Marketing Mix Modeling Calculator for Channel Contribution and Budget Allocation

    How to Calculate Channel Contribution with the Marketing Mix Modeling Calculator

    Estimate channel contribution, incremental revenue, diminishing returns, and optimal budget allocation with a marketing mix model.

    Formula

    Channel contribution and scenario returns follow the response assumptions entered on this page

    How to use the result

    Compare marginal profit, saturation, and scenario uncertainty before reallocating budget.

    This scenario model is not an econometric MMM and does not infer causal incrementality from raw spend. Inputs and calculations stay in this browser.

    Analyze channel contributions, optimize budget allocation, and understand diminishing returns across your marketing mix.

    Channel Contribution Analysis

    Analyze the performance and contribution of each marketing channel

    Budget Optimizer

    Get optimal budget allocation recommendations based on channel efficiency

    Note: Update channel data in the Contribution tab first for accurate recommendations.

    Diminishing Returns Analysis

    Model the impact of increased spending on a specific channel

    Scenario Planner

    Compare current vs proposed budget allocations

    How to use the Marketing Mix Calculator

    Use this calculator to evaluate how your budget is distributed across channels and how reallocation could change total revenue and efficiency. It’s a practical way to stress-test your current marketing mix and plan scenarios before you move spend.

    Set up your channels

    1. Add each channel you spend on (e.g., Google Ads, Meta, TikTok, Email, Affiliates).
    2. Enter current Spend and the results you want to model (revenue, ROAS, or conversions depending on the tab).
    3. Keep the time window consistent across channels (same month/quarter).

    Analyze the current mix

    1. Run the analysis to see total spend, total revenue, blended ROAS, and channel contribution.
    2. Use the channel breakdown to find where performance is concentrated.
    3. Validate any outliers; one channel with extreme ROAS is often an attribution issue.

    Run scenario planning

    1. Adjust proposed spend per channel to model a new allocation.
    2. Calculate the scenario to see expected revenue and efficiency changes.
    3. Use the delta table to understand which channels drive the improvement (or decline).

    Planning tips

    • Change one variable at a time first (move budget only) before modeling creative or offer changes.
    • Use constraints: minimum spend to stay in learning, and maximum spend before efficiency drops.
    • Compare outcomes on profit when possible; higher ROAS does not always mean higher margin.