Exploring Incrementality Metrics in Advertising Strategies

After months of speculation, testing, and internal debate, CTC put Meta’s new Incremental Attribution Tool to the test—three times.

In this episode, Richard Gaffin sits down with VP of Paid Media Tony Chopp to break down what really happened across those tests, including a final geo holdout study using actual Shopify revenue. The result?

You’ll learn:

- What CTC’s 3 incrementality tests revealed about Meta’s new attribution tool

- Why Meta’s results may be overstating impact—especially on new customer acquisition

- How to run a high-fidelity geo holdout test with real revenue data

- Why “cautiously curious” is the right mindset for adopting new attribution tools

Show Notes:

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