Look, incremental attribution…
We know Meta has been testing this, and now we have the first example. Big thanks to Robert Anthony from my private community for sharing these screenshots.
Let’s take a look…
example
If you participate in this test, you will see “Attribution Type” in your attribution settings. By default, the attribution type is rule-based attribution, which is what we usually use.
When you click Edit, you will see the “Incremental Attribution” option.
Once selected, Meta “will automatically optimize for incremental conversions across ad sets, with the performance goal being to maximize conversions.”
what is it?
Meta has previously described incremental attribution as conversions that would not have occurred if your ad had not been seen.
Advertisers often complain about inflated results for views and even clicks, which happens anyway. Incremental attribution should help clear up this confusion. You may see fewer results, but in theory they should be of higher quality for the algorithm to learn from.
Have you taken the incremental attribution test?
