I now have Incremental Attribution. You may have it, too.
Meta is starting to roll this out more broadly now, and I’m seeing it in one account. This helps answer a lot of questions I’ve had about how this works.
Eligibility
First, three campaign objectives are eligible:
It’s any case where you can select the website conversion location and use the Maximize Conversions performance goal.
Where to Find It
Under the performance goal, click “See more options.” If you have it, you’ll have options for Standard Attribution and Incremental Attribution.
Standard is what we’ve always used. Incremental will optimize to focus on conversions that wouldn’t have happened if people hadn’t seen your ad. It does this using “sophisticated models.”
How it Works
I know what you’re thinking. “Isn’t that the way all attribution works?” Not really. The point here is that some people who converted using the typical attribution model would have converted even if they hadn’t seen your ad. Focusing on incremental attribution will limit such conversions.
My educated guess is that this will cut down on remarketing and view-through conversions, the least incremental conversions. Maybe fewer beyond 1-day click as well. You’re likely to see fewer reported conversions overall, but this should better reflect the true impact of your ads.
If you select Incremental, the attribution windows of 7-day click, 1-day engaged view, and 1-day view disappear. I’m not sure why that is yet exactly, but I’m still messing with it.
Do you have Incremental Attribution yet? What do you think?
