Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing
Why Attribution Models Lie About Your Best Channels
Most marketers trust their attribution reports to tell them which channels drive conversions. But Lucas and Luna reveal why those reports are often dangerously misleading. They examine a 2024 case study from a mid-market DTC skincare brand that found its highest-converting channel, Instagram ads, was actually its worst-performing when measured incrementally. Using a meta-analysis of 178 A/B tests from Skai and a real example from the brand Pai Skincare, they show why last-click, first-click, and even multi-touch attribution models routinely overcredit 'closing' channels like search…
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