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Factors.ai vs Bizible (Marketo Measure) - Pricing, Features & More

Sohan Karuna
November 30, 2022
Table of Contents

The following article compares Bizible with Factors.ai to highlight why the latter makes a better fit for B2B marketers. We discuss a few major limitations with Bizible — and how Factors.ai overcomes the same. As a whole, we find that Bizible's inferior analytics, limited customization, tedious onboarding, and heavy developer dependency gives Factors.ai the edge.

What Bizible does well

To start with, Bizible (now known as Marketo Measure) is a powerful attribution tool aimed at providing B2B and B2C marketers with insights on their customer journey and revenue impact. It does so with strong touchpoint tracking and attribution modeling. It also is capable of running several attribution models in parallel and comes equipped with a wide range of segmentation and breakdowns.


When picking a tool, its integrations and compatibility is a cruicial factor. Bizible might be the right pick for you if you use Microsoft Dynamics CRM. Bizible is optimized to work well with Microsoft Dynamics with custom objects, pre-built CRM reports, templates, and dashboards. Not to mention the obvious benefit of using Bizible when paired with Adobe’s marketing automation tool, Marketo Engage (That being said, Factors.ai integrates seamlessly with Marketo as well). This will be streamlined to work well under a unified Adobe ecosystem.

Dedicated features:

Bizible comes equipped with few nifty dedicated features such as:

  • Dedicated A/B testing integration: which lets you track the revenue impact of your optimizely and VWO site experiment. These experiments can provide insight to your marketing team that will optimize their campaigns and improve ROI.
  • Dedicated Boomerang stage and touchpoints: These touchpoints are created to show a bounce back in funnel stages, like when a prospect reverts from an SQL stage back to MQL. The data on this can help with retargeting prospects and improving on those lost opportunities.
  • Multi-currency Compatibility: This feature allows users to switch between different currencies for their reported spend and sales revenue. A useful feature, though unfortunately limited only for those two metrics.

Quick side note: Besides the multi-currency compatibility, Factors is also capable of A/B testing and creating boomerang stages. The only downside for Factors being that it isn't a dedicated feature and will have to be implemented. Factors also has an integration with marketo. The bottom line is, if you are looking for a functional attribution software that pairs well with the aforementioned integrations (more specifically microsoft dynamics/marketo engage), then Bizible might just be a better pick in this case.

Limitations with Bizible & how Factors can help:

1) Integrations 

For CRMs, outside of Microsoft Dynamics, Factors’ integration with Salesforce is on par! A major drawback with Bizible is that, unlike Factors.ai, it does not integrate with HubSpot CRM at all. This is a serious limitation given that most B2B SaaS teams today rely on HubSpot as a CRM, MAP, and more.

Another key limitation with Bizible is that it requires code integration and is developer dependent when integrating with other major third-party platforms. This can include tasks such as tracking HubSpot landing pages or integrating with LinkedIn. Both of which Factors integrate with, without any developer dependency. In fact, all of Factors’ integration are not developer dependent.

2) Attribution

When it comes to marketing attribution, Factors.ai can do anything Bizible can ㅡ and so much more! To highlight this, we listed out a few areas where Bizible’s attribution falls short when compared to Factors’.

  • Custom channels and subchannels: Bizible has a limit on the number of custom channels and subchannels (40 and 200 respectively), whereas Factors have none. While 40 channels might seem sufficient, your marketing attribution is only going to get more complex as the number of touchpoints and channels needed to track grows. Over time, this limitation will bottleneck your attribution and analytics as your business starts to scale

  • Attribution model funnel stages: Under a custom model, Bizible can add 6 additional funnel stages/milestone stages outside of the 4 they come with by default. In fact, one of the complaints of some Bizible users was the missing MQL stage on the default funnel stages. A stage this important can only be created as a custom funnel, limiting the stages you have left. Sales funnels, especially in SaaS, grow more layers over time and Bizible bottlenecks your business in this regard too. Factors, however, lets you pick your funnel stages and add as many as you’d like.

  • Attribution model options: Bizible offers 2 single touch models and 3 multi-touch models out of the box. Which for a modern attribution tool is a little underwhelming. There are plenty of other single and multi-touch models to pick from, which is the norm for an attribution tool. Factors.ai delivers a far wider range of attribution models including influence, time-decay, U-shaped and W-shaped, and will continue to expand its options.

