I've been diving into incremental attribution. I have a B2B client and, for a long period of time, and...

Question

I've been diving into incremental attribution. I have a B2B client and, for a long period of time, have tried everything. We have tried going 'broad' before with success; however, it seems that for this particular customer, this does not work anymore.

So i am trying to find new ways and i came to think about 'incremental attribution + broad'. Since this form of attribution seems to be more of a targeting method than anything else. But maybe there are some perspectives that i have overseen?

Normally i would use incremental attribution for retargeting. But would this be worth a try? Does anybody have an opinion on this?

Answer 1

Combining incremental attribution with broad targeting can be a smart move, especially for B2B where traditional attribution often overcredits conversions. While incremental attribution is typically used for retargeting validation, applying it to prospecting with broad audiences helps you understand if Meta is truly driving new business or just capturing existing intent. 

This approach is worth testing, particularly if broad has worked in the past but is now underperforming. Just ensure your backend tracking (via CRM or Conversions API) is strong, so Meta has high-quality signals to optimize from. 

Remember, incremental attribution is a measurement strategy, not a targeting method—so use it to guide decisions, validate performance, and shift budget toward campaigns that show real lift.