🚨 Meta is revolutionizing ad measurement with the rollout of incremental attribution, aiming to show the true impact of ads by filtering out conversions that would have happened anyway.
Using conversion lift and geo lift methods, Meta holds back ads from a segment of the audience and compares results to measure incremental lift.
This upgrade addresses the long-standing marketing question: Which conversions were truly driven by ads, and which would have happened regardless?
While incrementality testing isn’t new, Meta is making it easier and automated, helping advertisers make smarter budget decisions.
The hope is that Google Ads will follow Meta’s lead and introduce a similar feature.
Update discovered by Frederik Boysen!
