Halo effects
The spillover impact of a paid campaign on channels beyond its direct conversions, such as organic search, branded search, and direct traffic.
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More Media Mix Modeling terms
Adstock
The lingering effect of advertising spend after a campaign ends.
Baseline leakage
When an MMM incorrectly attributes baseline sales to paid media, inflating channel performance.
Baseline revenue
The revenue a brand would generate without any paid marketing activity.
Cross-channel interaction
The way campaigns on one channel influence performance on others, such as a Meta awareness campaign lifting branded search volume or Amazon conversion rates.
Forecasting
Using model outputs to project future revenue or performance under different spend scenarios.