{"id":24054,"date":"2023-08-24T08:20:00","date_gmt":"2023-08-24T08:20:00","guid":{"rendered":"https:\/\/corvidae.ai\/?p=24054"},"modified":"2023-11-08T14:26:11","modified_gmt":"2023-11-08T14:26:11","slug":"attribution-statistics","status":"publish","type":"post","link":"https:\/\/corvidae.ai\/blog\/attribution-statistics\/","title":{"rendered":"30 Attribution Statistics You Need to Know in 2024"},"content":{"rendered":"\n<p><a href=\"https:\/\/corvidae.ai\/articles\/marketing-attribution\/\" data-type=\"post\" data-id=\"8737\">Marketing attribution<\/a> is key to understanding what\u2019s working and what isn\u2019t to drive growth for your business.<\/p>\n\n\n\n<p>But often, it can feel like a complicated topic to get our heads around. And that\u2019s because it is.<\/p>\n\n\n\n<p>There are so many variables involved with effective attribution.<\/p>\n\n\n\n<p>Whether it&#8217;s finding the right attribution model for your goals, building knowledge and capabilities within your business or the seemingly endless string of challenges impacting modern marketing measurement, there can be a lot to keep up with.<\/p>\n\n\n\n<p>So, to help you get your head around a few of the key areas \u2013 as well as gaining an insight into industry trends \u2013 we&#8217;ve collated all the attribution statistics you need to know.<\/p>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:15px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-f0-blocks-f0-cell f0-cell cell has-background has-light-blue-background-color small-12 has-light-blue-background-color has-background\" style=\"border-radius:15px\"><div class=\"f0-cell__inner has-text-align-center grid-padding-x\">\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:35px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p><strong>For the latest industry insights, <a href=\"https:\/\/www.corvidae.ai\/marketing-in-the-cookieless-future\">download our brand-new report<\/a>.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:1px\" aria-hidden=\"true\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:50px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The current state of attribution<\/h2>\n\n\n\n<ul class=\"is-style-blue-arrow\">\n<li><strong>98%<\/strong> consider attribution to be an important part of their MarTech stack (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>42%<\/strong> report attribution manually, using spreadsheets (Source: <a href=\"https:\/\/econsultancy.com\/the-state-of-marketing-attribution-research\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">econsultancy<\/a>)<\/li>\n\n\n\n<li><strong>63% <\/strong>believe that the ideal state of marketing attribution means being able to track customers throughout the full marketing and sales funnel (Source: <a href=\"https:\/\/www.bazaarvoice.com\/blog\/best-practices-marketing-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Bazaarvoice<\/a>)<\/li>\n\n\n\n<li><strong>41%<\/strong> use last touch as their attribution approach for online channels (Source: <a href=\"https:\/\/www.bazaarvoice.com\/blog\/best-practices-marketing-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Bazaarvoice<\/a>)<\/li>\n\n\n\n<li><strong>52%<\/strong> are currently using attribution reporting (Source: <a href=\"https:\/\/www.hubspot.com\/marketing-statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">HubSpot<\/a>)<\/li>\n\n\n\n<li><strong>64%<\/strong> don&#8217;t have quantitative tools for demonstrating the impact of marketing spend on company performance (Source: <a href=\"https:\/\/cmosurvey.org\/wp-content\/uploads\/sites\/15\/2019\/02\/The_CMO_Survey-Highlights-and_Insights_Report-Feb-2019.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Deloitte<\/a>)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Importance of attribution<\/h2>\n\n\n\n<ul class=\"is-style-blue-arrow\">\n<li><strong>49%<\/strong> say increasing customer acquisition is their primary objective (Source: <a href=\"https:\/\/ascend2.com\/new-research-digital-marketing-plans-for-2020\/#:~:text=Finding%20%231%3A%20Primary%20Objectives&amp;text=Marketers%20responding%20to%20the%20survey,plan%20to%20achieve%20in%202020.\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Ascend2<\/a>)<\/li>\n\n\n\n<li><strong>73%<\/strong> use multiple channels to shop (Source: <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Harvard Business Review<\/a>)<\/li>\n\n\n\n<li><strong>53%<\/strong> of marketing decisions are influenced by marketing analytics (Source: <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2022-09-15-gartner-survey-reveals-marketing-analytics-are-only-influencing-53-percent-of-decisions\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Gartner<\/a>)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:40px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Attribution challenges<\/h2>\n\n\n\n<ul class=\"is-style-blue-arrow\">\n<li><strong>62%<\/strong> think data to support cross channel decision making is broken (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>81% <\/strong>are concerned about AdTech reporting bias (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>70% <\/strong>struggle to act on the insights they gain from attribution (Source: <a href=\"https:\/\/www.adroll.com\/assets\/pdf\/guides-and-reports\/AdRoll-State-of-Marketing-Attribution-2017.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AdRoll<\/a>)<\/li>\n\n\n\n<li><strong>25% <\/strong>say organisational and structural challenges are the main reason for not adopting data-driven attribution (Source: <a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/management-and-culture\/data-attribution-challenge-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Think with Google<\/a>)<\/li>\n\n\n\n<li><strong>31%<\/strong> say they can\u2019t track consumers across devices (Source: <a href=\"https:\/\/www.digitalcommerce360.com\/2019\/09\/06\/marketers-waste-21-of-their-marketing-budgets-because-of-bad-data\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Internet Retailer<\/a>)<\/li>\n\n\n\n<li><strong>38% <\/strong>say data analytics is among their top five biggest issues (<a href=\"https:\/\/www.webfx.com\/analytics\/statistics\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source<\/a>)<\/li>\n\n\n\n<li><strong>9% <\/strong>rate their company\u2019s current understanding of data-driven attribution as excellent (Source: <a href=\"https:\/\/www.clickz.com\/resources\/the-state-of-marketing-measurement-attribution-data-management\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">ClickZ<\/a>)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Removal of cookies<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img decoding=\"async\" width=\"800\" height=\"2000\" src=\"https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies.png\" alt=\"Attribution statistics - marketing in