B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
6.5%
6.5% -- sales increase from mmm adoption for eCommerce/DTC advertisers (2025)
Switching from last-click attribution to Marketing Mix Modeling (MMM) drives a 6.5% median increase in sales for eCommerce/DTC advertisers without increasing total media spend.
- Identified improvement potential assuming total media spend remains unchanged
- Represents the median impact across the sample
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
6.5%
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 MMM: Unlock +6.5% more sales
Blog
From Last-click to 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, channels, and campaigns. While i…
Original Research
Sellforte
· Original study ↗
Methodology
Sellforte implemented MMM for 27 eCommerce/DTC advertisers and assessed optimization potential at same media spend; median impacts reported
Methodology documented
Segmentation
IndustryeCommerce
Channelpaid_ads
Cite this stat
Plain Text
eCommerce/DTC advertisers: 6.5% sales increase from mmm adoption. Source: Sellforte (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mmm-vs-last-click-sales-increase-ecom
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<blockquote cite="https://lighthousedata.io/data/mmm-vs-last-click-sales-increase-ecom" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>6.5%</strong> -- sales increase from mmm adoption for eCommerce/DTC advertisers<br><small>Source: Sellforte (2025) · <a href="https://lighthousedata.io/data/mmm-vs-last-click-sales-increase-ecom" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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