Cross-Platform Budget Reallocation Sequence (Delivery)

Cross-Platform Budget Reallocation Sequence (Delivery)

1. 01

   Freeze the client's blended ROAS target in writing before any budget moves

   Get the number the client will judge the month on (for example 3.1x blended across Meta and Google) and the floor they will tolerate on any single channel. Without both figures, reallocation becomes a negotiation after the fact.

2. 02

   Pull a 14-day channel-level export from every connected ad account

   Meta, Google, TikTok, and LinkedIn each report conversions on different attribution windows. Normalize to a single 7-day-click view so the comparison is honest before you rank channels.

3. 03

   Rank channels by marginal cost per acquisition, not average CPA

   A channel at $42 average CPA that is already saturated will not improve with more spend. Look at the last 20 percent of spend in each channel to find where returns are actually decaying.

4. 04

   Cap any single-channel increase at 20 percent of its trailing weekly spend

   Automated budget rules inside platforms like Nanos or Ryze will happily double a campaign overnight if the signal looks good. A 20 percent ceiling keeps learning phases intact and stops a bad week from compounding.

5. 05

   Hold the reallocation for 72 hours before judging it

   Platform algorithms need roughly three days to exit the learning phase after a budget change. Reviewing at 24 hours produces false negatives and triggers unnecessary reversals.

6. 06

   Log every move with the reason, the amount, and the expected effect

   A shared sheet with date, channel, delta, and hypothesis gives the account lead something to show the client in the monthly review and gives the next operator a trail to follow.

7. 07

   Escalate to the client when a channel drops below the agreed floor for two consecutive weeks

   Do not quietly absorb a failing channel into the blended number. Flag it with the data and a proposed fix, whether that is a creative refresh or a pause.