We Tested Meta's Incremental Attribution on $200K/Month: Here's Why We Turned It Off.
This episode is a tactical deep dive into two of the biggest measurement questions in DTC right now, capped off with Zach Stuck joining to break down how MarsMen sets ad budgets off forecasted recurring revenue.
The first half is a real client case study on Meta's Incremental Attribution (IA). Brad walks us through an apparel brand, with an AOV just over $100, strong organic and influencer traffic, and $150-200K per month in spend. A conversion lift study at the start of the year showed their one-day click ROAS almost perfectly matched their true incremental number, so 1DC became the…
The skinny
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