Marketing is getting more data-driven, but the results still vary wildly by channel and approach. For example, 78% of companies use some form of marketing analytics tools, yet only 27% of marketers report improved ROI from marketing attribution, creating a real gap between measurement and payoff. Meanwhile, mobile-first gains and AI-adjacent behaviors are reshaping performance, with 15% higher conversion rates on optimized landing pages for mobile versus desktop.
Key Takeaways
- 75% of marketers say their marketing automation tools help to improve lead generation (survey result)
- 62% of marketers report using customer data platforms (CDPs) in 2024 (survey)
- 54% of organizations used paid search in the last 12 months (survey)
- 54% of organizations plan to increase their use of customer journey analytics (survey)
- 1.0 billion average number of daily active users on Instagram (Meta) in 2024 (Meta investor metrics)
- TikTok reported 1.56 billion monthly active users worldwide in 2024 (company reporting/industry estimates)
- 27% of marketers report improved ROI using marketing attribution (survey)
- 9% average reduction in cost per conversion with CRO improvements (meta-analysis from industry study)
- 10-20% conversion-rate improvement with lead nurturing (industry research)
- $4.1 million median cost of an adware incident (industry report)
- $0.65 average cost per lead in B2B marketing (industry benchmark)
- $59.18 average cost per acquisition in Facebook ads for eCommerce (benchmark)
- 81% of marketers consider marketing analytics important to business success.
- 67% of marketing leaders say they use customer data (customer attributes, behavior, or interactions) to personalize messaging.
Most marketers are boosting growth with analytics, CDPs, and personalization, driving better leads, conversion, and ROI.
User Adoption
175% of marketers say their marketing automation tools help to improve lead generation (survey result)[1]
Verified
262% of marketers report using customer data platforms (CDPs) in 2024 (survey)[2]
Directional
354% of organizations used paid search in the last 12 months (survey)[3]
Verified
457% of marketers use email marketing as a primary channel (survey)[4]
Verified
569% of marketers report using marketing analytics tools (survey)[5]
Verified
652% of marketers say they use personalization tactics on their websites (survey)[6]
Verified
741% of organizations have adopted a CDP (survey)[7]
Verified
863% of marketers use video as a marketing tool (survey)[8]
Verified
978% of companies use some form of marketing analytics tools (share using marketing analytics)[9]
Single source
User Adoption Interpretation
User Adoption is strongest where marketers are actively using core digital capabilities, with 78% of companies already using marketing analytics tools and 75% relying on marketing automation to improve lead generation.
Industry Trends
154% of organizations plan to increase their use of customer journey analytics (survey)[10]
Verified
21.0 billion average number of daily active users on Instagram (Meta) in 2024 (Meta investor metrics)[11]
Directional
3TikTok reported 1.56 billion monthly active users worldwide in 2024 (company reporting/industry estimates)[12]
Single source
473% of B2B buyers use multiple channels during their buyer journey.[13]
Verified
Industry Trends Interpretation
Industry Trends show that customer-centric measurement and multi-channel behavior are accelerating, with 54% of organizations planning to increase customer journey analytics and 73% of B2B buyers using multiple channels across their journey while social platforms keep expanding at scale with Instagram averaging 1.0 billion daily active users and TikTok reaching 1.56 billion monthly active users in 2024.
Performance Metrics
127% of marketers report improved ROI using marketing attribution (survey)[14]
Verified
29% average reduction in cost per conversion with CRO improvements (meta-analysis from industry study)[15]
Directional
310-20% conversion-rate improvement with lead nurturing (industry research)[16]
Verified
4$0.45 average cost per click for email marketing CTAs (derived from email benchmarks study)[17]
Verified
542% increase in brand awareness from TikTok creator partnerships (industry study)[18]
Verified
628% lift in purchase intent from influencer content (meta-analysis/industry research)[19]
Verified
7Lift of 14% in conversion rate from video landing pages vs. non-video (study)[20]
Verified
8$0.03 average cost per view for YouTube ads TrueView (benchmark)[21]
Directional
915% higher conversion rates on mobile vs. desktop for optimized landing pages (study)[22]
Verified
102.9x average increase in engagement with interactive content (industry report)[23]
Verified
11A 10% improvement in conversion rate is associated with a 27% increase in marketing ROI (peer-reviewed marketing analytics study).[24]
Verified
Performance Metrics Interpretation
Across performance metrics, marketers are seeing tangible gains like a 27% improved ROI with attribution and a 10% conversion rate lift tied to a 27% ROI increase, showing that strengthening measurement and conversion performance are consistently driving results.
