78% of companies use marketing analytics tools. Only 27% of marketers report improved ROI from attribution. Similar gaps appear between adoption rates and measured performance across channels.
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.
Related reading
01 · Category
User Adoption9 stats
01
75% of marketers say their marketing automation tools help to improve lead generation (survey result)
02
62% of marketers report using customer data platforms (CDPs) in 2024 (survey)
03
54% of organizations used paid search in the last 12 months (survey)
04
57% of marketers use email marketing as a primary channel (survey)
05
69% of marketers report using marketing analytics tools (survey)
06
52% of marketers say they use personalization tactics on their websites (survey)
07
41% of organizations have adopted a CDP (survey)
08
63% of marketers use video as a marketing tool (survey)
09
78% of companies use some form of marketing analytics tools (share using marketing analytics)
Interpretation
User Adoption Interpretation
In the user adoption landscape, marketers are widely taking up core digital tools and tactics, with 75% saying marketing automation improves lead generation and 69% reporting use of marketing analytics tools.
02 · Category
Industry Trends4 stats
01
54% of organizations plan to increase their use of customer journey analytics (survey)
02
1.0 billion average number of daily active users on Instagram (Meta) in 2024 (Meta investor metrics)
03
TikTok reported 1.56 billion monthly active users worldwide in 2024 (company reporting/industry estimates)
04
73% of B2B buyers use multiple channels during their buyer journey.
Interpretation
Industry Trends Interpretation
Under Industry Trends, marketing is clearly shifting toward data-driven, multi-channel engagement as 54% of organizations plan to increase customer journey analytics, 73% of B2B buyers rely on multiple channels, and social platforms continue to scale massively with Instagram averaging 1.0 billion daily active users and TikTok reaching 1.56 billion monthly active users in 2024.
03 · Category
Performance Metrics11 stats
01
27% of marketers report improved ROI using marketing attribution (survey)
02
9% average reduction in cost per conversion with CRO improvements (meta-analysis from industry study)
03
10-20% conversion-rate improvement with lead nurturing (industry research)
04
$0.45average cost per click for email marketing CTAs (derived from email benchmarks study)
05
42% increase in brand awareness from TikTok creator partnerships (industry study)
06
28% lift in purchase intent from influencer content (meta-analysis/industry research)
07
Lift of 14% in conversion rate from video landing pages vs. non-video (study)
08
$0.03average cost per view for YouTube ads TrueView (benchmark)
09
15% higher conversion rates on mobile vs. desktop for optimized landing pages (study)
10
2.9x average increase in engagement with interactive content (industry report)
11
A 10% improvement in conversion rate is associated with a 27% increase in marketing ROI (peer-reviewed marketing analytics study).
Interpretation
Performance Metrics Interpretation
Across Performance Metrics, marketers are seeing measurable efficiency and lift, including a 27% improvement in ROI with attribution and up to 10–20% higher conversion rates from lead nurturing, while brand and purchase-intent gains from creator and influencer efforts like a 42% boost in awareness and a 28% lift in purchase intent show that these results extend beyond clicks into real outcomes.
More related reading
04 · Category
Cost Analysis7 stats
01
$4.1 million median cost of an adware incident (industry report)
02
$0.65average cost per lead in B2B marketing (industry benchmark)
03
$59.18average cost per acquisition in Facebook ads for eCommerce (benchmark)
04
$9.70average cost per lead for email marketing (benchmark)
05
$6.0 million average cost of marketing attribution software implementation (industry estimate)
06
Bots accounted for 27% of all internet traffic in 2020 (share of traffic attributed to bots)
07
$11.5 million is the estimated average annual cost of marketing-related fraud for major firms (Association of Certified Fraud Examiners report estimate).
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, marketing spending is heavily influenced by efficiency gaps, with average lead costs ranging from $0.65 per lead in B2B to $9.70 per lead for email, while even bot-driven traffic at 27% of all internet traffic in 2020 can silently inflate the true cost of reaching real customers.
05 · Category
Data & Adoption2 stats
01
81% of marketers consider marketing analytics important to business success.
02
67% of marketing leaders say they use customer data (customer attributes, behavior, or interactions) to personalize messaging.
Interpretation
Data & Adoption Interpretation
With 81% of marketers viewing marketing analytics as crucial to business success and 67% using customer data to personalize messaging, the Data & Adoption story is clear that analytics and active use of customer information are becoming the mainstream foundation for more effective marketing.
report visual · Breakdown
Marketing analytics & data adoption
A majority of marketers leverage marketing analytics and personalization-oriented customer data.
73%
73% of B2B buyers use multiple channels during their buyer journey.
27%
27% of marketers report improved ROI using marketing attribution (survey)
source-verifiedgartner.com
Reference
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.
Sources & references
33 datasets cited across this report · attribution is report-level
+8 additional datasets cited (not shown individually)