Why Marketing Attribution Ignores Cross-Device Journeys

Episode notes

In episode 113 of Marketing Analytics with Fexingo, Lucas and Luna tackle one of attribution's most persistent blind spots: cross-device tracking. They explain how a single user might research a product on their phone, click an ad on a laptop, and convert on a tablet - and why most models credit the wrong touchpoint. Using a real-world example from a mid-market retailer, they show how last-click and even multi-touch models systematically undervalue mobile upper-funnel efforts. They also unpack the technical hurdles: deterministic vs. probabilistic matching, privacy regulations like GDPR and CCPA, and Apple's App Tracking Transparency framework. The hosts discuss workarounds like device graphs, Google's cross-device reporting, and unified ID solutions. They close by asking whether 100% accurate cross-device attribution is even possible - or if marketers should focus on incrementality testing instead. Tune in for a clear, practical breakdown of why your campaigns may be misattributed and what you can do about it.

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