> ## Documentation Index > Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt > Use this file to discover all available pages before exploring further. # rpt_media_mix_channel_daily > Daily media mix modeling results with MMM, last-click, and ad-platform ROAS side by side. **Pro warehouses only.** Media mix tables are not delivered on Foundation warehouses. See [Foundation and Pro](/docs/data-activation/managed-data-warehouse/overview). **Start here for media mix.** This is the safe surface for comparing measurement lenses. Use `obt_media_mix_performance` when you need campaign and ad detail, or when you need to see which sales venue the revenue landed on. ```yaml theme={null} version: 2 models: - name: rpt_media_mix_channel_daily description: > Daily media mix modeling results with three measurement lenses side by side: the vendor's modelled attribution, last-click, and what the ad platform reported for itself. Grain: one row per (sm_store_id, date, measurement_vendor, market, channel_group, media_source, media_platform, media_mix_currency_code). Date field: date. Key joins: media_platform to rpt_ad_performance_daily for platform-reported detail; date and channel_group to rpt_executive_summary_daily. What it answers: where a platform's self-reported results differ from modelled attribution. Brand search commonly claims more than the model credits it with, while channels that assist without getting the click commonly earn more than they claim. Ratio columns are computed after aggregation and are correct at this grain. To roll up further (to a week, a month, a whole channel) re-sum the component columns and divide again. Averaging a ratio column produces a number with no meaning. Every numerator and denominator is present here so that re-aggregation is a plain sum. Filter on is_measurement_complete when you need settled figures. The most recent days are still moving: vendors resolve results on a lag and restate a rolling window. columns: - name: sm_store_id description: > SourceMedium's unique store identifier. For Shopify stores, derived from the myshopify.com domain; for other platforms (Amazon, TikTok Shop, Walmart.com), uses platform-specific identifiers. - name: ad_clicks description: > Clicks on the media, as reported by the measurement vendor. - name: ad_impressions description: > Impressions for the media, as reported by the measurement vendor. - name: ad_platform_reported_conversions description: > Conversions the advertising platform reported for itself, summed across grain levels to this channel and day. Platforms report against campaigns rather than a channel grouping, so this is rolled up from those finer rows. NULL where the platform reported nothing. - name: ad_platform_reported_revenue description: > Revenue the advertising platform claimed for itself, in the reporting currency. This is the platform marking its own homework and is included so you can compare it against the other two lenses. - name: ad_platform_reported_roas description: > ad_platform_reported_revenue divided by ad_spend. NULL where there was no spend. - name: ad_spend description: > Media cost for this segment and day, in the reporting currency. - name: channel_group description: > The channel grouping the vendor assigned, such as Paid Social, Paid Search - Brand, or Amazon Sponsored Products. - name: date description: > Business date of the measurement. - name: is_measurement_complete description: > True only when every underlying row for this segment and day has settled. The newest days are typically false: vendors resolve results on a lag and restate a rolling window, so recent figures move. - name: last_click_conversions description: > Conversions attributed by last click. - name: last_click_revenue description: > Revenue attributed by last click, in the reporting currency. - name: last_click_roas description: > last_click_revenue divided by ad_spend. NULL where there was no spend. - name: market description: > The geographic market the vendor reported this segment against. - name: measurement_vendor description: > The media mix measurement provider that produced these figures. - name: media_mix_currency_code description: > Currency that every money column on this row is denominated in. Not comparable across stores without converting, since each store reports in its own currency. - name: media_platform description: > The advertising platform, normalized to SourceMedium's platform names so it joins to rpt_ad_performance_daily. NULL for unpaid channels such as organic search, direct, and referral, which carry revenue but no spend. - name: media_source description: > The vendor's own name for the traffic source, kept unnormalized for reconciliation against the vendor's interface. - name: mmm_attributed_conversions description: > Conversions the model attributed to this segment. - name: mmm_attributed_revenue description: > Revenue the model attributed to this segment, in the reporting currency. This is modelled credit, not transacted revenue: it explains which media drove sales and does not sum with order revenue from obt_orders. - name: mmm_average_order_value description: > mmm_attributed_revenue divided by mmm_attributed_conversions. - name: mmm_cost_per_purchase description: > ad_spend divided by mmm_attributed_conversions. - name: mmm_customer_acquisition_cost description: > ad_spend divided by mmm_new_customer_conversions. The cost of acquiring a first-time customer, as opposed to driving any purchase. - name: mmm_new_customer_conversions description: > Attributed conversions from customers making their first purchase. - name: mmm_new_customer_revenue description: > Attributed revenue from customers making their first purchase, in the reporting currency. - name: mmm_new_customer_roas description: > mmm_new_customer_revenue divided by ad_spend. - name: mmm_roas description: > mmm_attributed_revenue divided by ad_spend. The headline return figure. NULL where there was no spend, which is the honest answer for an unpaid channel that still drove revenue. - name: mmm_subscription_conversions description: > Attributed conversions that were subscription purchases. - name: mmm_subscription_revenue description: > Attributed revenue from subscription purchases, in the reporting currency. - name: mmm_vs_ad_platform_revenue_lift description: > How much more (positive) or less (negative) the model credits this segment than the platform claims for itself, as a signed ratio. Minus 0.5 means the platform overstated by about half; plus 4.0 means it understated fivefold. NULL when the platform reported nothing, which is a different statement from agreeing. - name: mmm_vs_last_click_revenue_lift description: > The same comparison against last-click attribution. Positive values indicate a channel that assists purchases without receiving the final click. - name: vendor_last_completed_at description: > When the vendor last completed a full processing cycle covering this row. - name: vendor_last_processed_at description: > When the vendor last processed data for this row. - name: visits description: > Site visits the vendor attributed to this segment. ``` Media mix figures are delivered in the currency shown by `media_mix_currency_code`. Where SourceMedium has enabled currency conversion for your workspace, that is your reporting currency; otherwise it is the currency your measurement vendor reports in. See [Reporting Currency](/docs/help-center/core-concepts/data-definitions/reporting-currency).