Budget & forecasting
Estimate the outcome of a budget change before you make it, and plan allocation toward your goals.
Budget & forecasting
Experiment → Budget & Forecasting helps you answer "what happens if I move this much budget here?" before you commit.
What it does
- Scenario modelling — project the likely outcome of a budget change on spend, conversions and efficiency.
- Allocation — see how to distribute budget across campaigns to move toward your goals.
- Trade-offs — understand the diminishing returns of pouring more into a saturated campaign.
How to use it
Use it before a significant reallocation surfaced by Budgets or campaign diagnosis. Model the change, sanity-check the projection against your own knowledge, and for high-stakes moves, prove it with a geo experiment or Causal Lab analysis.
Related
For channel-level allocation across the marketing mix, see Marketing Mix Modelling. For demand projections, see Forecasting.