Manoj Bash retweeted
Took a few days off X and came back to everyone fighting about incremental attribution
So here's the simple version:
When you open your dashboard
Meta claims a number
Google claims a number
Klaviyo claims a number
Add them up and the total is higher than what Shopify revenue is
Nobody's lying. They're all counting the same sale.
That's the problem incrementality exists to solve.
Platform attribution asks: which ads did this buyer touch before purchasing?
Incrementality asks: would this purchase have happened anyway?
They're completely different questions
Clearest example is branded search
Someone googles your brand name
Your paid ad sits directly above your own organic listing They click the paid one
Google reports a conversion and a beautiful ROAS
You just paid for a click you were already getting for free.
Retargeting does the same thing
Someone adds to cart, sees your ad two days later, buys.
Meta takes the credit.
But that person also got your abandoned cart email, your SMS, and still had your tab open
That revenue was already yours
So use platform attribution for creative decisions
Ad A vs ad B inside the same inflated system is still a fair comparison
And use incremental attribution for budget decisions
Manoj Bash retweeted
Long form Crazy Drama Ai Ads are absolutely ripping for us
Launched this ad few months back and it's still the top spender for a supplement brand
If you haven't tried it yet give this a shot
Crazy Drama Ads might be your next winner
Took a few days off X and came back to everyone fighting about incremental attribution
So here's the simple version:
When you open your dashboard
Meta claims a number
Google claims a number
Klaviyo claims a number
Add them up and the total is higher than what Shopify revenue is
Nobody's lying. They're all counting the same sale.
That's the problem incrementality exists to solve.
Platform attribution asks: which ads did this buyer touch before purchasing?
Incrementality asks: would this purchase have happened anyway?
They're completely different questions
Clearest example is branded search
Someone googles your brand name
Your paid ad sits directly above your own organic listing They click the paid one
Google reports a conversion and a beautiful ROAS
You just paid for a click you were already getting for free.
Retargeting does the same thing
Someone adds to cart, sees your ad two days later, buys.
Meta takes the credit.
But that person also got your abandoned cart email, your SMS, and still had your tab open
That revenue was already yours
So use platform attribution for creative decisions
Ad A vs ad B inside the same inflated system is still a fair comparison
And use incremental attribution for budget decisions
My agency helps 7-9 figure DTC brands scale with Creative Systems and Meta Ads
If you're spending at least $100k/mo on Meta
Book a Call with me: manofy.com
Long form Crazy Drama Ai Ads are absolutely ripping for us
Launched this ad few months back and it's still the top spender for a supplement brand
If you haven't tried it yet give this a shot
Crazy Drama Ads might be your next winner
Replying to @ssaaammiirr
Hit me up bro. We got 100+ ai video editors working for us :)
My agency helps 7-9 figure DTC brands scale with Creative Systems and Meta Ads
If you're spending at least $100k/mo on Meta
Book a Call with me: manofy.com
Replying to @IstvanicMarin
This works really well. We call this a zombie campaign and stack all previous winners and low spenders inside a single CBO with a minimum spend on each ad set
This always gives us new winners
Replying to @nguyentomyy
Bro鈥檚 on a generational run. He knows where the market is heading and how to make the right decisions. He鈥檚 literally taking over the info




