google-meridian 1.1.0__py3-none-any.whl → 1.1.1__py3-none-any.whl

{google_meridian-1.1.0.dist-info → google_meridian-1.1.1.dist-info}/METADATA

@@ -1,6 +1,6 @@
 Metadata-Version: 2.4
 Name: google-meridian
-Version: 1.1.0
+Version: 1.1.1
 Summary: Google's open source mixed marketing model library, helps you understand your return on investment and direct your ad spend with confidence. 
 Author-email: The Meridian Authors <no-reply@google.com>
 License: 
@@ -393,7 +393,7 @@ To cite this repository:
   author = {Google Meridian Marketing Mix Modeling Team},
   title = {Meridian: Marketing Mix Modeling},
   url = {https://github.com/google/meridian},
-  version = {1.1.0},
+  version = {1.1.1},
   year = {2025},
 }
 ```

google_meridian-1.1.1.dist-info/RECORD

@@ -0,0 +1,41 @@
+google_meridian-1.1.1.dist-info/licenses/LICENSE,sha256=WNHhf_5RCaeuKWyq_K39vmp9F28LxKsB4SpomwSZ2L0,11357
+meridian/__init__.py,sha256=v7cNJABthU3UGBjqzcBs5J7MInPPxRkCUZChVo2pw3M,714
+meridian/constants.py,sha256=AWhDEP9VcyQtPCbZhM6cPXHeWuz19wjaqB5lGz6qBsw,17161
+meridian/analysis/__init__.py,sha256=nGBYz7k9FVdadO_WVGMKJcfq7Yy_TuuP8zgee4i9pSA,836
+meridian/analysis/analyzer.py,sha256=VBEQYP28G23F2EXoEOqGrWJRmCr_ez-qWD3brQlqZI4,204098
+meridian/analysis/formatter.py,sha256=ENIdR1CRiaVqIGEXx1HcnsA4ewgDD_nhsYCweJAThaw,7270
+meridian/analysis/optimizer.py,sha256=ZmO05reNjlFOy8i3E8M9dDMYCIzNnQjLdH99zSorkqw,106122
+meridian/analysis/summarizer.py,sha256=IthOUTMufGvAvbxiDhaKwe7uYCyiTyiQ8vgdmUtdevs,18855
+meridian/analysis/summary_text.py,sha256=I_smDkZJYp2j77ea-9AIbgeraDa7-qUYyb-IthP2qO4,12438
+meridian/analysis/test_utils.py,sha256=ES1r1akhRjD4pf2oTaGqzDfGNu9weAcLv6UZRuIkfEc,77699
+meridian/analysis/visualizer.py,sha256=VHgbvGnRmloawilU_I7FPsqZcAYpZq5ODl3cHy2eiDo,93728
+meridian/analysis/templates/card.html.jinja,sha256=pv4MVbQ25CcvtZY-LH7bFW0OSeHobkeEkAleB1sfQ14,1284
+meridian/analysis/templates/chart.html.jinja,sha256=87i0xnXHRBoLLxBpKv2i960TLToWq4r1aVQZqaXIeMQ,1086
+meridian/analysis/templates/chips.html.jinja,sha256=Az0tQwF_-b03JDLyOzpeH-8fb-6jgJgbNfnUUSm-q6E,645
+meridian/analysis/templates/insights.html.jinja,sha256=6hEWipbOMiMzs9QGZ6dcB_73tNkj0ZtNiC8E89a98zg,606
+meridian/analysis/templates/stats.html.jinja,sha256=9hQOG02FX1IHVIvdWS_-LI2bbSaqdyHEtCZkiArwAg0,772
+meridian/analysis/templates/style.css,sha256=RODTWc2pXcG9zW3q9SEJpVXgeD-WwQgzLpmFcbXPhLg,5492
