Why Your Marketing Attribution Is Overcounting Google Ads

Lucas and Luna dig into a specific problem plaguing modern marketing measurement: last-click attribution models that inflate Google Ads performance by 30 to 50 percent. They walk through a real-world example from a mid-market DTC brand that discovered their cost-per-acquisition on search was actually double what their dashboard showed. The hosts explain how cookie deprecation and privacy-focused browser updates have made the tracking gap worse, and why multi-touch attribution isn't a silver bullet. They also discuss practical fixes like incrementality testing and holding back a control group. If you're running paid search and wondering why your numbers don't match reality, this episode names the culprit and points toward a fix. #MarketingAttribution #GoogleAds #LastClick #MultiTouch #Incrementality #PaidSearch #DTC #CookieDeprecation #MarketingMeasurement #MarTech #DataDriven #CAC #ROAS #AttributionModeling #FexingoBusiness #BusinessPodcast #MarketingOps #DigitalMarketing Keep every episode free: buymeacoffee.com/fexingo