B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
34%
34% -- roi increase from mmm adoption for eCommerce/DTC advertisers (2025)
Switching from last-click to MMM results in a 34% increase in marketing ROI / ROAS for eCommerce/DTC businesses.
- Estimated improvement potential based on MMM optimization models keeping total media spend constant
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
34%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
27
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
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sellforte
Primary
Tier A
https://sellforte.com/blog/from-last-click-to-mmm-unlock-65-more-sales/ ↗
Source Article
From Last-click to Marketing Mix Modeling (MMM): Unlock +6.5% more sales
Blog
From Last-click to Marketing Mix Modeling (MMM): Unlock +6.5% more sales
February 18, 2025 | Lauri Potka, Paul Arpikari, Juha Nuutinen
For years, performance marketing teams have relied on last-click attribution as their go-to method for optimizing advertising spend across ad platforms, channel…
Original Research
Sellforte
· Original study ↗
Methodology
Median ROI/ROAS improvement from MMM-based optimization at the same media budget, based on Sellforte's analysis of 27 eCommerce/DTC advertisers.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
eCommerce/DTC advertisers: 34% roi increase from mmm adoption. Source: Sellforte (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mmm-roi-increase-ecom-dtc
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<blockquote cite="https://lighthousedata.io/data/mmm-roi-increase-ecom-dtc" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>34%</strong> -- roi increase from mmm adoption for eCommerce/DTC advertisers<br><small>Source: Sellforte (2025) · <a href="https://lighthousedata.io/data/mmm-roi-increase-ecom-dtc" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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