of marketers cited organizational and structural challenges as the No.1 reason they haven't adopted data-driven attribution.

Advertiser Perceptions/Google, U.S., Measurement Survey, (n of 197 marketer and agency contacts who are fully involved in media brand selection decisions, Sept. 2017.


Related Data


of all marketers say they currently have, or will have in the next 12 months, the capability to use marketing attribution.

May 2017 Econsultancy/Google

Leading marketers are 31% more likely than mainstream marketers to have increased investment in technologies that make site experiences faster.

March 2017 Econsultancy and Google

of marketers are using consumer research to drive decisions.

April 2018 Google Surveys

of people expect brands to tailor experiences based on their preferences.

March 2018 Google/Greenberg

of leading marketers say personalization significantly contributes to business profitability.

March 2018 Econsultancy and Google