Some advertisers have a new option when selecting the attribution model. In addition to Standard and Incremental attribution, there’s an option for Custom.
This could be worth considering, depending on your setup.
What Is It?
Here’s how Meta defines it:
Optimize ad delivery based on data from a partner or in-house analytics tool you connected.
You might have access to custom attribution if you share granular attribution data with Meta via the API, particularly through one of Meta’s preferred partners. Partners include Adobe, Northbeam, Rockerbox, and Triple Whale.
For each conversion, you need to provide how much credit each Meta ad touchpoint deserves based on your attribution model. I don’t have access, but I assume it’s reasonably straightforward if you use one of those services.
Should You Use It?
So if you think Meta inflates results or lies about conversions, there’s something you can do about it. Instead of sticking with click-through, engage-through, view-through, or incremental attribution, you have another option.
That said, most advertisers shouldn’t bother with this. Instead of creating your own attribution model, get smarter about the attribution models that are available to you.
And when in doubt, use incremental.
