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.
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