B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
10%
10% -- customer acquisition difference for Display advertiser bandit-optimized campaigns (Wharton/University of Michigan study) (2025)
A major display advertiser running bandit-optimized campaigns acquired roughly 10% fewer actual customers when optimizing for clicks compared to optimizing for conversions.
- Result occurred when optimizing for clicks rather than conversions
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
10%
Unit
Percentage
Data Vintage
2025
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Wharton and University of Michigan
Primary
Tier A
https://kirro.io/multi-armed-bandit-testing ↗
Source Article
Multi-armed bandit testing explained (decision framework)
A multi-armed bandit is an algorithm that automatically sends more traffic to whichever version of your page is winning. Instead of splitting visitors 50/50 and waiting weeks for a result, the algorithm learns as it goes. It shifts traffic toward the better performer in real time.
Sounds like a no-b…
Original Research
Wharton and University of Michigan
· Original study ↗
Methodology
Study published in Marketing Science; field experiment with a major display advertiser
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Display advertiser bandit-optimized campaigns (Wharton/University of Michigan study): 10% customer acquisition difference. Source: Wharton and University of Michigan (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/bandit-click-optimization-fewer-customers
HTML Embed
<blockquote cite="https://lighthousedata.io/data/bandit-click-optimization-fewer-customers" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>10%</strong> -- customer acquisition difference for Display advertiser bandit-optimized campaigns (Wharton/University of Michigan study)<br><small>Source: Wharton and University of Michigan (2025) · <a href="https://lighthousedata.io/data/bandit-click-optimization-fewer-customers" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.