the cookieless future\" class=\"wp-image-24510\" style=\"width:196px;height:490px\" srcset=\"https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies.png 800w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-300x750.png 300w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-768x1920.png 768w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-614x1536.png 614w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-640x1600.png 640w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-440x1100.png 440w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-150x375.png 150w, https:\/\/corvidae.ai\/app\/uploads\/2023\/08\/Survey-Infographic-cookies-240x600.png 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n<ul class=\"is-style-blue-arrow\">\n<li><strong>75%<\/strong> don\u2019t believe Google will cut out the cookie (Source: <a href=\"https:\/\/corvidae.ai\/events\/will-google-really-cut-out-the-cookie\/\" data-type=\"f0_events\" data-id=\"22599\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>34% <\/strong>believe the removal of third-party cookies will have a negative impact on their business (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/online-retail-trends-survey-2022\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>80% <\/strong>say attribution will become a more important part of the MarTech stack following the removal of third-party cookies (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/online-retail-trends-survey-2022\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>97% <\/strong>are concerned loss of third-party cookies will impact ability to understand marketing effectiveness (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"page\" data-id=\"24029\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>83%<\/strong> still reliant on cookies to support marketing (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>79% <\/strong>believe cookies provide accurate data (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>61% <\/strong>intend to implement a solution in the next 12 months (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>51%<\/strong> claim finding a solution is a medium priority (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\">Corvidae<\/a>)<\/li>\n\n\n\n<li><strong>43%<\/strong> reviewing Google\u2019s replacement technologies as a solution to the removal of third-party cookies (Source: <a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\">Corvidae<\/a>)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<div class=\"wp-block-f0-blocks-f0-cell f0-cell cell has-background has-light-blue-background-color small-12 has-light-blue-background-color has-background\" style=\"border-radius:15px\"><div class=\"f0-cell__inner has-text-align-center grid-padding-x\">\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:35px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p><a href=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\" data-type=\"link\" data-id=\"https:\/\/corvidae.ai\/marketing-in-the-cookieless-future\/\"><strong>Download Marketing in the Cookieless Future for the latest insights<\/strong> &gt;&gt;<\/a><\/p>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:1px\" aria-hidden=\"true\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:50px\" aria-hidden=\"true\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Attribution software<\/h2>\n\n\n\n<ul class=\"is-style-blue-arrow\">\n<li><strong>34%<\/strong> believe speed of deployment and ROI on cost are most important when considering an attribution tool (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>57% <\/strong>are frustrated by complex attribution tools that don&#8217;t deliver for day-to-day optimisation decisions (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>55% <\/strong>wouldn&#8217;t buy attribution solutions that are &#8216;black box&#8217; (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>45% <\/strong>don\u2019t trust attribution provided by AdTech vendors (Source: <a href=\"https:\/\/www.queryclick.com\/ebooks\/retail-attribution-survey-2021\/?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=attribution_statistics\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">QueryClick<\/a>)<\/li>\n\n\n\n<li><strong>43%<\/strong> believe an ideal measurement solution provides a unified cross-channels view (<a href=\"https:\/\/www.netimperative.com\/2016\/05\/20\/rise-cross-channel-attribution-shifting-staff-key-infographic\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source<\/a>)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-f0-blocks-spacer small-12\" style=\"height:30px\" aria-hidden=\"true\"><\/div>\n\n\n\n<p>If you\u2019re searching for a new attribution tool, then why not check out <a href=\"https:\/\/corvidae.ai\/\" data-type=\"page\" data-id=\"2\">Corvidae<\/a>.<\/p>\n\n\n\n<p>We\u2019re the only vendor on the market that uses patented AI technology to provide 100% <a href=\"https:\/\/corvidae.ai\/platform\/cookieless-attribution\/\" data-type=\"page\" data-id=\"632\">cookieless attribution<\/a>.<\/p>\n\n\n\n<p>Corvidae rebuilds your broken clickstream data to provide you with user paths that are twice as long as Google. And we boost the accuracy of your attributable data from just 20% to over 90%.<\/p>\n\n\n\n<p>Find out more about <a href=\"https:\/\/corvidae.ai\/platform\/overview\/\" data-type=\"page\" data-id=\"20484\">our approach to attribution here<\/a>, or <a href=\"https:\/\/corvidae.ai\/attribution-software-demo\/\" data-type=\"page\" data-id=\"365\">request a demo<\/a>.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Marketing attribution is key to understanding what\u2019s working and what isn\u2019t to drive growth for your business. But often, it can feel like a complicated topic to get our heads around. And that\u2019s because it is. There are so many variables involved with effective attribution. Whether it&#8217;s finding the right attribution model for your goals, [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":24577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[16],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/posts\/24054"}],"collection":[{"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/comments?post=24054"}],"version-history":[{"count":10,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/posts\/24054\/revisions"}],"predecessor-version":[{"id":25843,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/posts\/24054\/revisions\/25843"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/media\/24577"}],"wp:attachment":[{"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/media?parent=24054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/categories?post=24054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/corvidae.ai\/wp-json\/wp\/v2\/tags?post=24054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}