Key stat: 21.5% marketers are confident last-click attribution is a reasonably accurate reflection of a platforms’ long-term impacts on business, according to a survey by EMARKETER in partnership with Snap.

Beyond the chart:

• 74.5% of marketers are either moving away from last-click attribution or would like to do so, according to the same survey.
• Marketers are working to augment their measurement strategies by using better and faster media mix modeling or by performing incrementality testing, the survey found.

Use this chart: Marketers and retailers can use this chart to make the case for media mix modeling, demonstrate the unpopularity of last click, and reconsider future campaign measurement.

Related EMARKETER reports:

• The Last Days Of Last Click?
• How CMOs Are Maximizing ROI (Subscription required)

Note: Respondents were asked "Do you believe that last-click measurement is a reasonably accurate reflection of platforms' long-term impact on your business?"

Methodology: Data is from the September 2024 Snap and EMARKETER “Media Measurement Survey." 282 US marketers were surveyed during June-July 2024. Respondents included B2B or B2C brand marketers and agencies at companies, or had clients, who spent $500K+ in digital advertising during the past 12 months.