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

94%

94% -- percentage of online ad data points ignored in roi calculation for Microsoft Advertising (2008)

Name: Percentage Of Online Ad Data Points Ignored In ROI Calculation Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-19

2008 · Microsoft Advertising

Advertisers can ignore up to 94% of online data points and only look at 6% of data when calculating online marketing ROI using last-click models.

Represents an upper bound ('as much as 94%') based on Microsoft studies using real advertiser data.

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Attribution: Microsoft Advertising View source

Lighthouse Research Team

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

Source verified Evidence graded

Value

94%

Unit

Percentage

Data Vintage

2008

Entity

Microsoft Advertising

Evidence Quality

Strong, reliable evidence

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

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Microsoft Advertising Primary Tier C

http://adviking.wordpress.com/category/display/ ↗

Confidence: 23/100 Vintage: 2008 Channel: Common Crawl

Source Article

Posts about display on AdViking

Original Research

Microsoft Advertising · Original study ↗

Methodology

Studies by Microsoft Advertising using real advertiser data; reported via AdViking blog citing Microsoft findings

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

Microsoft Advertising: 94% percentage of online ad data points ignored in roi calculation. Source: Microsoft Advertising (2008). Via Lighthouse Intelligence -- https://lighthousedata.io/data/microsoft-roi-data-points-ignored-2008

HTML Embed

<blockquote cite="https://lighthousedata.io/data/microsoft-roi-data-points-ignored-2008" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>94%</strong> -- percentage of online ad data points ignored in roi calculation for Microsoft Advertising<br><small>Source: Microsoft Advertising (2008) · <a href="https://lighthousedata.io/data/microsoft-roi-data-points-ignored-2008" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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