B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
37%
37% -- share of marketers with clear understanding of roi for marketers (2026)
Only 37% of marketers feel they have a clear understanding of their ROI, according to an IAB report.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
37%
Unit
Percentage
Data Vintage
2026
Entity
Geography
Global
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB
Primary
Tier C
https://ppcgrowthstudio.com/marketing-roi-stop-guessing-start-knowing/ ↗
Source Article
Marketing ROI: Stop Guessing, Start Knowing
The Elusive ROI: Is Your Marketing Stuck in the Past?
Are your marketing efforts feeling more like throwing spaghetti at the wall than a strategic investment? In 2026, simply having a presence isn’t enough. Businesses need to see a tangible return. We need marketing delivered with a data-driven pers…
Original Research
IAB
· Original study ↗
Methodology
Cited as 'a recent IAB report'; no survey size or year stated in source.
Methodology documented
Segmentation
Industrymarketing
RegionGlobal
RoleAll marketers
Cite this stat
Plain Text
marketers: 37% share of marketers with clear understanding of roi. Source: IAB (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-clear-roi-understanding-iab
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<blockquote cite="https://lighthousedata.io/data/marketers-clear-roi-understanding-iab" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37%</strong> -- share of marketers with clear understanding of roi for marketers<br><small>Source: IAB (2026) · <a href="https://lighthousedata.io/data/marketers-clear-roi-understanding-iab" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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