Dreamdata
B2B revenue attribution that starts free and ends in ad-platform activation
Dreamdata is a Copenhagen-built B2B attribution and activation platform that joins first-party website tracking with CRM, marketing automation, and ad-platform data to map complete account-level customer journeys, attribute pipeline and revenue to channels and content, and sync audiences and conversions back to ad platforms.
Overview
Dreamdata exists because B2B revenue does not behave like ecommerce: buying committees, months-long cycles, and most of the journey happening before sales gets involved (Dreamdata's own claim: 81% of the customer journey happens before your sales team says hello). The platform's core move is data plumbing: it collects first-party web touches (cookie and cookieless), pulls in CRM objects from HubSpot or Salesforce, marketing automation activity, and ad-platform spend, resolves everything to the account level, and renders each account's journey as an interactive timeline of every touchpoint from first visit to closed-won.
On top of that joined dataset sit the analytics: attribution models across the spectrum with revenue credited to channels, campaigns, and content; ROI and ROAS reporting against actual ad spend; stage models that mirror your pipeline; and B2B benchmarks. The distinctive second act is activation, not just reporting: an Audience Hub builds account audiences from journey and intent criteria and syncs them daily to major ad platforms, one-click conversion sync feeds real pipeline outcomes back to ad platforms for bid optimization, and intent signals trigger sales notifications in Slack or Teams when target accounts heat up.
Two commercial facts frame the evaluation. First, Dreamdata has a genuinely free tier, rare in attribution, offering B2B web analytics with company identification, engagement scoring, an audience builder, and benchmarks for up to 5 seats, which doubles as a self-qualifying trial for the paid platform. Second, the paid tier ('Activation & Attribution') is custom-priced, so the real cost is a sales conversation. The company raised a $55M Series B in October 2025 led by PeakSpan Capital, employs about 100 people, and pitched part of that raise as a B2B alternative to Google Analytics, which tells you where it wants to sit in the stack.
Best for
B2B SaaS and services marketing and RevOps teams running real pipeline through HubSpot or Salesforce who need to prove which channels, campaigns, and content produce revenue, and want to act on that data by syncing audiences and conversions back to ad platforms.
Not the right fit for
- B2C, ecommerce, or product-led businesses without a CRM-centered pipeline; Dreamdata's data model assumes accounts, deals, and stages.
- Companies with little historical CRM data or negligible ad spend; attribution over a handful of deals produces anecdotes, not statistics.
- Teams needing published, predictable pricing; the paid plan is quote-only, and budget certainty requires a sales cycle.
- Anyone wanting product analytics, session replay, or user-level in-app measurement; Dreamdata reads the go-to-market journey, not product usage.
- Small sites that just need traffic reporting; the free tier is useful, but a lone marketer without CRM integration ambitions gets most of the value from a simpler tool.
How it works
- 1
You install Dreamdata's first-party tracking script on your site (it supports both cookie-based and cookieless modes) and connect your go-to-market systems: CRM (HubSpot, Salesforce), marketing automation, and ad accounts such as LinkedIn and Google. Dreamdata then does the unglamorous work automatically: cleaning, deduplicating, and joining those sources into one account-level data model on Google Cloud infrastructure.
- 2
Identity resolution maps anonymous web sessions, known contacts, and CRM accounts together, so each target account gets a single journey timeline showing ads clicked, pages visited, emails engaged, meetings held, and pipeline stages reached. Company identification also reveals which firms are on your site before anyone fills a form.
- 3
Attribution runs over those journeys: you pick or compare models, define stage models that mirror your actual funnel (up to 3 on the free plan, more on paid), and read revenue-weighted performance for every channel, campaign, and piece of content, alongside ad-spend-based ROI and ROAS reporting and B2B benchmarks for context.
- 4
The activation loop closes the system: Audience Hub segments (say, ICP accounts with rising engagement that have never talked to sales) sync daily to ad platforms for targeting or suppression; conversion sync pushes pipeline events back to ad platforms so their bidding optimizes toward revenue rather than form fills; and intent signals fire Slack or Teams notifications to sales when an account crosses an engagement threshold.
