Why Your Attribution Model Overweights Facebook

Episode notes

Episode 114 of Marketing Analytics with Fexingo digs into a specific blind spot in digital attribution: the way platform-reported conversion data biases budgets toward Meta's ecosystem. Lucas and Luna walk through a real-world example - a DTC apparel brand spending $200,000 a month on paid social - and show how Facebook's last-click attribution overcounts its own conversions by 30 to 40 percent, silently starving channels like search and email. They explain the mechanics: the Facebook pixel, view-through attribution, and the platform's 'conversion window' defaults. Then they unpack why in-house analytics teams often catch this only when they run a holdout test or switch to a third-party measurement tool. The episode closes with a practical framework: how to build a de-biased attribution model by weighting platform-reported conversions against incrementality experiments. No fluff, one concrete case, one actionable takeaway.

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