B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
25%
25% -- cross device attribution accuracy reduction for cross-device paid search tracking (Apple ATT impact) (2026)
Privacy changes such as Apple's ATT framework can reduce cross-device attribution accuracy by 25% to 35%.
- Reported as a range from 25% to 35%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
25%
Unit
Percentage
Data Vintage
2026
Entity
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Coursera
Primary
Tier C
https://rebusadvertising.com/blogs/what-is-paid-search-marketing/ ↗
Source Article
What Is Paid Search Marketing? 2026 Guide
What Is Paid Search Marketing? 2026 Guide
You launched the site. The service is solid. The product pages look good. Then you search the exact terms your customers use and see the same thing every time: competitors sitting above the organic results, taking the clicks before anyone even reaches your l…
Original Research
Coursera
· Original study ↗
Methodology
Range 25-35%; midpoint 30 extracted; cited from Coursera overview of paid search and privacy
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
cross-device paid search tracking (Apple ATT impact): 25% cross device attribution accuracy reduction. Source: Coursera (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/att-attrution-accuracy-loss-25-35-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/att-attrution-accuracy-loss-25-35-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- cross device attribution accuracy reduction for cross-device paid search tracking (Apple ATT impact)<br><small>Source: Coursera (2026) · <a href="https://lighthousedata.io/data/att-attrution-accuracy-loss-25-35-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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