Overview
If you're running media on a channel Triple Whale can't connect to directly — offline sources like TV, podcast, out-of-home (OOH), or direct mail, or other non-standard inputs like catalog data — you can still include that spend in your MMM model.
The MMM Setup Wizard supports custom media upload, so you can manually add spend and/or impressions data for any source that doesn't have a native ad platform integration. Without this, that spend simply isn't reflected in your model — which understates your true media investment and hides any interaction effects involving those sources. Custom media upload closes that gap: you don't need a platform integration, just the data in the right format, and your model will treat it the same way it treats connected sources.
How It Works
Start a new model or edit an existing one. In Step 1 of the MMM Setup Wizard — the same step where you set your model name, primary KPI, sales platforms, and features — scroll to the Custom Media section.
Add a custom media entry. Click + Add custom media to create a new entry (e.g. "Media #1"), then select the file containing your data.
Add more as needed. Repeat to add multiple custom media entries, each tied to its own uploaded file. Remove any entry using the trash icon.
Your model treats it like any other input. Once uploaded, your custom media is included in the model configuration and is subject to the same minimum history requirements as connected sources before it can produce reliable estimates.
Where You'll See This
Custom Media appears at the bottom of Step 1 of the MMM Setup Wizard, below Features. Click + Add custom media to upload a file for the media you want included in your model.
What This Means For You
A more complete model. Offline channels and other non-connected data sources (like catalog data) can now be included in your MMM, instead of being invisible to it.
A more accurate baseline. Revenue that used to get bucketed into "baseline" because it couldn't be tied to a tracked source can now be properly attributed to the custom media driving it.
No new integration required. You don't need a platform connection — just the data itself, formatted at a weekly cadence.
FAQ
What format does the data need to be in?
Provide your data at a weekly cadence to match MMM's reporting cadence. It should include some combination of spend and/or impressions (or an impressions-equivalent metric).
Is there a minimum amount of history needed for an uploaded source to be modeled reliably?
Yes — the same minimum history guidance applies as for connected channels. See MMM Data Requirements for details.
Can I add more than one custom media source?
Yes. You can add multiple entries in the Custom Media section, each with its own uploaded file, and remove any entry you no longer need.
Can I add or update custom media after my model is already set up?
Yes. Custom Media is part of Step 1 of your model configuration, so you can revisit it any time you edit an existing model to add a new source or swap out a file.
Does this affect Compass, or only MMM?
Custom media upload feeds directly into MMM. Since Compass incorporates MMM outputs, sources you include this way will also appear in Compass — though they'll only carry model-based confidence scores, since they can't be incrementality tested.