B
Evidence Grade B
Graded
under review
Safe to Cite
Current
23%
23% -- last touch attribution usage rate for organizations (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
23%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
250
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
20
Independence
30
Methodology
45
Freshness
92
Source
IDG Connect
Primary
Tier A
https://www.netimperative.com/2016/05/20/rise-cross-channel-attribution-shifting-staff-key-infograph… ↗
Source Article
The rise of cross-channel attribution: Shifting staff is key [INFOGRAPHIC]
The vast majority of marketing organisations have begun to significantly accelerate efforts to adopt advanced attribution methods, to the tune of a surveyed 78 percent committed to deploying cross-channel attribution within the next two years, according to a new survey.
The research, conducted by ID…
Original Research
IDG Connect
· Original study ↗
Methodology
Survey conducted by IDG Connect
Methodology documented
Segmentation
Industrycontent_marketing
RoleAll marketers
Cite this stat
Plain Text
organizations: 23% last touch attribution usage rate. Source: IDG Connect (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/23-percent-organizations-rely-on-last-touch-attribution
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<blockquote cite="https://lighthousedata.io/data/23-percent-organizations-rely-on-last-touch-attribution" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- last touch attribution usage rate for organizations<br><small>Source: IDG Connect (2026) · <a href="https://lighthousedata.io/data/23-percent-organizations-rely-on-last-touch-attribution" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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