Why Your Marketing Attribution Misses the Viewability Problem

Episode notes

Episode 98 of Marketing Analytics with Fexingo dives into a blind spot that skews attribution data: viewability. Lucas and Luna explain how ads that are technically delivered but never actually seen inflate performance metrics, waste budget, and lead marketers to optimize for the wrong channels. They break down the MRC viewability standard (50 percent of pixels for at least one second for display, two seconds for video) and explore real-world cases where low viewability rates created phantom attribution credit. The hosts also discuss how platforms like Google and Meta have built-in viewability reporting, why discrepancies between third-party and platform data happen, and what marketers can do to clean up their attribution models. If your campaign reports show strong last-click performance but sales don't follow, viewability could be the culprit. This episode offers actionable steps to check viewability before trusting any attribution score.

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