How Influencer Marketing Breaks Your Attribution Model

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna drill into one of the stickiest attribution problems facing brands today: influencer marketing. Most attribution models last-click to a direct link or a promo code, but a 2025 eMarketer study found that nearly 70 percent of influencer-driven conversions happen outside that window - through later search, direct visits, or offline word-of-mouth. Lucas walks through a real case: a DTC skincare brand that saw a 40 percent revenue lift after a TikTok micro-influencer campaign, yet its multi-touch model assigned 90 percent of the credit to brand search and email. They discuss why view-through windows are too short, why platform-specific UTM parameters miss dark social, and how brands are beginning to use incrementality testing and media-mix modeling to get closer to the truth. No hot takes - just a clear-eyed look at what's broken and what's next.

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