The first five guides are planned below. Open a topic to see what it will cover.
Performance analysis
How can I see which channels drive incremental sales?
Compare media spend, incremental sales and iROAS in the MMM dashboard, then drill into the channels and campaigns behind the result.
How can I compare MMM results with platform ROAS?
Review MMM, ad platform and Google Analytics returns for the same scope, and understand what each measurement approach is counting.
How can I understand why a channel’s performance changed?
Inspect changes in incremental return alongside spend, CPM, clicks, conversion rate and average order value to narrow down the explanation.
Budget planning
How can I spot saturation and find room to scale?
Use response curves and marginal returns to assess where additional spend could still contribute sales.
How can I allocate next month’s media budget?
Compare a reference plan with a constrained allocation, review the sales forecast, and translate the result into channel and weekly budgets.
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Further Reading and Resources
Start with the MMM essentials
What is marketing mix modeling? · Marginal incremental ROAS (miROAS)
Explore the other use-case libraries
Incrementality Testing Use Case Library · MCP Use Case Library
