Why Marketing Attribution Misses the Ad Frequency Problem

Episode notes

Lucas and Luna examine how standard attribution models ignore ad frequency - the fact that seeing the same creative five times doesn't drive five incremental conversions. Lucas walks through a real case: a DTC mattress brand running Facebook retargeting that showed a 3x attributed ROAS but a flat incrementality test. They dig into frequency caps, recency decay, and why any attribution model without a frequency dimension overweights retargeting. Luna pushes back with the measurement paradox - more touchpoints mean more attributed credit even when each additional touchpoint delivers diminishing returns. Finally, they discuss how brands can build frequency-aware attribution by layering impression counters on top of existing models, citing specific tools like Google Ads' frequency cap data and Adobe's pathing analysis. By the end, listeners understand why their last-click model might be giving a false halo to ads that annoy customers.

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