Library · Traffic · How to run this
MMM is not MTA
MMM attributed $ vs MTA attributed $ make gap %. Gap % = (MMM − MTA) ÷ MTA × 100. Type both.
Pair: MMM vs MTA gap on Traffic. Platform book: platform vs modeled. Spend cover: spend coverage gap.
What you type
MMM attributed $ — Media-mix-model attributed revenue in the Rockerbox window.
MTA attributed $ — Multi-touch attributed revenue in that same window.
Gap % = (MMM − MTA) ÷ MTA × 100. Bid on the book you trust when gap % is fat — do not invent a gap chip.
What not to do
Do not invent gap %. Do not mix platform last-touch into MMM dollars. Do not treat spend coverage as MMM vs MTA. Do not average every channel when one owns the hole.
Related: Traffic, platform vs modeled, spend coverage gap, LTV vs day-0 ROAS.
Procedure
- Type MMM attributed $ and MTA attributed $.
- Read gap %.
- Bid on the book you trust when gap % is material.
Failure modes
- Inventing gap %.
- Mixing platform last-touch into MMM dollars.
- Treating spend coverage as MMM vs MTA.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- MMM vs MTA gap %
- (MMM attributed $ − MTA attributed $) ÷ MTA attributed $ × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this platform vs modeled?
- Sibling attribution book. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is ad-platform vs modeled revenue. This page is Rockerbox MMM $ vs MTA $.
- Is this spend coverage gap?
- Related seat cover. [Spend coverage gap](/manuals/northbeam-spend-coverage-gap) is connected vs live spend accounts. This page is MMM vs MTA gap.
- What gap % should I invent?
- None. Type MMM attributed $ and MTA attributed $ from the same Rockerbox window.