Feature breakdown
22 features in 4 modulesData collection and modeling
The joined, account-level dataset everything else runs on.- First-party web tracking
- Site tracking with both cookie and cookieless modes, feeding web touches into the journey model under the customer's own domain context.
- CRM and MAP integration
- Native connections to HubSpot and Salesforce (plus marketing automation sources) pull contacts, accounts, deals, and stages into the model.
- Account-level identity resolution
- Anonymous sessions, known contacts, and CRM accounts are stitched into one journey per account, the prerequisite for B2B attribution.
- Company identification (Reveal)
- Identifies which companies are visiting the site before form fill, usable for both reporting and sales alerts.
- Data cleaning and transformation
- Deduplication, joining, and modeling happen managed and automatically, replacing the analytics-engineering project this normally requires.
- Custom UTM mapping and event builder
- Paid-plan controls for mapping messy UTM conventions and defining custom events into the model, plus a data model scheduler.
Journeys and attribution
The reporting layer that credits revenue to marketing work.- Interactive journey timelines
- Every account's full touchpoint history on one timeline, Dreamdata markets it as the most complete B2B customer journey map available.
- Multiple attribution models
- Model options across first-touch, last-touch, multi-touch, and data-driven approaches, comparable against each other rather than dogmatically single-model.
- Custom stage models
- Funnel stages defined to mirror your actual pipeline (3 on the free plan, more on paid), so attribution reports speak your CRM's language.
- Revenue and content analytics
- Channel, campaign, and content performance expressed in pipeline and revenue terms, including which articles and pages show up in winning journeys.
- ROI and ROAS reporting
- Ad spend is imported and set against attributed revenue for return reporting by channel and campaign, with custom reports on the paid tier.
- B2B benchmarks
- Anonymized cross-customer benchmarks for metrics like journey length and channel performance, included even on the free plan.
Activation and audience sync
Where Dreamdata stops reporting and starts doing, its clearest edge over pure dashboards.- Audience Hub
- Builds account audiences from journey, engagement, and ICP criteria and syncs them daily to major ad platforms for targeting or suppression.
- One-click conversion sync
- Feeds pipeline outcomes (qualified deals, closed-won) back to ad platforms so bidding algorithms optimize toward revenue instead of leads.
- Intent signals and sales notifications
- Surfaces high-intent accounts from combined go-to-market data and notifies sales in Slack or Teams when accounts cross thresholds.
- AI-powered activation
- Paid-tier AI features for identifying ideal buyers and prioritizing accounts from the joined dataset.
- Engagement scoring
- Account-level engagement scores computed from all tracked touches, available from the free tier up.
Platform and enterprise controls
The operational scaffolding around the data.- Free-tier workspace
- Up to 5 seats, 2 months of user history, 3 stage models, and core B2B web analytics at $0, unusually generous for the attribution category.
- SSO and SAML
- Enterprise login controls on the paid plan.
- Multiple business units
- Paid-plan support for separate units or regions running distinct pipelines under one account.
- EU data processing
- Customer data is stored in EU data centers on Google Cloud Platform, with SOC 2 Type II certification and a GDPR-aligned DPA.
- Warehouse-friendly architecture
- Built on Google Cloud/BigQuery, with the modeled data accessible for teams that want to query beyond the app's reports.
Use cases
4 documentedVP Marketing at a B2B SaaS company defending budget
The board sees lead counts, sales sees pipeline, and nobody can connect last quarter's content and LinkedIn spend to revenue, so the budget conversation is going badly.
Dreamdata's attribution reports credit pipeline and closed-won revenue to channels, campaigns, and content under multiple models, turning the budget defense from anecdotes into account journeys the CFO can audit touch by touch.
RevOps lead drowning in disconnected tools
Web analytics, CRM, marketing automation, and three ad platforms each tell a different story, and building the joined model in-house would take a data engineer two quarters.
Dreamdata's managed pipeline joins the sources into one account-level model in days, delivering the journey map and attribution reporting without hiring for it.
