There’s another update to Incremental Attribution.
This could be super useful…
Compare Attribution Settings
When you compare attribution settings, you may have a new “Advanced” option for Incremental Attribution. Only the advertisers who have access to Incremental Attribution will see this when comparing attribution settings.
The compare attribution settings feature allows you to create separate columns to your Ads Manager reporting to break down results by attribution setting. This update provides further insight.
Why It’s Valuable
Incremental conversions focus on those that wouldn’t have happened if people hadn’t seen your ad. Some conversions (some, but not all, view-through and remarketing) would have happened anyway if your ad had never existed.
The nice thing about this addition is that you don’t need to change your attribution setting from Standard to Incremental in the ad set to view incremental conversions.
Regardless of the attribution setting at delivery, you can see how it breaks down. I should note that I’m seeing a message that my results only include Incremental conversions beginning on April 1st.
Example
In the video above, I shared an example that displays the number of reported results next to the incremental conversions. The difference between the two in the example is negligible.
In this case, it’s broad targeting where algorithmic remarketing would have been minimal.
You will see vastly different gaps depending on your advertising. If you are remarketing, I would expect far fewer incremental conversions. If this is the case, I’ll be curious if that changes any perspectives on remarketing.
If you have this, what are you seeing?
