Ecommerce Playbook: Numbers, Struggles & Growth Meta's New Setting Beat Our Old Campaign by 18%
Jun 19, 2025
Tony Chop, an intrepid explorer of incrementality, joins the discussion on Meta's groundbreaking Incremental Attribution product. Discover how this innovative tool showed an 18% uplift in conversion value compared to traditional attribution methods. The conversation dives into the mechanics of this new setting and its potential to revolutionize media buying strategies. Learn how continuous incrementality tests can optimize ad spend and why this could be a game changer for future campaigns in digital advertising.
AI Snips
Chapters
Transcript
Episode notes
Incremental Attribution's Fundamental Shift
- Meta's Incremental Attribution is a fundamentally different optimization method, not tied to time windows.
- It potentially signals a major shift in how media buying measurement is done, paired with conversion-based bidding.
Challenges of Traditional Incrementality
- Traditional incrementality tests have many challenges like seasonality, spend threshold, and attribution windows.
- Incremental Attribution offers an always-on, variable-proof tool measuring incremental conversion value every impression.
Real A/B Test Shows 18% Lift
- A direct A/B test compared standard 7-day click attribution versus incremental attribution using identical ads.
- Incremental Attribution campaign yielded 18% or $700 more in conversion value than standard attribution.