The MMM Reallocations table stores modeled-group budget scenario results. One row per reallocation scenario per group. Rows compare budgets and projected KPI.

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Table Guide
What You Can Answer With This Table

Which budget change did a scenario produce for each modeled group? — use group_name, initial_budget, new_budget

What KPI and efficiency changes does a scenario project? — use group_name, new_kpi, mer_pct_change

What guardrails constrained each modeled group's budget move? — use max_increase, max_decrease

Before You Query

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

For multiplatform models, the data is broken out by sales platform: each modeled group has one row per sales platform plus an additional _all row that aggregates across all of them.

For multiplatform models, filter platform = _all for budget fields. The _all row holds the real initial_budget, new_budget, and aggregate KPI/MER; on per-platform rows the budget fields are cloned from _all (same value), and only initial_kpi, new_kpi, initial_mer, and new_mer are per platform. Use per-platform rows only for the KPI/MER breakdown.

Key Relationships

Table Join Key Use This Join To
MMM Reallocation Settings reallocation_settings_id Get the scenario's type, total budget, and whether it is the default
MMM Models model_id Get the model run's configuration (KPI and efficiency ratio) and accuracy
MMM Campaign Groups model_id, group_id See which campaigns make up each modeled group and map it back to Custom Categories
MMM Marginal Lifts model_id, group_id See the marginal-return signal behind optimization outputs

When to Use a Different Table

Use MMM Reallocation Settings when you need scenario-level configuration and total target budget. MMM Reallocations stores the per-group budget outputs within a scenario.

Use MMM Attributions when you need historical attributed KPI by modeled group. MMM Reallocations stores forward-looking scenario budgets and projected KPI.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
MMM Reallocation Settings	`reallocation_settings_id`	Get the scenario's type, total budget, and whether it is the default
MMM Models	`model_id`	Get the model run's configuration (KPI and efficiency ratio) and accuracy
MMM Campaign Groups	`model_id`, `group_id`	See which campaigns make up each modeled group and map it back to Custom Categories
MMM Marginal Lifts	`model_id`, `group_id`	See the marginal-return signal behind optimization outputs

Dimensions

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

Title	ID	Type	Description
Budget Change Type	`budget_change_type`	string	How the modeled group's budget change was applied within the scenario. Possible values: `exact`, `absolute_change`, `percent_change`, `optimization`
Scenario Result Created Date	`created_at`	timestamp	The time at which the reallocation result 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 being reallocated. When MMM uses Custom Categories, this corresponds to the subcategory ID used for model grouping. Joins to MMM Campaign Groups and MMM Marginal Lifts. Example value: `c41d8e2f-7a90-4b3c-9d12-5e6f0a1b2c34`
Group Name	`group_name`	string	The display name of the modeled group being reallocated. When MMM uses Custom Categories, this is the subcategory name. Example values: `Meta Prospecting`, `Google PMAX`
Model ID	`model_id`	string	The unique identifier of the model run the reallocation was produced from. Joins to MMM Models. Example value: `9f2c1a7e-3b44-4c9a-8e21-7d5f0b2a1c33`
Platform	`platform`	string	The sales platform associated with the reallocation. `_all` represents the aggregate values across all sales platforms, while platform-specific values represent reallocation broken down by individual platform. Example values: `_all`, `shopify`, `amazon`, `tiktok-shops`
Reallocation Settings ID	`reallocation_settings_id`	string	The unique identifier of the reallocation scenario this result belongs to. Joins to MMM Reallocation Settings. Example value: `7d2e9a1b-5c44-4e8f-9a12-3b0c6d2e4f51`
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
Budget Change Value	`budget_change_value`	numeric	The configured budget change applied to the modeled group, interpreted according to `budget_change_type`.
Budget % Change	`budget_pct_change`	numeric	The percentage change from the modeled group's initial budget to its scenario budget.
Initial Budget	`initial_budget`	numeric	The modeled group's budget before reallocation. By default shown in the shop's currency.
Initial KPI	`initial_kpi`	numeric	The projected KPI for the modeled group at its initial budget.
Initial MER	`initial_mer`	numeric	The projected efficiency ratio (for example, ROAS or CAC) for the modeled group at its initial budget.
KPI % Change	`kpi_pct_change`	numeric	The percentage change in projected KPI from the initial to the new budget.
Max Decrease	`max_decrease`	numeric	The lower bound on the modeled group's budget, as a multiple of its initial budget (for example, `0.5` allows a decrease to 50% of initial).
Max Increase	`max_increase`	numeric	The upper bound on the modeled group's budget, as a multiple of its initial budget (for example, `1.25` allows an increase to 125% of initial).
MER % Change	`mer_pct_change`	numeric	The percentage change in projected efficiency ratio from the initial to the new budget.
New Budget	`new_budget`	numeric	The modeled group's scenario budget after reallocation. By default shown in the shop's currency.
New KPI	`new_kpi`	numeric	The projected KPI for the modeled group at its scenario budget.
New MER	`new_mer`	numeric	The projected efficiency ratio for the modeled group at its scenario budget.