Meta is rolling out a new attribution setting called Incremental Attribution, and it’s worth paying attention to—especially if you’re focused on efficiency and real growth.

What is it?

Incremental Attribution is an opt-in setting that optimizes for incremental conversions—those that wouldn’t have happened without the ad being shown.

Unlike traditional attribution models that often credit conversions based on clicks or views (even if those users would have converted anyway), this new setting aims to highlight the true value of your ads by focusing on net-new conversions.

Why it matters

This approach can help:

• Reduce wasted spend

• Improve ROAS

• Reveal which ads are actually driving growth

It’s similar in concept to Meta’s Conversion Lift tests, which measure performance using control and test groups to isolate the impact of your ads.

Meta hasn’t shared exactly how it works—just that it uses “sophisticated models” behind the scenes. So yes, it’s a bit of a black box, but it could still be a powerful lever to test.

Should you use it?

Bram Van der Hallen recommends testing this setting against your current optimization method (which likely focuses on volume). His suggestion: see which one drives better business results.

Where to find it

To check if you have access:

1. Create a new Sales campaign.

2. Go to the Ad Set level.

3. Click “Show more options” below your conversion event.

4. Look for the Incremental Attribution toggle.

If Incremental Attribution lives up to its promise, it could help you scale your ad performance by focusing only on conversions that move the needle.