Marketing Analytics with Fexingo · 2026-07-24 · 7 min
Lucas and Luna expose a hidden flaw in marketing attribution: display retargeting gets more credit than it deserves because of recency bias, last-click proximity, and inflated view-through conversion windows. Using a real $2 million campaign example from a DTC mattress brand, they explain why retargeting's attributed ROAS can look like 8x when the true incrementality is closer to 1.3x. The hosts walk through a simple geo holdout test and a two-hour time decay adjustment that cut retargeting's attributed share from 38% to 14%. Plus, they discuss why Facebook's default view-through window of seven days systematically overweights retargeting against upper-funnel channels like podcast ads. If you're paying for retargeting based on attribution dashboards, this episode might save you six figures. #MarketingAttribution #DisplayRetargeting #ViewThroughConversions #Incrementality #AttributionBias #LastClickFallacy #FacebookAttribution #GeoHoldoutTest #TimeDecayModel #DTCBrand #MattressIndustry #CampaignMeasurement #MarketingROI #DataDrivenMarketing #FexingoBusiness #BusinessPodcast #Marketing #Analytics Keep every episode free: buymeacoffee.com/fexingo
Why Attribution Models Ignore Missed Calls79 / 100How Incrementality Reveals True Marketing Impact90 / 100How Marketing Attribution Fails on Subscription Models82 / 100Why Marketing Attribution Misses the Seasonality Pattern91 / 100
Why Marketing Attribution Breaks on Subscription Models92 / 100