Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance

Podcast advertising is a $4 billion industry, but most marketing attribution models simply ignore it. In this episode, Lucas and Luna unpack why podcast ad effectiveness remains invisible to standard tracking tools — no click-through URL, no pixel, no last-click data. They examine a 2025 study from Nielsen and Edison Research showing that podcast listeners are 2.3 times more likely to trust host-r...

Lucas and Luna dive into the overlooked problem of ad fatigue in marketing attribution. Using a real-world example from a mid-market e-commerce brand that ran a six-week retargeting campaign, they show how standard attribution models credited increasing frequency without flagging declining engagement. The episode walks through how to detect fatigue using frequency-to-conversion ratios and cost-per...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna dive into why traditional multi-touch attribution falls apart for B2B account-based marketing. They focus on a specific case: a mid-market cybersecurity firm that spent $2.4 million on ABM in 2025 but couldn't link pipeline to campaigns using standard models. Lucas explains that ABM's long sales cycles and multiple decision-makers...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna dig into a common attribution pitfall: the systematic over-weighting of paid social channels. They examine why last-click and multi-touch models often credit Facebook and Instagram for conversions that would have happened anyway, using the example of a DTC brand that saw a 40 percent drop in attributed revenue after adding a holdo...

Lucas and Luna dig into the dark side of marketing attribution: the blind spots that hide your highest-value customers. Using the example of a mid-market SaaS company that ran a controlled experiment, they reveal how last-click and even multi-touch models systematically undervalue the first touch that builds brand awareness. The episode walks through a real dataset where 34% of conversions came fr...

Lucas and Luna break down why last-click attribution—still the default in Google Analytics and most ad platforms—systematically misallocates marketing spend. They walk through a concrete example of a $500,000 monthly budget where last-click over-credits bottom-of-funnel search ads by 40% and starves awareness channels like podcasts and display. Luna shares data from a real DTC brand that switched...

Lucas and Luna dig into first-touch attribution—the model that gives all credit to the first interaction a customer has with your brand. They use the example of a B2B software company that saw 80 percent of its demo sign-ups attributed to LinkedIn ads, but when they ran an incrementality test, they discovered those LinkedIn visitors had already searched for the brand on Google. The real driver was...

Episode 100 of Marketing Analytics with Fexingo dives into the messy reality of marketing attribution—and why even the most sophisticated models still get the basics wrong. Lucas and Luna unpack the 'last-click fallacy' that persists across industries, spotlighting how a major consumer brand's data revealed that 40% of conversions were misattributed to the wrong touchpoint. They explore the core t...

Attribution models often double-count conversions when a user sees the same ad multiple times across channels. In this episode, Lucas and Luna dissect the reach-and-frequency overlap problem using a concrete example: a hypothetical car buyer who sees a display ad 12 times, a search ad 5 times, and a social ad 3 times before purchasing. They explain why last-click or even multi-touch attribution ca...

Episode 98 of Marketing Analytics with Fexingo dives into a blind spot that skews attribution data: viewability. Lucas and Luna explain how ads that are technically delivered but never actually seen inflate performance metrics, waste budget, and lead marketers to optimize for the wrong channels. They break down the MRC viewability standard (50 percent of pixels for at least one second for display,...

Episode 97 of Marketing Analytics with Fexingo dives into view-through attribution — the metric that credits a conversion to an ad a user saw but didn't click. Lucas and Luna unpack a 2025 Meta-commissioned study across 200 campaigns that found view-through attribution overstated ROAS by up to 40% compared to click-through. They explain why the gap exists, how platform algorithms game view-through...

Episode 96 of Marketing Analytics with Fexingo dives into a blind spot in most attribution models: retail media networks. Lucas and Luna unpack why Amazon Ads, Walmart Connect, and other retailer-owned ad platforms break standard last-click and multi-touch models. They walk through a concrete example: a skincare brand that ran a $200,000 campaign on a major retailer's network. The ad drove 12,000...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna unpack a glaring blind spot in most attribution models: the failure to track in-store visits from digital ads. They explore how location-data partnerships and footfall measurement are changing the game, using examples like a regional home-improvement chain that saw a 40 percent lift in store visits from targeted mobile campaigns....