+meridian/analysis/templates/style.scss,sha256=nSrZOpcIrVyiL4eC9jLUlxIZtAKZ0Rt8pwfk4H1nMrs,5076
+meridian/analysis/templates/summary.html.jinja,sha256=LuENVDHYIpNo4pzloYaCR2K9XN1Ow6_9oQOcOwD9nGg,1707
+meridian/analysis/templates/table.html.jinja,sha256=mvLMZx92RcD2JAS2w2eZtfYG-6WdfwYVo7pM8TbHp4g,1176
+meridian/data/__init__.py,sha256=4F6_dCnDOic08yMw6_nIDR03B9cF_4STDFb430XvZR4,774
+meridian/data/arg_builder.py,sha256=Kqlt88bOqFj6D3xNwvWo4MBwNwcDFHzd-wMfEOmLoPU,3741
+meridian/data/input_data.py,sha256=teJPKTBfW-AzBWgf_fEO_S_Z1J_veqQkCvctINaid6I,39749
+meridian/data/load.py,sha256=iFdNq9J89qlmOIrvMER1ci8LzZD87gHl6NTW49h7ZFE,55260
+meridian/data/test_utils.py,sha256=6GJrPmeaF4uzMxxRgzERGv4g1XMUHwI0s7qDVMZUjuI,55565
+meridian/data/time_coordinates.py,sha256=C5A5fscSLjPH6G9YT8OspgIlCrkMY7y8dMFEt3tNSnE,9874
+meridian/model/__init__.py,sha256=9NFfqUE5WgFc-9lQMkbfkwwV-bQIz0tsQ_3Jyq0A4SU,982
+meridian/model/adstock_hill.py,sha256=20A_6rbDUAADEkkHspB7JpCm5tYfYS1FQ6hJMLu21Pk,9283
+meridian/model/knots.py,sha256=KPEgnb-UdQQ4QBugOYEke-zBgEghgTmeCMoeiJ30meY,8054
+meridian/model/media.py,sha256=R0LnMUNTuGzXD2lzNRRORA4-p21xpdhkVVsvFaWtEK0,13819
+meridian/model/model.py,sha256=JXHCcxpUDXqJQ9hI0YkY5PfGbpt8d3jAKR1TbCP08PI,61110
+meridian/model/model_test_data.py,sha256=hDDTEzm72LknW9c5E_dNsy4Mm4Tfs6AirhGf_QxykFs,15552
+meridian/model/posterior_sampler.py,sha256=jjLqcYEAorVJ_2nmhpkVUjCGAyNUZYPTEXVTDHufbqA,27727
+meridian/model/prior_distribution.py,sha256=IEDU1rabcmKNY8lxwbbO4OUAlMHPIMa7flM_zsu3DLM,42417
+meridian/model/prior_sampler.py,sha256=jSaxFmJzyN2OKqKyU059Ar4Yr565w4zlInPl4zxjGZk,23212
+meridian/model/spec.py,sha256=b6nYj39L-Yy5j2i2IHdZHY2trRvjEA-9i_c3b__63A8,17239
+meridian/model/transformers.py,sha256=nRjzq1fQG0ypldxboM7Gqok6WSAXAS1witRXoAzeH9Q,7763
+google_meridian-1.1.1.dist-info/METADATA,sha256=5yywzNt-Pe3h9GLYo-0MfmOku5tHg2J5XrcJtUTp3Gk,22055
+google_meridian-1.1.1.dist-info/WHEEL,sha256=_zCd3N1l69ArxyTb8rzEoP9TpbYXkqRFSNOD5OuxnTs,91
+google_meridian-1.1.1.dist-info/top_level.txt,sha256=nwaCebZvvU34EopTKZsjK0OMTFjVnkf4FfnBN_TAc0g,9
+google_meridian-1.1.1.dist-info/RECORD,,

{google_meridian-1.1.0.dist-info → google_meridian-1.1.1.dist-info}/WHEEL

@@ -1,5 +1,5 @@
 Wheel-Version: 1.0
-Generator: setuptools (80.8.0)
+Generator: setuptools (80.9.0)
 Root-Is-Purelib: true
 Tag: py3-none-any
 

meridian/__init__.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -14,7 +14,7 @@
 
 """Meridian API."""