  • Custom metrics, filters, and logic: While Bizible’s drill through has a wide range of metrics to pick from, it isn’t as flexible as Factors. Not only does Factors have a multitude of pre-existing filters and breakdowns, but can also create custom metrics and filters. You can create your own logic for events and metrics, set very specific events as conversion points, and attribute your entire funnel beyond a single conversion point. This and many other granular adjustments prove to be more powerful than Bizible’s custom segmentation feature.

  • Other tools: Factors come bundled with a handful of unique features that aid attribution. One such being its user/account timeline, which showcases the all touchpoints for all users across their conversion journey over a span of time presented neatly on a timeline graph. This feature helps businesses archive valuable touchpoint data for all its users that can pinpoint every single step of every user’s conversion journey.

3) Onboarding and implementation

The setup of Bizible does require some level of developer dependency and support, especially with the setting up of Bizible’s JavaScript for tracking. You might also require support for processes as simple as creating a custom model. Onboarding with Bizible could take several months to fully complete, and to top it all off, if you require additional support you might end up having to pay for it.

Factors on the other hand can be onboarded in under 30 minutes without any developer dependency. Setting up Factors website tracking script directly or through google tag manager can be implemented in minutes. After which the script automatically tracks all your website interactions. Learn more about this here.

At Factors, we pride ourselves on providing exceptional support through a dedicated customer success team for 24 hours of personalized support. Factors also offers a personalized demo, will let you try out Factors for a suitable length of time and allow you to extend that period if needed.

4) Limited analytics/reporting

While Bizible has a wide selection of drill through data, it is only presented and useful in the context of attribution. This is because unlike Factors, Bizible does not have an analytical function, therefore limiting its reporting for the use of attribution only. 

Factors being a marketing analytics and attribution platform is also used to generate tracking and analytical insights. This will always tell you if you are on track and justify ROI using indicative metrics before waiting on revenue contribution. These analyses can be presented in the form of KPI reporting to keep track of your lead metrics. Factors can even perform granular web event tracking for example, button clicks and tracking pageview/sessions based on cursor movement. It is even capable of custom tracking domain, more about this here.

Attribution in marketing as a business function only fulfills one half of its needs. Which is the need to optimize. Though important, attribution and its metrics alone couldn’t fulfill your tracking needs which are crucial in justifying the ROI of your marketing efforts. 

5) Pricing

For this section, Bizible’s module pricing proved to be a little hard to estimate given that they don’t list any of their prices. One can only obtain a quote after contacting their sales team, which is a bummer because it's always good to have some form of reference for pricing on your page. That being said, conversions with former Bizible users indicate that their plans start at as high as $30,000 per annum. This estimate includes their hefty onboarding costs as mentioned earlier. This type of pricing is unfortunately too steep for SMEs and startups which Factors caters to.

With that in mind, here are 3 reasons why Factors.ai is more cost-effective than Bizible:

  1. Factors’ high tier growth plan is 3x more affordable than Bizible’s pricing, and comes with all of the aforementioned customer support and functionality.
  2. Factors offers tailor-made plans with a custom quote that is purpose-built for your business’s unique analytical and attribution requirements.
  3. Factors has no limit on the number of users per plan, whereas Bizible only allows a maximum of 25 users (and 10 for their lowest plan).

User limitations

6) UI and user experience

One of the most predominant complaints seen on reviews for Bizible are their data, and dashboards take time to load. Factors utilizes a patented AI algorithm that generates reports and dashboards really fast, saving you from unnecessary downtime.

Factors’ self-serve UI makes everything simple, its step by step process when report building makes the whole process way more intuitive and seamless compared to some of Bizible’s rather overwhelming dashboards that left a poor experience for the reviewers.

7) Limited privacy compliance

In order to ensure consent for GDPR in Bizible’s javascript, it will have to be manually configured. This would again require developer dependency to do so. On the contrary, Factors require no code adjustments and come GDPR, CCPA, PECR compliant from the get go. What’s more? Factors continually maintenance SOC2 Type II compliance. All of which play a vital role in contemporary marketing data privacy. More about here: blog

If you’re interested in seeing why Factors.ai is the better fit for you, schedule a personalized from here.

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