Paid social advertising is evolving, and by 2025, Meta’s new incrementality-based attribution model will change how campaigns are measured and optimized.
Meta’s traditional click-based attribution is being replaced by incremental attribution. This new approach compares ad-exposed audiences with unexposed control groups to identify conversions that wouldn’t have occurred without advertising—revealing true campaign impact.
Key benefits
- Transparency: Identify campaigns that truly generate value.
- Budget optimization: Focus resources on impactful strategies.
- Smarter decisions: Rely on data, not assumptions.
Impact on retargeting and prospecting
- Lower retargeting impact: Retargeting often involves users who would purchase anyway, reducing its value.
- Growth through prospecting: Prospecting campaigns bring in new customers and are likely to drive higher incremental value.
Redefining success metrics
Conversions alone are no longer enough. Advertisers need to ask:
- Which campaigns drive real performance?
- What measurable results are they achieving?
Meta’s new model simplifies performance data and reallocates budgets to high-impact campaigns. Success in 2025 will depend on delivering incremental value, not just conversions. Advertisers must adapt to stay ahead.
Want more content like this?
Don’t miss out on the latest news and updates from the world of Direct Response advertising! Subscribe to our newsletter today 👇
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
Like this post? Let's continue the conversation!
Get in touch with us by shooting us a quick email or tagging us on LinkedIn or Instagram, and sharing your thoughts. Your feedback helps us keep our blog relevant and interesting.
Get Our Newsletter
Need Help?
Get in touch with us for an insightful evaluation of your ads + actionable tips to help amp up your direct response revenue
