Meta’s newer Incremental Attribution focuses on causal lift, while standard attribution assigns credit across touchpoints. See if you can choose the right setting and read the reporting the right way.
Data‑driven attribution assigns credit to touchpoints; incremental attribution focuses on ______ impact.
geo
pixel
creative
causal
Incremental attribution estimates conversions caused by the ads versus those that would have happened anyway.
Meta’s Incremental Attribution became visible in Ads Manager columns starting ______ 2025.
January
December
February
April
Multiple 2025 write‑ups date availability from April 2025 with retroactive views.
Incremental attribution relies on holdouts and ______‑based modeling informed by Lift studies.
feed tweaks
machine learning
manual tagging
UTM edits
Meta combines lift data with ML to predict incrementality.
A practical use case is comparing standard results vs incremental results to adjust ______ targets.
canvas
bidding
font
caption
If incremental results diverge, advertisers may change bids, budgets or audience mix.
You can customize Ads Manager columns to view incremental conversions even if the setting was added later, starting from ______ 1, 2025.
July
June
April
May
Guides report retroactive incremental columns from April 1, 2025 onward.
Incremental attribution differs from last‑click or DDA because it estimates what would have happened without the ______.
ads
coupon
pixel
video
Incrementality isolates causal lift compared with counterfactual behavior.
For upper‑funnel campaigns, incremental attribution often credits more ______ conversions than last‑click models.
view‑through
coupon
referral
offline
Lift‑based methods capture impact from exposures that don’t result in immediate clicks.
In Ads Manager, the incremental attribution option appears under attribution settings alongside 1‑day view and 7‑day ______ windows.
share
reply
reach
click
It’s available within the attribution settings menu used to compare windows.
A limitation is that platform‑modeled incrementality can differ from enterprise tests; marketers should still run ______ when stakes are high.
style guides
stock checks
dark posts
experiments
Independent geo or holdout experiments remain best practice for validation.
For omnichannel brands, incrementality analysis can surface ______ sales not visible in site‑only DDA.
bot
retail
preview
demo
Lift studies often capture store or marketplace impacts that DDA under‑counts.
Starter
Revisit what each attribution option means and when to optimize for lift.
Solid
Nice—compare incremental versus standard results before budget or bid shifts.
Expert!
Great—you separate causality from correlation and act on validated lift.
