Marketing Analytics with Fexingo · 2026-07-17 · 8 min
Lucas and Luna unpack the dark matter of marketing attribution: interactions that never produce a click. They walk through a real example from a mid-market DTC brand that saw a 34 percent lift in attributed revenue after implementing a view-through window for Facebook display ads - conversions that had been invisible to last-click models. The conversation covers the mechanics of view-through attribution, the risks of over-weighting it (a well-known mattress company once over-attributed $12 million in revenue to display), and practical thresholds for setting view-through windows based on category purchase cycles. They also touch on cross-device view-through and the growing role of clean rooms for privacy-safe measurement. A concrete, tactical episode for anyone who suspects their current attribution is leaving revenue on the table.
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
