A new attribution setting?

Meta made some big announcements related to optimization improvements, and Incremental Conversions was one of them. I covered Conversion Value Rules yesterday.

So, what are Incremental Conversions?

What Is This?

Incremental Conversions are those that Meta believes would not have happened without seeing your ad. Meta says that when this was tested, advertisers saw an average improvement of more than 20% in Incremental Conversions.

This could help cut out the fluff, though it’s not clear how it would be much different or better than optimizing for click attribution. But, I’m very likely missing some details that will make more sense later.

I’m also confused by how Meta calls this an attribution setting, but they explain how this is in contrast to optimizing for volume. So, is this a new attribution setting to go along with click and view attribution?

Or is it a performance goal option in addition to maximize number or value of conversions?

It was a short description, so I won’t hold it against Meta that I’m confused. I’m easily confused, especially without access to a new feature — or at least some screenshots.

I’m not too worried about it. We’ll see soon enough. Meta says that Incremental Conversions will start rolling out in the second half of the year.

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