Overview of Measurement Readiness
To provide accurate and actionable marketing insights, our platform requires a baseline of high-quality, consistent data. The Measurement Ready Criteria defines the specific data thresholds your Sales Channels and Ad Platforms must meet before advanced features like Multi-Touch Attribution (MTA), Media Budget Optimizer (MBO), and Lift Testing can be fully utilized. When these requirements are met, you can trust that your performance metrics are grounded in statistically significant data.
Checking Your Readiness Status
You can monitor the status of your integrations by navigating to the Settings menu and selecting the Platform Integration tab. Here, you will find a Feature Readiness dashboard that provides a clear matrix of which features (including Attribution, Budget Optimizer, and Lift Test) are active for each of your connected channels.
Sales Channel Criteria
Sales channel readiness is evaluated differently based on the specific measurement tool you intend to use.
Multi-Touch Attribution (MTA)
For Direct-to-Consumer (DTC) platforms like Shopify or custom-built sites:
We require at least 45 days of continuous Page View and Checkout event data.
Crucially, the Checkout token match ratio must exceed 90% over a 30-day period.
We require 45 days of continuous daily order records, though these records may contain zero-order days.
For integrated marketplaces or imported sales channels:
We require 45 days of continuous daily order records, though these records may contain zero-order days.
Media Budget Optimizer (MBO)
To activate MBO for a sales platform, the account must have completed at least one Lift Test and an iDDA calibration.
For DTC platforms, having less than two years of order history is considered 'Not Optimal,' as MMM thrives on long-term historical trends to account for seasonality.
Lift Testing
Lift Testing has the most stringent requirements to ensure statistical validity:
Continuous Data: At least 180 days of order data with fewer than 5 days showing zero orders.
Geographic Diversity: A single ZIP code must account for less than 30% of total orders. If ZIP data is missing, we validate readiness using IP-derived locations.
Volume: Your platform must have processed more than 3,600 orders in the past 30 days.
Ad Platform Criteria
Ad platform readiness focuses on spend consistency and tracking accuracy across your marketing stack.
MTA Readiness
For integrated ad platforms using UTM tracking, the unmatched rate must be below 20%.
If you are not using UTM tracking, the platform must provide at least 45 days of available daily ad spend data.
Similarly, imported ad platforms require 45 days of spend history to be considered ready for attribution.
MBO Readiness
An ad platform is considered MBO-ready once any marketing platform in your stack has completed a Lift Test and at least one ad platform has completed iDDA calibration. This cross-platform calibration ensures the model correctly weights the incremental impact of your ad spend.
Lift Testing
Ad platform readiness for Lift Testing is not pre-checked in the settings dashboard. Instead, these criteria are validated dynamically during the Lift Test creation flow to ensure the specific campaign or audience you are testing meets the necessary requirements at that moment.