Paid marketing manager optimizing LinkedIn and Google spend
Ad platforms optimize toward form fills, which produces MQLs that sales ignores, while the deals that close look nothing like what the algorithms chase.
Conversion sync feeds actual pipeline events back to the platforms and Audience Hub keeps ICP account lists targeted and current customers suppressed, pointing spend at accounts that resemble revenue.
Demand gen team at a mid-market firm testing the waters
Wants account-level visibility into who visits and engages before committing to an attribution contract.
The free plan's company identification, engagement scoring, and benchmarks deliver immediate visibility for five seats at $0, and the upgrade case builds itself if the data proves out.
Pricing
from Free plan at $0; paid plan is custom-quotedFreemium: a free plan with core B2B web analytics, plus a custom-priced 'Activation & Attribution' plan quoted to each company; trial available without a credit card.
| Plan | Price | Includes |
|---|---|---|
| Free | $0 per month |
A real working product, not a crippled demo; history and sync limits are the upgrade levers. |
| Activation & Attribution | Custom annual, quoted |
|
Billing notes
- Paid pricing is not published; expect a quote shaped by data volume, integrations, and seats, and budget for an annual contract.
- The free plan's 2-month user history is the sharpest constraint for B2B, where journeys routinely run longer than two months.
- Paid plans include onboarding depth (dedicated CSM, technical manager, solutions consulting) that is part of what the quote pays for.
- Historical third-party reporting has placed Dreamdata's entry paid pricing in the high-hundreds-per-month range, but as of August 2026 the company itself publishes no number; verify directly.
Value assessment: The free tier is the best zero-cost B2B web analytics offer on the market: company identification, scoring, and benchmarks at $0 undercut paid visitor-identification point tools entirely. The paid tier's value depends on scale: for a team spending six figures annually on ads with real pipeline data in the CRM, closing the loop between revenue and ad platforms typically pays for itself in reallocated spend; for smaller programs, the custom-priced contract can exceed the waste it would eliminate. The unpublished pricing is a genuine drawback in an evaluation.
Strengths & limitations
Strengths
- Account-level journey mapping and attribution built specifically for B2B pipeline dynamics, not adapted from ecommerce analytics.
- Activation closes the loop: daily audience sync and pipeline-based conversion sync to ad platforms turn attribution findings into live campaign changes.
- A genuinely useful free tier (company identification, engagement scoring, benchmarks, 5 seats) that lets teams validate the data before any contract.
- Managed data plumbing: cleaning, joining, and modeling CRM, web, and ad data without an in-house analytics-engineering project.
- EU data processing on Google Cloud, SOC 2 Type II certification, and a GDPR-aligned posture that eases European procurement.
- Well-capitalized and focused: a $55M Series B (October 2025, PeakSpan Capital) funding an analytics-plus-activation roadmap, with customers including Cognism and Finastra.
Limitations
- Paid pricing is quote-only, which slows evaluation and makes budgeting impossible without a sales cycle.
- Value depends on input quality: a messy CRM, thin historical data, or inconsistent UTMs degrade attribution regardless of the platform's modeling.
- The free plan's 2-month history window is shorter than most B2B sales cycles, limiting what it can prove on its own.
- Attribution stops at the go-to-market boundary: no product analytics, session replay, or user-level in-app data.
- Assumes a HubSpot or Salesforce-centered stack; unusual CRMs and heavily custom pipelines mean more setup friction.
- As with all multi-touch attribution, model outputs are estimates over observed touches; dark-social and offline influence still escapes measurement, and the tool's confidence can outrun the data's.
Head-to-head comparisons
3 alternativesDreamdata vs HockeyStack
from Custom (not published)The category's closest rivalry: both join web, CRM, and ad data for B2B attribution. HockeyStack leans analytical (every attribution model, lift reports, AI agents Odin and Nova, no-code dashboards) at quote-only pricing reported around $2,200/month entry; Dreamdata leans operational (audience sync, conversion sync back to ad platforms) with EU processing and a free tier that HockeyStack lacks. Teams optimizing ad spend pick Dreamdata; teams wanting an AI-assisted analytics workbench across the whole GTM motion pick HockeyStack.
