❓ "Why is the ROI of my Facebook advertising increasing?"
When Marketing Mix Modeling results show that the ROI of an ad platform is increasing / decreasing, it's important to dive deeper into the drivers of the ROI change.
One analysis you can do with modern MMM solutions, is to look at ROIs of campaign types, and even individual campaigns within the ad platform, as illustrated by the attached image. Are there some campaigns or campaign types that have started performing well? Have you made changes to those campaigns recently that might explain the results?
Campaign-level ROI tracking is a very recent development in MMM, and is made possible with the combination of MMM, incrementality testing, and leveraging attribution data.