Lag Effects (Adstock)
Visualize how long the impact of each marketing channel persists after the initial ad exposure.
Channel Adstock Decay
How to Interpret Adstock
Adstock, or carryover, measures the "half-life" of your advertising.
- Fast Decay (e.g., Channel 1): These are typically performance-focused channels where the user is prompted to act quickly. The effect is strong but fades fast.
- Slow Decay (e.g., Channel 3): These are often brand-building channels like TV or broad-reach video. Their impact on consumer memory and consideration lasts for several weeks.
- Strategic Implications: Understanding adstock helps in planning the right frequency for your campaigns. A channel with fast decay needs more frequent, "always-on" support, while a channel with slow decay can support more spaced-out, high-impact flights.