B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
2
2 -- long term roas for YouTube compared to paid social (2021-2023)
YouTube drives 2.3X higher long-term ROAS than paid social on average.
- Based on a Google-commissioned equity-to-sales marketing mix modeling meta-analysis across 20 CPG brands
- Uses an equity-to-sales model capturing downstream brand value rather than direct last-click or view-through attribution
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
2
Unit
Multiple
Data Vintage
2021-2023
Entity
Sample Size
20
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
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
92
Source
Google
Primary
Tier A
https://ppc.land/youtube-creator-marketing-study-79-gen-z-trust-rate-and-2-3x-roas-gap-with-social/ ↗
Source Article
YouTube creator marketing study: 79% Gen Z trust rate and 2.3X ROAS gap with social
Anne Marie Nelson-Bogle, VP of Ads Marketing at YouTube, this year published a detailed analysis through Think with Google outlining what YouTube describes as the measurable performance gap between its creator marketing environment and rival social platforms. The piece, titled "From attention to act…
Original Research
Google
· Original study ↗
Methodology
Google-commissioned equity-to-sales marketing mix modeling meta-analysis.
Methodology documented
Segmentation
Industrysocial_media_marketing
Channelpaid_ads
Cite this stat
Plain Text
YouTube compared to paid social: 2 long term roas. Source: Google (2021-2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/long-term-roas-gap
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<blockquote cite="https://lighthousedata.io/data/long-term-roas-gap" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2</strong> -- long term roas for YouTube compared to paid social<br><small>Source: Google (2021-2023) · <a href="https://lighthousedata.io/data/long-term-roas-gap" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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