Why Marketing Attribution Overlaps with Reach and Frequency

Episode notes

Attribution models often double-count conversions when a user sees the same ad multiple times across channels. In this episode, Lucas and Luna dissect the reach-and-frequency overlap problem using a concrete example: a hypothetical car buyer who sees a display ad 12 times, a search ad 5 times, and a social ad 3 times before purchasing. They explain why last-click or even multi-touch attribution can overcredit reach-heavy channels (like display) and undercredit frequency-limited channels (like search). They also discuss how adding a frequency cap analysis and using incremental lift testing can untangle the mess. By the end, listeners learn one actionable fix: whenever you set up attribution, also report average frequency per channel and compare it to conversion frequency to spot inflated credit. #MarketingAttribution #ReachAndFrequency #AdFrequency #MultiTouchAttribution #Incrementality #DisplayAds #SearchAds #SocialAds #ConversionOverlap #AttributionOverlap #MarketingAnalytics #FrequencyCapping #CampaignMeasurement #AdEffectiveness #DataDrivenMarketing #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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