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Beyond Last Click: Incremental Attribution

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Incremental Attribution & How to Implement

  • How Meta Determines if an Ad Caused a Conversion
  • How This Attribution Model Differs from Others Within Meta
  • How it Differs from PPC Attribution
  • Ways to Test Incremental Attribution
  • Unlocking True Campaign Impact

Attribution isn’t one-size-fits-all, and relying solely on traditional models can miscredit conversions and skew your budget. Rather than replacing standard models, Meta’s Incremental Attribution offers deeper insights, measuring conversions that happened because of ad exposure, not just alongside it.

Unlocking True Campaign Impact