Attribution Budget Allocator

Rebalance spend to match measured channel contribution.

A free analytics calculator from AMA Orlando, the American Marketing Association chapter serving Central Florida. It runs in the browser, needs no login, and captures nothing.

What you enter

• Total budget
• Measured lift from paid media
• Lift from SEO and organic
• Lift from content
• Lift from email and owned

How it is calculated

• Total measured lift = paid + SEO + content + email
• Channel budget = (channel lift / total measured lift) × total budget
• Channel share = channel lift / total measured lift

How to read the result

Contribution based allocation lets budget follow proven lift instead of habit or whoever argued hardest in the meeting. Rerun it every quarter against fresh incrementality tests, because a real mix moves every two or three quarters and last year's split is usually wrong by now.

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See all marketing calculators, the marketing glossary, and the chapter's templates and playbooks.