Stop Optimizing to Platform Lies. See What's Actually Incremental.
M-Squared's Multipliers adjust platform-reported metrics using proven incrementality from MMM and tests—so you make budget decisions based on real impact, not attribution theater.
What Multipliers Are…
and Why They Matter
Multipliers are a calibration layer that corrects platform-reported conversions to reflect true incremental lift.
Think of them as a "truth filter" for your dashboards. They turn inflated platform numbers into actionable intelligence you can trust.
They don't replace MMM. They operationalize it by applying proven lift factors to daily performance so you can act with confidence between quarterly studies.
Not All Conversions Are Created Equal
Platform dashboards are built to make their channels look good. They:
The Result?
You're optimizing campaigns, reallocating budgets, and defending performance, all based on inflated metrics that don't reflect incremental business impact.
You don't need more data. You need calibrated data that shows what's actually working.
Bridge the Gap Between Analytics and Action
Our approach applies correction factors derived from proven incrementality—so your daily dashboards reflect real lift, not platform spin.
How it works:
MMM and experiments establish true incremental lift by channel
That lift is translated into calibrated multipliers
Platform-reported conversions are adjusted to reflect causal impact
Please add either Video file OR Embed iframe (only one).
Multipliers are a core operational layer within the Causal Insights Program. They work alongside:
Marketing Mix Modeling
to establish long-term causal signal
Geospatial Validation
to ground correction factors in real-world lift
WHAT THIS MEANS FOR YOU
Practical Outcomes, Not Abstract Insights
See True Incremental Performance Daily
Know which channels are driving real growth vs. taking credit for conversions already in motion.
Optimize Weekly With Confidence
Make budget and bidding decisions using calibrated data that reflects what's actually driving growth.
Understand Real ROI by Channel
See which channels are creating demand versus capturing it, and invest accordingly.
Align Marketing and Finance Metrics
Give marketing, finance, and leadership a shared, trusted view of performance.
Turn Reporting Into a Living System
Multipliers evolve with seasonality, creative performance, competition, and budget levels, so insights stay current.
CASE STUDY
How Garden's Alive Used Multipliers to Right-Size Seasonal Marketing Investments
Garden's Alive, a portfolio of horticultural gardening brands, operates in highly seasonal markets where 80-90% of sales occur in Q4. With shifting consumer behaviors and declining catalog productivity, the company needed clarity on media effectiveness.
See Full Case Study