The doom loop: tighter attribution targets buy easier conversions, better metrics and slower growth
PrinciplePaid Media
The doom loop is a closed cycle: a tighter attribution target pushes focus onto easier conversions, so more budget goes to sales that were already coming, so the attribution metrics improve, so growth stagnates - which is read as a reason to tighten the target again. The measurement keeps improving as the business stops growing.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 3, s. 7
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