How Ad Fatigue Metrics Reveal Hidden Attribution Waste

Episode notes

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-incremental-conversion analysis - and why ignoring it leads to 20-40% budget waste. Lucas argues that attribution without fatigue data is just counting impressions, not measuring effectiveness. A fresh lens for anyone managing digital ad spend in July 2026. #AdFatigue #MarketingAttribution #Retargeting #DigitalAds #FrequencyCapping #CampaignOptimization #MarketingROI #AdWaste #ECommerceMarketing #DataDrivenMarketing #Viewability #MarketingAnalytics #AttributionModel #Business #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo

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