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Difference between ROI reported by Ad platform, Google Analytics 4 and MMM
Difference between ROI reported by Ad platform, Google Analytics 4 and MMM
Lauri Potka avatar
Written by Lauri Potka
Updated over a week ago

Original LinkedIn post here
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​❓ "Why is MMM saying that ROI for my Facebook Ads campaign is 20-30% of what Facebook is reporting, but 1.5-2x compared to what Google Analytics 4 is telling me?"

We often get these type of questions when our ecom customers see MMM results for the first time.

It's because

πŸ‘‰ Only part of Facebook-reported conversions are incremental.

πŸ‘‰ Google Analytics 4 is not able to capture all social media conversions.

πŸ‘‰ MMM provides an estimate for the true incrementality of your Facebook campaign.

Let's take an example:

Campaign spend: 100k€

What you see from Facebook (7d click, 1d view):

- Facebook-reported conversion value / revenue: 900k€

- Facebook-reported ROAS: 9

What you see from Google Analytics 4 (data driven attribution or last click):

- GA-reported revenue: 125k€

- GA-reported ROAS: 1.25

What you see from MMM:

- Incremental revenue due to the campaign: 250k€

- MMM-reported ROI: 2.5

πŸ‘‰ MMM provides you the ROI based on incremental revenue.

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