Can the ROAS for individual ad platform in budget allocation be considered as incremental ROAS?

facebookexperimental / Robyn

Robyn is an experimental, AI/ML-powered and open sourced Marketing Mix Modeling (MMM) package from Meta Marketing Science. Our mission is to democratise modeling knowledge, inspire the industry through innovation, reduce human bias in the modeling process & build a strong open source marketing science community.

https://facebookexperimental.github.io/Robyn/

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Can the ROAS for individual ad platform in budget allocation be considered as incremental ROAS? #983

Open ritviksaras opened 1 month ago

ritviksaras commented 1 month ago

As in the budget allocation the initial total response does not consider organic sales and other factors. Can the ROAS be considered as incremental ROAS?

ritviksaras commented 1 month ago

@gufengzhou could please look into it