Click-based attribution sends a third of spend to sales that would have happened anyway
35%
spend on redundant sales
WarningPaid Media
Click-based attribution pushes advertisers toward the conversions that are easiest to claim, and 35% of that spend lands on sales that would have happened anyway.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 3, s. 7; Analytic Partners ROI Genome, 2023 (750+ brands, 45 markets)
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