Why Customer Lifetime Value Outlasts Any Attribution Model

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Why Customer Lifetime Value Outlasts Any Attribution Model

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Episode 78 of Marketing Analytics with Fexingo. Lucas and Luna dig into why Customer Lifetime Value (CLV) is a more durable north star than attribution models—especially when those models break. They walk through a concrete example: a DTC mattress company that spent $2.3 million on Meta ads in Q1 2026. Last-touch attribution gave the campaign a 4.2x ROAS. But a CLV analysis, factoring in repeat purchases and referral value over 24 months, showed the true return was just 1.1x after accounting for returns, customer support, and churn. The hosts explain how CLV forces marketers to look beyond the click, why it exposes attribution's time-horizon bias, and how to build a simple CLV framework using cohort analysis. No fluff, no jargon—just a practical case that could save a brand from misreading its own data. #CustomerLifetimeValue #CLV #MarketingAttribution #AttributionBias #DTCMattress #MetaAds #ROAS #MarketingAnalytics #CohortAnalysis #RepeatPurchase #ChurnRate #MarketingROI #Marketing #Business #DigitalMarketing #FexingoBusiness #BusinessPodcast #MarketingAnalyticsPodcast Keep every episode free: buymeacoffee.com/fexingo

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