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Why should you have Media Metrics in your MMM dashboard?
Lauri Potka avatar
Written by Lauri Potka
Updated over a week ago

Original LinkedIn post
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🧙‍♂️Palantir of marketing = Media Metrics + Marketing Mix Modeling?

MMM reveals the true ROI of marketing activities. But MMM is not always great at answering the "why"-question. Why is the ROI on the level where it is? What is driving changes in the ROI? This is where media metrics can help! Media metrics are ad platform -reported data which might shed additional light on your MMM results. They should be part of your MMM dashboard.

1️⃣ Media metrics can be organized into a "funnel":

Impressions -> Clicks -> Conversions -> Conversion Value

2️⃣ At each funnel step, you can analyse the ratio from one step to another:

- Click-Through-Rate (Clicks / Impressions)

- Conversions rate (Conversions / Clicks)

- Average Order Value (Conversion value / Conversions).

3️⃣ You can also analyse cost of media along the funnel: CPM, CPC, CPA, ROAS, for example.

Example analyses you might make:

↗️ ROI increase of PMAX campaigns is explained by +15% improvement in average order value

↗️ ROI increase of Bing Shopping campaigns is explained by +20% improvement in conversion rate

↗️ ROI increase of Meta Advantage+ campaigns is explained by +10% improvement in ROAS

↗️ ROI increase of TikTok campaigns is explained by -10% change in cost-per-view

Our CEO, who is a big Lord of the Rings fan, loves to call the combination of MMM and Media Metrics "Palantir" 😄 The combination enables you to see deep into what's happening in your marketing.

Attached picture is an example screenshot from our demo on media metrics.

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