Lucas and Luna examine how standard attribution models ignore ad frequency — the fact that seeing the same creative five times doesn't drive five incremental conversions. Lucas walks through a real case: a DTC mattress brand running Facebook retargeting that showed a 3x attributed ROAS but a flat incrementality test. They dig into frequency caps, recency decay, and why any attribution model withou...

Episode 93 of Marketing Analytics with Fexingo dives into a metric most attribution models ignore: real-world foot traffic. Lucas and Luna break down how brands like Target and Starbucks connect digital ad exposure to in-store visits using location data, geofencing, and offline conversion tracking. They walk through a concrete case: a regional QSR chain that ran a Facebook campaign and used foot-t...

Episode 92 of Marketing Analytics with Fexingo: Lucas and Luna dig into a blind spot in digital attribution—offline marketing. Using a case study of a DTC mattress company that ran TV ads but saw zero conversions in its last-click model, they explain how offline touchpoints like TV, radio, and print distort your ROI picture. Lucas breaks down the concept of 'ghost attribution' and why view-through...

Lucas and Luna dig into why multi-touch attribution models often misrepresent which marketing channels actually drive conversions. Using a real-world example from a mid-size e-commerce brand that switched from last-click to a custom multi-touch model and saw its Facebook campaign credit jump 40% while organic search credit dropped 30%, they explain the core problem: model design choices like decay...

Lucas and Luna explore incrementality measurement as the gold standard for marketing attribution. They break down how companies like a DTC skincare brand used a geo-based lift test to discover that 40% of their ad-driven conversions would have happened without ads. The episode explains the mechanics of split-test design, why last-click attribution inflates ROI by 2-3x, and how a CPG brand used mat...

Subscription businesses look like a marketer's dream—recurring revenue, known customers, predictable cohorts. But standard attribution models break on subscription economics. Lucas and Luna break down why last-click and even multi-touch attribution systematically undervalue early-stage marketing and overcredit retention campaigns, using a specific SaaS case study. They explain how subscription met...

Episode 88 of Marketing Analytics with Fexingo: Lucas and Luna dig into how standard attribution models flatten seasonal demand shifts, using data from a mid-size outdoor apparel brand. They walk through a real example where fourth-quarter attribution underplayed organic search while overvaluing paid social — not because the models were broken, but because seasonality wasn't factored into the wind...

Lucas and Luna dive into a blind spot most attribution systems share: subscription billing cycles. Using a real example from a $200 million SaaS company, they show how last-click models attribute a customer's signup to a retargeting ad days after the actual decision was made — and why cohort-based measurement reveals the real driver was a podcast mention three weeks earlier. They walk through the...

Episode 86 of Marketing Analytics with Fexingo tackles the blind spot most attribution models have: long, multi-touch sales cycles with months of consideration. Lucas and Luna break down the difference between attribution, which assigns credit to individual touchpoints, and marketing mix modeling, which estimates aggregate channel effects over time. They walk through the B2B SaaS example of a $50,...

Episode 85 of Marketing Analytics with Fexingo looks at how the deprecation of third-party cookies is forcing marketers to rebuild attribution from scratch. Lucas and Luna examine the Unified ID 2.0 framework, why hashed email-based identity is more durable than cookie-based tracking, and how a major retailer like Walmart used its own identity graph to measure cross-device conversions without cook...

Episode 84 of Marketing Analytics with Fexingo tackles the most overlooked gap in campaign measurement: control groups. Lucas and Luna walk through a real mid-2026 retail campaign where the brand's multi-touch attribution model credited $2.1 million in sales to paid search, but a simple two-city geo-holdout experiment showed actual incrementality was less than half that. They explain why most attr...

Episode 83 of Marketing Analytics with Fexingo dives into recency attribution—the idea that the last touchpoint before a purchase often overshadows earlier interactions, but the most effective campaigns actually balance recency with frequency. Lucas and Luna use a concrete example: a hypothetical DTC skincare brand running a six-week campaign across paid social, email, and search. They walk throug...