Ecommerce Playbook: Numbers, Struggles & Growth Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why
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May 29, 2025 
Tony Chopp, VP of Paid Media at Common Thread Collective, shares insights on Meta's groundbreaking incremental attribution model. He discusses how this new feature can revolutionize ad performance measurement by utilizing continuous holdout testing to achieve real-time conversion tracking. The conversation also delves into the advantages of incrementality measurement over traditional methods, the implications for media buying strategies, and early test results showcasing its effectiveness. A must-listen for anyone in performance marketing!
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True Incremental Attribution Explained
- Incremental attribution uses continuous holdout testing to reveal true ad impact, not time-based windows like 1-day or 7-day click.
- This method helps focus budget on genuinely incremental conversions, eliminating guesswork in attribution settings.
Trade-offs of Attribution Windows
- One-day click attribution is conservative and likely most incremental but needs high conversion volume for optimization.
- Seven day click plus one day view attribution casts a wider net but includes less incremental conversions, causing uncertainty.
Behind Meta's Incremental Attribution
- Incremental attribution runs continuous split tests invisibly to compare ad-exposed vs control groups.
- It calculates true lift by observing conversion rate differences rather than relying on time-based attribution windows.