What method can be used to analyze the return on investment (ROI) for media, apart from attribution?
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Correct answer: Marketing mix model can be used..
Why this is the answer
A marketing mix model (MMM) is a statistical analysis that quantifies the impact of various marketing and non-marketing factors on sales or other key performance indicators. It helps determine the ROI of different media channels by isolating their individual contributions, independent of attribution models which focus on user-level paths. Conversion lift measures the incremental impact of an ad campaign on conversions, but it's a specific type of experiment, not a broad ROI analysis method for all media. Viewable CPM is a bidding metric focused on ad visibility, not ROI analysis. Smart Bidding is an automated bidding strategy within Google Ads, not a method for analyzing overall media ROI.
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