Meta has begun rolling out a new way to measure and optimise ads. This update isn’t based on how many conversions happen, but how many happened because of your ad. Traditionally, Meta shows how many people clicked on or viewed your ad and then converted. But those people may have converted anyway–even without seeing your ad.
Incremental attribution is a new update that aims to filter out the conversions that would have converted anyway using a ‘sophisticated model’. Instead, it aims to focus on pinpointing the conversions that happened specifically because of your ad. If the ad caused someone to convert, then that’s incremental conversion.
This could be a fantastic tool for marketers in understanding exactly where their conversions are coming from. If you’re paying for conversions that would have happened no matter what, then it’s wasted ad spend and could help improve your overall strategy.
Here’s how to check if you have access to the new update:
- Set up a new Sales campaign.
- At the ad set level, find your conversion event.
- Click “Show more options” below it.
- Look for a setting called Incremental Attribution.
