Why Attribution Models Miss Multi-Touch Paid Search

Marketing Analytics with Fexingo · 2026-08-30 · 9 min

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Topics in this episode

Multi-touch attribution paid search attribution data-driven attribution model position-based attribution google ads default

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore a blind spot in marketing attribution: multi-touch paid search. Most models credit the last click or the first click, but paid search often works as a mid-funnel assist that nudges high-intent prospects toward conversion. They dive into a specific case from a B2B SaaS company that saw a 40 percent drop in attributed conversions after switching to a data-driven attribution model, only to recover by manually weighting paid search touchpoints. The episode breaks down the mechanics of position-based models, the conflict between Google's default settings and true cross-channel view, and the practical steps to fix this bias. Lucas and Luna also discuss how this impacts budget decisions and why ignoring the assist can kill a campaign's ROI. If you've ever wondered why your paid search metrics look weak despite growing revenue, this episode offers a clear diagnosis and a path forward.

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