, the honest answer is that the right one depends on how you sell and who has to trust the numbers. This guide compares Cortex to Triple Whale, HockeyStack, and Northbeam — three of the tools B2B and ecommerce teams look at most — using details from each competitor's public site, and shows where Cortex fits.
What to look for
Four questions separate these tools:
- Attribution model. Does it match how you sell — multi-touch for paid-heavy ecommerce, or something that includes CRM-sourced pipeline for B2B?
- Will finance trust it? Do the numbers reconcile with the P&L your finance team already sees, or will they disagree with the books?
- Entry price. What does it cost to get started, and is the price tied to your ad spend or GMV?
- Self-serve or sales-assisted. Can you evaluate it yourself, or does every trial start with a sales call?
Cortex vs Triple Whale
Triple Whale positions itself as the AI operating system for ecommerce and is Shopify-centered, with attribution, modeling, and incrementality across a published Free, $219/mo, and $749/mo GMV-based tiers. Cortex covers B2B and ecommerce and adds books-level finance reconciliation through Margin, from $129/mo. Read the full Cortex vs Triple Whale comparison.
Cortex vs HockeyStack
HockeyStack is a no-nonsense B2B marketing analytics and attribution product with named case studies and a sales-assisted buying motion, and it does not publish an entry price. Cortex is self-serve from $129/mo with a 14-day free trial, and reconciles marketing to the accounting books. Read the full Cortex vs HockeyStack comparison.
Cortex vs Northbeam
Northbeam is multi-touch attribution for high-spend ecommerce, with a published Starter plan beginning around $1,500/mo. Cortex starts at $129/mo per module, covers B2B as well as ecommerce, and ties attribution to the books through Margin. Read the full Cortex vs Northbeam comparison.
Where Cortex fits
Cortex is built around one problem: when your dashboards disagree about what drove revenue, the finance team's P&L is the tiebreaker. The Margin module connects your actual accounting books to marketing spend, so MER, blended CAC, and profit agree in one view. Attribution covers paid, organic, and CRM-sourced pipeline across B2B and ecommerce, and you can start self-serve from $129/mo per module — or Cortex Complete at $599/mo ($499/mo annual) — on a 14-day trial with no credit card. It was built by founder Riley Sorenson.
Questions
What is the best marketing attribution tool for B2B teams?
It depends on your motion. If you want self-serve attribution that also reconciles with your finance books, Cortex fits — Margin ties your accounting books to marketing spend so the numbers survive a finance review. HockeyStack is a strong sales-assisted B2B option; Triple Whale and Northbeam are ecommerce-first.
How should I choose between these tools?
Look at four things: the attribution model, whether your finance team will trust the numbers, the entry price, and whether buying is self-serve or sales-assisted. Cortex is self-serve from $129/mo with books-level reconciliation; Triple Whale and Northbeam are ecommerce-focused; HockeyStack is sales-assisted B2B.
Does Cortex work for ecommerce as well as B2B?
Yes. Cortex covers B2B and ecommerce, attributing paid, organic, and CRM-sourced pipeline through to revenue, and Margin reconciles it against your accounting books. That makes it a fit whether you sell through Shopify, a sales team, or both.
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Competitor details from their public sites as of August 2026. Spot something out of date? Email riley@cortexanalytics.app.