Calculator Inputs
Use the controls below to model a practical media mix. The page uses a single-column layout, while the calculator inputs switch between three, two, and one columns.
Plotly Chart
Spend and revenue by channelExample Data Table
This example shows a possible starting setup before optimization.
| Channel | Base ROAS | Saturation | Priority Weight | Min Share % | Max Share % |
|---|---|---|---|---|---|
| Search Ads | 4.20 | 0.035 | 1.15 | 10 | 35 |
| Paid Social | 3.30 | 0.048 | 1.05 | 8 | 28 |
| 5.50 | 0.022 | 1.20 | 5 | 20 | |
| Content | 2.90 | 0.018 | 0.95 | 7 | 18 |
| Video | 2.60 | 0.041 | 0.90 | 5 | 22 |
| Affiliate | 4.80 | 0.031 | 1.08 | 5 | 20 |
Formula Used
1) Channel revenue function:
Revenuei = Spendi × BaseROASi × Priorityi × ScenarioLift ÷ (1 + Saturationi × Spendi/1000)
2) Profit estimate:
Profiti = Revenuei × GrossMargin − Spendi
3) Leads estimate:
Leadsi = Revenuei ÷ AverageOrderValue
4) Blended ROAS:
Blended ROAS = Total Revenue ÷ Total Spend
5) Optimization logic:
The calculator first applies every channel’s minimum share. It then distributes the remaining budget in steps to the channel with the strongest marginal revenue score, while respecting maximum share limits.
How to Use This Calculator
- Enter your total budget, margin, average order value, and step size.
- Set each channel’s base ROAS from past performance.
- Add saturation values to reflect diminishing returns.
- Use priority weights for business goals or strategic importance.
- Set minimum and maximum channel shares to reflect constraints.
- Click Optimize Marketing Mix to generate the allocation.
- Review the metrics, allocation table, and chart.
- Download the result as CSV or PDF for reporting.
FAQs
1. What does this calculator optimize?
It allocates budget across channels to improve expected revenue while respecting limits. The model also accounts for saturation, which reduces returns as channel spend grows.
2. What is base ROAS?
Base ROAS is the initial revenue expected for each currency unit spent before saturation effects. Use historical channel performance or a realistic forecast.
3. Why does saturation matter?
Saturation models diminishing returns. A channel often performs well at moderate spend, then weakens as audience reach becomes less efficient or repeated exposure increases.
4. What does priority weight do?
Priority weight boosts or reduces a channel’s attractiveness during optimization. It helps align allocation with brand goals, strategic launches, retention focus, or long-term growth plans.
5. How are leads estimated?
The calculator divides expected revenue by average order value. This gives a simple lead or order estimate, useful for planning volume targets.
6. Can I use this for monthly planning?
Yes. It works well for monthly, quarterly, or campaign-specific planning. Just keep the input assumptions consistent with the time period you are modeling.
7. Why is some budget left unused?
Unused budget appears when all channels hit their maximum share limits. Increase a channel cap or add more channels if you want full deployment.
8. Is this a replacement for attribution software?
No. It is a planning tool, not a measurement platform. It works best when informed by reliable attribution, incrementality testing, and channel reporting.