加入新推出的
Discord 社区,展开实时讨论,获得同行支持,并直接与 Meridian 团队互动!
当 KPI 不是收入时(付费媒体总贡献率先验)
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。
如果 KPI 不是收入,我们建议您提供 revenue_per_kpi
的值或估计值。提供此参数意味着增量效果以货币单位表示,而不是 KPI。Meridian 将投资回报率 (ROI) 定义为增量效果除以支出。因此,当增量效果以货币单位表示时,投资回报率是一个无单位的量。这使得默认的投资回报率先验成为大多数用例的合理选择。
不过,有时 KPI 没有明确的货币单位,因而没有合理的 revenue_per_kpi
实参可供使用。例如,如果不能在合理误差范围内知道一次应用安装所带来的生命周期价值,免费安装应用的次数就属于此类 KPI。在这种情况下,我们建议使用自定义先验。如需了解详情,请参阅在效果不是收入时设置自定义先验。
如果无法根据您的用例设置自定义先验,我们建议您使用默认付费媒体总贡献率先验。
当满足以下所有条件时:
- KPI 不是收入。
revenue_per_kpi
不可用。
media_prior_type
为 'roi'
,rf_prior_type
为 'roi'
。
系统不会使用默认的投资回报率先验,而是针对所有渠道设置一个共同的投资回报率先验,以使因所有付费媒体渠道而增加的 KPI 比例的先验平均值为 40%,标准差为 20%(称为“付费媒体总贡献率先验”)。在这种情况下,系统会将“投资回报率”解读为“每支出单位的增量 KPI 单位”。如需将先验平均值和标准差设置为 40% 和 20% 以外的值,请参阅自定义付费媒体总贡献率先验。
请注意,当 KPI 不是收入且未设置 revenue_per_kpi
时,Meridian 将默认采用此行为,因此无需在先验容器中单独指定投资回报率先验。如果明确设置了投资回报率先验,Meridian 将使用该先验,而不是默认先验。
此“付费媒体总贡献率先验”与渠道级贡献率先验不同。如需了解渠道级贡献率先验,请参阅在结果不是收入时设置自定义先验。
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):2025-08-17。
[null,null,["最后更新时间 (UTC):2025-08-17。"],[[["\u003cp\u003eWhen the key performance indicator (KPI) is not revenue, providing a \u003ccode\u003erevenue_per_kpi\u003c/code\u003e estimate is recommended to express outcomes in monetary units for calculating a unitless return on investment (ROI).\u003c/p\u003e\n"],["\u003cp\u003eIf a monetary value for the KPI is unclear or unavailable, using custom priors is advised, especially in cases where a \u003ccode\u003erevenue_per_kpi\u003c/code\u003e is not applicable, like free app installations with unknown lifetime value.\u003c/p\u003e\n"],["\u003cp\u003eWhen the KPI isn't revenue, \u003ccode\u003erevenue_per_kpi\u003c/code\u003e is not available, and \u003ccode\u003epaid_media_prior_type\u003c/code\u003e is 'roi', a default "total paid media contribution prior" is used, setting a prior mean of 40% and standard deviation of 20% for the incremental KPI due to all paid media channels.\u003c/p\u003e\n"],["\u003cp\u003eThe default total paid media contribution prior will be automatically used by the system when the KPI is not revenue and no \u003ccode\u003erevenue_per_kpi\u003c/code\u003e is provided unless a specific ROI prior is set.\u003c/p\u003e\n"]]],["When a KPI is not revenue and `revenue_per_kpi` is unavailable, a \"total paid media contribution prior\" is used. This sets the incremental contribution of all paid media to have a prior mean of 40% and a standard deviation of 20% of the KPI. This assumes ROI is incremental KPI units per spend. Custom priors are recommended when no monetary value can be reasonably associated with the KPI. If custom priors are not used, then this prior will default.\n"],null,["# When the KPI is not revenue (total paid media contribution prior)\n\nWhen the KPI is not revenue, we recommend providing the value or an\nestimate of `revenue_per_kpi`. Providing this means that incremental outcome is\nin terms of monetary units (such as dollars), not KPI. Meridian defines ROI as\nincremental outcome divided by spend. So when incremental outcome is in terms of\nmonetary units, ROI is a unitless quantity. This makes the default ROI priors a\nreasonable choice for most use-cases.\n\nHowever, sometimes there isn't a clear monetary unit associated with the KPI and\nno reasonable `revenue_per_kpi` argument can be used. For example, the number of\nfree app installations where the lifetime value of an app installation isn't\nknown within a reasonable margin of error. In this scenario, we recommend using\ncustom priors. For more information, see [Custom priors when outcome is not revenue](/meridian/docs/advanced-modeling/unknown-revenue-kpi-custom).\n\nIf it is not possible to set a custom prior based on your use case, we\nrecommend using the default total paid media contribution prior.\n\nDefault total paid media contribution prior\n-------------------------------------------\n\nWhen all of the following are true:\n\n- The KPI is not revenue.\n- `revenue_per_kpi` is unavailable.\n- `media_prior_type` is `'roi'` and `rf_prior_type` is `'roi'`.\n\nThe default ROI prior is not used and, instead, a common ROI prior is placed on\nall channels such that the proportion of the KPI that is incremental due to all\npaid media channels has a prior mean of 40% and standard deviation of 20%\n(referred to as a \"total paid media contribution prior\"). In this case, ROI is\ninterpreted as incremental KPI units per spend unit. To set the prior mean and\nstandard deviation to something other than 40% and 20%, see [Custom total paid\nmedia contribution prior](/meridian/docs/advanced-modeling/unknown-revenue-kpi-custom#set-total-paid-media-contribution-prior).\n\nNote that Meridian will default to this\nbehavior when the KPI is not revenue and `revenue_per_kpi` is not set, so there\nis no need to specify the ROI prior separately in the prior container. If a ROI\nprior is explicitly set, then Meridian will use this over the default.\n\nThis \"total paid media contribution prior\" is not the same as channel-level\ncontribution priors. See\n[Set custom priors when outcome is not revenue](/meridian/docs/advanced-modeling/unknown-revenue-kpi-custom)\nfor a description of channel-level contribution priors."]]