 
-__version__ = "1.1.0"
+__version__ = "1.1.1"
 
 
 from meridian import analysis

meridian/analysis/__init__.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/analyzer.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -788,7 +788,7 @@ class Analyzer:
         tensors are expected to be scaled by their corresponding transformers.
       dist_tensors: A `DistributionTensors` container with the distribution
         tensors for media, RF, organic media, organic RF, non-media treatments,
-        and controls.
+        and controls (if available).
 
     Returns:
       Tensor representing computed kpi means.
@@ -803,17 +803,15 @@ class Analyzer:
         )
     )
 
-    result = (
-        tau_gt
-        + tf.einsum(
-            "...gtm,...gm->...gt", combined_media_transformed, combined_beta
-        )
-        + tf.einsum(
-            "...gtc,...gc->...gt",
-            data_tensors.controls,
-            dist_tensors.gamma_gc,
-        )
+    result = tau_gt + tf.einsum(
+        "...gtm,...gm->...gt", combined_media_transformed, combined_beta
     )
+    if self._meridian.controls is not None:
+      result += tf.einsum(
+          "...gtc,...gc->...gt",
+          data_tensors.controls,
+          dist_tensors.gamma_gc,
+      )
     if data_tensors.non_media_treatments is not None:
       result += tf.einsum(
           "...gtm,...gm->...gt",
@@ -1464,11 +1462,14 @@ class Analyzer:
         (n_chains, 0, self._meridian.n_geos, self._meridian.n_times)
     )
     batch_starting_indices = np.arange(n_draws, step=batch_size)
-    param_list = [
-        constants.MU_T,
-        constants.TAU_G,
-        constants.GAMMA_GC,
-    ] + self._get_causal_param_names(include_non_paid_channels=True)
+    param_list = (
+        [
+            constants.MU_T,
+            constants.TAU_G,
+        ]
+        + ([constants.GAMMA_GC] if self._meridian.n_controls else [])
+        + self._get_causal_param_names(include_non_paid_channels=True)
+    )
     outcome_means_temps = []
     for start_index in batch_starting_indices:
       stop_index = np.min([n_draws, start_index + batch_size])

meridian/analysis/formatter.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/optimizer.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/summarizer.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/summary_text.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/test_utils.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/analysis/visualizer.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -1493,8 +1493,7 @@ class MediaSummary:
     Returns:
       An `xarray.Dataset` containing the following:
         - **Coordinates:** `channel`, `metric` (`mean`, `median`, `ci_lo`,
-        `ci_hi`),
-          `distribution` (`prior`, `posterior`)
+          `ci_hi`), `distribution` (`prior`, `posterior`)
         - **Data variables:** `incremental_outcome`, `pct_of_contribution`,
           `effectiveness`.
     """

meridian/constants.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -72,10 +72,10 @@ REVENUE = 'revenue'
 NON_REVENUE = 'non_revenue'
 REQUIRED_INPUT_DATA_ARRAY_NAMES = (
     KPI,
-    CONTROLS,
     POPULATION,
 )
 OPTIONAL_INPUT_DATA_ARRAY_NAMES = (
+    CONTROLS,
     REVENUE_PER_KPI,
     ORGANIC_MEDIA,
     ORGANIC_REACH,
@@ -148,7 +148,6 @@ REQUIRED_INPUT_DATA_COORD_NAMES = (
     GEO,
     TIME,
     MEDIA_TIME,
-    CONTROL_VARIABLE,
 )
 NON_PAID_MEDIA_INPUT_DATA_COORD_NAMES = (
     ORGANIC_MEDIA_CHANNEL,
@@ -159,6 +158,7 @@ MEDIA_INPUT_DATA_COORD_NAMES = (MEDIA_CHANNEL,)
 RF_INPUT_DATA_COORD_NAMES = (RF_CHANNEL,)
 POSSIBLE_INPUT_DATA_COORD_NAMES = (
     REQUIRED_INPUT_DATA_COORD_NAMES
+    + (CONTROL_VARIABLE,)
     + NON_PAID_MEDIA_INPUT_DATA_COORD_NAMES
     + MEDIA_INPUT_DATA_COORD_NAMES
     + RF_INPUT_DATA_COORD_NAMES

meridian/data/__init__.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/data/arg_builder.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.

