Marketing Analytics with Fexingo · 2026-07-06 · 7 min
Episode 97 of Marketing Analytics with Fexingo dives into view-through attribution - the metric that credits a conversion to an ad a user saw but didn't click. Lucas and Luna unpack a 2025 Meta-commissioned study across 200 campaigns that found view-through attribution overstated ROAS by up to 40% compared to click-through. They explain why the gap exists, how platform algorithms game view-through windows, and why the discrepancy is worst for upper-funnel campaigns like video and display. The hosts share a practical fix: using a seven-day click-through window as your primary north star and treating view-through conversions as a secondary, directional signal. They also discuss how Google's Privacy Sandbox and Apple's SKAdNetwork are forcing advertisers to rethink view-through measurement entirely. No filler - just the one angle that matters most for marketers today.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Why Attribution Models Ignore Missed Calls79 / 100How Incrementality Reveals True Marketing Impact90 / 100How Marketing Attribution Fails on Subscription Models82 / 100Why Marketing Attribution Misses the Seasonality Pattern91 / 100
Why Marketing Attribution Breaks on Subscription Models92 / 100
