Plan Your Ad Budget Allocation

How should you split an ad budget across platforms?

The tool gives each platform a weight based on your campaign goal and splits the monthly budget in proportion to those weights. For the Sales / Conversions goal, the tool's built-in weights are Meta 40, Google 35, TikTok 15, LINE 10 and YouTube 5; with only Meta and Google selected, the split is 40 ÷ 75 ≈ 53.3% and 35 ÷ 75 ≈ 46.7%. Available platforms depend on industry: LinkedIn appears only for SaaS B2B, and X only for Crypto.

Each platform's share is then run through that industry's benchmarks: impressions = budget ÷ CPM × 1,000, clicks = budget ÷ CPC, conversions = budget ÷ CPA. Average CPA is total budget divided by total conversions across platforms. You can enter USD or TWD, converted at 1:32. The budget slider runs from $500 to $100,000, or 5,000 to 3,000,000 in TWD.

How do you read the estimated results?

Example: a $5,000 monthly budget, iGaming, Sales / Conversions, with Meta and Google selected. The tool's built-in iGaming benchmarks are Meta CPM $8, CPC $1.2, CPA $22 and Google CPM $12, CPC $2.5, CPA $35. Meta gets about $2,667, for roughly 333,333 impressions, 2,222 clicks and 121 conversions. Google gets about $2,333, for roughly 194,444 impressions, 933 clicks and 67 conversions. Total conversions come to about 188, and average CPA ≈ 5,000 ÷ 187.9 ≈ $26.6.

What does the budget efficiency score mean?

It measures the share of selected platforms whose allocation meets the recommended minimum monthly budget. The tool's built-in scoring is 95 when all platforms meet it, 75 when at least 75% do, 50 when at least 50% do, and 25 otherwise. In the example, iGaming minimums are $500 for Meta and $800 for Google, both are met, and the score is 95. Selecting many platforms on a small budget lowers the score; drop platforms or raise the budget to fix it. Any platform below its minimum is flagged as below the recommended minimum, with that minimum shown next to it.

FAQ

How does the planner decide the budget split?

It assigns each platform a built-in weight for your campaign goal and normalizes across the platforms you select. For Sales / Conversions with only Meta (40) and Google (35), the split is about 53.3% and 46.7%.

How are impressions, clicks and conversions estimated?

For each platform, impressions = allocated budget ÷ CPM × 1,000, clicks = allocated budget ÷ CPC and conversions = allocated budget ÷ CPA, using the tool's built-in benchmarks for the chosen industry.

Why are some platforms missing for my industry?

The tool only has benchmark data for certain platforms per industry, for example LinkedIn for SaaS B2B only and X for Crypto only, so platforms without data are not listed.

What should I do if the efficiency score is low?

A low score means most platforms receive less than the tool's recommended minimum monthly budget. Select fewer platforms or raise the total budget so each one clears its minimum.

Do the estimates account for creative or audience quality?

No. The planner applies fixed weights and industry benchmarks in a straight line, and the page notes that real results vary by creative, audience and market.