How Last-Click Attribution Wastes Your Marketing Budget

Episode notes

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 to data-driven attribution and saw a 22% improvement in cost per acquisition. The hosts explain the difference between last-click, first-click, linear, time-decay, and position-based models, and why the best attribution is often simpler than marketers think: incremental measurement. No fluff, just the math behind better budget decisions. #MarketingAttribution #LastClickAttribution #MarketingAnalytics #DataDrivenMarketing #AttributionModeling #MarketingROI #DigitalMarketing #GoogleAnalytics #SearchAds #DisplayAds #PodcastAdvertising #DTCBrands #Incrementality #CostPerAcquisition #MarketingBudget #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

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