Marketing Mix Modeling
20 slidesPaid media drove 52.7% of revenue, and TikTok returns the most per dollar (4.28x)
Key findings
- Every $1 on TikTok brought back $4.28; on Meta, $1.29
- Meta takes 39.7% of spend but drives 20.7% of media revenue
- No channel's next-dollar return is settled: each 95% range spans $1