Digital Media Mix
Digital Media Mix is a comprehensive module that combines advanced statistical models and AI algorithms to precisely evaluate the impact of online campaigns on sales. It gives you a complete view of when, where, and why your ads convert — and how to translate those insights into smarter budgeting and strategy.
Attribution models
Compare channels in the way that best fits your sales funnel. You’ll find a set of ready-made and customizable models — including last-click, first-click, time-decay, and Markov chains.
What you gain
Insight into each channel’s contribution to conversions and revenue
Comparison of attribution models over time
Why it’s important
You identify the channels with the best ROAS instead of relying solely on last-click attribution.
You see which approach works best for optimizing seasonal campaigns versus always-on campaigns.
Path analysis
Discover what your customers’ real journey looks like — from the first click to purchase.
Path length and complexity
Average number of steps to conversion
Number of 2-, 3-, and >3-channel paths
Most frequent channel sequences
Media combinations that most often precede a purchase
Order of media touchpoints
Average basket value vs. path type
Do longer journeys lead to a higher AOV?
With this data, you can:
identify funnel bottlenecks and remove unnecessary steps,
set the optimal channel order for sequential campaigns,
tailor remarketing messages to the customer’s journey stage,
and forecast revenue more accurately based on the number of active paths.
Business benefits of the module
Budget optimization — invest where sales are truly growing.
Faster decisions — dashboards update almost in real time.
Result reliability — statistical modeling ensures a more accurate assessment of each channel’s effectiveness.
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