Measurement & Attribution

Multi-touch attribution, pipeline analytics and B2B marketing measurement.

Yesterday

Windsor.ai expands MCP write actions to Google Merchant Center

Windsor.ai's November 6, 2026 changelog says its MCP write actions now cover Google Merchant Center, and lists connector updates for Amazon, TikTok, QuickBooks and other sources.

Windsor.aiYesterday

This week

HockeyStack adds disconnected integration alerts and lookback windows for Lift reports

HockeyStack's November 4 release notes add email alerts when an integration disconnects, configurable lookback windows for Lift reports and faster attribution queries.

HockeyStack3 days ago

This month

Windsor.ai fixes sign-in for connect links opened from AI assistants

Windsor.ai's October 30 changelog says connect links opened from Claude, ChatGPT and other assistants now sign users in to the right account, and lists connector field updates and an IN filter.

Windsor.aiOct 30

HockeyStack adds OpenAI Ads integration for ChatGPT ad attribution

HockeyStack released an OpenAI Ads integration so customers can track and attribute ChatGPT ad spend alongside other channels.

HockeyStackOct 21

Windsor.ai adds SE Ranking connector and MCP task revert

Windsor.ai's October 16, 2026 changelog adds an SE Ranking connector for keywords, rankings and site audits, raises connector request limits, and lets users revert an async task from the Windsor.ai MCP.

Windsor.aiOct 16

Windsor.ai adds eBay, Shopee Ads and CTV connectors and MCP social posting

Windsor.ai's October 9, 2026 changelog lists new connectors for eBay, Vistar Media, SWEET.TV and Shopee Ads, plus MCP write actions that can publish image posts to a Facebook Page and a LinkedIn company page.

Windsor.aiOct 9

October 2026

CaliberMind joins LinkedIn partner program and launches LinkedIn performance product

CaliberMind joined LinkedIn's Partner Marketing program for B2B attribution and analytics and launched Performance Intelligence for LinkedIn.

CaliberMindOct 2

Windsor.ai adds Gemini Enterprise as an AI destination

Windsor.ai added Gemini Enterprise as an AI destination, with Windsor.ai acting as a data store, and moved reports to async jobs.

Windsor.aiOct 2

September 2026

HockeyStack releases MCP for querying data and building reports through AI

HockeyStack's September 30 release notes announced a HockeyStack MCP for querying data, building reports and analyzing pipeline through AI tools.

HockeyStackSep 30

Windsor.ai adds Salesforce write actions and raises limits on smaller plans

Windsor.ai's September 11, 2026 changelog adds MCP write actions to create and delete Salesforce objects and set Google Ads geo targeting, a DeepSeek destination, new Claude and ChatGPT directory listings, and higher limits on smaller plans.

Windsor.aiSep 11

Factors.ai lets customers grade accounts on fixed score thresholds

Factors.ai added absolute scoring for engagement categories, letting customers set their own Hot, Warm, Cool and Ice score boundaries instead of grading accounts by percentile.

Factors.aiSep 10

CaliberMind launches Activations to sync attribution segments to 170+ platforms

CaliberMind released Activations, which syncs attribution-based segments to more than 170 ad and marketing platforms, with a no-cost starter package.

CaliberMindSep 2

Factors.ai Scout shows field-level changes in LinkedIn and Google Ads campaigns

Factors.ai added Campaign Changelog to Scout, its AI assistant, which shows what changed in LinkedIn and Google Ads campaigns and when, with before and after values for settings, budgets, bids, targeting and keywords.

Factors.aiSep 1

August 2026

Dreamdata launches Dreamdata AI with an Analytics Agent and MCP server

Dreamdata introduced Dreamdata AI, which includes an in-app Analytics Agent, an MCP server for external LLMs and support for custom agents on its data warehouse.

DreamdataAug 31

Integrate acquires CaliberMind

Lead management vendor Integrate acquired B2B attribution and analytics company CaliberMind, which will continue as a dedicated product line.

CaliberMindAug 26

Factors.ai MCP server can now pull saved reports into LLM chats

Factors.ai updated its MCP server so Claude, ChatGPT or other MCP-compatible assistants can fetch a saved Factors report by name and return its data inline. Multiple reports can be pulled at once for combined analysis.

Factors.aiAug 20

Factors.ai adds waterfall fallback to account identification

Factors.ai revamped its Account Identification page so customers can choose between Factors Deanonymization and Bring Your Own Key in one place, with a new Waterfall Fallback that tries other providers when the selected one cannot identify a visit.

