In the Sellforte Campaign Dashboard, you can see a cross-channel view of all your digital campaigns with the budget recommendations based on Marketing Mix Modelling results.
In the top side of the view, you can set your date range as well as filter your campaigns with different dimensions.
The main view of the Dashboard is a simple table view, where you can see all of your digital campaigns, sort them by different columns and see the budget recommendations.
You are also able to view, how MMM results compare to ones provided by the attribution tools such as GA4 or platform reporting.
Column Explanations
Media Investment
How much has been invested in the campaign during the selected time range?
Inc. Sales (MMM)
How much incremental revenue has the campaign generated during the selected time range, based on MMM?
Attributed Sales (GA4)
How much revenue has the campaign generated during the selected time range, based on GA4 data?
Revenue (Ad Platform)
How much revenue has the campaign generated during the selected time range, based on Platform-reported conversion value data?
ROI (MMM)
= MMM Revenue / Media Investment
ROI (GA4)
= Attributed Sales (GA4) / Media Investment
ROAS (Ad Platform)
= Revenue (Ad Platform) / Media Investment
Budget recommendation
Looking back to the historical performance of selected date range, how current budget should be allocated in order to create most incremental revenue, based on MMM?
Note that Campaign Dashboard does not recommend increasing the overall budget, it always makes recommendations within the current total budget.
New budget
If the budget recommendation is applied, what is the new budget?
New incremental sales
If the budget recommendation is applied, how much total incremental sales campaign would generate
Increase in inc. sales
If the budget recommendation is applied, how much new incremental sales the campaign will generate compared to the data before the budget recommendations were applied.
Note that for some campaigns, this result can be negative. Since the campaign dashboard always works within the current budget, increasing the budget for some campaigns means decreasing the budget for another campaign. Decreasing a certain budget may result in a decrease in incremental sales for that campaign, but the goal is of course to simultaneously increase incremental sales for the campaigns whose budget is being increased.