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
Be consistent with your naming conventions
Choose meaningful categories that align with business objectives
Review classifications periodically to ensure accuracy
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.