How Attribution Models Hide Channel Saturation Points

Episode 50 of Marketing Analytics with Fexingo. Lucas and Luna explore a blind spot in most multi-touch attribution models: they treat each marketing channel as if it has unlimited capacity to drive conversions. Using the case of a DTC skincare brand that saw cost-per-acquisition triple after scaling Facebook spend past a threshold, they explain why saturation points exist, how to detect them using marginal return curves, and what happens when your attribution model assigns credit to an already-saturated channel. They also discuss a practical fix: layering a saturation cap directly into the attribution logic so the model doesn't over-reward spend past the point of diminishing returns. If you manage a media budget or build attribution dashboards, this episode gives you one concrete diagnostic to check this week. #AttributionModels #ChannelSaturation #MarketingAnalytics #DiminishingReturns #FacebookAds #DTCBrands #MarginalROI #MediaMixModeling #AttributionBlindSpots #CostPerAcquisition #SaturationCurves #DigitalMarketing #MarketingROI #DataDrivenMarketing #AnalyticsBestPractices #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo