Plan next month’s budget on numbers that agree.
One scoreboard for every channel, built on click-only, first-party data. Plan with Google Meridian MMM, track pacing daily and send reports your leadership trusts.
- Google Meridian MMM included
- 4.8 on G2
- 2026 MarTech Breakthrough winner
How should an ecommerce brand allocate budget across ad channels?
Compare channels on revenue they can prove from real store orders.
Favor channels that grow the customer base, not just re-buy it.
Media mix modeling shows where extra budget still pays off.
Read the full answer
Allocate ecommerce ad budget by comparing every channel on the same standard: revenue it can prove from real store orders, the share of that revenue from new customers, and how much more it can absorb before returns flatten out. Use multi-touch attribution on first-party click data to see what each channel actually drove, and media mix modeling to estimate where extra budget will still pay off. AdBeacon combines both, click-only first-party attribution and Google Meridian MMM, so marketing managers can plan budget across Meta, Google, TikTok, Amazon and other channels from one view.
AdBeacon runs all five checks on the same first-party data. See the brand overview
Every channel keeps its own scoreboard.
Meta, Google, TikTok and Amazon each grade themselves with a different window and a different idea of a conversion. Add them up and they claim more revenue than the store made.
Why that turns planning into a negotiation
Meta reports on Meta’s terms. Google uses data-driven attribution by default. TikTok counts views. Amazon reports its own sales. Each one has a different window, a different definition of a conversion and every reason to look good. Line them up in a spreadsheet and the totals add up to more revenue than the store made.
That makes budget planning a negotiation, not a decision. Every channel owner, buyer or agency brings the number that favors their channel, and you’re left reconciling screenshots instead of planning the month.
AdBeacon puts every channel on one scoreboard: the same store orders, the same click-only rules, the same lookback window. You still see each platform’s own numbers for context, but the plan is built on the shared one.
Six channels, six attribution windows, six totals. None of them match Shopify, and none of them match each other.
Retargeting and branded search look efficient because they catch people who were already buying. Attribution alone won’t tell you what would happen without them.
Pulling exports, building slides and explaining the gaps leaves little time to actually plan.
Omnichannel attribution for ecommerce, on one set of numbers.
Meta, Google, TikTok, Amazon, Microsoft, Pinterest, Snapchat, Klaviyo and GA4.
Every channel measured against your Shopify, WooCommerce or BigCommerce store.
Revenue, ROAS, CAC and new customers by channel, on first-party data.
Read the full answer
Omnichannel attribution for ecommerce shows how every paid and organic channel contributes to store revenue, measured against the same orders and the same rules. AdBeacon connects Meta, Google Ads, TikTok, Amazon Ads, Microsoft Ads, Pinterest, Snapchat, Klaviyo and GA4 to your Shopify, WooCommerce or BigCommerce store, then reports revenue, ROAS, CAC and new customers by channel on click-only, first-party data.
See spend, first-party revenue, ROAS, CAC and MER for every channel in one table, with each platform’s own reported numbers alongside for context.
See which channels grow the customer base and which mostly collect credit for repeat buyers, with blended CAC and channel CAC side by side.
See how channels work together: which ones open journeys, which ones close them, and what paid and organic paths lead to purchase.
Paths read bottom to top: first touch at the bottom, purchase at the top.
Switch attribution models to see each channel’s role from a different angle. AdBeacon offers seven, all on the same click-only, first-party data. For omnichannel planning, managers usually lean on the all-channel models. Lighthouse is built for grading one platform at a time and lives on the media buyer page.
The models, defined
- Linear. Splits conversion credit equally across every touchpoint in the customer’s journey.
- Linear excluding direct. Splits credit equally across every touchpoint except direct visits, so a channel that opens or moves the journey forward isn’t diluted by people typing in your URL.
- Paid linear. Splits conversion credit equally across every paid search and paid media touchpoint in the journey. Use it to see how your paid channels share the work, without organic and email in the mix.
- Full impact. Gives full conversion credit to every touchpoint in the journey. Use it to see every channel that played any part in a sale. Because each touchpoint gets full credit, channel totals add up to more than store revenue, so use it to judge reach and influence, not to split budget.
- First click and last click. Full credit to the first or final ad click. Useful for seeing who opens and who closes journeys.
Full credit to every touchpoint, so totals exceed store revenue.
What’s the difference between multi-touch attribution and media mix modeling?
Short version: attribution tells you what happened this week. Media mix modeling tells you where next quarter’s dollar should go. AdBeacon gives you both on the same store data.
Read the full answer
Multi-touch attribution (MTA) follows individual customer paths and credits the ad clicks that led to each order. It’s detailed and fast, which makes it right for weekly optimization and channel reporting. Media mix modeling (MMM) uses statistical models on aggregate spend and revenue over time to estimate each channel’s overall contribution, including effects clicks can’t capture, and to forecast where extra budget will still pay off. It’s better for quarterly and annual budget planning. The two work best together. AdBeacon includes both: click-only, first-party attribution and Google Meridian MMM, Google’s open-source media mix model, built on the same store data.
Both methods start from the same principle: don’t take each platform’s self-reported numbers at face value. Using both on the same first-party data gives you detail and the big picture.
How do I know if a channel is incremental?
Incrementality asks what would happen to revenue without a channel. Attribution can’t fully answer that on its own, because it credits clicks that might have happened anyway. Media mix modeling estimates it from patterns over time, and holdout or geo tests measure it directly. A practical approach: use first-party attribution to spot channels that lean on returning customers, use MMM to estimate their true contribution, and test the biggest questions with a holdout.
Stop refereeing six scoreboards. Plan on one.
Connect your store and every ad channel in as little as 15 minutes, with hands-on help from our team.
Set the targets, track the pacing, send the report.
Set the goals once. AdBeacon watches pacing every day and sends the reports for you.
Monthly targets by channel for revenue, ROAS and CAC.
Hover for detailsPacing lines show whether each channel is ahead, on track or behind, every day.
Scheduled reports delivered to your inbox and your team’s.
Hover for detailsBuild custom dashboards once, then send weekly and monthly views without rebuilding slides.
Plain-language explanations of what changed and why.
Hover for details“Revenue is 6% behind pace. Meta prospecting CPA rose after two creatives fatigued. Google is ahead of goal.”
How goals, pacing and reports work
Plans only work if you can see them drifting early. AdBeacon lets you set revenue, ROAS and CAC goals by channel, tracks pacing every day on first-party data, and sends scheduled reports to your team and leadership automatically. Luma flags when something moves off plan, so you can adjust mid-month instead of explaining it at month end.
What should a weekly paid media report include?
A useful weekly report shows: total spend and store revenue (MER), first-party ROAS and CAC by channel, new vs returning customer revenue, pacing against monthly goals, the top three changes from last week and the actions planned for next week. Keep platform-reported numbers in an appendix for context, not in the headline.
Keep your buyers, your agency and your leadership on the same number.
You sit in the middle. Buyers and agencies report up to you, and you report up to the founder or CMO. When everyone pulls from different platforms, you spend your time translating. AdBeacon gives every level the same first-party data, each in the view that fits their job.
Give your agency access to your AdBeacon account so their reports start from the same first-party data you see. No more reconciling their deck against your dashboard.
- Shared dashboards
- Scheduled reports by role
- One attribution standard across buyers and agencies
- Platform numbers kept for context
MER, revenue, new customers and profit, in automated reports.
- MER and store revenue
- New customer growth
- Profit view
- Scheduled leadership reports
Channel mix, budget planning, Google Meridian MMM, goals and pacing.
- Channel mix on one scoreboard
- Budget planning with MMM
- Goals and daily pacing
- Automated team reports
Ad-level optimization, creative dashboards, Lighthouse model and Luma recommendations.
- Ad-level first-party ROAS
- Creative dashboards
- Lighthouse model
- Luma recommendations
Brands that moved budget on first-party data.
90-day results from AdBeacon brand accounts where the gains showed up across the whole business, not just one channel.
Results from individual brand accounts and averages across AdBeacon clients over 90 days, many managed with an agency partner. Results vary with your campaigns, budget and strategy. See all case studies
What managers say
“MMM and creative dashboards that drive MER growth.”
“AdBeacon consolidates my marketing data, like other similar platforms, but also gives me MMM analysis and creative dashboards which allow our team to analyze and plan for ads that actually move the revenue MER needle.”
“We’ve been using AdBeacon for all of our reporting and optimization efforts, and it’s become a core part of how we manage client performance.”
“Unlocks incrementality insights with ease.” “It’s really helpful as a third party tool to see actual order data and different attribution models.”
Built for marketing managers running multi-channel ecommerce budgets.
The short answer, in one paragraph
AdBeacon is built for performance marketing managers and heads of growth at ecommerce brands on Shopify, WooCommerce, BigCommerce or a custom store who manage budget across two or more paid channels, typically spending $10,000 or more per month, and who need one trusted scoreboard for planning and reporting. It isn’t built for lead generation, local service or B2B businesses without online checkout.
Great fit
- Two or more paid channels
- $10k+ a month in ad spend
- Managing buyers, an agency or both
- Reporting to a founder or CMO
Not the right fit
- Single-channel lead gen
- Local services
- B2B without online checkout
Running ads for clients? See AdBeacon for agencies
AdBeacon for performance marketing managers: FAQ
What is omnichannel attribution for ecommerce?
Omnichannel attribution for ecommerce shows how every paid and organic channel contributes to store revenue, measured against the same orders and the same rules. AdBeacon does this with click-only, first-party data, connecting Meta, Google, TikTok, Amazon, Microsoft, Pinterest, Snapchat, Klaviyo and GA4 to your store.
How should I allocate budget across ad channels?
Compare channels on first-party ROAS, CAC and new customer revenue using the same store orders and lookback window, then use media mix modeling to check which channels still have headroom. Set goals by channel and track pacing daily so you can shift budget mid-month.
What’s the difference between multi-touch attribution and media mix modeling?
Multi-touch attribution credits the ad clicks behind each order and is best for weekly optimization. Media mix modeling estimates each channel’s overall contribution from spend and revenue over time and is best for budget planning. AdBeacon includes both, with Google Meridian MMM.
What’s the difference between blended CAC and channel CAC?
Blended CAC is total ad spend divided by all new customers. Channel CAC is one channel’s spend divided by the new customers it brought in. Blended CAC shows overall efficiency; channel CAC shows where to move budget. AdBeacon reports both on first-party data.
What’s the difference between MER and ROAS?
MER is total store revenue divided by total marketing spend, your overall efficiency. ROAS is revenue attributed to a channel, campaign or ad divided by its spend. Managers use MER to judge the whole plan and first-party ROAS to decide where to move budget.
Is Google Meridian MMM really included?
Yes. Google Meridian MMM is included for brands, alongside click-based, first-party attribution.
Can I set goals and track pacing by channel?
Yes. Set revenue, ROAS and CAC targets by channel and track pacing daily, with Luma alerts when a channel drifts off plan.
Can AdBeacon send reports automatically?
Yes. Build custom dashboards and schedule automated reports for your team, your agency and your leadership.
Which attribution models does AdBeacon offer?
Seven: first click, last click, linear, linear excluding direct, paid linear, full impact and Lighthouse. Paid linear splits credit equally across paid search and paid media touchpoints only. Full impact gives full credit to every touchpoint, so it shows every channel that influenced a sale. All seven run on the same click-only, first-party data with lookback windows up to 180 days.
Can my agency work in AdBeacon with us?
Yes. Your agency can work from your AdBeacon account so their reporting starts from the same first-party data you see.
How much does AdBeacon cost?
Brand plans start at $299/mo billed monthly with a 30-day free trial, or $239/mo on the 12-month Annual Anchor plan. Annual Scaling offers fixed pricing regardless of revenue tracked. Every plan includes every feature. See brand pricing.
More for marketing managers.
What Is Google Meridian MMM?
A plain-language guide to Google’s open-source marketing mix model.
Read the article
Ecommerce Ad Spend Optimization: A Practical Framework
A step-by-step framework for moving budget to what really drives profit.
Read the article
Multi-Touch Attribution for Ecommerce: A Plain-English Guide
How multi-touch attribution works, and how to choose the right model for your store.
Read the articlePlan the month on proof. Not on whoever reports the biggest number.
Try every AdBeacon feature free for 30 days, including Google Meridian MMM, or book a planning demo and see your channel mix on first-party data.