81% of organizations are using marketing attribution, but 70% of businesses are now struggling to act on the insights they gain from attribution.

Today we published the 2017 State of Marketing Attribution report in partnership with Econsultancy. Based on a survey of nearly 1,000 brand marketers and agencies across Europe, North America, Japan and Asia-Pacific, the report provides detailed insight into a marketer’s perspective on the changing dynamics of attribution.

When asked about primary motivations of attribution, 70% of company respondents say better allocation of budget across channels was the #1 benefit; followed by 64% citing a better understanding of how digital channels work together. With the added visibility into where marketing dollars are performing across specific channels, 32% have increased their spend on digital marketing channels.


Additional key global findings from the report include:

  • Optimization of the media mix is the #1 attribution goal for 2017.
  • Single-click attribution models are still the most commonly used: 44% last-click and 39% first-click for brand marketers, and 58% last-click and 33% first-click for agency clients
  • Of the 25% of marketers using a custom attribution model, 48% deem it to be very effective
  • 59% of marketers that have not yet implemented an attribution model say that a lack of knowledge is the main obstacle
  • Joining online and offline attribution is increasing: the report shows 60% of marketers today are using multi-channel attribution, compared to 45% in 2016
    60% of marketers today are using multi-channel attribution, compared to 45% in 2016Click To Tweet
  • Marketers are split in how they execute marketing attribution: 43% rely on spreadsheets while an equal 43% have turned to vendor technologies.
  • 71% of marketers describe their attribution model as very flexible (can easily apply multiple models to data), or somewhat flexible (multiple models exist but it is time consuming to change them)
The jury is split: 43% of marketers rely on spreadsheets for marketing attribution while an equal 43% have turned to vendor technologiesClick To Tweet

“Attribution continues to be one of the hottest topics in the industry for a reason: it has huge consequences, such as lost revenue and wasted ad budget, if not done properly. The State of Marketing Attribution report gives a sense of how marketers are dealing with this challenging topic. Marketers are being held to higher standards of measurement and accountability than ever before, and attribution models have the ability to show the true impact our discipline has on the bottom line of a business.” –Shane Murphy, VP of Marketing at AdRoll

It’s clear that marketing attribution will continue to be a hot topic as more companies expand the number of advertising channels they use. The question now isn’t whether more marketers will adopt sophisticated marketing attribution models, it’s how quickly will they do so? Who will get ahead of their competitors and profit as a result, and who will be left wondering why their campaigns aren’t performing as they should?

Next Steps

If you’re curious how your attribution compares with other marketers, you can read the full report for free at the link below.