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

Lucas and Luna unpack how marketplace platforms like Amazon and Instacart create attribution black holes that break most marketing analytics setups. They walk through the specific mechanics: walled-garden click data, last-click windows that reset without cause, and granular sales data that arrives too late to optimize campaigns. Using Instacart's analyst day disclosures as the anchor, they explain...

Most attribution models treat every day of the year the same — but consumer behavior shifts dramatically during the holiday season. In this episode, Lucas and Luna break down how standard multi-touch attribution models systematically misattribute December conversions, using real data from a mid-market ecommerce brand that saw its CPA drop 40 percent in December only to rise 25 percent in January....

Episode 80 of Marketing Analytics unpacks data clean rooms: the privacy-safe sandboxes where brands match customer data with platforms like Google and Meta without exposing raw PII. Lucas and Luna walk through a real-world case where a major retailer used a clean room to measure cross-channel incrementality — and discovered 22 percent of its attributed conversions were driven by ad exposure alone,...

Episode 79 of Marketing Analytics with Fexingo. Lucas and Luna dive into a specific blind spot in mobile attribution: the over-reliance on in-app purchases as the only conversion signal. Lucas explains how in-app events like level completions, tutorial finishes, or content shares can serve as stronger leading indicators of long-term value, especially for freemium apps. He walks through a concrete...

Episode 78 of Marketing Analytics with Fexingo. Lucas and Luna dig into why Customer Lifetime Value (CLV) is a more durable north star than attribution models—especially when those models break. They walk through a concrete example: a DTC mattress company that spent $2.3 million on Meta ads in Q1 2026. Last-touch attribution gave the campaign a 4.2x ROAS. But a CLV analysis, factoring in repeat pu...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore why incrementality testing is often superior to traditional attribution models for measuring true marketing ROI. Using the case of a DTC brand that ran a geo-incrementality test, they show how last-touch and multi-touch attribution overestimated Facebook ad returns by 40%. They walk through the test design, the surprising...

Episode 76 of Marketing Analytics with Fexingo dives into incrementality testing—why it's the gold standard for measuring true ad impact. Lucas and Luna walk through a real-world example: how an e-commerce brand running Facebook and Google Shopping campaigns discovered that 40% of their last-click conversions would have happened anyway. They break down the difference between correlation and causal...

Lucas and Luna dive into digital shelf analytics — the practice of tracking product availability, pricing, and content quality on retailer platforms. Using the example of a midsize CPG brand that fixed a 14-week stockout on Amazon without changing an ad budget, they explain why the digital shelf is often the biggest leak in the marketing funnel. They contrast this with traditional attribution mode...

Episode 74 of Marketing Analytics with Fexingo dives into server-side tagging — a technical shift that is quietly reshaping how marketers measure campaign performance. Lucas and Luna unpack why client-side tags miss conversions from ad blockers, browser privacy updates, and slow page loads. They walk through a concrete example: a retailer that lost 30 percent of its Facebook conversion data after...

Lucas and Luna break down a specific attribution blind spot almost no one talks about: broken tracking URLs and 404 errors. Using a real example from a 2025 retail campaign that lost 12% of tracked conversions to dead links, they explain how link rot silently skews attribution toward top-of-funnel channels and inflates last-click credit. They walk through a simple audit method—checking redirect ch...

Lucas and Luna dive into a 2025 study by Nielsen and Procter & Gamble that found campaigns using both TV and digital video saw a 23 percent lift in return on ad spend compared to either channel alone. They explore why standard attribution models miss these cross-channel synergies, how media mix models capture them, and what it means for marketers allocating budgets in mid-2026. Specific case: P&G'...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna challenge the assumption that viewability standards truly measure ad effectiveness. They unpack the history of the industry's viewability benchmark — the IAB's 50 percent pixels in view for one second — and why it was designed more for fraud detection than marketing insight. Using Meta's 2023 brand lift study data showing that vie...

