As marketers, we know that true incremental growth is about more than just clicks and impressions—it’s about understanding and optimizing for the conversions that wouldn’t have happened without your advertising.
Here at Disruptive Digital, we’re thrilled to help our clients tap into the power of Meta’s new Incremental Attribution setting. This groundbreaking tool leverages advanced machine learning and Meta’s rich Lift study data to optimize your campaigns toward incremental outcomes, not just standard conversions.
What is Incremental Attribution?
Incremental Attribution is a new attribution setting available in Meta’s Ads Manager that focuses on true incremental conversions. Instead of relying solely on traditional attribution models, Incremental Attribution uses a robust dataset from Meta’s Lift studies and sophisticated machine learning to determine which conversions are truly incremental. That means you’re not just optimizing for what’s measurable—you’re optimizing for what’s meaningful.
Why Does Incremental Attribution Matter?
No More Guesswork: Traditional attribution models often leave advertisers wondering whether conversions would have occurred organically. Incremental Attribution simplifies this by focusing on conversions that result from the influence of your ads, eliminating the guesswork.
More Actionable Insights: By making incremental data accessible directly within Ads Manager, you can seamlessly view and act on the insights. This more transparent reporting empowers you to optimize spending and creative strategies toward what genuinely drives incremental performance.
Sophisticated Machine Learning: Incremental Attribution taps into Meta’s best-in-class repository of Lift data, using machine learning to predict and optimize for incremental outcomes at scale. This is cutting-edge technology that goes beyond simple rules-based attribution and into the realm of intelligent, data-driven decision-making.
Performance Impact: In tests conducted between January and June 2024 by Meta, advertisers using Incremental Attribution saw an average improvement of more than 20% in incremental conversions. Across 45 advertisers and 11 verticals in North America and EMEA, these results were consistently strong—proving that focusing on true incrementality can pay off in a big way.
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How to Set Up Incremental Attribution in Ads Manager
You can switch to Incremental Attribution in just a few clicks:
- Create Your Campaign: Choose your campaign objective—Conversions, Product Catalog Sales, or Sales (purchase-optimized).
- Access More Options: In the campaign setup within Ads Manager, locate “Show more options” under your performance goal section.
- Select Incremental Attribution: Choose the Incremental Attribution setting and let Meta’s AI-driven model do the rest.
Reporting Incremental Conversions
Once your campaign is live, the Incremental Attribution results will appear directly in Ads Manager. Initially, these metrics will appear only in the results column, but Meta plans to expand functionality, enabling you to compare incremental conversions to rules-based conversions.
Ready to Elevate Your Campaign Performance?
As a certified Meta Partner, Disruptive Digital can help you integrate Incremental Attribution into your campaigns. Let’s reimagine incrementality together and turn your advertising into a more impactful, growth-driving force.
Contact us today. We’ll help you navigate Incremental Attribution, including set up, and uncover the meaningful performance gains that await. Let’s move beyond the status quo and toward a future of true incremental growth.
