The maximum media spend is the percentage of the total revenue that you intend to spend on your respective channels. In Odyssey, you can thus indicate how much percent(age) of your turnover you are willing to spend on your online marketing channels.

This can be done by visiting the Attribution Models page under View Settings. Simply drag the slider towards the percentage you intend to spend.

There are two ways to calculate this:

  1. Based on a common maximum media spend, simply use this percentage.

  2. Based on a paid channel's ROI. For instance, if your online marketing ROI is 4, for every euro you spend, you get 4 euros back, which means that you are willing to spend ΒΌ of your turnover on digital marketing. This makes your max. media spend 25%.

Want to learn more about marketing concepts, metrics, and terms that concern attribution? Please consider reading our blog articles or check our Attribution Academy and become an online marketing master!

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