FAQ

Frequently Asked Questions

What OptiMeasure does, how it is different, what data it needs, 
and when it is the right fit.

What OptiMeasure Is

What is OptiMeasure?

OptiMeasure helps marketing teams find wasted spend, understand what is actually driving results, and make smarter budget decisions across channels, tactics, and audiences.

Most teams already have dashboards. What they do not have is a clear answer to the question that actually matters: where should the money go? That is what OptiMeasure is for. Instead of more platform metrics, you get specific recommendations on where to grow, where to pull back, and how to improve ROI.

Is OptiMeasure an attribution product?

Yes, but it focuses on rapid feedback attribution that provides a complete view of all of your efforts, favoring accurate recommendations to optimize your business over tracking individual customers.
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OptiMeasure is built for modern, cookieless attribution and budget optimization. We use aggregated performance data, spend data, KPI data, and modeling to estimate what is actually driving business outcomes across your full marketing mix. The goal is not to assign perfect credit to every click. It is to help you make better budget decisions with more confidence.

Will OptiMeasure tell us exactly what to change?

That is the point. The output should not be vague. You should come away knowing which channels, tactics, or audiences deserve more budget, which should be reduced to maximize the business goal you choose.

How It Is Different

How is OptiMeasure different from Google Analytics, platform reporting, or agency dashboards?

Google Analytics and ad platforms are useful tools. They are also notoriously bad at agreeing with each other. Meta, Google, TikTok, and Amazon may each claim credit for the same conversion. That is not a bug, it is how they are built.
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OptiMeasure sits outside the platforms. It gives you an independent, unbiased, measurement layer so you can separate what each platform claims from what is actually happening across channels. Your team makes decisions based on the full picture, not each platform's version of it.

Why would we use OptiMeasure instead of just trusting our agency or platforms?

You should use your agency and platform reports. You just should not rely on them as the only source of truth.
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Platforms are designed to report their own performance. Agencies are often focused on execution, campaign management, and channel-level optimization. OptiMeasure adds an independent layer across the full mix, so your team can see where spend is truly creating value and where budget may be better used elsewhere.

How is OptiMeasure different from traditional MMM?

Traditional MMM can be powerful, but it tends to be slow, expensive, and better suited for annual planning than monthly optimization.
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OptiMeasure is built to be more practical. We use modeling and scenario planning to help teams make faster decisions at the channel, tactic, and audience level. Think of it as the middle option: more rigorous than a dashboard, faster and more accessible than a full MMM engagement.

How is OptiMeasure different from traditional MTA?

Traditional MTA depends on user-level tracking, cookies, pixels, and identity signals that have become significantly less reliable.
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OptiMeasure is cookieless by design. We focus on aggregated spend and performance patterns rather than tracking individual users across every touchpoint. That makes the approach more durable as privacy standards continue to tighten.

Data and Setup

What kind of data does OptiMeasure need?

Most engagements start with:

Daily or weekly media spend by channel, campaign, tactic, or audience
KPI data such as revenue, purchases, leads, form fills, bookings, or other business outcomes
Platform exports from major ad platforms
Analytics data from GA4 or a similar source of truth
Context on promotions, seasonality, tracking changes, and major campaigns

We do not need to track individual users for the core model.

Do you need access to personal customer data?

No, not for the core product.
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The OptiMeasure model runs on aggregated marketing and performance data. That means no user-level identifiers, no cookies, and no personal customer data required.
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If a client wants audience recommendations, suppression lists, or value-based bidding support, first-party data may become useful. In those cases, we define exactly what is needed before we start.

How much historical data do we need?

Ideally 12 to 24 months. More history helps the model understand seasonality, channel patterns, and performance shifts over time. That said, we can often get started with less if the data is clean and the marketing program has enough volume.

What if our data is messy?

Most marketing data is messy. We are ideal for messy data, with the one caveat that the tracking of your target is needed.

Part of the OptiMeasure process is identifying gaps, inconsistencies, tracking issues, and taxonomy problems before they distort the model. If the data is not ready for a full analysis, we will tell you clearly and help you figure out what needs to be fixed first.

Do we need perfect tracking before starting?

No. Perfect tracking is rare. What matters is whether there is enough consistent spend and KPI data to model useful patterns. If there are major tracking issues, we will surface them and recommend the best path forward.

Fit and Use Cases

What size company is OptiMeasure best for?

OptiMeasure is usually strongest for companies spending $500K+ per year on paid media, and especially valuable once spend is above $1M. The key question is whether a modest improvement in efficiency would create real savings.

A strong fit is a business where leadership wants clearer answers on where spend is working, where it is not, and how budgets should shift.

What industries does OptiMeasure work with?

OptiMeasure works best for performance-driven businesses where marketing efficiency matters and platform reporting is not enough. Common fits include e-commerce, financial services, B2B software, healthcare technology, legal technology, subscription businesses, and other companies with meaningful digital media spend.

