Marketing Analytics with Fexingo · 2026-08-19 · 9 min
In this episode of Marketing Analytics with Fexingo, Lucas and Luna tackle a blind spot in modern attribution: newsletter sponsorships. They trace the journey of a reader who sees a sponsored ad in a niche finance newsletter, doesn't click, but later converts via a branded search. Lucas explains why last-click models fail to credit the newsletter, while Luna points out that even multi-touch models need a view-through window. They discuss practical fixes, from UTM-tagged links and promo codes to incrementality testing and marketing mix modeling. The hosts share a real-world example of a B2B SaaS company that used a promotional code to measure newsletter impact, and they examine why brand lift studies are often more reliable than digital attribution. Along the way, they touch on the ad-blocking problem and the challenge of capturing offline influence. The episode wraps with a thoughtful reflection on what attribution models can and cannot tell us, and why marketers need to blend analytics with a bit of humility.
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