"If you're an active Meta advertiser, you've likely noted the changes in your attribution tracking options over recent months. But if you haven't, you now have more ways to measure ad performance, based on expanded response tracking powered by AI. When creating an ad set in Meta Ads Manager, you can choose an attribution model, which informs ad delivery and determines how conversions can be credited to your ads."
"Standard attribution optimizes delivery for selected time windows and user behaviors, and allows advertisers to choose whether to credit conversions based on ad impressions, clicks and/or video plays. Incremental attribution optimizes delivery for incremental conversions using models that predict whether a conversion is caused by an ad. Incremental attribution enables optimization and reporting based on incremental conversions. Well, Meta doesn't provide a heap of insight, simply noting that incremental conversion tracking "uses machine learning models that predict whether a conversion is caused by an ad.""
Meta Ads Manager offers two attribution models for ad sets: standard and incremental. Standard attribution optimizes delivery across chosen time windows and behaviors, and allows crediting conversions based on impressions, clicks, and video plays. Incremental attribution uses machine learning models to predict whether a conversion was caused by an ad and optimizes delivery for incremental conversions. Incremental attribution enables both optimization and reporting based on incremental conversions. Advertisers can select attribution models when creating ad sets, which will inform ad delivery and determine how conversions are credited. Expanded response tracking is powered by AI to provide more measurement options.
Read at Social Media Today
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