MIM Planning Summary | Why can't I use cost as a variable for my pipeline model? (But I can for my channel model)

Cost is an input for all our models. For dashboards that have multiple targets (Digital Marketing Pipeline and Marketing to Sales Pipeline), the model cannot identify how best to allocate cost because it is unsure if it is trying to be most efficient in generating impressions, leads, etc.

On the other hand, for the channel-level dashboards, cost is available as a goal. This is because ChannelMix has predetermined the target metric that best suits that marketing strategy (in most cases clicks or engagements) and therefore the model knows how to proceed. This also means that not all metrics (like media conversions) are available to be targeted by default.