Why Your Marketing Attribution Models Miss Incrementality on Facebook

Episode notes

Episode 49 of The Marketing Operator Podcast dives into a blind spot plaguing most marketing teams: Facebook's default attribution window. Lucas and Luna break down why the 28-day click and 1-day view model baked into Facebook Ads Manager overstates campaign performance by mixing assisted conversions with last-click conversions. They walk through a real example from a DTC skincare brand that saw a 40% drop in reported ROAS after switching to a 7-day click window and layering in Facebook's own conversion lift studies. The hosts also explain why platform-side attribution inflates performance for upper-funnel campaigns, why multi-touch attribution (MTA) and media mix modeling (MMM) are better complements, and how to pressure-test Facebook-reported numbers with incrementality experiments. If you're spending six figures or more on Meta ads and trusting the platform's default reporting, this episode will change how you look at your dashboard.