B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
32%
32% -- share of attributed conversions from view through for digital advertising platforms (2026)
View-through attribution accounts for 32% to 40% of attributed conversions across digital advertising platforms according to the IAB State of Data 2026.
- Incremental testing reportedly shows less than 15% of those conversions are actually driven by the impression.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
32%
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://www.darkroomagency.com/observatory/why-paid-media-fails-platform-metrics ↗
Source Article
Why Paid Media Fails When You Optimize for Platform Metrics
PAID MEDIA
Why Paid Media Fails When You Optimize for Platform Metrics
Written by Darkroom leardership
Written & peer reviewed by 4 Darkroom team members
TL;DR
Platform metrics measure what the platform can see, not what your business needs. A $2 ROAS in Meta's dashboard can represent negative incre…
Original Research
IAB
· Original study ↗
Methodology
Range 32-40%, midpoint extracted. Cited from IAB State of Data 2026; incremental testing reportedly shows less than 15% of those conversions are actually driven by the impression.
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
digital advertising platforms: 32% share of attributed conversions from view through. Source: IAB (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/view-through-attribution-share-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/view-through-attribution-share-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- share of attributed conversions from view through for digital advertising platforms<br><small>Source: IAB (2026) · <a href="https://lighthousedata.io/data/view-through-attribution-share-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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