We read your file. Here is what we think it says.

time

The week

156 of them, exactly 7 days apart, with nothing missing in between.

revenue_per_conversion

What one of those is worth

Turns the count above into money, so a return can be a multiple.

geo

The region

25 of them, each with a full 156-week history — so the same week can be compared across places that spent differently.

Channel0_spend

TV — Broadcast

$10.4M over the window, never negative, and zero in 92 of 156 weeks — a channel that was switched off, not a gap.

Channel0_impression

TV — Broadcast impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

Channel1_spend

Video — CTV

$5.8M over the window, never negative, and never zero — this one never went dark.

Channel1_impression

Video — CTV impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

Channel2_spend

Paid Social

$7.3M over the window, never negative, and never zero — this one never went dark.

Channel2_impression

Paid Social impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

Channel3_spend

Paid Search

$6.5M over the window, never negative, and never zero — this one never went dark.

Channel3_impression

Paid Search impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

Channel4_spend

Programmatic Display

$4.3M over the window, never negative, and never zero — this one never went dark.

Channel4_impression

Programmatic Display impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

Channel5_spend

Out of Home

$3.1M over the window, never negative, and zero in 96 of 156 weeks — a channel that was switched off, not a gap.

Channel5_impression

Out of Home impressions

Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.

GQV

Category demand index

Moves on its own, not with your spending, so it can carry the demand that was going to be there anyway.

competitor_sales_control

Price index

Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.

Promo

Promotion

Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.

sentiment_score_control

Holiday

Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.

Organic_channel0_impression

Newsletter sends

Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.