meridian/data/input_data.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -121,11 +121,11 @@ class InputData:
       `revenue_per_kpi` exists, ROI calibration is used and the analysis is run
       on revenue. When the `revenue_per_kpi` doesn't exist for the same
       `kpi_type`, custom ROI calibration is used and the analysis is run on KPI.
-    controls: A DataArray of dimensions `(n_geos, n_times, n_controls)`
-      containing control variable values.
     population: A DataArray of dimensions `(n_geos,)` containing the population
       of each group. This variable is used to scale the KPI and media for
       modeling.
+    controls: An optional DataArray of dimensions `(n_geos, n_times,
+      n_controls)` containing control variable values.
     revenue_per_kpi: An optional DataArray of dimensions `(n_geos, n_times)`
       containing the average revenue amount per KPI unit. Although modeling is
       done on `kpi`, model analysis and optimization are done on `KPI *
@@ -275,8 +275,8 @@ class InputData:
 
   kpi: xr.DataArray
   kpi_type: str
-  controls: xr.DataArray
   population: xr.DataArray
+  controls: xr.DataArray | None = None
   revenue_per_kpi: xr.DataArray | None = None
   media: xr.DataArray | None = None
   media_spend: xr.DataArray | None = None
@@ -409,9 +409,12 @@ class InputData:
       return None
 
   @property
-  def control_variable(self) -> xr.DataArray:
+  def control_variable(self) -> xr.DataArray | None:
     """Returns the control variable dimension."""
-    return self.controls[constants.CONTROL_VARIABLE]
+    if self.controls is not None:
+      return self.controls[constants.CONTROL_VARIABLE]
+    else:
+      return None
 
   @property
   def media_spend_has_geo_dimension(self) -> bool:
@@ -502,8 +505,8 @@ class InputData:
     # Must match the order of constants.POSSIBLE_INPUT_DATA_ARRAY_NAMES!
     arrays = (
         self.kpi,
-        self.controls,
         self.population,
+        self.controls,
         self.revenue_per_kpi,
         self.organic_media,
         self.organic_reach,
@@ -786,9 +789,10 @@ class InputData:
     """Returns data as a single `xarray.Dataset` object."""
     data = [
         self.kpi,
-        self.controls,
         self.population,
     ]
+    if self.controls is not None:
+      data.append(self.controls)
     if self.revenue_per_kpi is not None:
       data.append(self.revenue_per_kpi)
     if self.media is not None:

meridian/data/load.py

@@ -1,4 +1,4 @@
-# Copyright 2024 The Meridian Authors.
+# Copyright 2025 The Meridian Authors.
 #
 # Licensed under the Apache License, Version 2.0 (the "License");
 # you may not use this file except in compliance with the License.
@@ -79,7 +79,7 @@ class XrDatasetDataLoader(InputDataLoader):
     """Constructor.
 
     The coordinates of the input dataset should be: `time`, `media_time`,
-    `control_variable`, `geo` (optional for a national model),
+    `control_variable` (optional), `geo` (optional for a national model),
     `non_media_channel` (optional), `organic_media_channel` (optional),
     `organic_rf_channel` (optional), and
     either `media_channel`, `rf_channel`, or both.
@@ -93,7 +93,7 @@ class XrDatasetDataLoader(InputDataLoader):
 
     *   `kpi`: `(geo, time)`
     *   `revenue_per_kpi`: `(geo, time)`
-    *   `controls`: `(geo, time, control_variable)`
+    *   `controls`: `(geo, time, control_variable)` - optional
     *   `population`: `(geo)`
     *   `media`: `(geo, media_time, media_channel)` - optional
     *   `media_spend`: `(geo, time, media_channel)`, `(1, time, media_channel)`,
@@ -113,7 +113,7 @@ class XrDatasetDataLoader(InputDataLoader):
 
     *   `kpi`: `([1,] time)`
     *   `revenue_per_kpi`: `([1,] time)`
-    *   `controls`: `([1,] time, control_variable)`
+    *   `controls`: `([1,] time, control_variable)` - optional
     *   `population`: `([1],)` - this array is optional for national data
     *   `media`: `([1,] media_time, media_channel)` - optional
     *   `media_spend`: `([1,] time, media_channel)` or
@@ -198,7 +198,7 @@ class XrDatasetDataLoader(InputDataLoader):
       self.dataset = dataset.rename(name_mapping)
 
