B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30%
30% -- last click roi overstatement rate for paid search campaigns (2026)
Last-click attribution models typically overstate or inflate the effectiveness/ROI of paid search campaigns by up to 30%.
- Overstatement is described as 'by as much as 30%' or 'by an average of 30%'
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
30%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier B
https://ppcgrowthstudio.com/marketing-roi-stop-guessing-start-proving-heres-how/ ↗
Source Article
Prove Marketing ROI: Tactics for Q4 Impact
A staggering 78% of marketing leaders cannot definitively tie their marketing spend to revenue impact, despite having access to more data than ever before. This isn’t just an oversight; it’s a gaping wound in the side of profitability, especially when every dollar needs to be delivered with a data-d…
Original Research
eMarketer
· Original study ↗
Methodology
Cited as a recent eMarketer analysis
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
paid search campaigns: 30% last click roi overstatement rate. Source: eMarketer (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/last-click-overstates-paid-search-roi-30
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<blockquote cite="https://lighthousedata.io/data/last-click-overstates-paid-search-roi-30" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- last click roi overstatement rate for paid search campaigns<br><small>Source: eMarketer (2026) · <a href="https://lighthousedata.io/data/last-click-overstates-paid-search-roi-30" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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