About Media Mix Modeling in TikTok Ads Manager
Media Mix Modeling (MMM) is a measurement technique that uses statistical modeling to estimate the business impact of traditional and digital marketing on business outcomes. MMM typically takes media spend across TV, print, paid social, and offline and online sales data and generates channel effectiveness and marginal ROI. TikTok makes it easy for you to pull MMM data with our dedicated data pipeline to reflect Tiktok's unique product offerings across the entire customer discovery to conversion journey. We provide detailed metrics including impressions and spend at campaign-level and DMA-level (US only) to facilitate the data ingestion of modern-day MMMs.
There are two endpoints you can leverage to get TikTok MMM data:
MMM API
TikTok Ads Manager UI
Benefits
Through MMM data endpoints, you can capture TikTok's contribution to the key business metrics, with a 23x higher ROI than last-click models suggest, and make smarter budget allocation decisions across upper, mid, and lower-funnel tactics.
TikTok's MMM pipeline data is accurate and up-to-date with tailored and granular dimensions and metrics, and the continuous addition of more segmentation and metrics to the pipeline.
Tiktok's MMM data includes both paid and earned data capabilities that are only accessible from the MMM pipeline.
MMM is statistically valid and helps finance and marketing teams answer the most important question of marketing effectiveness, across channels, and understand the impact across long-term brand equity and short-term sales.
With evolving privacy constraints on data collection and complex customer journeys online and offline, MMM can be a more comprehensive measurement tool to answer questions regarding channel effectiveness.
Media Mix Modeling endpoints
We work with leading MMM providers such as Nielsen, MetricWorks, Sellforte to provide consistent results across your marketing mix. Review each endpoint to understand the available data, the typical user, and considerations:
MMM API: Available to all advertisers and partners with TikTok Ads Manager access. Recommended to use if you have API capabilities and pull MMM data frequently, or for multiple advertiser accounts. Data is standard file output, including DMA-data for US. Available data is paid (including pangle) for 4 years and earned since July 1 2023.
TikTok Ads Manager UI: Available to all advertisers and partners with TikTok Ads Manager access. This option is recommended to use if you don't have API capabilities, or just want an easy way to pull MMM data. Data is standard file output, including DMA-data for US. Available data is paid (including pangle) for 4 years and earned since July 1 2023.
Note: Earned data includes non-paid impressions and video views from Brand Mission and Brand Effect campaigns.
