Simplified MMM — channel efficiency and reallocation guidance.
Channel inputs
Channel efficiency
Channel
Spend
Revenue
ROAS
% of Spend
% of Revenue
Reallocation guidance
About this calculator
Channel Mix Modeling is the post-iOS14 attribution methodology gaining ground over user-level tracking. Instead of trying to attribute individual conversions to specific touches, MMM compares aggregate spend and revenue patterns across channels to estimate effectiveness.
This calculator provides a simplified MMM view: per-channel ROAS, spend-vs-revenue concentration ratios, and reallocation guidance. The diagnostic value is identifying where spend concentration doesn\'t match revenue concentration — usually signal that you\'re over-invested in saturated channels and under-invested in efficient ones.
The actionable output: channels delivering higher ROAS and lower share-of-spend than share-of-revenue are candidates for incremental investment. Channels with high share-of-spend but low ROAS are candidates for reduction. Real MMM produces saturation curves; this simplified view produces directional recommendations.
Pair with the Incrementality Calculator (true vs reported lift), the Tracking Gap Estimator, and the Click vs View Attribution Gap. For brands with $1M+ annual marketing spend, commissioning a proper MMM analysis from a specialist firm is worth the $30-100K cost — it produces 5-10× that in optimization-driven gains.
Frequently asked questions
What is MMM?
Marketing Mix Modeling — regression-based approach to attributing revenue across channels using aggregate spend + revenue data (no user-level tracking). Gaining popularity post-iOS14 because it works with the data marketers actually have.
Is this real MMM?
Simplified version. Real MMM uses 2-3 years of weekly data, controls for seasonality and external factors, and produces saturation curves per channel. This calculator gives a directional view of spend efficiency, not full MMM rigor.
When does MMM beat user-level attribution?
Post-iOS14 when pixel data is incomplete. For mid-large brands with $500K+ annual marketing spend across 5+ channels. For brands trying to evaluate non-trackable channels (TV, OOH, podcast, influencer).
What's "channel saturation"?
Each channel has a sweet spot. Below that, you're under-spending and leaving efficiency. Above it, returns diminish. MMM reveals where each channel is on its curve. Consistent over-investment in saturated channels and under-investment in efficient ones is a common pattern.
When should I commission real MMM?
$2M+ annual marketing spend justifies the $30-100K cost of a proper MMM analysis. Below that, simpler approaches (this calculator + experiment programs) deliver most of the insight at fraction of the cost.