2026-11-10 — Metric additions
Incremental attribution metrics are available on Meta Ads. Conversion metrics now have a variant with the(Incremental) suffix, such as Purchase (Incremental), which counts only the conversions that Meta’s models estimate were caused by the ads. The variants are on by default in every workspace, with no workspace flag needed. Meta’s 17 standard events always have them; other actions and custom conversions have them only when Meta has returned an incremental value in the last 30 days. Existing Meta metrics are unchanged. See Data reference for details and the breakdowns that show blank values, and FAQs if an (Incremental) metric is missing.
2026-08-12 — Breakdown replacement
DMA Region is replaced by Comscore Market. Comscore defines markets at the ZIP-code level, where Nielsen DMAs group whole counties. No historical data is lost, and existing reports pick up the replacement automatically. See Data reference.