The core idea
MMM has always told you which marketing campaign groups are driving incremental revenue. The Retail Halo Effect table takes that a step further: it shows you where that revenue is actually landing, and which retail channels/platforms benefit when a specific campaign group runs.
If you run Meta ads but sell on both Shopify and Amazon, this table answers the question your MMM results couldn't before: "Is my Meta spend driving Shopify sales, Amazon sales, or both?"
What changed
Previously, MMM reported total incremental revenue per campaign group across all your retail platforms combined. You could see that Meta drove $X in incremental revenue, but not how much of that landed on Shopify versus Amazon versus TikTok Shop.
The Retail Halo Effect table adds per-retail channel/platform breakdowns to the campaign group-level view you already had. For each campaign group, you can now see:
Spend
iROAS
Total incremental revenue
Incremental revenue broken out by retail platform (Shopify DTC, Amazon, TikTok Shop, and any other supported retail channel/platform connected to your account)
This replaces the previous top-level-only view (where MMM showed total lift but couldn't tell you where it landed) with a breakdown that shows the full picture.
Where you'll see this
Marketing Acquisition > Compass > Modeled Revenue, in a new table directly below the existing chart.
What this means for you
Cross-platform budget decisions get sharper. If Meta is driving strong lift but most of it is landing on Amazon, that changes how you think about your Meta investment relative to your DTC business.
Most-requested MMM feature, now live. If you run a multi-platform business, this is probably the feature you've been asking for — it's our most requested MMM enhancement.
If you already have Compass and sell on multiple retail channels/platforms, you'll see the Retail Halo Effect table once your primary MMM model is set up to report results with a retail channel/platform breakout.
Legacy plans included. This capability is available across all plan types that include Compass.
A note on methodology
This breakdown is powered by a statistically validated methodology built by our data science team, designed to make sense — for example, Amazon Ads spend won't generally appear as a driver of Shopify sales. Per-channel/platform values reconcile to the total incremental revenue reported at the channel level elsewhere in Compass, so the numbers add up.
FAQ
Which retail platforms appear in the table?
The table shows any retail platform connected to your account: typically Shopify DTC, Amazon (Seller Central or Vendor Central), and TikTok Shop where applicable. This may also include offline retailers such as Sephora, Ulta, Target, etc. where your account has data from these retail channels integrated. Platforms you don't sell on won't appear.
Does this change how the top-level MMM model works?
No. The Retail Halo Effect table is additive. The existing top-level model and all its current outputs are unchanged; the table adds platform-level detail on top.
Is this useful if I only sell on one platform?
The per-channel/platform breakdown is most valuable when you're selling across more than one retail platform simultaneously.
Does this work with Amazon Vendor Central?
Yes. As of August 2026, Amazon Vendor Central revenue flows into MMM, and Vendor Central shops are fully supported in the Retail Halo Effect table.
Does this apply to my existing Compass access?
Yes — it's available to you if you have Compass access, including on legacy plans. No additional setup required.