Performance Comparison

Updated by Eddie Chou

Overview

Rockerbox’s Performance Comparison tool allows you to directly compare your marketing performance under two key measurement methodologies: Multitouch Attribution (MTA) and Marketing Mix Modeling (MMM). This gives you a clearer view of how your channels, platforms, and strategies perform across both granular attribution data and broader statistical models—all in one place.

Use this page to:

  • Understand differences in measurement methodologies
  • Reconcile differing performance values between MTA and MMM
  • Make better investment decisions grounded in a complete picture of your marketing data

Requirements

To use the Performance Comparison feature, you’ll need:

- The **Unified** product line enabled on your Rockerbox account.

- At least **one MMM vs MTA Comparison** configured for your data.

Both of these can be set up through your Rockerbox Customer Success Manager.

Why Compare MTA and MMM?

Many marketers use both MTA and MMM to evaluate their marketing performance, since each provides a different perspective on how your marketing is working.

  • MTA measures user-level touchpoints, helping you see how individual interactions drive conversions.
  • MMM looks at aggregated data over time, helping you understand the overall impact of both your marketing spend and other features.

With Rockerbox, you can now view these metrics side-by-side, helping you bridge the gap between tactical optimizations and strategic planning.

How it Works

Where to Find It

  • Navigate to [Unified > Performance Comparison] in your Rockerbox dashboard.
Note: This is an add-on feature. If your account does not include it, then you will not have access to the Unified drop-down.

What You’ll See

  • A table view that compares MTA and MMM metrics side by side across your selected Classifications (including Channel, Platform, Audience, and Ad Type).
  • Metrics include:
    • Spend (% of total)
    • Conversions, % Conversions
    • Revenue, % Revenue
    • CPA, ROAS

For MTA, they reflect your selected attribution model.

For MMM, these are calculated using your MMM model’s response curves applied to your spend data. Note that your MMM metrics will always reflect the selected KPI type for your model. For example, if your KPI is a revenue type model, then you will only see MMM ROAS. If your KPI is a conversions type model, then you will only see MMM CPA.

Rows that don’t have data for one method (e.g., no MMM equivalent) will display a —.

Customizing Your View

Filters and Options

You can tailor your view by:

  • Selecting a Performance Comparison. These are preconfigured comparisons of MTA conversions and MMM models. If you want to set up other comparisons, contact your Customer Success Manager.
  • Choosing a Customer Type (All Customers, New Customers, Repeat Customers). This filters the MTA results to the selected Customer Type.
  • Choosing an Attribution Model (First Touch, Last Touch, Even, Normalized). This uses the selected Attribution Model for the MTA metrics.
  • Picking your Date Range (note: earliest start date limited by the MMM training period and your MTA reporting start date).
  • Grouping by one or more Classifications (Channel, Platform, Audience, Ad Type).

💡 If there are no valid comparisons configured for your account yet, you’ll see a message:

No performance comparison configurations found. Please set up MTA and MMM data first.

Ensuring Apples-to-Apples Comparisons

You don’t have to worry about accidentally comparing mismatched models. During setup, Rockerbox will work with you to ensure only configuring valid MMM and MTA pairings for your account.

This means:

  • The dropdowns on this page only show **pre-configured Comparisons**, preventing any invalid or misleading setups.
  • If no Comparisons have been configured yet for your account, you’ll see a message letting you know, along with guidance to contact your Customer Success Manager to set things up.

This ensures your analysis is always meaningful and aligned, helping reduce confusion and avoid mistakes that might otherwise come from free-form selections.

**Note:** We can set up multiple Comparisons for you. You’ll likely want to create a new Comparison view each time we refresh your MMM model so you can always see the latest results.

Customize Columns

You can add, remove, and move the metrics columns.

Downloading Your Data

You can download your comparison data as a CSV file directly from the page by clicking the Download CSV button.

FAQ

Why don’t I see data for both MTA and MMM on every row?

Not every classification or spend item has data available in both methodologies. In these cases, you’ll see a —.

What are Unclassified rows?

Rockerbox uses Marketing Classifications to unify the taxonomy between MTA, which relies on Mapping Tiers, and MMM, which uses feature names.

If a given tier (e.g., Channel, Platform, Audience, or Ad Type) doesn’t have a known Classification, it will be labeled as Unclassified [X]—for example, Unclassified Audience.

Why don’t I see any Comparisons?

If you don’t see any Comparisons available, it means your account doesn’t yet have any valid MMM and MTA pairings configured. Rockerbox handles this setup to ensure all Comparisons are meaningful and aligned. Please reach out to your Customer Success Manager to get started.

What if I want to compare Testing metrics too?

This feature is designed to grow. In the future, it will also support Testing and Unified metrics, letting you see all your marketing measurement outputs in a single place.

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