In context
Your finance team ingests 18 months of weekly spend (Meta, Google, TikTok, organic) plus weekly revenue + seasonality + promo calendar into an MMM. Output: Meta marginal ROAS 2.8x at current spend level, saturating above $80K/week. Google: 4.5x at current level, room to scale. Action: reallocate 20% of Meta incremental dollars to Google.
Why it matters
- MMM works without user-level tracking (privacy-safe).
- Requires 12-18 months of clean historical data minimum.
- Best for strategic reallocation, not daily bid decisions.
Related terms
Frequently asked questions
MMM vs MTA — which is better?
MMM for aggregate/strategic. MTA (multi-touch) for tactical/daily. Both have trade-offs; use MMM as truth baseline.
How much does MMM cost?
Open-source Robyn is free but requires a data scientist. SaaS tools run $3K-$30K/month.
Can a small brand use MMM?
Below $500K/year ad spend, MMM signal is usually too weak. Stick to lift tests + blended ROAS.