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Library · Traffic · How to run this

Triple Whale model-vs-path gap is not Northbeam MMM gap

How to run thisTraffic3 steps
CalculatorTriple Whale MMM vs MTA gap · Calculator lives in the articleOpen

Reconcile MMM attributed $ against MTA attributed $ on one Triple Whale model-vs-path cut. That gap is TW mmm-mta %.

Pair: MMM vs MTA gap on Traffic. Northbeam twin: MMM vs MTA. Multi-touch twin: multi-touch share.

What you type

MMM attributed $ — Triple Whale model-credited dollars in the model-vs-path cut.

MTA attributed $ — Triple Whale path-credited dollars in that same cut.

TW mmm-mta % = (MMM − MTA) ÷ MTA × 100. A wide |TW mmm-mta %| means the model book and the path book disagree — fix the cut before you rebid; never invent a TW mmm-mta chip.

What not to do

Skip inventing TW mmm-mta %. Skip pasting a Northbeam or Hyros MMM/MTA export into Triple Whale fields. Skip folding multi-touch share or path-length ROAS into the two dollar fields. Skip averaging pixels when one ad account owns the disagreement.

Related: Traffic, Northbeam MMM vs MTA, multi-touch share, path-length ROAS.

Procedure

  1. Type MMM attributed $ and MTA attributed $.
  2. Read TW mmm-mta %.
  3. Reconcile model vs path credit when TW mmm-mta % is material.

Failure modes

  • Inventing TW mmm-mta %.
  • Dumping a Northbeam or Hyros MMM/MTA file into Triple Whale model fields.
  • Folding Triple Whale multi-touch share or path-length into MMM vs MTA dollars.

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

TW mmm-mta %
(MMM attributed $ − MTA attributed $) ÷ MTA attributed $ × 100.

Work with us — We run this job on your accounts. Services

FAQ

Is this Northbeam MMM vs MTA gap?
Different stack. [MMM vs MTA gap](/manuals/northbeam-mmm-vs-mta-gap) reads Northbeam. Here you only reconcile Triple Whale MMM attributed $ vs MTA attributed $.
Is this Triple Whale multi-touch share?
Share of path credit, not model-vs-path. [Multi-touch share](/manuals/triple-whale-multi-touch-share) is multi-touch $ ÷ total. This page is (MMM − MTA) ÷ MTA.
Can I invent TW mmm-mta %?
No. Pull MMM and MTA attributed $ from the same Triple Whale model-vs-path cut.