Factors.ai vs HockeyStack:Which is more popular?
In September 2026, HockeyStack had more branded searches than Factors.ai among B2B marketing attribution platforms worldwide. HockeyStack had about 2,900 branded searches, while Factors.ai had 2,450. HockeyStack made up 31.5% of all B2B marketing attribution platform searches we track, and Factors.ai accounted for 26.6%. When we asked ChatGPT and Google AI Overviews about B2B marketing attribution platforms, HockeyStack appeared in four of the five answers and Factors.ai in three. HockeyStack was mentioned before Factors.ai in every answer.
Who do people search for more?
HockeyStack, about 18% more searches than Factors.ai
Who does AI mention more?
HockeyStack, mentioned in 4 of 5 answers, Factors.ai in 3
Who does AI recommend more?
HockeyStack, named ahead of Factors.ai in every answer
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Top B2B marketing attribution platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HockeyStack was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Factors.ai was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. HockeyStack was listed before Factors.ai in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Dreamdata4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- HockeyStack4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Factors.ai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Adobe Marketo Measure2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Full Circle Insights0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about B2B marketing attribution platforms
5 answers
Asked ChatGPT
“Which B2B marketing attribution platform should I use?”
Asked ChatGPT
“What are the best B2B marketing attribution platforms?”
Asked ChatGPT
“What's the best B2B marketing attribution platform for a marketing team?”
Searched Google, AI Overview
“marketing attribution software”
Searched Google, AI Overview
“b2b marketing attribution”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Factors.ai or HockeyStack more popular in search?
This chart shows how often people search Google for Factors.ai and HockeyStack by name. Each line represents a brand's share of searches for all five B2B marketing attribution platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for HockeyStack, Factors.ai. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dreamdata | HockeyStack | Factors.ai | Adobe Marketo Measure | Full Circle Insights |
|---|---|---|---|---|---|
| Oct 2025 | 31.7% | 47.6% | 17.5% | 1.9% | 1.2% |
| Nov 2025 | 30.7% | 46% | 20.6% | 1.8% | 0.98% |
| Dec 2025 | 26.7% | 48.9% | 21.9% | 1.6% | 1% |
| Jan 2026 | 23.9% | 53.8% | 19.6% | 1.7% | 0.93% |
| Feb 2026 | 30.4% | 45.6% | 20.4% | 2.6% | 0.97% |
| Mar 2026 | 25.8% | 47.5% | 21.5% | 4.3% | 0.82% |
| Apr 2026 | 21.3% | 58.6% | 17.6% | 1.7% | 0.83% |
| May 2026 | 29.2% | 43.8% | 23.9% | 2.1% | 0.89% |
| Jun 2026 | 31.9% | 38.9% | 26.1% | 2.1% | 0.97% |
| Jul 2026 | 29.6% | 36.7% | 30.1% | 2.1% | 1.4% |
| Aug 2026 | 36.7% | 29.6% | 30.3% | 2.5% | 0.92% |
| Sep 2026 | 39.1% | 31.5% | 26.6% | 2.1% | 0.76% |
How has the Factors.ai and HockeyStack comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Factors.ai took it in August 2026, HockeyStack took it in September 2026.
- Across the 12 months ending September 2026, Factors.ai’s share of searches among B2B marketing attribution platforms worldwide moved from 17.5% to 26.6%, and its estimated monthly branded searches moved from 3K to 2.5K.
- Across the 12 months ending September 2026, HockeyStack’s share of searches among B2B marketing attribution platforms worldwide moved from 47.6% to 31.5%, and its estimated monthly branded searches moved from 8.1K to 2.9K.
How did search popularity change for B2B marketing attribution platforms worldwide in September 2026?
2 changes
In September 2026, HockeyStack overtook Factors.ai to rank 2nd among B2B marketing attribution platforms worldwide, with 31.5% of the searches.
In September 2026, Factors.ai lost share of searches among B2B marketing attribution platforms worldwide, from 30.3% to 26.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Factors.ai’s and HockeyStack’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Factors.ai
2 branded search terms
- factors.ai
- factorsai
HockeyStack
1 branded search term
- hockeystack
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