This month, we are rolling out powerful updates aimed at enhancing efficiency, accuracy, and automation across attribution, forecasting, and experimentation frameworks. These new features are designed to help you gain deeper insights, reduce manual effort, and ultimately make smarter, data-driven decisions.
With these updates, you will be able to optimize budget allocations with greater precision, automate experiment execution, and improve attribution accuracy, all designed to help you focus on strategic growth.
Here’s an overview of what’s new this month:
Budget optimizer: More accurate budget allocation with organic impact
We’ve introduced a new feature that allows you to incorporate organic impact alongside paid media when making budget allocations. This gives you a clearer view of the actual contribution of organic channels to your overall marketing performance. By doing so, budget decisions are more accurate and data-driven, allowing for optimized resource allocation across both paid and organic media.
Visual causal graph (DAG): Precise cause & effect mapping for enhanced decision-making
With our causal graph, you can now visualize relationships between different marketing variables like ad spend, seasonality, and customer behavior and how these factors influence business outcomes. The graph highlights how these elements interact, enabling you to make informed decisions based on data-driven insights. This reduces the need for constant testing and makes your MMM both quasi-causal and self-reliant, ensuring your attribution models are more effective and actionable.
iROAS/iCPA & Target KPI in Forecaster: Smarter spend optimization with performance driven targets
Your forecasting capabilities have been enhanced to include incremental ROAS (iROAS) and incremental CPA (iCPA). This allows you to set specific KPI targets and adjust spending strategies accordingly. By linking budget allocation directly to performance-driven metrics, you’ll be able to allocate resources where they have the most incremental impact, ultimately reducing wasted spend and increasing return on investment.
Monitor your channel contribution ranking trends
We’ve introduced Bump and Waterfall charts to your MMM. Bump Charts let you track performance changes over time and compare the effectiveness of different marketing strategies, while Waterfall charts help you understand the incremental impact of each factor on overall results. These tools simplify the process of budget optimization and campaign adjustments, providing clear insights that support your decision-making.
Get faster granular causal attribution insights
We’ve added a tactics tab to the causal attribution breakdown, allowing you to track the performance of specific tactics without the need to manually reference your MMM setup. This improvement streamlines your workflow, giving you immediate visibility into how individual tactics contribute to your marketing performance, making it easier to adjust campaigns and allocate resources efficiently.
Calibrate your GA4 data with incrementality insights
We now support the use of GA4 data as your anchored methodology for our causal attribution model. Get seamless incrementality-based insights with your GA4 reports so you can get real-time granular causal attribution insights, measure with confidence and optimize confidently.
Deployment of experiments on Facebook: Automate geo-holdout testing with no manual adjustments
We’ve automated the process for Facebook geo-holdout experiments, allowing you to deploy experiments automatically without manual adjustments or region exclusions. Simply select the test regions, apply the exclusions, and the system will automatically revert settings post-experiment. This reduces errors and improves test efficiency, allowing for more streamlined execution of experiments at scale.
Calendar view for experiments: Structured planning for overlapping tests
We’ve introduced a visual calendar to help you organize your experiments. This view makes it easier to track active, upcoming, and past tests within a structured timeline. By reducing the risk of overlapping tests and ensuring proper sequencing, the calendar view ensures that all experiments are executed efficiently and without conflict. With auto-populated timelines and one-click setup, you can seamlessly manage your tests.
Pin dashboards to tabs: Quick access to key reports
You can now pin your most frequently used dashboards for instant access, ensuring that critical insights and reports are always just a click away. No more searching through multiple reports—key metrics are always visible when you need them.
Currency conversion in platform: Standardized reporting for global teams
Your financial reporting now includes built-in currency conversion, allowing you to manage multiple regions more effectively. This ensures accurate comparisons and standardizes reporting metrics across geographies, eliminating the discrepancies caused by fluctuating exchange rates.
Algorithmic logs – Custom weight history: Improved version control for attribution adjustments
We’ve added algorithmic logs to give you full visibility into attribution weight adjustments. You can now track the last five modifications per channel, including timestamps and user edits, which ensures complete transparency in the adjustments made to your attribution models.
Additional enhancements for improved efficiency
- Improved AdStock Transformation Pre-Sets: Predefined effect types for faster model setup, reducing complexity and improving prediction accuracy.
- Enhanced Monthly Forecast View: A structured, granular view of your forecasts, enabling you to track and analyze trends efficiently.
- Improved Correlation Matrix with AdStock (and AQS): Deeper insights into the relationships between AdStock and AQS for better marketing performance analysis.
Coming Soon: What We’re Building Next
- Two types of causal graphs: Workspace & model level for flexible causal mapping.
- Forecasting fixes: Improved control variables for better predictions.
- Budget pacing: Automated pacing for optimized budget allocation.
- Chart updates: Enhanced Waterfall and Bubble chart annotations.
- Automated Facebook experiments: Streamlined scaling for Facebook campaigns.
- Salesforce integration: Unify marketing and sales data for deeper insights
- Slack integration: Get automated notifications and reports directly in Slack.
