Our thoughts... on Meta's new Incremental Attribution Setting.
- Flynn Service
- Apr 16
- 1 min read
If you’ve seen Meta’s new incremental attribution setting pop up in Ads Manager, you’re not alone.
It’s designed to show the real impact of your ads by withholding them from a portion of your audience and comparing conversion results. In theory, it helps answer: Did our ads drive that result or would it have happened anyway?
But here’s the challenge.
You don’t control the test design. You don’t choose the audience split. You won’t know which ads are being included. And if you’re running multiple creatives or audiences within an ad set, there’s no way to know what’s actually being measured or why a result looks better.
It’s a nice directional signal, sure. But without visibility into things like sample size, statistical confidence, or what’s actually driving performance, it lacks the depth to inform real decisions.
For brands who care about clarity and accountability in their media, it’s not a replacement for a controlled, well-structured test.
We’ll be sticking with test designs that we can fully own and trust.
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