Improved Advertising snapshot (alpha)

The Advertising snapshot allows you to check your business metrics quickly and then dig deeper into the areas you want to investigate.

Each card addresses a single question about your business, such as What touchpoints do customers take to convert? Click the report name at the bottom of the card to view a more detailed report.

The Advertising snapshot features brand new incremental and MMM metrics:

• Incremental metrics. Incremental metrics (such as conversions and revenue) are the metrics measured by isolating the impact of your ads. These metrics exclude any counts acquired without any ads. View key incremental metrics, powered by your property’s incremental attribution model.
  
  Only data for your conversions that have two years of data are included.
  • Incremental Conversions: Incremental conversions are the conversions only caused by the impact of ads. They exclude your baseline conversions acquired without any ads. They show your combined channel performance from across MMM, attribution, and incrementality.
  • Incremental Revenue: Incremental revenue is your revenue only caused by the impact of ads. It excludes your baseline revenue acquired without any ads. It expresses your combined channel performance from across MMM, attribution, and incrementality.
  • Incremental Return on Ads Spend (iROAS): Incremental return on advertising spend (or iROAS) is the portion of return only caused by the impact of ads. It excludes your baseline return acquired without any ads. This metric expresses your combined channel performance from across MMM, attribution, and incrementality.
  • Incremental Cost per Acquisition (iCPA): Incremental cost per acquisition means how much, on average, each of your incremental conversions cost. It excludes your baseline conversions acquired without any ads. It is calculated as: total cost / total number of incremental conversions
• MMM incremental metrics: MMM incremental metrics show channel performance, generated by Meridian’s MMM. These metrics are the MMM's estimate of iROAS or iCPA from the past 4 weeks.
  
  Only your conversions that have two years of data are included in this total. Note, MMM metrics are updated every seven days, unlike attribution which is updated daily. These metrics intend to provide transparency in the underlying model that powers your real-time incremental attribution.
  • MMM incremental cost per acquisition (MMM iCPA) is how much, on average, each of your incremental conversions cost. It’s generated by Meridian’s MMM.
  • MMM Incremental return on advertising spend (MMM iROAS) is the portion of return only caused by the impact of ads. It excludes your baseline return acquired without any ads. It’s generated by Meridian, and open-source MMM build by Google. Learn more about the Meridian model that powers MMM metrics, and the Incremental attribution model that powers incremental metrics.

The Advertising snapshot includes these summary cards:

• Incremental metrics. These are your top Incremental metrics, including:
  • Incremental Conversions
  • Incremental Revenue
  • Incremental Return on Ads Spend (iROAS)
  • Incremental Cost per Acquisition (iCPA)
• A Triangulation table that shows your property’s top 5 channels, and takes you directly to the Incremental Conversions report for more detail. The metrics featured in this table include
  • Ads Cost
  • Incremental Conversions
  • iROAS
  • Attributed Conversions (All Conversions)
  • Attributed ROAS (Total Return on Ad Spend)
  • MMM iROAS
  • MMM iCPA
    • Note: In this view, the date picker applies to all metrics except for MMM iRoas and MMM iCPA. MMM metrics displayed are model factors that help calibrate your incremental attribution model, and the MMM model doesn’t run at the same cadence as attribution, as noted above.
    • As noted above, we will only show conversions that are eligible for sum to MMM modeling.
• Channel contribution visualizations:
  • Your channel contributions help you understand what drove your revenue or KPI. Baseline shows what would have happened anyway. These views will show data for historic timeframes.
    • Spend and outcome shares
  • ROAS bar chart for each channel