Meta's Incremental Attribution: Why Event Businesses Need to Stop Chasing First-Order Profit 1

Meta’s Incremental Attribution: Why Event Businesses Need to Stop Chasing First-Order Profit

Dan CharlesMeta Ads, Events Leave a Comment

Time: 6 Minutes well spent!Meta just rolled out a feature that fundamentally changes how event businesses should think about their advertising. It’s called incremental attribution, and it validates something we’ve known for years: if you’re optimizing your Meta ads for first-booking profitability, you’re training the algorithm to find the wrong clients. Key Takeaways The First-Order Profitability Trap Here’s the pattern I see constantly. An …