We’re excited to share our latest research conducted with Meta and global ecommerce retailer Pom Pom London that tackles a fundamental challenge in digital advertising: determining whether your ad spend truly drives new revenue or simply claims credit for sales that would have happened anyway.
Our new co-branded whitepaper with Meta, “Revealing the True Impact of ‘Incremental Attribution’ in Meta Ads,” provides compelling evidence that traditional measurement methods may be hiding significant opportunities for campaign optimisation and budget allocation.
The Incrementality Problem
With automation, machine learning, and privacy changes complicating measurement, marketers face increasing difficulty connecting ad exposure to actual business outcomes. Meta’s new “Incremental Attribution” setting, currently in open beta, aims to optimise ad delivery for conversions that wouldn’t occur without advertising. Since this feature isn’t yet widely available in all ad accounts, we wanted to rigorously test if it actually works before broader release.
Research That Cuts Through the Noise
Working with Meta and Pop Pom London, we implemented a comprehensive testing approach:
- A gold-standard Conversion Lift Study
- Advanced analysis using Meta’s AI-powered Marketing Mix Modeling package, Robyn
This methodical approach uncovered insights that standard reporting completely missed.
What We Discovered
While traditional click-based reporting showed minimal differences (less than 3%) between standard campaigns and those using Incremental Attribution, our research revealed:
- 57% better ROAS with Incremental Attribution
- A remarkable 94% increase in incremental ROAS
- Substantial improvements in customer acquisition costs
These findings challenge conventional measurement practices and highlight how relying solely on platform-reported metrics can lead to missed opportunities.
Practical Applications for Your Campaigns
Our whitepaper offers actionable insights to help you:
- Rethink attribution strategies
- Make smarter budget decisions
- Implement more effective measurement frameworks
Access the Complete Research
Want to know if Incremental Attribution could transform your Meta campaigns? Download our complete whitepaper to access all our findings and recommendations.
Download “Revealing the True Impact of ‘Incremental Attribution” in Meta Ads” and discover how to measure true campaign value.
Don’t miss this opportunity to improve your advertising effectiveness.
