Abstract: A marketing campaign evaluation method involves using one or more machine learning models that predict traffic to a website based on multiple variables, or attributable events, that can influence a marketing campaign. A machine learning model may predict traffic to a website in the absence of attributable events, which serves as a baseline from which to compare traffic to a website when an attributable event (e.g., a commercial being presented) occurs. Another machine learning model may predict traffic to a website based on one or more changeable variables, which enables a user to evaluate the various aspects of a current marketing campaign or a proposed future marketing campaign.