MMM (Marketing Mix Modeling)
Marketing Mix Modeling is a statistical technique that estimates how much each marketing channel contributed to sales, using aggregated time-series data. The classical alternative to user-level attribution.
MMM uses regression models to disentangle the contribution of paid channels, organic channels, price, promotions, seasonality, and macro factors to total sales. It works on aggregated data — weekly spend and weekly sales per market — so it does not rely on user-level tracking that iOS 14.5+ and browser restrictions have broken.
MMM is making a comeback because the privacy changes broke multi-touch attribution for most brands. It is also what Meta and Google recommend as the replacement for lost attribution signal (Meta Advanced Analytics, Google Meridian).
MMM is not instant. Running one requires 2+ years of weekly data and produces channel contribution estimates on a monthly or quarterly cadence. It is strategic rather than tactical — you use it to allocate budget across channels, not to decide whether to pause a specific ad set.