Why Your Marketing Attribution Models Are Double Counting

Episode 13 of The Marketing Operator Podcast digs into a specific, costly error that undermines most marketing performance measurement: double counting attribution. Lucas and Luna walk through how a mid-market B2B SaaS company named OpsFlow discovered that their standard last-touch model was assigning fifty percent more credit than actual conversions, leading to seven-figure budget misallocations. They explain the difference between user-level and session-level attribution, why Google Analytics and HubSpot often disagree on the same conversion path, and how the discrepancy grows as customers use multiple devices and ad blockers. The hosts also cover practical fixes: setting proper attribution windows, deduplicating across platforms, and moving from single-touch to a time-decay or algorithmic model. If you've ever wondered why your cost per lead looks good but revenue doesn't follow, this episode explains the hidden leak in your measurement. Specific, actionable, and based on a real case from early 2026. #MarketingAttribution #DoubleCounting #MarketingAnalytics #AttributionModeling #MarketingROI #B2BSaaS #OpsFlow #GoogleAnalytics #HubSpot #LastTouchAttribution #TimeDecayModel #MarketingMeasurement #DataDeduplication #ConversionPath #AdBlockers #MultiDeviceTracking #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo