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解读优化数据
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
优化数据可指导您分配下一个时间段的预算。Meridian 提供了多种查看预算优化数据的方法:
运行优化方案:
固定预算方案:有助于您在给定预算的情况下找到各渠道间的最佳分配方式,以最大限度提高总体投资回报率。
指定了目标投资回报率的灵活预算方案:有助于您最大限度地提高总的增量收入,同时保持总体投资回报率不低于最低目标值。
指定了目标边际投资回报率的灵活预算方案:有助于确定您在每个渠道上可以支出的最高金额,同时仍能在每个渠道上实现不低于最低目标值的边际投资回报率。
为使用覆盖面和频次数据的渠道计算最佳频次。
生成设定了自定义时间范围的双页优化 HTML 报告,这类报告可导出到您的 Google 云端硬盘。
生成优化结果摘要,从而自定义自己的报告、可视化图表,或将这些内容导出为其他格式。借助这些数值摘要,您可以了解更多详细信息,并按渠道细分结果,以便将优化后的结果与未经优化的结果进行比较。
绘制优化可视化图表,以比较使用了自定义限制条件、预算、数据和渠道名称的方案。
优化方案摘要
优化方案摘要表格仅在 HTML 输出中显示。该表格将针对您配置的方案类型,显示当前的(未经优化的)与优化后的预算、投资回报率以及增量收入或 KPI 的宏观比较。此外,此部分还会显示您指定的渠道级支出限制条件,以及预算优化的基准时间段。
以下示例显示了固定预算优化方案的估算结果。在本例中,当前的投资回报率与优化后的投资回报率之间没有显著变化。一般来说,优化后的投资回报率至少要与当前的投资回报率持平。
(点击图片可放大。)

各渠道优化后支出的变动
此图表显示了预算优化建议的各渠道支出变动情况。变动是指优化后支出与当前支出之间的差额。
以下示例针对的是固定预算优化,因此净预算变动额为 0。
优化后的预算分配
优化后的预算分配表格会对未经优化的和优化后的预算方案中各个渠道的支出百分比进行比较。这有助于您根据优化后的预算方案,为每个渠道确定可行的预算变动。
相应的饼图只会根据优化后的预算分配表格显示优化后的支出分配。在以下示例中可以看到,在优化后的总预算中,有将近一半分配给了渠道 4 和渠道 5。这是查看优化后的预算分配的另一种方式。
所有渠道优化后的增量收入
所有渠道优化后的增量收入图表显示了,从历史预算分配改为最佳预算分配后,最佳预算分配对各个渠道的预计影响,以及相关的影响差额。
此可视化图表会在最左侧显示当前的增量收入或 KPI。然后,它还会在最右侧显示建议在每个渠道实行的差额,以便达到优化后的增量收入或 KPI。
以下示例显示,当前收入为 2.62 亿。您可以看到,优化后的预算分配降低了某些渠道的增量收入,但增加了其他渠道的增量收入,最后使总体的增量收入增加至 2.67 亿。
基于响应曲线的优化预算
响应曲线显示了增量收入与支出之间的函数关系。此曲线上的点表示当前支出水平和最佳支出水平。响应曲线显示了单位支出带来的回报最终会如何减少,这一信息可以进一步指导预算决策。
在响应曲线图表中,实线表示您为优化设置的支出限制范围。虚线表示超出限制范围的支出。
关于该图,还有两点需要说明:
(点击图片可放大。)

最佳频次
此图显示了投资回报率与平均频次之间的函数关系,假设此平均频次适用于所有地理位置和时间段。
最佳频次是指,为了尽可能提高投资回报率,应该在每个地理位置和时间段内向目标受众群体展示广告的平均次数。请注意,在 Meridian 模型规范中,最佳频次不依赖于预算分配。
如果您拥有一个或多个媒体渠道的覆盖面和频次数据,则可以生成最佳频次可视化图表。
以下示例显示,每个渠道的最佳频次分别为 2 和 2.1,并且渠道 5 的预期投资回报率要高得多。
(点击图片可放大。)

如未另行说明,那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可,并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情,请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC):2025-08-04。
[null,null,["最后更新时间 (UTC):2025-08-04。"],[[["\u003cp\u003eMeridian budget optimization helps determine the best budget allocation across channels to maximize ROI or incremental revenue.\u003c/p\u003e\n"],["\u003cp\u003eYou can run different optimization scenarios, including fixed budget, flexible budget with target ROI, and flexible budget with target marginal ROI.\u003c/p\u003e\n"],["\u003cp\u003eMeridian provides various visualizations and reports to understand the optimization results, such as optimized spend change by channel, budget allocation, and incremental revenue impact.\u003c/p\u003e\n"],["\u003cp\u003eIf reach and frequency data are available, Meridian can calculate the optimal frequency for maximizing ROI on those channels.\u003c/p\u003e\n"],["\u003cp\u003eOptimization results can be viewed in an HTML report, customized visualizations, or exported for further analysis.\u003c/p\u003e\n"]]],["Meridian offers tools to optimize budget allocation and maximize ROI. Key actions include running budget optimization scenarios: fixed budget, flexible budget with target ROI, or flexible budget with target marginal ROI. Users can calculate optimal frequency, generate HTML or custom reports, and compare optimized vs. non-optimized results. Visualizations depict budget allocation, incremental revenue changes, and response curves. The optimal frequency plot indicates the best advertisement exposure rate to maximize ROI.\n"],null,["# Interpret the optimizations\n\nOptimizations help guide how to allocate the budget for the next period.\nMeridian provides several ways to view the budget optimizations:\n\n- [Run optimization scenarios](/meridian/docs/user-guide/budget-optimization-scenarios):\n\n - **Fixed budget scenario:** Helps you find the optimal allocation across\n channels for a given budget to maximize the overall ROI.\n\n - **Flexible budget scenario with target ROI:** Helps maximize your total incremental revenue\n while also maintaining a target minimum overall ROI.\n\n - **Flexible budget scenario with target marginal ROI:** Helps determine the maximum amount you can\n spend on each channel and while still achieving a target minimum marginal\n ROI on each channel.\n\n- [Calculate optimal frequency](/meridian/docs/user-guide/optimize-frequency) for\n channels that utilize reach and frequency data.\n\n- [Generate a two-page optimization HTML report](/meridian/docs/user-guide/generate-optimization-results-output)\n with a custom time range that can be exported to your Google drive.\n\n- [Generate an optimization results summary](/meridian/docs/user-guide/plot-optimization-visualizations)\n to customize your own reports, visualizations, or export them to another\n format. These numerical summaries let you access more detail, breaking down\n the results by channel so you can compare the optimized and non-optimized\n results.\n\n- [Plot optimization visualizations]() to compare scenarios with customized\n constraints, budgets, data, and channel names.\n\nOptimization scenario summary\n-----------------------------\n\nThe **Optimization scenario** summary table is displayed in the HTML output\nonly. It shows a macro-level comparison of the current (non-optimized) and\noptimized budget, ROI, and incremental revenue or KPI for the scenario type you\nconfigured. Additionally, this section shows the constraints you specified on\nspending at the channel level and the benchmark time period for budget\noptimization.\n\nThe following example shows the estimated results from a fixed budget\noptimization scenario. In this case, there is no significant change\nbetween the current ROI and optimized ROI. In general, the optimized ROI will\nalways be at least as high as the current ROI.\n\n(*Click the image to enlarge.*)\n\nChange in optimized spend for each channel\n------------------------------------------\n\nThis chart shows the budget optimization recommended spend change by channel.\n*Change* is defined as the difference between optimized and current spend.\n\nThe following example is for a fixed budget optimization, so the net budget\nchange is zero.\n\nOptimized budget allocation\n---------------------------\n\nThe **Optimized budget allocation** table compares the percent of spend on each\nchannel between the non-optimized and optimized budget scenarios. This helps you\nidentify actionable budget changes for each channel based on the optimized\nbudget scenario.\n\nThe corresponding pie chart shows only the optimized spend allocation from the\n**Optimized budget allocation** table. In the following example you can see that\napproximately half of the overall optimized budget is allocated to channel 4 and\nchannel 5. It's another way of looking at the optimized budget allocation.\n\nOptimized incremental revenue across all channels\n-------------------------------------------------\n\nThe **Optimized incremental revenue across all channels** chart shows the\nestimated impact of each channel under the optimal budget allocation, and the\nimpact difference associated with moving from the historical to the optimal\nbudget allocation.\n\nThe visualization shows the current incremental revenue or KPI on the far left\nside. Then it shows the recommended differences per channel to reach the\noptimized incremental revenue or KPI on the far right side.\n\nThe following example shows that the current revenue is 262 million. You can see\nthat the optimized budget allocation reduces the incremental revenue on some\nchannels, but increases the incremental revenue on other channels, increasing\nthe overall incremental revenue to 267 million.\n\nOptimized budget on response curves\n-----------------------------------\n\nResponse curves show incremental revenue as a function of spend. The current\nand optimal spend levels are plotted as points on this curve. Response curves\nshow how the return per monetary unit spent eventually diminishes, which can\nfurther guide budget decisions.\n\nIn the response curve charts, the solid line represents the spend constraint\nbounds that you set for the optimization. The dotted line represents spending\noutside of the constraints.\n\nThe plot also indicates two points:\n\n- The circle represents the current spend level\n- The square represents the optimized spend level\n\n(*Click the image to enlarge.*)\n\nOptimal frequency\n-----------------\n\nThis plot shows ROI as a function of average frequency, assuming this average\nfrequency is applied to all geos and time periods.\n\n[Optimal frequency](/meridian/docs/basics/optimization-with-reach-frequency) is\nthe average number of times an advertisement should be shown to the target\naudience for each geo and time period to maximize the ROI. Note that\nin the Meridian model specification, the optimal frequency does not\ndepend on the budget allocation.\n\nIf you have reach and frequency data for one or more media channels, you can\ngenerate optimal frequency visualizations.\n\nThe following example shows that the optimal frequency on each channel is 2 and\n2.1 respectively with a much larger ROI predicted for channel 5.\n\n(*Click the image to enlarge.*)"]]