Marketing Analytics with Fexingo · 2026-07-29 · 8 min
Episode 142 of Marketing Analytics with Fexingo uncovers a blind spot in most attribution models: internal site search. Lucas and Luna explain why search queries on your own site are invisible to standard attribution, even though they signal high intent - converting at nearly double the average rate. They walk through the technical reasons (cookie gaps, session fragmentation, missing touchpoints) and share how a D2C mattress brand fixed it by tracking search terms as touchpoints, boosting ROAS by 15 percent. Plus, the hosts discuss simple fixes: setting up custom dimensions in analytics, using search-as-a-campaign, and connecting search data to downstream conversions. If your attribution dashboard ignores what customers type into your site, you're likely underinvesting in SEO and overcrediting paid channels. This episode gives you the framework to close that gap.
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