Why Marketing Attribution Overweights Facebook for B2B SaaS

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna unpack why Facebook attribution systematically overweights the platform for B2B SaaS companies. They walk through a real case: a $50 million ARR cybersecurity firm that saw Facebook attributed 18% of pipeline but only 2% of closed-won revenue. The hosts explain the root cause - Facebook's last-click delta window capturing low-intent clicks from employees on personal devices - and offer a fix: decouple awareness from attribution by running Facebook for reach, then measuring via matched-market tests, not click-based models. No vague theory: specific numbers, a concrete company example, and actionable takeaways for any marketer running B2B paid social. #MarketingAttribution #B2BSaaS #FacebookAttribution #LastClick #AttributionBias #PaidSocial #MarketingAnalytics #B2BMarketing #AttributionModeling #CybersecurityMarketing #SaaSMarketing #Fexingo #BusinessPodcast #MarketingPodcast #DataDrivenMarketing #ROIMeasurement #DigitalMarketing #AttributionWaste Keep every episode free: buymeacoffee.com/fexingo

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