#paid-media
Thread
Has anyone here tested Meta's new incremental conversions attribution on accuracy – comparing to lift studies etc.? Do we like it?
It's looking more accurate so far, test still in progress.
@Peter Quadrel don't think so. It's not measuring attribution but incrementality, which is quite a difference. But we won't know how good it is unless we have tested it next to actual incrementality findings.
@Peter Quadrel don't think so. As I understand it, it's supposed to measure incrementality and not classic attribution, which is quite a difference. But we won't know how good it is unless we have tested it next to actual incrementality findings
@Charles Tichenor IV "measure the impact of spend on the revenue of other channels and the business as a whole" – that's sort of the idea with incrementality tests, right?
“Incremental attribution is an attribution setting that optimizes ad delivery for incremental conversions using machine learning models that predict whether a conversion is caused by an ad”
but this is all subjective and not predictive
its a performance marketing fix
but not a brand growth tool
as for how to measure
Add spend to Facebook
what happens to revenue on other channels
and across the biz as a whole
easy to measure
not subjective either
requires no tech
or change to BAU