How Apple's ATT Broke Facebook Attribution Models

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore the seismic impact of Apple's App Tracking Transparency on Facebook ad attribution. Using a real-world DTC skincare brand as a case study - where attributed Facebook conversions dropped from 60% to under 20% post-ATT - they unpack how attribution models became unreliable when data sources changed. They discuss why many advertisers saw inflated ROAS from Facebook's modeled conversions, the critical need for incrementality testing and geo lift studies, and the broader lesson that attribution is only as good as its input data. The episode concludes with a look at emerging solutions like data clean rooms and media mix modeling, leaving listeners with a challenging question: are you measuring reality or platform narratives? #MarketingAnalytics #AdAttribution #AppleATT #FacebookAds #PrivacyChanges #iOS14 #DataPrivacy #IncrementalityTesting #GeoLiftStudy #DTCBrands #MarketingROI #ConversionTracking #ModeledConversions #CleanRooms #MediaMixModeling #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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