What is HockeyStack?
HockeyStack is a B2B revenue data platform that brings marketing, product and sales data together so go-to-market teams can see what drives pipeline and revenue. It tracks buyer journeys from the first anonymous touch to a closed deal, using cookieless tracking by default, and lets teams compare attribution models side by side. The goal is a single source of truth that marketing, sales and RevOps all trust.
Under the hood, HockeyStack's Atlas data foundation handles ingestion, identity resolution and categorization of touchpoints, then links them to revenue. On top of that sit no-SQL reports and dashboards, lift and incrementality analysis, account scoring and AI agents, including Odin, that suggest next actions. Pricing is custom, and startup pricing is available.
HockeyStack at a glance
How does HockeyStack work?
- Connect your stack
You connect your CRM, ad platforms, marketing automation and warehouse, and add HockeyStack's tracking to your website and product.
- Unify the data
Atlas resolves identities and categorizes touchpoints so each account's journey appears in one timeline.
- Analyze performance
Build dashboards, compare attribution models and run lift analysis to see which campaigns actually drive conversions.
- Push data back and act
Two-way sync sends attribution and conversion data to your CRM, ad platforms and warehouse, while AI agents suggest next steps.
- Review with your success team
Every plan includes hands-on support, so the HockeyStack team helps configure custom setups for complex data and review early reports.
HockeyStack key features
Buyer journey tracking
Follows accounts from first anonymous visit through closed-won, using cookieless tracking by default.
Multi-touch attribution
Compare several attribution models side by side and switch between them in reports.
Lift and incrementality
Compares exposed and unexposed accounts to estimate which campaigns cause conversions.
Custom reports and dashboards
No-SQL reporting you can adjust by attribution model, scoring weights, campaign groupings and exclusions.
Atlas data foundation
Handles data ingestion, identity resolution, categorization and the logic that connects touchpoints to revenue.
Two-way data sync
Sends attribution and conversion data back to CRMs such as Salesforce and HubSpot, ad platforms and warehouses.
AI agents and account intelligence
Odin and other agents offer recommendations, while account scoring helps sales and SDR teams prioritize targets.
Cookieless tracking
Tracking works without third-party cookies by default, which helps keep journey data intact as browsers tighten privacy rules.
Why use HockeyStack?
- Marketing, sales and RevOps work from the same revenue data.
- Side-by-side model comparison avoids relying on a single attribution view.
- Incrementality analysis helps separate real impact from correlation.
- Reports can be built without SQL.
- Data flows back into the CRM and ad platforms where teams already work, and cookieless tracking helps keep journey data complete as browser privacy rules tighten.
Who is HockeyStack best for?
A good fit for
- B2B SaaS marketing leaders who report on pipeline
- RevOps and GTM operations teams
- Performance marketers running multi-channel B2B campaigns
- Sales and SDR leaders who want account prioritization
Less suited to
- Small businesses looking for a self-serve tool with published prices
- B2C or ecommerce brands that need order-level attribution
- Teams with little CRM or ad data to connect
HockeyStack pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | No |
| Free trial | Not confirmed |
| Starting price | Contact sales (custom plans) |
HockeyStack builds custom plans after a demo, and startup pricing is available. Every plan includes GTM tool and CRM integrations, hands-on support from the success team and real-time ROI reporting.
Prices checked October 2026. Vendors change plans often, so confirm on the official HockeyStack pricing page before you buy.
HockeyStack pros and cons
Pros
- Unifies marketing, product and sales data in one platform
- Flexible attribution with model comparison and incrementality
- Broad integrations across CRMs, ads, automation and warehouses
- Hands-on support included in every plan
- Data stored on AWS servers in Frankfurt, which may suit EU-focused teams
Cons
- No public pricing or self-serve trial
- Likely more than small teams need
- Value depends on clean CRM and ad data
HockeyStack integrations and platforms
Works with
Available on
HockeyStack alternatives
See the full shortlist in Best Marketing Attribution Tools.
HockeyStack FAQ
Is HockeyStack free?
No. HockeyStack does not list a free plan or free trial. Its pricing page describes custom-built plans and directs visitors to book a demo, and it notes that startup pricing is available. Every plan includes integrations with GTM tools and CRMs, hands-on support and real-time ROI reporting. Ask about startup terms if you are an early-stage company.
What is HockeyStack used for?
HockeyStack is used by B2B companies to understand which marketing and sales activities create pipeline and revenue. It combines website, product, ad and CRM data into account journeys, then provides multi-touch attribution, incrementality analysis and custom dashboards. Teams also use its account scoring to prioritize sales outreach. Sales and SDR leaders also use its account intelligence to decide which companies to contact first.
How much does HockeyStack cost?
HockeyStack does not publish prices. Plans are custom-built around your data sources and needs, and pricing is discussed after a demo. The company says startup pricing is available. If budget is a concern, ask about startup terms and which integrations and features are included in the quote. Ask which data sources, seats and support levels the quote covers so you can compare it fairly with other platforms.
HockeyStack vs Dreamdata: what's the difference?
Both are B2B attribution platforms built around account journeys. HockeyStack emphasizes a unified data foundation, side-by-side attribution models, lift analysis and AI agents, and it is sold only through custom plans. Dreamdata offers a free starter plan, LinkedIn-focused audience activation and intent alerts, with advanced plans quoted after a demo.
Does HockeyStack integrate with Salesforce and HubSpot?
Yes. HockeyStack integrates with Salesforce and HubSpot and uses them to reconcile attribution data and push results back to the CRM. It also connects to Microsoft Dynamics, Marketo, Pardot, major ad platforms such as Google, LinkedIn and Facebook, and warehouses including Snowflake and BigQuery.
Sources
This overview is based on HockeyStack's official website and documentation, checked October 2026.