Original LinkedIn post
🤔 "Why has the ROI of my Performance Max campaigns suddenly increased by 15%?"
Marketing Mix Models estimate marketing's ROI based on true incrementality. But MMM is not always great at answering the "why"-question. Why has the ROI of a marketing activity suddenly changed?
There are several ways to dive deeper into this question, and Media Metric analysis is one of them (see attached). Media metrics are ad platform -reported data which can be used to complement your MMM results.
For example, the increase in the ROI of Performance Max campaigns could be explained by higher average order value for buyers who convert, or better conversion rate.
Media metrics have traditionally not been part of MMM dashboards since they are laboursome to pull together if you don't have automated data connectors. However, modern MMMs enable you to analyse media metrics next to MMM results.
