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Loud Speaker / The Ecommerce Playbook Podcast / The Ecommerce Playbook | Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why

The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why

May 29, 2025 The Ecommerce Playbook Podcast 00:32:36
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Meta’s New Attribution Model Will Blow Up Your Ad Strategy—Here’s Why
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Meta just dropped a game changing attribution feature, and it could completely upend how you measure ad performance.

In this episode of the Podcast, CTC’s VP of Paid Media Tony Chopp and Paid Social Manager McCay Rasmussen join Richard to break down Meta’s new incremental attribution setting—a behind-the-scenes update that uses continuous holdout testing to determine true incremental conversions in real time.

We cover:

  • What incremental attribution actually is

  • How it compares to 1-day click, 7-day click, and 7+1 attribution

  • Early test results from real ad accounts

  • How this changes your media buying strategy going forward

  • Whether this could finally bring an end to attribution guesswork

If you’re a performance marketer, media buyer, or brand owner, this is a must-watch.

Show Notes:

  • Explore the PROPHIT System: prophitsystem.com

  • Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!

  • The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

  • Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. 

  • The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.

  • Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

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