Besides attribution, what's another method used to analyse the return on investment (ROI) for media?

A Marketing Mix Model (MMM) is a statistical analysis that uses historical data to quantify the impact of various marketing and non-marketing factors (like seasonality or competitor actions) on sales or other key performance indicators. It helps determine the ROI of different media channels by isolating their individual contributions. Conversion lift studies measure the incremental impact of a specific ad campaign on conversions, but they are typically focused on a single campaign or channel, not a holistic media ROI analysis. Viewable CPM is a bidding strategy and metric related to ad impressions, not a method for ROI analysis. Smart Bidding is an automated bidding strategy within Google Ads, not a general ROI analysis method.