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Campaign Naming Guide for MMM
Campaign Naming Guide for MMM

How to Tag Campaigns for Better Marketing Mix Modeling Results

K
Written by Kevin Wolf
Updated over a week ago

Using Regular Expressions for Campaign Mapping in MMM

Understanding Campaign Type Classification

The Marketing Mix Modeling (MMM) system classifies your campaigns to provide accurate budget recommendations and performance insights. While automatic classification is available, manually tagging your campaigns is strongly recommended for the most accurate results.

Manual Tagging (Recommended Approach)

How to Tag Your Campaigns

Simply add "mmm__" followed by your campaign type and then "__" to your campaign names.

For example:

  • Summer Collection Launch mmm__Prospecting__

  • Cart Abandonment Campaign mmm__Retargeting__

  • Brand Awareness Video mmm__Top__

The system will automatically recognize and use whatever campaign type you place between "mmm__" and "__" for classification.

Benefits of Manual Tagging

  • Direct control over campaign classification

  • Consistency across platforms and naming conventions

  • Accuracy in modeling and budget recommendations

  • Simplified analysis with your preferred categorization

Campaign Type Recommendations

For optimal model performance, limit your campaign types to 15 or fewer categories. Too many categories make it difficult for the model to identify meaningful patterns.

Effective Categorization Examples

By Marketing Funnel Stage:

  • Top Funnel

  • Middle Funnel

  • Bottom Funnel

By Campaign Objective:

  • Prospecting

  • Retargeting

  • Loyalty

By Platform Strategy:

  • Meta Prospecting

  • Meta Retargeting

  • Meta Advantage

  • Google Search

  • Google Performance Max

Automatic Classification Patterns

If you don't manually tag campaigns, the system will attempt to classify them based on these patterns:

Targeting & Objective Patterns

Campaign Type

Matching Terms

Prospecting

"prospecting", "prsp", "acquisition", "acq"

Retargeting

"retargeting", "remarketing", "rmkt"

Awareness

"awareness", "awr", "brand"

Retention

"retention", "reengagement", "rtn"

Funnel Position Patterns

Campaign Type

Matching Terms

Top Funnel

"tof", "tofu", "top"

Middle Funnel

"mof", "mofu", "mid", "middle"

Bottom Funnel

"bof", "bofu", "bottom"

Platform-Specific Patterns

Campaign Type

Matching Terms

Performance Max

"performance max", "pmax", "pmx"

Meta Advantage

"meta advantage", "advantage+", "adv+"

Shopping

"shopping", "shop", "shp"

Search

"search", "srch"

Display

"display", "dsply", "dsp"

Best Practices

  1. Be consistent with your naming conventions

  2. Choose meaningful categories that align with business objectives

  3. Review classifications periodically to ensure accuracy

  4. Implement tagging across all platforms for comprehensive analysis

Important Note

Campaign classification directly impacts how the MMM model allocates budgets and makes recommendations. Implementing a clear, consistent tagging strategy will significantly improve the quality of insights you receive.

For assistance with your specific campaign structure, please contact your account manager.

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