The State of Attribution, Annual Marketer Survey 2022 is a 6-year-long MMA Globals’ Marketing Attribution Think Tank (MATT) initiative. This year’s report brings a unique perspective and insights into MTA adoption of marketers in 2022 as compared to previous years.
Furthermore, this report sheds light on the state of MTA adoption, how marketers feel about it, and how satisfied marketers are with their ability to measure marketing results.
Key takeaways:
- MTA adoption saw steady growth from 2016 to 2020, experienced a dip in 2021 but rebounded in 2022. Currently, 53% of marketers use it.
- Despite the increasing maturity of MTA, the Net Promoter Score (NPS) for MTA providers remain gloomy, at -16% in 2022.
- 23% vs. 15% have worked with more than two MTA vendors this year, reflecting a rise in experience with MTA.
Discover granular insights, challenges, and takeaways on MTA adoption in this report.
