Скачать или смотреть We Ran Incrementality Tests... Meta’s Tool Didn’t Win

After months of speculation, testing, and internal debate, CTC put Meta’s new Incremental Attribution Tool to the test.

In this episode, Richard Gaffin sits down with VP of Paid Media Tony Chopp to break down what really happened across those tests, including a final geo holdout study using actual Shopify revenue. The result?

You’ll learn:
What CTC’s incrementality tests revealed about Meta’s new attribution tool

Why Meta’s results may be overstating impact—especially on new customer acquisition

How to run a high-fidelity geo holdout test with real revenue data

Why “cautiously curious” is the right mindset for adopting new attribution tools



Show Notes:
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