Before you begin
Before creating your model:
Confirm that the sales platforms you want to analyze are connected to Triple Whale.
Confirm that the advertising platforms you want included have sufficient historical data.
Decide which KPI the model should evaluate.
Identify major promotions or events that may have influenced performance.
Prepare a file for any media source you need to add through custom media upload.
For historical data guidance, see MMM Data Requirements and Prerequisites.
Step 1: Open Marketing Mix Modeling
To access your MMM models:
In Triple Whale, expand Marketing Acquisition from the left navigation.
Select Marketing Mix Modeling.
The Models page displays existing models and their current statuses.
Step 2: Start a New Model
Select Create New Model in the upper-right corner.
Select Create Production Model.
You'll also see options here to create an experimentation model or generate one using AI — this article walks you through the production-model workflow.
Step 3: Enter Your Basic Information
Here you'll define your model's KPI, sales scope, features, and any custom media.
Name your model
Enter a descriptive name in Model Name. This is required — if you leave it blank, you'll see the message Model name is required.
Choose your KPI
Open the KPI menu and select the result you want your model to evaluate:
Revenue
NC Revenue (New-customer revenue)
Orders
NC Orders (New-customer orders)
This field is required.
Select your sales platforms
Open Sales Platforms and choose which platforms' sales data you want included:
Amazon
Shopify
TikTok Shop
Select All Sales Platforms to include everything you have connected.
Your platform selection also powers your Retail Halo Effect table
The platforms you select here shape both your model's inputs and the retail channels shown in the Retail Halo Effect breakdown under Compass > Modeled Revenue.
If you sell on more than one retail platform (say, Shopify DTC and Amazon), selecting both lets you see where each campaign group's incremental revenue actually lands — Shopify, Amazon, TikTok Shop, or offline retail.
If you select only one platform, your model will still run, but you won't get a meaningful Retail Halo Effect breakdown.
If you have offline retail partners (Sephora, Ulta, Target, etc.) connected through the data partner integration, they'll appear here as selectable platforms once active.
Amazon Vendor Central is auto-detected and included automatically if it's connected to your account — you don't need to select it separately.
Set up per-platform attribution (optional)
Enable Per-platform attribution model if you want to see additional cross-platform sharing and prior settings, including:
Cross-platform sharing (Independent, Moderate sharing, Strong sharing, Flat)
Soft prior strength
Soft prior baseline
Choose your model features
Under Features, select any additional factors you want your model to account for:
Include Discount Percent
Include Email/SMS
Run Geo Model
Add custom media (optional)
If a source doesn't have a direct Triple Whale integration, you can add it manually:
Select + Add custom media.
Open Select a file in the new media entry.
Choose the file with that source's data.
Repeat to add more sources — your first entry will appear as Media #1.
To remove an entry, select its trash icon.
Once you've finished this step, select Next.
Step 4: Set Your Time Frame & Events
Choose your time granularity
Open Time Granularity and select Daily, Weekly, or Monthly.
Set your model start date
Use Model Start Date to choose where your historical analysis period begins. For the most reliable results, pick a period with enough history and meaningful changes in your channel investment.
Set data lag days
Use Data Lag Days to account for any delay between your most recent available data and the period you want analyzed.
Add special events
Expand Special Events to flag anything that may have influenced your KPI during the model period.
Select Next to continue.
Step 5: Categorize Your Media
Choose a category
Open Category and select how you want your media grouped:
Campaign Type
Channel Type
Funnel Stage
Product
Region
Tactic
Unified Measurement
This field is required.
Decide on GeoLift experiments
Use Include geolift experiments as priors to choose whether your connected GeoLift results should inform the model.
Review your data quality
After you select a category, Triple Whale analyzes your subcategory data and shows you counts for Included, Excluded, and Flagged rows.
Review your subcategories
Before continuing, review each subcategory. From this table, you can:
Check data-quality indicators
Exclude a subcategory
Enter or adjust its Prior ROAS
Fill priors from Pixel attribution (optional)
Use Fill priors from pixel attribution to select an attribution type, an attribution window, and which rows to fill automatically.
Review advanced settings (optional)
Expand Advanced Settings for additional statistical controls:
Saturation Function
Saturation Rate (k)
Adstock Max Lag
Yearly Seasonality
Yearly Seasonality Amplitude
Likelihood
Time-Varying Intercept (TVP)
Time-Varying Media Effectiveness
Select Next to continue.
Step 6: Review and Create Your Model
Review your configuration, grouped into:
Basic Information
Features
Subcategory Settings
Special Events
Sales Platforms
If anything needs correcting, go back to that step and update it.
When you're ready:
Select Create Model.
Wait for your model to submit.
Confirm you see Model created successfully!
Find your new model at the top of the Models table.
After You Create Your Model
Use the actions menu on your model's row to:
View Settings
Set As Primary
Update Model
Edit Priors
Duplicate Model
Duplicate as Experimentation
Delete Model
Frequently asked questions
Which model-creation option should I select?
Select Create Production Model to follow the process documented in this article.
Can I add custom media while creating a model?
Yes. Add it under Custom Media in Step 1.
For file preparation and upload requirements, see Upload Custom Media in the MMM Setup Wizard.
What happens after I create the model?
The model appears in the Models table with a processing status. Once processing is complete, open the model to review its fit and channel-level results.
Should I change the Advanced Settings?
Advanced Settings control the model's statistical configuration. Retain the default or recommended values unless your Triple Whale team or an approved internal guide directs you to change them.