Understand incremental attribution before changing the account
The interview and walkthrough distinguish conversions credited to an ad from Meta's estimate of conversions that would not have happened without it. That difference can change how you interpret a high reported return.
Compare the measurement views
Standard attribution credits actions within the selected click and view windows. Incremental attribution is a modeled estimate of additional impact. It can report fewer purchases than the standard view, so the two numbers need to be understood on their own terms.
Separate reporting from optimization
Adding an incremental comparison column is different from changing the ad set's attribution model. The video demonstrates both ideas. Be clear about whether you are adding another way to analyze results or changing how the campaign is configured to deliver.
Use the comparison in creative analysis
Look at which ads combine meaningful spend with a useful result under the attribution view being examined. That gives the next creative brief more context than a single headline ROAS. It is still a model-based signal, rather than independent proof of an individual customer's reason for purchasing.
Keep the business result in view
A different attribution setting can change the reported numbers without changing the underlying order. Compare the platform view with your sales and economics. If you test a delivery change, evaluate it as a defined experiment rather than assuming a reporting difference guarantees more profit.
