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Meta attribution has changed, and most brands are still reading performance the same way they were a year ago.

Jacob, Head of Socials at Pilothouse, walks through what’s different now. Click-only attribution, incremental measurement, and how those shifts affect the way conversions show up in your dashboard.

If you’ve noticed numbers feeling off lately, this will help you understand why and what to actually pay attention to.

For DTC founders and marketers spending $50K–$500K/month on Meta who want to understand what’s actually driving conversions.

• What click-only attribution removes from reporting
• How incremental attribution works in practice (without the fluff)
• Why conversion numbers feel different even when performance hasn’t changed much
• Where Meta data and third-party tools start to diverge
• How Pilothouse is thinking about reporting and decision-making now

Who this is for:

DTC operators, performance marketers, founders scaling paid social

What to steal:

• Check incremental conversions alongside total before making changes
• Look at channel performance in context of total revenue, not in isolation
• Use Meta data as one input, not the final answer

Timestamps:

00:00 Intro

02:28 Meta’s New Attribution Shift

05:03 How Incremental Attribution Works

08:11 Conversion Windows and Optimization

10:15 Why Better Signals Improve Meta Performance

13:02 Agentic Ads Explained

16:02 AI Business Agents and Customer Conversations

18:05 Setting Up Meta’s AI Agents

19:28 AI Ad Automation and Testing Strategies

21:14 Q2 Meta Performance Trends

23:02 Why Meta Reduced Over-Attribution

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