Check it out, Incremental Attribution…

We know that Meta has been testing this, and now we have our first examples of what it looks like. A big thank you to Robert-Anthony from my private community for sharing these screenshots.

Let’s take a look…

Example

If you’re part of this test, you’ll see “Attribution Type” within your Attribution Setting. By default, the Attribution Type is Rules-Based Attribution, which is what we use normally.

When you click to edit, you’ll see an option for “Incremental Attribution.”

When selected, Meta “will automatically optimize for conversions that are more incremental for ad sets where the performance goal is to maximize conversions.”

What Is It?

Meta previously described Incremental Attribution as conversions that would not have happened without seeing your ads.

Advertisers often complain about inflated results from view-through and even click-through that would have happened anyway. Incremental Attribution should help cut out that fluff. You may see fewer results, but they should be higher quality that the algorithm will learn from, in theory.

Are you part of the Incremental Attribution test?