Why Default Attribution Windows Lie About ROAS

Lucas and Luna unpack a dangerous blind spot in performance marketing: the default attribution windows set by platforms like Meta, Google, and Amazon. Most advertisers look at their dashboard and see a 4.5x ROAS — but that number is often inflated by a 28-day click window or a 1-day view-through that counts accidental taps. By changing the window to 7-day click-only, one DTC brand saw their ROAS drop from 4.5 to 1.8, revealing an unprofitable campaign. The hosts explain why default windows exist, how they overcount conversions, and what you should set instead. They also discuss the difference between click-through and view-through attribution, the impact on Amazon PPC, and how to audit your own accounts. If you're running ads on any platform and relying on the default attribution, this episode will change how you read your data. #PerformanceMarketing #ROAS #Attribution #MetaAds #GoogleAds #AmazonPPC #DigitalAdvertising #DirectResponse #MarketingBlindSpots #ConversionWindow #ClickAttribution #ViewThrough #DataDrivenMarketing #MarketingMetrics #DTC #PaidAds #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo