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Calibration

What is Calibration in Marketing Measurement?

Calibration is the process of adjusting Attribution results using Validation Methodologies to create a Unified KPI that better reflects true marketing impact.

Why Calibration Matters

Attribution is powerful but imperfect — it often over- or under-credits certain channels. Calibration improves reliability by reconciling Attribution with Validation Methodologies like MMM, Testing, or Surveys.

Types of Calibration

  • Media Mix Calibration – Redistributes credit proportionally across channels.
  • Multiplier Calibration – Applies static multipliers based on historical data.
  • Unified KPI Calibration – Blends Attribution with MMM and Testing results.

Benefits

  • Aligns reported conversions with real business outcomes.
  • Prevents over-crediting specific platforms.
  • Produces a single source of truth for marketing performance.

Related Terms

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