Lucas and Luna break down a 2025 Google Marketing Live study showing that ad server clicks are 40-60 percent inflated compared to actual site visits. They explore how bot traffic, accidental taps, and pre-rendering create phantom engagement that distorts ROAS calculations. The hosts walk through a real-world example from a mid-market e-commerce brand that was optimizing against click data and gett...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna drill into a specific blind spot in multi-touch attribution models: the tendency to overvalue touchpoints that occur late in the conversion path or that require minimal consumer effort. They examine a 2025 study from the Journal of Marketing Research that analyzed 2.3 million online purchase paths across three major retailers and...

In Episode 68 of Marketing Analytics with Fexingo, Lucas and Luna dive into a pervasive blind spot in marketing attribution: cross-device tracking. Lucas presents a striking case study: a fashion retailer's mobile ad campaign showed a 12 percent conversion rate on mobile, but when customers switched to desktop to purchase, the desktop channel took all the credit. Lucas explains how device graphs a...

In Episode 67 of Marketing Analytics, Lucas and Luna dig into why geographic lift studies often reveal the true incremental impact of campaigns better than any click-level attribution model. They walk through a real-world example from an omnichannel retailer that spent $350,000 on a Facebook campaign targeting the southern U.S. The geo lift test showed only 11 percent of attributed conversions wer...

Lucas and Luna dig into the biggest blind spot in modern marketing attribution: the assumption that the last click before conversion deserves all the credit. Using a detailed example from a DTC skincare brand that ran a seven-channel campaign, Lucas explains why last-touch attribution overvalues discount-focused channels like retargeting and completely misses the role of top-of-funnel awareness. L...

Lucas and Luna dive into predictive marketing mix models that forecast sales without traditional attribution. Using a case study from a mid-size CPG brand called BrightBox, they explore how a simple regression model using media spend, seasonality, and distribution data predicted quarterly sales within 3% accuracy. They discuss why attribution models often overcomplicate causality, how Bayesian pri...

Episode 64 of Marketing Analytics with Fexingo dives into view-through attribution — the practice of crediting an ad impression that a user didn't click but merely saw. Lucas and Luna unpack a 2025 study from Nielsen showing that campaigns relying on view-through windows longer than 24 hours overstate ROI by an average of 40 percent. They walk through a real eCommerce example: a DTC mattress brand...

Lucas and Luna dig into a hidden flaw in most attribution models: the time lag between a customer's first touch and their final conversion. Using a real example from a DTC mattress brand, they show how different lookback windows can flip which channel 'wins' credit — and why 70% of conversions may be misattributed. They discuss Google Analytics' default 90-day window versus Facebook's 7-day click...

Episode 62 of Marketing Analytics with Fexingo: Lucas and Luna break down geo lift studies — the experimental method that compares ad-exposed regions to control regions to measure true incremental lift. They walk through a real example of a national quick-serve chain testing a TV campaign across 20 designated market areas, revealing that their attribution model had over-reported conversions by 40...

Lucas and Luna unpack a 2025 study from Adalytics showing that ad blockers suppressed 18% of tracked impressions in a controlled test for a Fortune 500 retailer—yet attribution models still credited those blocked impressions for conversions. They explain why ad-block traffic creates phantom touchpoints, how last-click models overcredit paid search when organic actually drove the sale, and why clea...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna dig into a hidden flaw in most attribution models: ad blockers. With an estimated 27% of US internet users running ad blockers in 2026, millions of impressions and clicks go unmeasured, leading to misattributed conversions and skewed channel performance. Lucas explains how ad blockers create a systematic blind spot—especially for...

In episode 59 of Marketing Analytics with Fexingo, hosts Lucas and Luna unpack a blind spot most attribution models share: platform effects. Lucas explains how ad platforms like Google and Meta optimize delivery based on their own models, creating a feedback loop that inflates performance metrics. He illustrates with a real example from a DTC brand that saw Meta attribute 60% of conversions to its...

Episode 58 of Marketing Analytics with Fexingo dives into a hidden attribution flaw: brand search cannibalization. Lucas and Luna use the example of a $50 million e-commerce retailer to show how last-click models attribute conversions to brand search terms that were actually driven by TV or social ads. They walk through a simple incrementality test to reveal true brand search lift, and explain why...