Factors.aiAug 4

Factors.ai adds scheduled weekly CRM sync to Salesforce in beta

Factors.ai released Scheduled CRM Sync in beta, which pushes all accounts in a chosen Factors segment to Salesforce on a recurring weekly schedule regardless of activity. The company says HubSpot support is next.

Factors.aiAug 3

July 2026

Factors.ai brings account timelines and agents into Salesforce and HubSpot

Factors.ai released beta widgets that show account timelines and run agents inside Salesforce account and HubSpot company records.

Factors.aiJul 31

Windsor.ai logs MCP write actions in an audit log and adds Amazon listing edits

Windsor.ai's July 24, 2026 changelog says all write actions executed through its MCP are now recorded in an audit log, adds an Amazon Seller Central update_listing action, and lets destinations run to a set end date.

Windsor.aiJul 24

Factors.ai releases Intent Upload API 2.0 for custom account signals

Factors.ai released Intent Upload API 2.0 on July 21, 2026. The company says customers can push any account signal into Factors by API, where it appears as a named event usable across segments, alerts, agents and reports.

Factors.aiJul 21

Factors.ai adds Scout Routines and an AI planner for research agents

Factors.ai released Routines in beta for scheduled reports and alerts from natural-language instructions, plus an AI planner for Account Research Agents.

Factors.aiJul 14

June 2026

Factors.ai adds LinkedIn bid scheduling and cross-account audience exclusion

Factors.ai added LinkedIn Bid Scheduling and LinkedIn Audience Exclusion on June 26, 2026. The release notes describe timed bid changes that revert automatically and exclusion rules applied across multiple ad accounts and campaigns.

Factors.aiJun 26

Windsor.ai offers per-connector MCP servers

Windsor.ai began offering per-connector MCP servers so users can install only the data sources they need in AI clients.

Windsor.aiJun 19

Factors.ai launches Scout Sandbox and role-based access for Scout and Agents

On June 17, 2026, Factors.ai made Scout Sandbox live for all Scout users, raising analysis capacity from about 1,000 to 250,000 rows, and added role-based access control for Scout Chat and Scout Agents.

Factors.aiJun 17

Windsor.ai adds Lovable, Base44, n8n and Antigravity as data destinations

Windsor.ai's June 12, 2026 changelog adds destinations for Base44, Lovable, n8n and Antigravity, launches a TradeDoubler Looker Studio connector, and adds automatic index creation for PostgreSQL and MySQL destinations.

Windsor.aiJun 12

Factors.ai makes its MCP server available as a hosted URL

Factors.ai released a hosted MCP URL that can be added as a custom connector in Claude or other MCP clients.

Factors.aiJun 9

Factors.ai ships first version of multi-touch attribution Influence model

Factors.ai released the first version of a multi-touch Influence model showing which paid channels and campaigns influenced MQLs, SQLs, deals and pipeline.

Factors.aiJun 8

Factors.ai adds open-web research and milestone analysis to Scout

Factors.ai added two Scout capabilities on June 5, 2026: open-web research powered by Perplexity, and an Analyze option for milestone journeys that returns impact-ranked touchpoints, verdicts and recommended actions.

Factors.aiJun 5

Dreamdata adds former CMO and CEO Dave Kellogg to its board

Dreamdata appointed Dave Kellogg, a former CMO and CEO who writes and advises on SaaS go-to-market, to its board of directors.

DreamdataJun 3

About Measurement & Attribution

What are Measurement & Attribution?

Multi-touch attribution, pipeline analytics and B2B marketing measurement.

Which Measurement & Attribution vendors does GTM Tech News track?

GTM Tech News tracks Adobe Marketo Measure, CaliberMind, Dreamdata, Factors.ai, Full Circle Insights, HockeyStack and Windsor.ai in Measurement & Attribution.

What is the latest Measurement & Attribution news?

The most recent updates are “Windsor.ai expands MCP write actions to Google Merchant Center” (November 6, 2026); “HockeyStack adds disconnected integration alerts and lookback windows for Lift reports” (November 4, 2026); “Windsor.ai fixes sign-in for connect links opened from AI assistants” (October 30, 2026).

Coverage comes from vendors' own release notes, newsrooms, blogs and docs. Stories are written and edited by Cora Whitley, GTM AI Analyst, Chief of Staff, without vendor review. ForgeX does not accept payment for coverage or placement. Images and logos are the vendors' own press materials. To correct a story or remove an image, email cora@forgex.ai.