B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
4
4 -- last click to mmm roas multiplier for Paid Social (2025)
The median multiplier between Last-Click ROAS and MMM-based ROAS for Paid Social overall was 4.2x.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
4
Unit
Multiple
Data Vintage
2025
Entity
Sample Size
34
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/sellforte-activate-tiktok ↗
Source Article
Introducing Sellforte Activate for TikTok: Measure TikTok's True Incremental Impact and Turn It Into Action
Introducing Sellforte Activate for TikTok: Measure TikTok's True Incremental Impact and Turn It Into Action
When we launched Sellforte Activate in March, we closed the gap between MMM insight and campaign execution for Google Ads. Then in May, we extended Activate to Meta, bringing incrementality-ba…
Original Research
Sellforte
· Original study ↗
Methodology
Sellforte research across 34 ecommerce and retail businesses using marketing mix modeling vs last-click attribution
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Paid Social: 4 last click to mmm roas multiplier. Source: Sellforte (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/paid-social-last-click-to-mmm-roas-multiplier-4-2x
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<blockquote cite="https://lighthousedata.io/data/paid-social-last-click-to-mmm-roas-multiplier-4-2x" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4</strong> -- last click to mmm roas multiplier for Paid Social<br><small>Source: Sellforte (2025) · <a href="https://lighthousedata.io/data/paid-social-last-click-to-mmm-roas-multiplier-4-2x" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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