Cost Analysis
1$4.1 million median cost of an adware incident (industry report)[25]
Single source
2$0.65 average cost per lead in B2B marketing (industry benchmark)[26]
Single source
3$59.18 average cost per acquisition in Facebook ads for eCommerce (benchmark)[27]
Verified
4$9.70 average cost per lead for email marketing (benchmark)[28]
Verified
5$6.0 million average cost of marketing attribution software implementation (industry estimate)[29]
Verified
6Bots accounted for 27% of all internet traffic in 2020 (share of traffic attributed to bots)[30]
Directional
7$11.5 million is the estimated average annual cost of marketing-related fraud for major firms (Association of Certified Fraud Examiners report estimate).[31]
Verified
Cost Analysis Interpretation
From a cost analysis perspective, marketing budgets are being pressured by a wide range of expenses and waste, with costs like a $4.1 million median for adware incidents and $11.5 million in annual marketing-related fraud for major firms showing how security and fraud losses can rival core acquisition costs such as $0.65 per B2B lead and $59.18 per Facebook ad acquisition.
Data & Adoption
181% of marketers consider marketing analytics important to business success.[32]
Directional
267% of marketing leaders say they use customer data (customer attributes, behavior, or interactions) to personalize messaging.[33]
Verified
Data & Adoption Interpretation
Under the Data & Adoption lens, the gap is clear as 81% of marketers see marketing analytics as crucial, yet only 67% of marketing leaders actively use customer data to personalize messaging.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Thomas Lindqvist. (2026, February 13). Marketing Statistics. Gitnux. https://gitnux.org/marketing-statistics
MLA
Thomas Lindqvist. "Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-statistics.
Chicago
Thomas Lindqvist. 2026. "Marketing Statistics." Gitnux. https://gitnux.org/marketing-statistics.
References
- 1hubspot.com/state-of-marketing
- 26hubspot.com/marketing-statistics
- 2forrester.com/report/The-Forrester-Teardown-Process%3A-Insights-into-CDP-Adoption/
- 16forrester.com/report/Lead-Nurturing-ROI/
- 3thinkwithgoogle.com/intl/en-us/marketing-strategies/research-studies/
- 21thinkwithgoogle.com/intl/en-gb/benchmarks/
- 4constantcontact.com/resources/email-marketing-statistics/
- 5g2.com/reports/marketing-analytics-statistics
- 6econsultancy.com/reports/
- 7gartner.com/en/newsroom/press-releases/2024-02-05-gartner-says-
- 13gartner.com/en/documents/3998357
- 14gartner.com/en/marketing/insights
- 29gartner.com/reviews/market-analytics-attribution
- 8wyzowl.com/video-marketing-statistics/
- 20wyzowl.com/video-statistics/
- 9statista.com/topics/2464/marketing-analytics/
- 10salesforce.com/resources/research-reports/state-of-marketing/
- 11investor.fb.com/financials/default.aspx
- 12tiktok.com/business/en-US/resources/
- 18tiktok.com/business/en-us/resources/
- 15crazyegg.com/blog/cro-statistics/
- 17mailerlite.com/blog/email-marketing-statistics
- 19influencerintelligence.com/influencer-effectiveness-study
- 22optimizesmart.com/mobile-landing-page-study
- 23leadspace.com/blog/interactive-content-marketing-statistics
- 24sciencedirect.com/science/article/pii/S2212420918300278
- 25verizon.com/business/resources/reports/dbir/
- 27wordstream.com/blog/ws/facebook-ad-benchmarks
- 28mailchimp.com/resources/email-marketing-statistics/
- 30itu.int/en/ITU-T/Pages/default.aspx?pub=2020-Internet-Bots-Report
- 31acfe.com/report-to-the-nations/2024/marketing-fraud
- 32domo.com/learn/marketing-analytics-statistics
- 33campaignlive.com/article/customer-data-personalization-67/xxxx