Free Online Tool

Ads Budget Allocator

Optimize your cross-border advertising budget allocation based on ROAS and conversion rate performance across multiple channels.

Enter Your Monthly Total Budget

$

Google Ads

Meta Ads

TikTok Ads

Budget Allocation Recommendation

Channel Score Monthly Budget Daily Budget
Enter budget and channel metrics to see allocation
History
No history yet — run your first calculation.
How It Works

Allocate Your Budget in 3 Steps

Our calculator handles the math instantly so you can focus on making better advertising decisions. Here is how to use it.

1

Enter Total Budget

Input your monthly advertising budget that you want to distribute across channels.

2

Add Channel Metrics

Input ROAS and CVR for each advertising channel you're using.

3

Review Allocation

Get your optimized budget allocation per channel, including daily and monthly budgets.

Benefits

Why You Should Optimize Budget

Smart budget allocation is critical for maximizing ROI. Here is what data-driven distribution unlocks.

Maximize ROI

Allocate more budget to high-performing channels, increasing overall return on ad spend.

Reduce Waste

Stop over-spending on under-performing channels. Redirect budget to where it generates results.

Data-Driven Decisions

Base budget decisions on actual performance data rather than intuition or tradition.

Scale Efficiently

Know exactly how to scale your budget across channels as your business grows.

Cross-Channel Optimization

Optimize your entire advertising portfolio, not just individual channels.

Track Performance

Monitor how budget changes impact results and adjust your strategy accordingly.

Tips

How to Maximize ROI

Small adjustments to your budget allocation compound into meaningfully higher returns over time.

Always Track Both ROAS and CVR

ROAS alone can be misleading. A channel with high ROAS but low CVR might not scale well. Use both metrics for complete picture.

Reserve Test Budget

Keep 10-15% of your budget for testing new channels or strategies. Innovation is key to long-term success.

Review Allocation Weekly

Advertising performance changes quickly. Review and adjust your allocation at least once a week.

Diversify Your Channel Mix

Don't put all your budget in one channel. Spread risk and capture different audiences across multiple platforms.

Account for Seasonality

Adjust allocation during peak periods. Some channels perform better during holidays, back-to-school, etc.

Use Historical Data

Base your ROAS and CVR inputs on 30-90 day averages, not just the last few days. This smooths out volatility.

FAQ

Frequently Asked Questions

Everything you need to know about advertising budget allocation.

How does the budget allocation algorithm work?

The algorithm calculates a composite score for each channel by multiplying ROAS (Return on Ad Spend) by CVR (Conversion Rate). This score represents the channel's overall performance and efficiency. Budget is then allocated proportionally — channels with higher scores receive a larger share of the total budget. For example, if Google Ads has a score of 15 and the total score across all channels is 50, Google would receive 30% of your budget.

What if I don't have data for a channel?

Simply leave the ROAS and CVR fields as 0 (or blank) for channels you don't use. The calculator will automatically exclude them from allocation. For testing new channels, we recommend allocating 5-10% of your budget manually before you have enough data to include in the calculation. Once you have 2-4 weeks of reliable performance data, add those metrics to get a data-driven allocation.

How often should I recalculate budget allocation?

Recalculate weekly or bi-weekly for active campaigns, monthly for stable accounts. More frequent adjustments help but avoid daily changes — advertising performance naturally fluctuates, and over-reacting to short-term data can hurt overall performance. Use 7-14 day average ROAS and CVR to smooth out daily volatility. During seasonal peaks (Black Friday, Q4), recalculate more frequently as performance patterns shift rapidly.

Should I follow the recommendation exactly?

Use the recommendation as a strong baseline, then adjust based on your business context. Consider: (1) Seasonal factors — some channels perform better during specific periods. (2) Strategic goals — maybe you want to grow TikTok presence despite lower current ROAS. (3) New product launches — allocate more to channels that reach your target demographic. (4) Testing budget — reserve 10-15% for experimental campaigns. The calculator optimizes for historical performance, not future potential.

What's a good ROAS for cross-border e-commerce?

A healthy ROAS for cross-border e-commerce is typically 3-5x. Below 3x may indicate profitability issues (unless you have high LTV or are in growth mode). 5-8x is excellent and suggests room to scale. 8x+ might mean you're under-spending and missing opportunities. Note that ROAS varies by product margin — a 30% margin business needs higher ROAS than a 50% margin business. Always consider ROAS in context of your profit margin and customer lifetime value.

Why combine ROAS and CVR instead of just ROAS?

ROAS alone can be misleading. A channel might have high ROAS due to high average order value (AOV), but low conversion volume. Conversely, high CVR with low ROAS might mean you're attracting budget-conscious buyers. Combining both metrics gives a more complete picture: ROAS measures revenue efficiency, CVR measures audience quality and ad relevance. Together, they identify channels that not only generate revenue but also convert efficiently — ideal for scaling.

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