When is OptiMeasure not the right fit?

OptiMeasure may not be the right fit if:

Paid media spend is very small
There is little or no reliable KPI data
Leadership only wants a dashboard, not decision support
There is not enough marketing activity to model meaningful patterns
Context on promotions, seasonality, tracking changes, and major campaigns

In those cases, a lighter analytics review or readiness check is probably the better first step.

Can OptiMeasure help us cut spend?

Yes, it is one of the most common use cases.

Sometimes the best recommendation is not to spend more. It is to stop overspending in areas that are not producing enough value. OptiMeasure is designed to find both savings opportunities and growth opportunities.

Can OptiMeasure help us grow revenue?

Yes, when the data supports it. Sometimes the right move is cutting waste. Sometimes it is shifting budget toward stronger channels or audiences. Often we deliver a combination of both to optimize outcomes for brands. OptiMeasure helps identify where your next dollar is most likely to create value.

What You Get

What does OptiMeasure actually deliver?

Typical deliverables include:

ROI and savings analysis
Channel and tactic performance modeling
Budget scenario planning
Recommendations on where to grow, reduce, or reallocate spend
Audience-level insights where data supports it
Monthly reporting and optimization guidance
Human review from a data scientist, not just automated output

The goal is clear next steps, not another report that collects dust.

How quickly can we see results?

Most clients start seeing useful findings within a few weeks, depending on data access and quality. The general expectation is meaningful savings insights around the six-week mark when the right data is available and the process moves efficiently.

How often do we get recommendations?

Most clients use OptiMeasure on a monthly cadence. That gives enough time for new performance patterns to emerge while keeping recommendations timely enough to actually influence budget decisions.

Can you guarantee savings?

Yes. We offer a offer a value guarantee. To qualify, your brand has to meet specific criteria to support success. We review your spend level, data quality, KPI, and current measurement setup.
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OptiMeasure is built to find wasted spend before your team makes major budget changes. Book a call to see if you quality.

How It Works

What makes OptiMeasure 'human-in-the-loop'?

Every report is reviewed and interpreted by a real data expert before it goes out. Your data expert is also available to answer questions and support outcomes.

That matters because marketing data is messy in ways that automated systems do not catch. Promotions, tracking issues, seasonality, budget changes, creative tests, and business context can all distort the numbers. OptiMeasure combines modeling with human judgment so recommendations are clearer, more realistic, and easier to act on.

What does 'scenario planning' mean?

Scenario planning shows how different budget decisions are likely to play out before you make them.
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For example: what happens if you reduce spend in one tactic and shift it to another? What does a 20% budget cut in a weaker channel do to overall performance? Instead of debating budget shifts based on platform reports, your team can compare modeled scenarios side by side. OptiMeasure helps you answer what you should do next.

What happens during onboarding?

The process is designed to be practical, not a long consulting discovery exercise:

Confirm your business goal and primary KPI
Review available marketing and performance data
Collect platform and analytics exports
Understand promotions, seasonality, and major campaign context
Build the first model and analysis
Review findings with your team
Turn insights into specific budget and optimization recommendations

Who should be involved from our team?

The best kickoffs usually include a marketing or growth lead, someone who owns analytics or reporting, a media lead or agency contact, someone who understands the business KPI, and a data or operations contact if exports or access are needed. You do not need a large internal analytics team.

Common Questions

Does OptiMeasure replace our agency?

No. OptiMeasure is not a replacement for your agency or media team. It gives them a better measurement layer to work from.
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Your agency still handles campaigns, creative, buying, and execution. OptiMeasure clarifies what is working across the full mix, where spend should shift, and which decisions are likely to move the needle.

Does OptiMeasure replace Google Analytics?

No. GA4, CRM data, platform reports, and other systems are all inputs. OptiMeasure helps you make better decisions from those sources. We are not replacing your reporting stack.

Is OptiMeasure a dashboard?

No. Dashboards show data. OptiMeasure helps you decide what to do with it

Is OptiMeasure software or a service?

Both. OptiMeasure combines structured analytics, repeatable modeling, and expert human review. You get the consistency and speed of a product, with the judgment and context of a data science service.

Can OptiMeasure work with offline media?

In some cases, yes. TV, radio, direct mail, events, and out-of-home can be included when there is enough reliable spend, timing, and performance data. Offline measurement may require additional assumptions and a slightly different modeling approach.

What KPIs can OptiMeasure optimize toward?

Revenue, purchases, leads, form submissions, bookings, qualified opportunities, customer acquisition, ROAS, CPA, and other business-specific conversion events. The most important thing is choosing a KPI that leadership actually cares about and that the data can support.

How do we get started?

Book a short call. We will review your goals, spend level, available data, key channels, and the business outcome you are trying to improve. From there, we can tell you honestly whether OptiMeasure is likely to find meaningful savings or optimization opportunities.

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