Metric Monday: Attribution in 2025 — Still Missing the Mark

saraboostani

Hi all,

Another metric from this year’s 2025 Marketing Measurement Benchmark: 87% of B2B marketing teams report using attribution models. That includes 92% of ABM teams and 68% of legacy teams.

But most attribution practices fall short of capturing how buying decisions are actually made.

Multi-touch is the most commonly used model — but it typically assigns credit to just 3 to 4 touchpoints, despite buying groups generating 150 to 200 interactions per vendor.

Only ~ 1 in 5 teams use statistical modeling. In reality, it's the only model that can account for the full pattern of interactions over time. It is harder to implement and explain but it is the only approach grounded in actual impact.

Read more: What’s (Currently) Measured Isn’t What Matters: The State of B2B Marketing Metrics in 2025

@Kerry