Marketing Attribution in 2026

Marketing Attribution

Marketing attribution is being rebuilt from the ground up in 2026. Third-party cookies survived, Privacy Sandbox died, and AI now generates both the answers buyers consume and the models marketers use to measure them. For B2B companies running HubSpot, this creates a paradox: more data than ever, yet roughly 90% of B2B marketing teams still rely on single-touch or basic multi-touch attribution models that miss the vast majority of the buyer journey.