Full Dreamdata vs HockeyStack comparisonDreamdata vs PostHog
from $0 (generous monthly free tiers; pay only past the allowance)PostHog captures behavioral data and hands you a warehouse; Dreamdata delivers the finished B2B attribution answer. An engineering team can approximate Dreamdata on PostHog with months of modeling work, but marketing teams should not: buy Dreamdata for pipeline attribution and activation, use PostHog for product and web analytics, and note that the two coexist cleanly.
Full Dreamdata vs PostHog comparisonDreamdata vs Plausible Analytics
from $9/mo (Starter at up to 10k monthly pageviews)Dreamdata's free tier and Plausible both answer 'what is happening on my site', but for different buyers: Plausible is lighter, cookie-free by principle, and $9/month with no CRM ambitions, while Dreamdata's free plan identifies visiting companies and scores accounts as the on-ramp to paid attribution. A B2B pipeline business gets more from Dreamdata free; everyone else gets a calmer product from Plausible.
Full Dreamdata vs Plausible Analytics comparisonImplementation & onboarding
- Setup time
- The script and integrations connect in hours; a trustworthy joined data model takes days to a few weeks depending on CRM hygiene, and attribution reporting needs enough journey history to be meaningful.
- Learning curve
- Moderate: the dashboards read easily, but stage modeling, attribution model selection, and UTM mapping require someone who understands the company's funnel mechanics.
- Onboarding
- Self-serve on the free plan with a Slack community and AI chat; paid plans add a dedicated customer success manager, technical account manager, solutions consulting, and data-science support.
- Migration notes
- Dreamdata reads from your systems rather than replacing them, so adoption is additive: CRM, ads, and site stay untouched. Attribution history builds from connection onward (CRM history helps backfill journeys), and leaving later means losing the modeled joins, not your source data.
Platform, API & security
- Platforms
- Web app (cloud)First-party tracking script (cookie and cookieless modes)
- API
- Built on Google Cloud with BigQuery underpinnings; modeled data is accessible for warehouse-style querying, and integrations handle system-to-system sync.
- Compliance
- SOC 2 Type IIGDPR (DPA, appointed Data Protection Officer)
- Data residency
- Customer data stored in EU data centers on Google Cloud Platform.
- SSO
- SSO/SAML on the paid plan.
- Security notes
- Dreamdata does not sell customer data; a public security and privacy portal documents controls, and EU-resident processing simplifies European review.
Support & resources
- Channels
- Slack community and AI chat (free plan)Dedicated CSM and technical manager (paid)Email support
- Documentation
- Solid docs plus an actively published blog and benchmark reports the B2B marketing community cites.
- Community
- Customer Slack community; the company is a visible presence in B2B attribution discourse.
Company
- Founded
- 2018
- Headquarters
- Copenhagen, Denmark, with a New York office
- Ownership
- Venture-backed
- Founders
- Lars Gronnegaard, Ole Dallerup, Steffen Hedebrandt
- Employees
- ~104 (mid-2026, per Owler)
- Funding
- ~$72M total disclosed, including a EUR 6M Series A (2022, Signals Venture Capital) and a $55M Series B (October 2025, led by PeakSpan Capital).
Funding history
| Round | Amount | Year | Notes |
|---|---|---|---|
| Series A | EUR 6M | 2022 | Led by Signals Venture Capital with InReach Ventures, Crowberry Capital, Seedcamp, and others. |
| Series B | $55M | 2025 | Led by PeakSpan Capital; announced October 2025. |
Timeline
- 2018Founded in Copenhagen by Lars Gronnegaard, Ole Dallerup, and Steffen Hedebrandt, out of frustration at proving B2B marketing's revenue impact.
- 2022Raises a EUR 6M Series A led by Signals Venture Capital and launches its B2B-focused alternative to Google Analytics.
- 2025Closes a $55M Series B led by PeakSpan Capital (October) to build out AI-powered attribution and activation.
- 2026Around 100 employees across Copenhagen and New York; wins a LinkedIn partnership award, with customers including Cognism, Finastra, and ECI Software Solutions.
