A new update is here for Incremental Attribution—and it’s going to change how advertisers compare performance in Ads Manager forever.
What’s New?
When utilizing the Compare Attribution Settings feature in Ads Manager, a new “Advanced” option is now apparent—but only to advertisers who have access to Incremental Attribution.
This functionality allows you to add columns to your reporting to break out performance by attribution type, allowing for a more informative look at how your ads truly perform.
Why It Matters
Incremental Attribution shows you conversions that would not have happened without your ad—an important distinction from standard metrics, which may contain conversions that would’ve happened regardless (especially with view-through or remarketing ads).
The best part?
- You can view these insights without switching your ad set’s attribution setting from Standard to Incremental.
- You can now view both sets of data side-by-side irrespective of which setting was used at delivery.
Example Insight
In a sample shared via video, the difference between reported and incremental conversions was minimal—likely due to broad targeting and minimal algorithmic remarketing.
However, greater differences between reported and incremental conversions can be expected in remarketing campaigns, where many conversions might have happened anyway without the ad.
That could spark reconsideration for advertisers relying heavily on remarketing—if incremental conversions are significantly lower, it could signal a strategy change.
Final Thoughts
This release gives advertisers a clearer window into what’s truly driving value. If you’re eligible, take a look at the Advanced option in attribution comparison—you might be surprised what the data reveals.