If you’re a large ecom advertiser, Meta might have just changed the game for you.
Incremental Attribution has been teased by Meta for several years now under a few different names (some of you may remember ICO), but this year it went into early BETA and we leapt at the opportunity to try it out.
For those unaware, incrementality is about measuring the additional revenue directly driven by your ads, beyond what would have happened without them.
For a large ecom retailer, we tested Incremental Attribution with Conversion Lift Studies in two core markets (UK and USA) to answer the question: does it push Meta campaigns harder to drive sales?
The answer… Yes, yes it does.
Both UK and USA markets were split down the middle into two cells of entirely new campaigns mirroring each other, with exception to the attribution setting. Cell A launched under 7 Day Click 1 Day View attribution, while the test Cell B launched with Incremental Attribution. Both markets ran the experiment for 1 month, each boasting media spend of £150k+
The results? Impressive.
Both markets saw test cells driving lower statistically significant Cost per Incremental Conversion. 41% lower costs in UK, with 68% more incremental conversions than BAU, and 25% lower in the USA with 27% more incremental conversions in the test cell.
