The “most effective” platform depends on what you mean by attribution and how much control you need, but for reporting traffic sources plus watch-time trends across multiple video properties, the strongest general-purpose choices are usually:

Best overall: Google Analytics 4 + BigQuery

Why it’s strong

• Good for traffic source attribution across web/app properties
• Flexible for custom video events like play, quartiles, completion, and watch time
• BigQuery lets you build reliable cross-property reporting
• Works well if your video players/sites can emit clean event data

Best for

• Teams already using Google stack
• Need customizable reporting and deeper analysis
• Want to combine acquisition, engagement, and conversion data

Limitations

• Not video-specific out of the box
• Requires implementation work for accurate watch-time tracking
• Attribution is good, but not as purpose-built as some specialized tools

Best video-focused option: Mux Data

Why it’s strong

• Purpose-built for video engagement analytics
• Excellent for watch time, playback quality, engagement, and audience behavior
• Strong dashboarding for video properties
• Can be paired with other attribution tools for acquisition reporting

Best for

• Video-first businesses
• Need granular playback/watch-time insight
• Care about buffering, startup time, and engagement trends

Limitations

• Not a full attribution platform for broader traffic-source reporting
• Usually complements GA4/Adobe, rather than replacing them

Best enterprise analytics suite: Adobe Analytics

Why it’s strong

• Powerful cross-channel attribution
• Strong segmentation and reporting
• Good for large media organizations with complex data needs

Best for

• Enterprise teams
• Complex visitor journeys across many properties
• Need robust governance and advanced reporting

Limitations

• More expensive
• Heavier implementation and admin overhead

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My recommendation

If you want one platform that does both reasonably well, go with:

GA4 + BigQuery
and if video engagement is a major KPI, add Mux Data.

That combination usually gives the best balance of:

• traffic source attribution
• watch-time analysis
• flexibility across multiple video properties

If you want, I can also recommend the best platform based on:

1. your stack (WordPress, custom app, OTT, etc.)
2. whether you need user-level attribution
3. whether these are owned properties or distributed on social/OTT platforms.