25%

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

Related Data

More than 160 million people have gone into their Google Accounts to review and adjust their privacy settings.

Google Data

Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016.

Google Data
76%

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

Econsultancy/Google

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

Econsultancy and Google

On average, retailers are investing less than 1% of their revenue on personalization, while best-in-class retailers are investing 30% more.

Google/BCG

The top 100 most mature marketers on the maturity curve are 4X as likely to exceed business goals, increase market share, and increase revenue as the 100 least mature marketers.

Bain/Google