Modeled and reported figures
Why Attribution shows three figures for one outcome, how the modeled figure divides into Base and Halo, and how date granularity follows your models.
Attribution shows three figures for the same outcome because each figure comes from a different source. The sources count different things, so the three figures do not agree. Read each figure for the question that the figure can answer.
- Your sales sources reportReportedThe total outcome that your connected sales sources record. The figure is not divided by channel.
- Each ad platform reportsChannel ReportedThe outcome that each ad platform claims for itself. Each platform takes full credit, so the figures overlap.
- The marketing mix model estimatesModeled (MMM)The outcome that the model attributes to the spend of each channel, tactic, or campaign.
- BaseThe outcome that the spend drives directly.
- HaloThe outcome that the spend drives indirectly, through other channels and sources.
What does each figure tell you?
Section titled “What does each figure tell you?”| Figure | Source | Divided by channel | Question the figure answers |
|---|---|---|---|
| Reported | Your connected sales sources | No | How much outcome did the business record in the period? |
| Channel Reported | Each ad platform | Yes | How much outcome does each platform claim for itself? |
| Modeled (MMM) | Your marketing mix models | Yes | How much outcome do the models attribute to each spend? |
The reported figure is a total for the whole workspace. The sales sources do not divide the outcome by channel, so the Performance Table has no reported column. The Reported summary card and the reported metrics of Attribution Over Time show the figure.
Why do the channel-reported figures add up to more than the modeled figure?
Section titled “Why do the channel-reported figures add up to more than the modeled figure?”Each ad platform takes full credit for the outcome that it reports. The channel-reported figures of the channels therefore overlap, and their total is typically more than the modeled total.
What are Base and Halo?
Section titled “What are Base and Halo?”The modeled outcome of a row has two parts.
- Base is the outcome that the spend of the row drives directly. The product calls this the first-order effect.
- Halo is the outcome that the spend drives indirectly, by lifting other channels and sources. The product calls this the second-order effect.
The total modeled outcome of a row is Base plus Halo. The MMM summary cards and the modeled columns show the total and each part.
The Base & Halo Flows section shows the two parts for each channel. Use Base Only or Halo Only to see one part.
How do you read an efficiency figure?
Section titled “How do you read an efficiency figure?”An efficiency figure compares an outcome with spend. The direction depends on the metric of your target.
- For a ratio such as ROAS, the figure is the outcome for each $1 of spend. A higher value is better.
- For a cost such as CAC, the figure is the spend for each unit of outcome. A lower value is better.
The efficiency metric of the page comes from the target that you select.
Why does reported revenue leave out some revenue?
Section titled “Why does reported revenue leave out some revenue?”For a revenue target, the Reported card counts transactional revenue only. Subscription revenue and wholesale revenue are not in the figure. When your data has revenue of these types, the tooltip of the card states the excluded amount.
In Attribution Over Time, turn on Include subscription & wholesale to add the two types to the reported revenue series. The card does not change.
Why is the page daily or weekly?
Section titled “Why is the page daily or weekly?”The date granularity of the page follows the selected models. If every selected model is daily, the page is daily. If one or more selected models are weekly, the page is weekly and a date range contains whole weeks only.
The charts can combine the periods into larger ones. A daily page offers day, week, month, quarter, and year in the chart. A weekly page starts at week.
Why does the default period end before today?
Section titled “Why does the default period end before today?”The default period ends on the last day that has modeled data. The models do not have results for the days after that day. With 2 or more models selected, the day is the earliest of the last modeled days of the models.
The date picker and the Performance Table both show this day as a link that reads Modeled through and a date. The link opens Model Center. See Find how current a model is.