SegmentStream Blog

Every time I see people discussing MTA and MMM, or even Incrementality Tests, I feel like they’re stuck in the past, trying to solve modern problems with outdated tools. Yes, you can design all kinds of wheels and engines for a car, but it won’t make it fly. A new invention comes to replace old things and solve new challenges.

In my LinkedIn posts, I often critique MMM, and some people might even perceive me as anti-MMM. Nevertheless, this is not the case. My primary statement is not that MMM doesn't work. To be precise, my statement is that MMM doesn't work for 99% of online businesses.

In this article, I aim to explain in simple business terms how relying solely on Average ROAS and Average CPA can literally burn your money. This issue is equally relevant if you’re using Target ROAS or Target CPA bidding strategies in your ad platforms.

In recent years, the digital advertising landscape has been reshaped by growing tracking limitations and privacy restrictions. The decline of cookie-based tracking, coupled with the rise of stringent regulations like GDPR and CCPA, has left advertisers grappling with how to accurately measure the true impact of their campaigns.

In this article, I will provide you with the methodology to find the best possible attribution for your business. As you know, choosing the right attribution is crucial for maximizing revenue from your marketing mix.

Post-view attribution is a widely discussed topic in the advertising world, often heralded as a way to measure the unseen, silent magic of ads that supposedly nudge consumers toward purchases without requiring a single click.

At SegmentStream, we continuously refine our attribution models to ensure marketers have the most accurate measurement of their campaign performance. While our Visit Scoring Attribution model has already improved how digital ad impact is measured by focusing on visit quality rather than simplistic rule-based models, we’ve now made it even better.

We’re thrilled to unveil portfolio-level marginal ROAS (mROAS) and marginal CPA (mCPA) metrics —a game-changing feature for smarter budget optimization.

We’re thrilled to announce a major new feature in our Optimization module: Marginal ROAS and Marginal CPA. We believe this is one of the most important updates we’ve ever released, and it will change the way you think about optimizing ad spend.