     # Add a `geo` dimension if it is not already present.
-    if (constants.GEO) not in self.dataset.dims.keys():
+    if (constants.GEO) not in self.dataset.sizes.keys():
       self.dataset = self.dataset.expand_dims(dim=[constants.GEO], axis=0)
 
     if len(self.dataset.coords[constants.GEO]) == 1:
@@ -228,7 +228,7 @@ class XrDatasetDataLoader(InputDataLoader):
           compat='override',
       )
 
-    if constants.MEDIA_TIME not in self.dataset.dims.keys():
+    if constants.MEDIA_TIME not in self.dataset.sizes.keys():
       self._add_media_time()
     self._normalize_time_coordinates(constants.TIME)
     self._normalize_time_coordinates(constants.MEDIA_TIME)
@@ -349,14 +349,17 @@ class XrDatasetDataLoader(InputDataLoader):
     # Arrays in which NAs are expected in the lagged-media period.
     na_arrays = [
         constants.KPI,
-        constants.CONTROLS,
     ]
 
-    na_mask = self.dataset[constants.KPI].isnull().any(
-        dim=constants.GEO
-    ) | self.dataset[constants.CONTROLS].isnull().any(
-        dim=[constants.GEO, constants.CONTROL_VARIABLE]
-    )
+    na_mask = self.dataset[constants.KPI].isnull().any(dim=constants.GEO)
+
+    if constants.CONTROLS in self.dataset.data_vars.keys():
+      na_arrays.append(constants.CONTROLS)
+      na_mask |= (
+          self.dataset[constants.CONTROLS]
+          .isnull()
+          .any(dim=[constants.GEO, constants.CONTROL_VARIABLE])
+      )
 
     if constants.NON_MEDIA_TREATMENTS in self.dataset.data_vars.keys():
       na_arrays.append(constants.NON_MEDIA_TREATMENTS)
@@ -427,11 +430,12 @@ class XrDatasetDataLoader(InputDataLoader):
         .dropna(dim=constants.TIME)
         .rename({constants.TIME: new_time})
     )
-    new_dataset[constants.CONTROLS] = (
-        new_dataset[constants.CONTROLS]
-        .dropna(dim=constants.TIME)
-        .rename({constants.TIME: new_time})
-    )
+    if constants.CONTROLS in new_dataset.data_vars.keys():
+      new_dataset[constants.CONTROLS] = (
+          new_dataset[constants.CONTROLS]
+          .dropna(dim=constants.TIME)
+          .rename({constants.TIME: new_time})
+      )
     if constants.NON_MEDIA_TREATMENTS in new_dataset.data_vars.keys():
       new_dataset[constants.NON_MEDIA_TREATMENTS] = (
           new_dataset[constants.NON_MEDIA_TREATMENTS]
@@ -466,6 +470,11 @@ class XrDatasetDataLoader(InputDataLoader):
 
   def load(self) -> input_data.InputData:
     """Returns an `InputData` object containing the data from the dataset."""
+    controls = (
+        self.dataset.controls
+        if constants.CONTROLS in self.dataset.data_vars.keys()
+        else None
+    )
     revenue_per_kpi = (
         self.dataset.revenue_per_kpi
         if constants.REVENUE_PER_KPI in self.dataset.data_vars.keys()
@@ -519,9 +528,9 @@ class XrDatasetDataLoader(InputDataLoader):
     return input_data.InputData(
         kpi=self.dataset.kpi,
         kpi_type=self.kpi_type,
-        revenue_per_kpi=revenue_per_kpi,
-        controls=self.dataset.controls,
         population=self.dataset.population,
+        controls=controls,
+        revenue_per_kpi=revenue_per_kpi,
         media=media,
         media_spend=media_spend,
         reach=reach,
@@ -539,14 +548,14 @@ class CoordToColumns:
   """A mapping between the desired and actual column names in the input data.
