Use percentages when the strategy is already decided
Percentage allocation is useful when the business has already agreed on the role of each channel or campaign. It makes the budget transparent and easy to translate into monthly or daily amounts.
Paid Media Planning Tool
Budget Split Calculator
Allocate a marketing budget across campaigns, platforms or channels using percentages or weighted priorities.
1
Budget Setup
Enter your total budget and optionally calculate average daily budgets.
days
Allocation Method
2
Allocation
Enter percentages for each campaign or channel.
| Campaign / Channel | Allocation % | Remove |
|---|
Total allocation0%
Budget Allocation
Recommended split
Total Budget0.00
Allocations0
Campaign Period—
| Campaign / Channel | Allocation | Budget | Daily Budget |
|---|
Percentage vs weighted allocation
Percentage SplitBest when you already know the desired budget allocation.
For example, allocate 50% to Meta Ads, 30% to Google Ads and 20% to testing.
Weighted SplitBest when you know relative priorities but not exact percentages.
Enter weights such as 5, 3 and 2. PaidMediaKit converts them automatically into 50%, 30% and 20%.
How weighted allocation works
Allocation %Item Weight ÷ Total Weight × 100
If three campaigns have weights of 5, 3 and 2, the combined weight is 10. Their resulting allocations are therefore 50%, 30% and 20%.
What does Normalize do?
Normalize keeps the relative proportions you entered but adjusts them so the total equals exactly 100%.
For example, values of 60, 30 and 30 total 120. Normalizing them converts the same relative split to 50%, 25% and 25%.
Planning note:Budget allocation is a planning decision, not a performance forecast. Actual spend distribution may need to change based on marginal returns, campaign constraints, learning requirements and business priorities.
Allocation is a prioritization decision
The calculator can make a split explicit; it cannot decide which channel deserves the money.
Use weights when priorities are relative
Weighted allocation is helpful when one line item deserves more emphasis but the exact percentage is not predetermined. The calculator normalizes the weights into a complete budget split; the weights themselves still need a strategic reason.
Do not split budget equally just because there are equal numbers of channels
Search demand, audience size, creative supply, marginal CPA and business priority can all limit how much a channel should receive. A 50/50 split is a decision, not a neutral default.
Questions to answer before finalizing the allocation
- Can each campaign realistically spend its allocation at acceptable efficiency?
- Is the channel's role acquisition, retention, demand capture or experimentation?
- Does recent performance remain stable when spend increases?
- Are there non-media constraints such as lead capacity, stock or geography?