Exploring Incremental Attribution in Media Buying

Meta just rolled out a brand new attribution setting called Incremental Attribution and we put it to the test.

In this episode of the Podcast, Richard is joined by Tony and McCay to break down the results of a real A/B test comparing Meta’s new setting vs. standard 7-day click attribution. The outcome? An 18% lift in conversion value—from the exact same ads and budget.

We’ll cover:

• What Incremental Attribution actually is

• Why it might replace geo holdouts

• How it works under the hood

• The exact test setup we used

• Real data and results

• What this means for the future of media buying

If you're serious about getting more out of your Meta ad spend, this is a must-watch.

Show Notes:

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