Every winter, we put a finger to the pulse of over a thousand marketers across North America to get a sense of how they’re approaching their advertising campaigns in the coming year. We take this information and put it into our annual State of Performance Marketing Report.

This year, we found that attribution has gone from looming in the background, to jumping to the forefront. In the time since our last report, industry professionals have intensified their interest in marketing measurement—specifically, better evaluating their efforts and optimizing their decision process. The 2017 results confirm that almost 75% of marketers find attribution critical or very important to marketing success. A whopping 60% reported that they plan on taking the definitive step of changing their attribution model in 2017.

Take a look below to see how marketers approached other top-of-mind topics, including email marketing, mobile marketing, programmatic advertising, and retargeting.