How MMM works
MMM relates your spend and external factors (seasonality, promotions, price) to sales across time, then decomposes sales into each channel's contribution. Because it is aggregate and privacy-safe, it needs no pixel and is not broken by tracking loss.
Modern MMM vs the classic engagement
Classic MMM: weeks of consulting, a black-box deck, a stale number. Modern MMM: run it on your own Shopify + GA4 exports, get results in minutes, re-run whenever spend changes, and inspect the assumptions.
It becomes a weekly decision tool, not an annual ritual.
Find your wasted ad spend in 2 minutes.
Upload 90 days of Shopify and GA4. Get incremental ROAS with confidence intervals. No pixel, no SDK.
Is MMM right for your brand?
If you are past the point where last-click is believable and you want channel-level guidance that will not break with the next privacy change, yes - and modern per-analysis pricing makes it viable well below enterprise budgets.
Frequently asked questions
Is MMM accurate for small budgets?
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Modern MMM works for five- and six-figure monthly spend, not just enterprise.
Does MMM replace attribution?
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It complements it - MMM gives the privacy-safe top-down view; causal attribution sharpens the channel-level incremental read.
