Budgeting & pacing
Budget allocation
Budget allocation is the division of a campaign budget across channels, platforms, tactics, audiences and time periods. A defensible allocation ties each share to the objective, the audience's cost to reach, channel roles and historic evidence, and records the rationale alongside the numbers.
In practice
Allocation is where strategy becomes money. The split should be built from the objective outward, not copied from last year, and each channel needs enough budget to deliver meaningfully - token amounts across many channels produce nothing readable anywhere.
Allocation is also not a one-off. In-flight reallocation, guided by marginal efficiency rather than average historic performance, is where much of a plan's value is protected.