Meta Incremental Attribution Model

Meta's incremental attribution model measures the real impact of ads by estimating how many conversions your advertising truly caused, not just credited. It isolates incremental conversions: those that wouldn't occur without ad exposure.

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Why This Matters
AnyTrack sends all conversions to Facebook Ads (not just interactions with your ads) via the Conversion API, enabling Meta to apply the Incremental Model.

What Is Incremental Attribution?

Incremental attribution evaluates the additional value your ads deliver beyond organic conversion. It uses advanced machine learning and statistical techniques, including holdout testing and lift studies. Holdout testing deliberately excludes a target audience segment from ad exposure (the "holdout group"), while others see ads (the "test group"). Comparing conversion rates reveals the true incremental lift your ads drive.

How It Differs from Traditional Attribution

Traditional Meta/Facebook attribution is rules-based, assigning credit to ads within a set window (7-day click, 1-day view), even if users would convert anyway. Incremental attribution measures causal impact: conversions that wouldn't occur without ad exposure.

Activating Incremental Attribution

Activate the model in Facebook Ads Manager via attribution settings (check "Incremental Attribution")
Compare performance across standard and incremental metrics (Incremental Conversions, Incremental ROAS, Incremental Purchase Value)
Identify which campaigns truly drive new customer actions, not just credit existing behavior

Meta data shows incremental attribution can reveal over 20% more incremental conversions in some cases.

Why It Matters

Incremental attribution allows marketers to:

Optimize budget allocation by prioritizing campaigns that drive true growth
Avoid over-investing in retargeting, which often captures customers who convert naturally
Future-proof measurement as privacy changes reduce click/view attribution reliability

Enable Incremental Attribution

During campaign creation, open the Attribution Model settings and select Incremental.

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Campaigns with Traffic and Awareness objectives don't have the Incremental Attribution option.

Incremental Attribution FAQ

FAQ was last reviewed on 2026-02-26

What is incremental attribution in Meta Ads?

Incremental attribution measures the true impact of your Facebook Ads by identifying conversions that occur as a direct result of ad exposure, not those that would have happened organically.

How does incremental attribution differ from traditional models?

Traditional models credit all conversions within an attribution window, even if users would convert without seeing your ad. Incremental attribution isolates conversions genuinely driven by your advertising, providing more accurate reporting.

Why should I use incremental attribution?

Using incremental attribution helps you optimize ad spend, improve ROAS, and make smarter budget decisions based on actual campaign effectiveness.

How do I enable Meta's incremental attribution with AnyTrack?

Connect your Facebook Ads account to AnyTrack and activate incremental attribution in the advanced attribution settings of your Ads Manager.

Are there limitations to incremental attribution?

Incremental attribution offers better accuracy, but results depend on correct campaign setup and holdout testing performance. Data privacy changes may also affect results.