Marginal Functions - Graphs (Explorer)

Marginal Function Graphs is a Beta Feature available upon relevancy in the Explorer Dashboard.

What does that mean?

The marginal functions are showing the saturation curves used by the model in assessing the performance of the KPI at the current spend level.

How to see it?

Select a Country + Platform (don’t forget to click Apply)

Scroll down to the bottom part of Explorer and select the Functions

How is that set?
The functions are calculated at a Channel + Country + OS level, showing the daily spend for the last 30 days vs. the current point on the marginal curve.

Note that we only show the latest marginal function, regardless of the selected timeframe. To determine the curve, we use the full historical data and its impact, while prioritizing the most recent changes, so you get an up-to-date picture.

What are the marginal functions good for?
Mainly for assessing how much room you have to scale, based on:

• The shape of the function
• The range of marginal values relative to other channels in the market

I see a flat function, what does that mean?
In most cases, it means the model didn't have enough data points (spend changes) that generated measurable contribution. Once we gather enough points with contribution, the function shape will adjust. That said, insufficient data isn't always the cause; we're actively working on improving this part of the model to reduce the cases showing a flat function.