Why Marketing Attribution Ignores View-Through Conversions

Episode notes

Episode 125 of Marketing Analytics with Fexingo tackles a blind spot in most attribution setups: view-through conversions. Lucas and Luna explore how the industry's shift to last-click and click-based models systematically discounts the influence of display, video, and social ads that users see but don't click. They walk through a concrete example from a DTC brand that ran a two-month experiment comparing click-attributed revenue vs. view-through-inclusive revenue - and found that 42% of conversions came from users who never clicked a single ad. The hosts explain why standard platforms like Google and Meta underreport view-through impact, how the IAB's viewability standards create a false floor, and why media mix modeling is making a comeback as a corrective. They also touch on the tension between measurement purity and the practical reality of how human attention actually works.

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