Meta just rolled out a brand new attribution setting called Incremental Attribution and we put it to the test.

In this episode of the Podcast, Richard is joined by Tony and McCay to break down the results of a real A/B test comparing Meta’s new setting vs. standard 7-day click attribution. The outcome? An 18% lift in conversion value—from the exact same ads and budget.

We’ll cover:

What Incremental Attribution actually is
Why it might replace geo holdouts
How it works under the hood
The exact test setup we used
Real data and results
What this means for the future of media buying

If you're serious about getting more out of your Meta ad spend, this is a must-watch.

Show Notes:

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Meta's New Setting Beat Our Old Campaign by 18%

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Ecommerce Playbook: Numbers, Struggles & Growth