MMM - Channel Overview

Updated by Eddie Chou

The Channel Overview page provides an in-depth look at channel performance metrics over time, enabling you to assess the impact of different channels on your marketing objectives. This view is designed to help you visualize daily spend, conversions, and efficiency metrics across multiple channels, supporting more informed budget allocation and optimization.

Metrics Summary:

The page displays key metrics, depending on the model used:

  • Revenue / ROAS-Based Models:
    For customers with models focused on Revenue and Return on Ad Spend (ROAS), this view highlights the predicted impact of marketing spend on revenue and overall profitability.
  • Conversions / CPA-Based Models:
    For models built around Conversions and Cost per Acquisition (CPA), the platform emphasizes conversion efficiency, showing how spend influences conversions and cost-effectiveness.

Key Sections:

  1. Feature Selection
    At the top of the Channel Overview page, you can select different Features (representing individual channels or media types) to explore each feature's unique metrics. This selection allows you to drill down into specific channels to analyze their daily spend, revenue/conversions, ROAS/CPA, and other performance indicators, helping you better understand each channel’s impact.
  2. Daily Spend and Predictions
    This section displays graphical representations of daily spend and predicted revenue/conversions for the range of data available to the model. Each channel’s spend is represented by a distinct color-coded bar graph, allowing you to visually track spending patterns and identify trends or seasonal fluctuations.
    • Spend (Top Graph): Shows daily spend across the selected feature.
    • Conversions (Second Graph): Displays the predicted number of revenue/conversions driven by daily spending.
    • % Spend (Third Graph): Indicates the proportion of overall spend attributed to the selected feature.
    • % Revenue/Conversions (Fourth Graph): Represents the share of total revenue/conversions attributed to the selected feature.
    Metrics Summary
    • Total Spend: The cumulative spend across the selected feature.
    • Predicted Revenue/Conversions: The total forecasted revenue/conversions for the given period.
    • Percent of Spend: The percentage of spend for the selected feature relative to total spend.
    • Percent of Revenue/Conversions: The proportion of total revenue/conversions for the selected feature.
    • ROAS / CPA: The average ROAS/CPA metric for the selected feature, allowing you to assess its cost efficiency.
  3. Spend Distribution
    Displays a histogram of daily spend distribution over the selected timeframe for the chosen feature, with statistical metrics such as mean, standard deviation, median, and percentiles. This helps you understand the variability in daily spending for each feature, informing decisions about budget consistency and volatility.
  4. Predicted Performance
    This section provides a forecasted view of performance metrics, such as ROAS/CPA confidence at average spend levels, the effects of spend saturation, and the time lag between spend and observable results, for the selected feature.
    • ROAS/CPA Confidence at Average Spend: A bar graph with a confidence interval showing the expected ROAS/CPA range for the given average spend in the selected feature.
    • Diminishing Returns of Revenue/Conversions and ROAS/CPA: Two graphs that illustrate the projected revenue/conversions and ROAS/CPA at various spend levels, highlighting points of diminishing returns where additional spend results in smaller incremental gains.
    • Peak Effectiveness / Delay: These charts illustrate the time lag between spend and observable results for the selected feature. The shaded areas indicate the rate of conversion or response delay post-spend, providing insights into how quickly investments impact outcomes.

How to Use the Channel Overview:

  • Select Features for Deeper Insights: Use the feature selector to switch between channels and compare performance metrics individually, enabling a more granular analysis of channel efficiency.
  • Identify High-Performing Channels: Use the spend and conversion graphs to quickly identify channels that yield high revenue/conversions at efficient ROAS/CPA levels.
  • Monitor ROAS/CPA Trends: Track how changes in spend affect ROAS/CPA over time and identify spend saturation points to optimize budget allocation.
  • Assess Spend Distribution: Review the spend distribution to ensure budget consistency and avoid sharp fluctuations that may impact performance.
  • Plan for Delays: Consider the delay metrics when planning campaigns to allow adequate time for results to manifest.

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