How Marketing Attribution Misses Cross-Device Journeys
The Marketing Operator Podcast with Fexingo: MarTech, Automation, and Marketing Operations · 2026-06-22 · 9 min
Episode notes
Most marketing attribution models assume a single device path to purchase. Lucas and Luna unpack a 2025 quadrant study from Marketing Evolution showing that 63% of B2B buyers switch devices during the consideration phase, with 41% starting on mobile and converting on desktop. They walk through a real example: a SaaS buyer sees a LinkedIn ad on iPhone, searches the brand on Chrome laptop, reads a G2 review on iPad, then converts on a work desktop. Standard last-click models credit desktop search. Multi-touch models miss device-switching entirely, misallocating budget by an average of 27% per campaign. The hosts discuss pragmatic fixes: unified ID graphs, deterministic matching via login data, and why Apple's SKAdNetwork 5.0 actually helps here. No vendor pitches. One concrete framework listeners can audit their own attribution against this week.