Media mix modeling (MMM)

A top-down, privacy-safe method of estimating how spend across channels drives outcomes.

Why it matters

MMM survives signal loss because it needs no user-level data, which makes it useful for strategic budget splits. It is not tactical: it will not tell you which creative to pause today.

How justtrack handles it

justtrack focuses on measurement you can act on daily, and its cohort data feeds the models your team runs on top.

Related terms

• Incrementality
• Attribution
• SKAdNetwork (SKAN)