MMM Marginal Lifts Table (BETA)

mmm_marginal_lifts_table

The MMM Marginal Lifts table stores each modeled group's marginal return on additional spend for a model run. One row per model run per group. The value supports MMM budget optimization.

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Table Guide
What You Can Answer With This Table

Which modeled groups have the highest marginal return on additional spend? — use group_name, lift_value

How efficient is the next spend increment in one modeled group versus another? — use group_name, lift_value

Before You Query

This table is not time-series, so no date filter is needed.

Marginal lift is not average return; it reflects the next spend increment.

Key Relationships

Table Join Key Use This Join To
MMM Models model_id Get the model run's configuration (KPI and efficiency ratio) and accuracy
MMM Attributions model_id, group_id Compare a modeled group's marginal return with its total attributed contribution and spend
MMM Campaign Groups model_id, group_id See which campaigns make up the modeled group and map it back to Custom Categories
MMM Reallocations model_id, group_id See how marginal lift feeds budget scenario outputs

When to Use a Different Table

Use MMM Attributions when you need each modeled group's attributed KPI and spend over time. MMM Marginal Lifts stores one marginal-return value per modeled group per model run.

Use MMM Reallocations when you need budget scenario results by modeled group. MMM Marginal Lifts stores the marginal-return input used by optimization.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
MMM Models	`model_id`	Get the model run's configuration (KPI and efficiency ratio) and accuracy
MMM Attributions	`model_id`, `group_id`	Compare a modeled group's marginal return with its total attributed contribution and spend
MMM Campaign Groups	`model_id`, `group_id`	See which campaigns make up the modeled group and map it back to Custom Categories
MMM Reallocations	`model_id`, `group_id`	See how marginal lift feeds budget scenario outputs

Dimensions

Dimensions are immutable properties that can be used for grouping data.

Title	ID	Type	Description
Marginal Lift Created Date	`created_at`	timestamp	The time at which the marginal lift row was written to the database. Formatted according to the ISO 8601 international standard. Example value: `2024-01-22 06:15:00`
Group ID	`group_id`	string	The unique identifier of the modeled group. When MMM uses Custom Categories, this corresponds to the subcategory ID used for model grouping. Joins to MMM Campaign Groups to see the underlying campaigns. Example value: `c41d8e2f-7a90-4b3c-9d12-5e6f0a1b2c34`
Group Name	`group_name`	string	The display name of the modeled group. When MMM uses Custom Categories, this is the subcategory name. Example values: `Meta Prospecting`, `Google PMAX`, `Email`
Model ID	`model_id`	string	The unique identifier of the model run that produced the marginal lift. Joins to MMM Models. Example value: `9f2c1a7e-3b44-4c9a-8e21-7d5f0b2a1c33`
Settings ID	`settings_id`	string	The unique identifier of the model configuration. All runs of the same model share one `settings_id`. Example value: `3a7b2c9d-1e44-4f8a-9c12-6b0d8e2f4a51`

Measures

Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.

Title	ID	Type	Description
Marginal Lift	`lift_value`	numeric	The model's estimate of the marginal return on additional spend for the modeled group. For revenue and profit models, it is the extra KPI generated per added unit of spend; for order and subscription models, it is the spend required for one additional unit. The model shifts budget toward the groups with the strongest marginal return.