Meta Ads New Incremental Attribution Setting
Ben Heath introduces Meta’s new Incremental Attribution feature, a breakthrough that helps advertisers distinguish between conversions that would have happened anyway and those driven directly by ads. This shifts optimization from quantity of conversions to quality of conversions.
What is Incrementality?
Incrementality measures which conversions would not have occurred without Meta ads. This eliminates wasted spend on users who would have purchased regardless of advertising exposure.
Why Incremental Attribution Matters
- Better Reporting – Advertisers can now see which conversions are truly incremental vs. overlapping with other channels.
- Smarter Optimization – Meta’s AI prioritizes audiences likely to convert only because of ads, reducing wasted impressions on customers who would buy anyway.
- Democratized Data – Previously only available via expensive lift studies, incrementality analysis is now built into Ads Manager for all advertisers.
Setup Requirements
Currently, Incremental Attribution is available for:
- Sales campaigns with website as conversion location
- Purchase optimization
- Product catalog campaigns
- Performance goals: Maximize Conversions or Maximize Conversion Value
Meta is expected to expand availability to other campaign types (e.g., lead generation) in the future.
Results & Data
Early testing showed advertisers using Incremental Attribution achieved 46% more incremental conversions. This means a significant improvement in ad efficiency, with more budget directed toward conversions that would not have happened otherwise.
Important Considerations
- Your topline ROAS may look worse initially, since Meta excludes conversions likely to occur anyway. This doesn’t mean performance is worse — you’re measuring more accurately.
- Not all non-incremental conversions are wasted spend — ads that support brand visibility or increase AOV can still be valuable.
- Incremental reporting may look more complex, but it aligns with modern buyer behavior (e.g., Gen Z often purchases without clicking ads directly).
Big Picture
Incremental Attribution gives advertisers a clearer picture of real ad impact, enabling smarter scaling decisions. As Meta’s AI trains on this setting, performance is expected to improve further over time.
How Aimerce Enhances This NEW Meta Ads Setting is a GAME CHANGER for Advertisers! (Ben Heath)
How Aimerce Supercharges Incremental Attribution
Incremental Attribution thrives on data accuracy. With privacy restrictions limiting Meta’s visibility, Aimerce ensures advertisers feed the cleanest, richest signals into Meta’s optimization engine.
Key Advantages with Aimerce
- First-Party Data Continuity – Extends tracking beyond Meta’s 7-day window, ensuring incremental conversions aren’t underreported.
- Event Enrichment – Provides Meta with stronger match quality, helping AI better identify users who truly require ads to convert.
- Cross-Channel Clarity – Distinguishes between organic, email-driven, and paid conversions, reducing double counting and clarifying incremental lift.
- Stronger Value Rule Application – Aimerce improves LTV tracking, making it easier to weight high-value incremental buyers correctly.
- Profit Stability – Advertisers using Aimerce typically see 10–40% more incremental lift accuracy, making budgets stretch further.
By combining Incremental Attribution with Aimerce’s enriched tracking, advertisers gain a true competitive edge: scaling Meta ads on conversions that wouldn’t exist without them.