Interactive MMM workbench
Adstock is not about making media look bigger. It is about matching the timing of media exposure to the timing of consumer response.
Active adstock function
Geometric (recursive)
Tracks the selected adstock function and uses MMM article notation: media input M, adstocked media A.
Current media plus a fraction λ of last week’s adstocked media. Memory accumulates — the default MMM choice for channels with an immediate peak.
Controls
Fine-tune how media exposure becomes effective media, then how effective media bends into response.
Adstock function
Compare geometric carryover functions across λ values.
Each curve starts at 100% because recursive geometric adstock is an unnormalized memory reservoir. Higher λ means slower decay and a larger long-run carryover multiplier. The blue curve tracks your current λ; the dot marks its value at lag 3.
Vary α to see how steepness changes with θ fixed.
θ is fixed at 280, so every curve crosses 50% response at the same spend level. Higher α makes the bend sharper around θ. The blue curve and dot mark your current K and α — K always sits at the 50% response line.
Actual media spend by week before any transformation.
Effective media, not actual spend. The dashed line keeps raw spend visible as a reference.
Hill saturation compresses high effective-media weeks into diminishing returns.