B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- new customer share of channel impact for brand and awareness channels in ecommerce (2025)
60 to 80 percent of the impact of brand and awareness channels in ecommerce comes from new customers.
- Reported as a general industry benchmark/range (60 to 80 percent)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sellforte
Primary
Tier B
https://sellforte.com/blog/measure-upper-funnel-marketing-ecommerce ↗
Source Article
Why Measuring Upper Funnel Marketing Is So Hard in Ecommerce (And What Actually Works)
Why Measuring Upper Funnel Marketing Is So Hard in Ecommerce (And What Actually Works)
In ecommerce and retail, measurement is supposed to be simple. You track clicks, conversions, and revenue, then optimize accordingly.
Until you invest in upper funnel marketing.
Suddenly, performance looks weaker,…
Original Research
Sellforte
· Original study ↗
Methodology
Range reported (60-80%); midpoint used. Vendor blog citing marketing measurement practice.
Methodology documented
Segmentation
IndustryeCommerce
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
brand and awareness channels in ecommerce: 60% new customer share of channel impact. Source: Sellforte (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-awareness-new-customer-share
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<blockquote cite="https://lighthousedata.io/data/brand-awareness-new-customer-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- new customer share of channel impact for brand and awareness channels in ecommerce<br><small>Source: Sellforte (2025) · <a href="https://lighthousedata.io/data/brand-awareness-new-customer-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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