TV — BroadcastMeasured
95%
narrower than your guess. The data narrowed the range by 95% and the model settled cleanly.
guessed $2.17 · concluded $1.60 ($0.56–$3.25)
You came in with six guesses. Here is what your data did to each one.
The pale shape is what you believed before the model saw anything. The solid shape is what it concluded afterwards. If the solid shape is much narrower, your data taught it something. If it sits in the same place at the same width, the number is your own assumption dressed up as a result — and you should treat it that way.
Out of HomeMeasured
90%
narrower than your guess. The data narrowed the range by 90% and the model settled cleanly.
guessed $1.22 · concluded $0.84 ($0.24–$2.13)
Video — CTVNot found on its own
Nothing to draw on its own. It counts only toward the total effect of your media.
—
When we hid known returns in your spend, the chosen setup did not find Video — CTV's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it.
You get no return and no budget advice for Video — CTV. A test that changes its spend on its own would make it measurable.
Paid SocialNot found on its own
Nothing to draw on its own. It counts only toward the total effect of your media.
—
When we hid known returns in your spend, the chosen setup did not find Paid Social's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it.
You get no return and no budget advice for Paid Social. A test that changes its spend on its own would make it measurable.
Paid SearchNot found on its own
Nothing to draw on its own. It counts only toward the total effect of your media.
—
When we hid known returns in your spend, the chosen setup did not find Paid Search's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it.
You get no return and no budget advice for Paid Search. A test that changes its spend on its own would make it measurable.
Programmatic DisplayNot found on its own
Nothing to draw on its own. It counts only toward the total effect of your media.
—
When we hid known returns in your spend, the chosen setup did not find Programmatic Display's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it.
You get no return and no budget advice for Programmatic Display. A test that changes its spend on its own would make it measurable.
What happened, week by week
Every period’s outcome split into the baseline the business would have earned anyway and the incremental effect of each channel. The black line is what actually happened. Each channel’s weeks add up to exactly the contribution reported on the overview — this is the same calculation, drawn out over time rather than summed. Channels we could not measure on their own get no band of their own: their weeks are drawn inside a combined band, named under the chart.
The hatched band is other media: Video — CTV, Paid Social, Paid Search and Programmatic Display. Its weeks are drawn so the stack still adds up to what you sold, but it is not measured on its own, so it gets no share of its own here.
TV — Broadcast3.7%
Out of Home0.6%
Other medianot measured
Everything else74.6%
What you actually soldthe line
- On the weeks it learned from
- typically 5.5% outover 208 periods · 90% of the movement explained