Incremental vs. Standard Attribution Model

I'm generally opposed to allowing VTA attribution on Meta, however when I select Incremental attribution, this selection allows for VTA. If I select Standard attribution, I'm able to control the setting and not allow VTA. Has anyone tested this at scale? Was performance better on Incremental even though it allows for VTA?

I have tested incremental attribution and havent seen any incremental uplift or better performance at all.

@davamosk thank you for sharing! I know Haus published a study suggesting that incremental attribution was better now, but there's so many other variables involved.

I hope he publishes about that! do you have any reference?

Here's the article I saw, which is from this past summer: https://www.haus.io/blog/is-metas-i...ming-standard-attribution-what-the-data-shows