Summary
Highlights
Embracing Incremental Attribution00:00:19
The speaker announces a major shift at AJF Growth, moving to fully embrace incremental attribution as a primary Meta Ads optimization method. Despite early poor performance in initial tests, recent results have proven it to be a massive performance unlock for their brands.
Defining Incremental Attribution00:02:18
An explanation of how to select incremental attribution at the ad set level in Meta. The speaker clarifies the principle of 'incremental': driving purchases that would not have happened otherwise, rather than just optimizing for clicks.
Why It Now Performs Better00:05:14
Meta rolls out tools to gather data, and over time, these tools improve. The speaker discusses how they re-tested this approach due to stubborn performance in bid cap campaigns and discovered that incremental attribution led to significantly increased spend and overall better performance.
The Flaws of Click-Based Proxy Metrics00:09:12
The speaker details why relying on clicks as a proxy for incremental purchases is flawed, citing that not every click indicates intent and not every incremental purchase requires a click. This section also touches on how Meta's redefinition of 'clicks' in March 2026 created new challenges.
How Incremental Attribution Works00:20:25
Incremental attribution utilizes Meta's vast database of conversion lift studies to build a machine-learning model that identifies actions preceding a purchase. This allows for a more accurate assessment of causal relationships between ads and sales compared to traditional click-based methods.
Practical Results and Recommendations00:25:00
The speaker shares that they are now using cost caps with incremental attribution effectively. They strongly recommend that all advertisers, regardless of scale, test this method as it has become a core standard for their agency, often replacing previous bid cap strategies.