B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Aging

2.5%

2.5% -- share using multi touch attribution as primary measurement for DTC marketers (2024)

Name: Share Using Multi Touch Attribution As Primary Measurement Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-19

2024 · n=300 · Measured

2.5% of DTC marketers use multi-touch attribution (MTA) as their primary form of measurement.

Cite this stat Share How we verify

Attribution: Measured View source

Lighthouse Research Team

Last verified: 2026-09-19 · How we verify data →

Source verified Evidence graded

Value

2.5%

Unit

Percentage

Data Vintage

2024

Entity

DTC marketers

Sample Size

300

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

60/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Measured Primary Tier A

https://digitalmedianet.com/new-research-explores-how-dtc-ecommerce-brands-measure-performance-and-o… ↗

Confidence: 57/100 Vintage: 2024 Channel: Deep Crawl

Source Article

New Research Explores How DTC Ecommerce Brands Measure Performance and Optimize Ad Spend

New Research Explores How DTC Ecommerce Brands Measure Performance and Optimize Ad Spend Majority of marketers still rely on flawed attribution methods and struggle to connect advertising to business results AUSTIN, Texas–(BUSINESS WIRE)–#Apple—Measured, the leading spend optimization platform for D…

Original Research

Measured · Original study ↗

Methodology

Survey of 300+ DTC marketers

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

DTC marketers: 2.5% share using multi touch attribution as primary measurement. Source: Measured (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dtc-mta-primary-measurement-2024

HTML Embed

<blockquote cite="https://lighthousedata.io/data/dtc-mta-primary-measurement-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2.5%</strong> -- share using multi touch attribution as primary measurement for DTC marketers<br><small>Source: Measured (2024) · <a href="https://lighthousedata.io/data/dtc-mta-primary-measurement-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

Share on X Share on LinkedIn

Use this data in your work

Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.

Copy citation Explore similar stats →