Primary funnel
Creative Allocation Planner
Start with the client’s media budget. Decide what it can support, give every asset a job, and scope the post-production work.
Budget → brief → effort
One primary funnel by default. Add complexity only when the media, the learning goal, and the production plan justify it.
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Enter the total media budget, then add every funnel you want to consider. Give each a name and a proposed allocation. We will check whether the split makes sense in the next step.
Use one currency throughout. Media spend excludes agency fees, filming, and production costs.
Primary funnel
Adding a funnel does not assign spend automatically. An equal split is only a draft allocation, not a recommendation. Retargeting belongs inside these funnels.
1 funnel listed · 100% allocated · 0 monthly media unallocated
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All prefilled costs, result goals, reach, frequency, and CPM are editable examples, not benchmarks. Each funnel has its own review estimate and optional deadline. Daily test budget = (monthly funnel allocation minus retargeting) × test share % ÷ 30. Collection days = round up(chosen result allowance × cost per result ÷ daily test budget). Estimated review adds the entered conversion / reporting delay. When a deadline is entered, collection days available = deadline minus delay, floored at zero; result scenarios use only test spend during those available days. Without a deadline, timing remains provisional. Steady spend and a stable cost range are assumptions; unknown costs and delays require calibration. Meeting your minimum is a planning check, not statistical significance, guaranteed delivery, or profitability. Different result types are not added together. Registrations and leads are not enrollments. Retargeting audience must be matched, eligible, and reachable on the intended platform; total site visitors are not equivalent. Audience spend scenario = eligible audience × intended monthly reach % × monthly impressions per reached person × CPM ÷ 1,000. This is a rough monthly scenario, not an automatic allocation or platform limit; monitor actual reach, frequency, and delivery. Required hours cover all listed deliverables. Available capacity uses a separate production period and never sets a funnel’s media testing window. Production = quantities × (creation + revisions); expert time = quantities × input / approval hours; strategy is entered once per funnel. Count each person’s hour once. New filming or other production costs need separate scope and estimates. Media spend excludes agency fees and production costs. No funnel results are forecasts of cash received in the selected window.
Need to turn one deliverable into a detailed experiment?
Open the Marketing Test Planner →