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MMM
Also known as · Marketing Mix Modeling
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.Marketing mix modeling (MMM) is a statistical method using regression on aggregated time-series data (spend, sales, externalities) to estimate each channel's incremental contribution. MMM doesn't need user-level tracking, which makes it iOS-resilient — but it requires enough data history (typically 2+ years) to be reliable.
Related terms
Other analytics terms.
Attribution
The process of assigning credit for a conversion across the marketing touchpoints that contributed to it.
Incrementality
The portion of conversions that would not have occurred without the marketing intervention.
Bounce Rate
Share of sessions that view only one page before leaving the site.
GA4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.
UTM Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.
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