Featured insight
Only half (49%) say their marketing measurement programs are built to measure impact on business outcomes.
AIÂ confidence has a ceiling
78% of leaders are being pressured to integrate AI marketing tools, but only 51% feel confident explaining AI-driven ROI to the board.
Good ideas are dying on the table
74% of leaders have killed or scaled back a marketing idea because they lacked confidence in how to measure its impact.
Budget waste is suspected but unconfirmed
35% say more than 20% of their marketing budget is inefficiently allocated — but can't prove it due to incomplete or unreliable measurement.
Most marketing measurement tools aren't enabling decisions
Only 40% say their measurement tools make it much easier to take decisive action.
About the participants
Roles : Senior marketing and finance leaders involved in paid media decisions
Annual paid marketing budget : $11MM-$100MM+ (27% have budgets over $51MM)
Job level : 43% are owners or C-level executives 29% are VP or Director level
Top business sectors : Fintech, CPG/Retail, DTC/Ecommerce, Media and Entertainment
Measurement and confidence
See how leaders assess their own marketing measurement approaches – and where that confidence breaks down when financial scrutiny increases.
AI adoption and accountability
Discover how organizations are navigating the gap between confidence in AI execution and the ability to explain ROI from AI-powered marketing tools.
The cost of measurement uncertainty
Understand how measurement gaps are shaping which ideas get funded, which investments move forward, and how organizations grow.
Channel investment intentions
See where marketing budgets are headed in 2026 – and which channels leaders feel most and least confident defending from a measurement POV.