Integrations
- HubSpot
- Salesforce
- LinkedIn Ads
- Google Ads
- Meta Ads and other major ad platforms (audience and conversion sync)
- Slack and Microsoft Teams (signals and notifications)
- Google Cloud / BigQuery
- Marketing automation platforms
Frequently asked questions
10 questionsWhat is Dreamdata?
Dreamdata is a B2B attribution and activation platform that joins your website tracking, CRM (HubSpot or Salesforce), marketing automation, and ad-platform data into account-level customer journeys, then attributes pipeline and revenue to channels, campaigns, and content. It also acts on the data, syncing audiences and pipeline conversions back to ad platforms and alerting sales to high-intent accounts.
How much does Dreamdata cost?
There is a genuinely free plan (5 seats, cookieless web analytics, company identification, engagement scoring, benchmarks, 2 months of user history), and one paid plan, 'Activation & Attribution', which is custom-priced per company. Dreamdata publishes no paid price as of August 2026, so budgeting requires a quote.
What does Dreamdata's free plan include?
B2B web analytics with cookie and cookieless tracking, identification of companies visiting your site, account engagement scoring, an audience builder, ad spend reporting, Slack/Teams notifications, B2B benchmarks, 5 seats, 3 stage models, and 1 sync. The main limits are 2 months of user history and the absence of full attribution models and ad-platform activation.
Which attribution models does Dreamdata support?
Dreamdata supports the standard family of B2B attribution approaches, first-touch, last-touch, multi-touch, and data-driven modeling, applied over account-level journeys, and lets you compare models rather than betting on one. You also define custom stage models so attribution maps to your actual pipeline stages.
How is Dreamdata different from Google Analytics?
GA measures sessions and users on a website; Dreamdata measures accounts across the whole go-to-market motion, joining web behavior with CRM pipeline, marketing automation, and ad spend to credit revenue rather than sessions. Dreamdata explicitly markets itself as the B2B alternative to GA, and its free tier is designed to replace GA for B2B marketing sites.
What is Dreamdata's Audience Hub?
A segment builder over the joined account data: you define audiences by ICP fit, engagement, journey stage, or intent, and Dreamdata syncs them daily to major ad platforms for targeting or suppression. Combined with conversion sync, which feeds pipeline outcomes back to the platforms' bidding, it turns attribution data into live campaign optimization.
Does Dreamdata identify anonymous website visitors?
At the company level, yes: its tracking identifies which firms are visiting and what they view, feeding engagement scores and sales notifications, and this works from the free plan up. It does not unmask individual people from anonymous traffic; person-level detail comes from your CRM and form data once contacts are known.
Where does Dreamdata store data, and is it compliant?
Customer data is stored in EU data centers on Google Cloud Platform. Dreamdata holds SOC 2 Type II certification, offers a GDPR-aligned DPA with an appointed Data Protection Officer, and does not sell customer data.
How long until Dreamdata shows useful attribution?
Setup is fast (script plus integrations in hours), but attribution quality tracks your data: CRM history lets journeys backfill, while the models need enough completed deals to say anything statistically honest. Teams with clean CRMs and steady deal flow see credible reporting within weeks; sparse or messy pipelines take longer.
Who is behind Dreamdata and how is it funded?
Dreamdata was founded in Copenhagen in 2018 by Lars Gronnegaard, Ole Dallerup, and Steffen Hedebrandt, and now runs about 100 people across Copenhagen and New York. It has raised roughly $72M, most recently a $55M Series B in October 2025 led by PeakSpan Capital.
Editorial verdict
Dreamdata is the strongest choice in this category for B2B teams whose center of gravity is ad spend and CRM pipeline: it does the data joining nobody wants to do, produces attribution the CFO can interrogate account by account, and, unlike pure dashboards, pushes the findings back into ad platforms where they change outcomes. The free tier is an easy, honest starting point and the best free B2B web analytics offer available. The reservations are the quote-only paid pricing and the eternal attribution caveat that outputs are only as good as the CRM feeding them; teams that want deeper AI-driven analysis across sales as well as marketing should also demo HockeyStack before signing.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.