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Train a marketing mix model

5 stepsUpdated 13 Oct 2026

Open Model Builder, choose a client, the dates and a KPI, and press Train MMM Model. Training runs in the background, and the model appears under Trained Models when it’s done.

Before you start

Who can do this
Anyone at your agency, for clients in their Client Access
You need
  • Marketing Mix Modeling switched on for your agency by Orbit.
  • At least one client with performance data in Orbit.
Availability
If enabled for your agency
Where in Orbit
Sidebar › Workspace › Marketing Mix Modeling

Steps

Tick a step’s number when it’s done. We’ll remember where you were.

  1. In the sidebar, open Marketing Mix Modeling and press Get Started, or Open Tool on Model Builder (MMM).

  2. Choose the . Orbit shows how much data is available, such as “Available data: 412 days”, and fills in Start Date * and End Date * with the full range.

  3. Narrow the dates if you need to. Keep at least 365 days where you can.

  4. Choose the : Non-Revenue (Conversions) or Revenue. Model Type * is National.

  5. Press Train MMM Model.

When it worked

Orbit confirms “Model training started! You'll be notified when it completes.” and shows “Model Training Started Successfully!” with the Model ID. Training typically takes 5 to 10 minutes, then the model appears under [[Trained Models]] on the Marketing Mix Modeling page.

If something goes wrong

  • Orbit showsThis agency has started 10 training runs in the last 24 hours (limit 10). Each run provisions a GPU instance — contact support if you need the limit raised.

    Wait until the oldest of those runs is more than 24 hours old, or email support to raise the limit.

  • A model is already training for this client.

    Only one model can train per client at a time. Wait for it to appear under Trained Models, then train again.

  • Orbit showsClient is outside your assigned scope

    You can train models only for clients in your Client Access. Ask an Owner or Admin to add the client to your access in Team.

  • Orbit showsPlease fill in all required fields

    Choose a client and check both dates are set.

  • Orbit showsYou need at least one client to train an MMM model.

    Add a client in Clients first.

How it works

Explainer: What a marketing mix model is

A model is one training run for one client, over one date range, against one KPI. It estimates how much each channel contributed to that client’s results, and how returns change as spend changes.

Orbit trains it with Google’s Meridian. In Orbit’s words: “MMM uses Bayesian statistical modeling to measure the impact of your marketing activities on business outcomes.”

A trained model doesn’t update. To include newer data, train a new model for the client.

What you choose for each model
SettingWhat it means
Client *The one client whose data the model learns from.
Start Date * and End Date *The period it learns from. They start as the client’s full available range.
Non-Revenue (Conversions)“Optimize for conversion count (purchases, leads, signups)”.
Revenue“Optimize for total revenue generated”.
NationalThe only Model Type *: “Single national market (recommended)”.

Limits: How much data a model needs

Orbit recommends at least a year of the client’s data. When you choose a client, Model Builder shows how many days are available and warns if it’s under 365.

  • Model Builder shows “Available data:” with the number of days and the first and last date.
  • Under 365 days, it warns: “⚠️ Meridian recommends at least 1 year (365 days) of data for stable estimates.”
  • Start Date * and End Date * fill in with the whole available range. You can narrow them, at the cost of less data to learn from.

Explainer: Model statuses

A model is training, completed or failed. Only completed models are listed under Trained Models and in the Budget Optimizer.

Model statuses
StatusWhat you seeWhat to do
Training“Model Training in Progress” and “Training Model...” on the model’s page.Wait. Orbit says it “typically takes 5-10 minutes”.
CompletedListed under Trained Models with its KPI, channel count and Health score.Open it to see its dashboard.
Failed“Training Failed” on the model’s page. Orbit doesn’t show the reason.Train a new model, or contact support if it keeps failing.
  • Only one model can train per client at a time. Another client’s model can train alongside it.

Limits: Marketing Mix Modeling: availability and limits

Orbit switches Marketing Mix Modeling on per agency. Where it’s on, anyone at the agency can train and use models, up to 10 training runs in any 24 hours.

  • It’s off until Orbit switches it on for your agency. Until then, it isn’t in the sidebar.
  • Every role can train models, open them and use the Budget Optimizer. Training and optimizing work only for clients in your Client Access.
  • Your agency can start 10 training runs in any 24 hours. Every run counts, including ones that fail.
  • One model can train at a time for each client.
  • Models are national only.
  • Models can’t be cancelled, deleted, renamed, compared or exported, and their advanced settings can’t be changed.
  • The Budget Optimizer can’t take per-channel minimums or maximums, and doesn’t save scenarios.
  • Clients don’t see Marketing Mix Modeling in their portal.