Incrementality testing e-commerce adoption just crossed a real threshold. Three forces converged to push incrementality into the mainstream.
Two pieces of research published within weeks of each other in 2026 tell two different stories about AI-generated ad creative, and both are true at the same time
The problem is what happens after that number exists. Scaling brands still burn 10 to 15 hours a week manually reconciling accurate Shopify revenue against Meta, Google, and their own accounting systems
Google confirmed in a mid-July 2026 update that first-click, linear, time-decay, and position-based attribution are no longer selectable in Google Ads
The years-long argument over which measurement method deserves the most trust, marketing mix modeling, multi-touch attribution, or incrementality testing, has quietly ended
If your Meta ROAS looks off this month and nothing in your account actually changed, you are not imagining it. Three separate Meta updates landed within weeks of each other in 2026, and none of them show up as a line item in Ads Manager.
Most creative advice in performance marketing is vague enough to be useless: “test more hooks,” “keep it short,” “know your audience.” The 2026 creative benchmarks that just came out are the opposite
If your Meta dashboard cratered sometime in March and your Shopify revenue did not move, you were not losing your mind and your campaigns were not broken. Meta changed what counts as a click.
75% of companies have adopted MTA, up from 58 percent in 2024. That is not a gradual drift, it is a majority-to-supermajority shift in under two years, and the brands still running last-click vs multi-touch attribution as an open question are now the minority holding out.
Meta is consolidating two overlapping settings into one, called “Activity from other businesses.” The old setting could stop Meta from retaining a person’s off-platform data at all.
