MIM: Using Your MIM Page

Getting Started

The Measured Incrementality Model page shows you details into the engine that powers the insights into your media performance throughout your account. Uses for this page include:

• Comparing your current incremental metrics with their latest model results
• Seeing a preview of how those metrics will change with your next reporting update

Filtering Options

Along the top of the screen, there are options for what will be displayed across the entirety of the page.

• ROAS/CPO lets you decide which end metric your tactic activity will be shown in relation to
• Conversion Type will let you select one of the types within your account to serve as a framework for the data you see

The next row of filters below those allow you to filter the information shown on the page by segments, channels, and tactics. By default, all of those items will be included, but you can specify them further with these options.

Results Preview

Portfolio and tactic-level information on your model’s output will be shown below the filtering options. In addition to the most recent metrics, you will also see an update preview.

Though your MIM updates on a daily basis, its output will not be applied to your data until a reporting update occurs. The update previews you see throughout this page indicate how the metric is set to change upon your next scheduled reporting update.

Reasons your new results may be different include:

• Daily updates to your model that have not yet been applied
• Recent geo test results that have impacted your model
• Changes to how your campaigns are mapped into tactics

The cadence of your reporting updates is set to your preference by your customer success partner. Consult them if you wish to adjust or have any questions about how often your reporting updates.

Portfolio Metrics

The Portfolio Metrics section provides a broad overview of your total performance in terms of incremental metrics, including ROAS and how much your media is contributing to your business’s overall revenue.

You will see the most recent reported metric alongside a preview of how it will change on the next update. The amount of this change can be viewed as either a dollar amount or a percentage by switching via the appropriate icons.

By clicking the chart icon at the top-right of this section, you will unfold an Incrementality Trends chart.

This chart displays the metric you have selected in the upper-right corner at your chosen time interval. It shows how that metric compares to your model’s output from that same time.

Tactics

At the bottom of the screen, you will see a list of all of the tactics that are covered by your chosen filtering options. This information is exportable via the export icon at the top-right of the table.

For each listed tactic, you will see its most recent reported spending amount, followed by its adjustment factor, incremental ROAS, and incremental conversions. For those three metrics, you will see both the current version and a preview of how they will change if your reporting updates were applied today.