 
   Attributes:
-    controls: List of column names containing `controls` values in the input
-      data.
     time: Name of column containing `time` values in the input data.
-    kpi: Name of column containing `kpi` values in the input data.
-    revenue_per_kpi: Name of column containing `revenue_per_kpi` values in the
-      input data.
     geo:  Name of column containing `geo` values in the input data. This field
       is optional for a national model.
+    kpi: Name of column containing `kpi` values in the input data.
+    controls: List of column names containing `controls` values in the input
+      data. Optional.
+    revenue_per_kpi: Name of column containing `revenue_per_kpi` values in the
+      input data. Optional. Will be overridden if model KPI type is "revenue".
     population: Name of column containing `population` values in the input data.
       This field is optional for a national model.
     media: List of column names containing `media` values in the input data.
@@ -567,11 +576,11 @@ class CoordToColumns:
       values in the input data.
   """
 
-  controls: Sequence[str]
   time: str = constants.TIME
+  geo: str = constants.GEO
   kpi: str = constants.KPI
+  controls: Sequence[str] | None = None
   revenue_per_kpi: str | None = None
-  geo: str = constants.GEO
   population: str = constants.POPULATION
   # Media data
   media: Sequence[str] | None = None
@@ -607,7 +616,7 @@ class DataFrameDataLoader(InputDataLoader):
   to the DataFrame column names if they are different. The fields are:
 
   *   `geo`, `time`, `kpi`, `revenue_per_kpi`, `population` (single column)
-  *   `controls` (multiple columns)
+  *   `controls` (multiple columns, optional)
   *   (1) `media`, `media_spend` (multiple columns)
   *   (2) `reach`, `frequency`, `rf_spend` (multiple columns)
   *   `non_media_treatments` (multiple columns, optional)
@@ -953,9 +962,10 @@ class DataFrameDataLoader(InputDataLoader):
     not_lagged_columns = []
     coords = [
         constants.KPI,
-        constants.CONTROLS,
         constants.POPULATION,
     ]
+    if self.coord_to_columns.controls is not None:
+      coords.append(constants.CONTROLS)
     if self.coord_to_columns.revenue_per_kpi is not None:
       coords.append(constants.REVENUE_PER_KPI)
     if self.coord_to_columns.media_spend is not None:
@@ -1042,17 +1052,20 @@ class DataFrameDataLoader(InputDataLoader):
         .to_frame()
         .to_xarray()
     )
-    controls_xr = (
-        df_indexed[self.coord_to_columns.controls]
-        .stack()
-        .rename(constants.CONTROLS)
-        .rename_axis(
-            [constants.GEO, constants.TIME, constants.CONTROL_VARIABLE]
-        )
-        .to_frame()
-        .to_xarray()
-    )
-    dataset = xr.combine_by_coords([kpi_xr, population_xr, controls_xr])
+    dataset = xr.combine_by_coords([kpi_xr, population_xr])
+
+    if self.coord_to_columns.controls is not None:
+      controls_xr = (
+          df_indexed[self.coord_to_columns.controls]
+          .stack()
+          .rename(constants.CONTROLS)
+          .rename_axis(
+              [constants.GEO, constants.TIME, constants.CONTROL_VARIABLE]
+          )
+          .to_frame()
+          .to_xarray()
+      )
+      dataset = xr.combine_by_coords([dataset, controls_xr])
 
     if self.coord_to_columns.non_media_treatments is not None:
       non_media_xr = (
@@ -1224,7 +1237,7 @@ class CsvDataLoader(InputDataLoader):
   CSV column names, if they are different. The fields are:
 
   *   `geo`, `time`, `kpi`, `revenue_per_kpi`, `population` (single column)
-  *   `controls` (multiple columns)
+  *   `controls` (multiple columns, optional)
   *   (1) `media`, `media_spend` (multiple columns)
   *   (2) `reach`, `frequency`, `rf_spend` (multiple columns)
   *   `non_media_treatments` (multiple columns, optional)