News From Meta: Make the Most of Your Marketing Budget With a New Targeting Option

Meta’s New Targeting Option for Incremental Conversions

By the end of 2024, Meta will launch a new targeting option designed to optimize campaigns for incremental conversions. Incremental conversions, a much-debated concept in digital marketing, measure the true impact of campaigns by focusing on conversions that wouldn’t have occurred without the specific campaign. Meta’s new feature will allow you to target and optimize for these additional conversions, showing the true value your campaigns generate and offering greater transparency into Meta’s contribution to your success.

But why is this important? Knowing the precise impact and profitability of your efforts on Meta provides a solid foundation for adjusting your marketing budget and resource allocation. By focusing on the right strategies, you can ensure you’re getting the most value out of your Meta advertising.

While We Wait for Meta’s New Feature

If this sounds exciting and you can’t wait for the new option to roll out, there are already ways to explore incremental conversions on Meta. Here’s how you can get started:

1. Adjust Attribution Windows
   Modify the attribution settings from Meta’s default ‘7-day click and 1 day view’ to report only on ‘7-day click’ without view or solely on ‘1-day click’. This ensures you only see conversions occurring within 1 day of clicking the ad, instead of the default 7-day window or view-based attributions.While this approach has its advantages, it requires a sufficient conversion volume to avoid negatively impacting the algorithm. Additionally, it’s most relevant for businesses with short customer journeys, such as same-day purchases, and less so for industries like travel or insurance, where the decision-making process is longer.
2. Reduce Re-Marketing Budgets
   Would your customers have purchased again without being exposed to an ad? Is your Customer Acquisition Cost (CAC) actually lower when focusing on new customers higher in the funnel rather than re-marketing to existing ones? These are crucial questions that require testing and data analysis. To optimize for incremental conversions, consider shifting budgets to awareness campaigns, which often result in lower CAC, or testing if sales decrease when reducing re-marketing efforts.

Want to learn more about your company’s opportunities on Meta’s platform?
Reach out to Kiki Andersen, Head of Performance Marketing:
ka@ambition.dk
+45 28 29 06 04