Meta Ads reporting has introduced a new 'Advanced' Incremental Attribution option within the 'Compare attribution settings' in Ads Manager. This feature allows users to view the number of 'Incremental conversions', which are conversions that would not have happened without the ad being displayed, alongside total reported conversions.
By adding the 'Incremental attribution' column, users can analyze how many purchases are classified as incremental by Meta. Importantly, optimizing for incremental conversions is not a prerequisite for utilizing this reporting column. This feature is beneficial for assessing logged incremental conversions before conducting tests aimed at increasing these conversions and reducing the cost per incremental conversion.
Additionally, the updated attribution settings enable comparisons between different view and click attributed results and incremental results. To access this feature, users should customize the columns in Ads Manager and select 'Compare attribution settings' to find the new 'Advanced' attribution reporting option.
