Budget Allocation · Channel
60-30-10 is history.
Why the Old Rule No Longer Works
60% Meta, 30% Google, 10% other is a 2018 rule. In 2026, Pinterest, TikTok, and Snapchat are serious performance channels that in some cases outperform Meta on ROAS. Defaulting to 60% Meta means leaving 22 to 38% performance on the table.
01
32%
Meta share in top accounts 2026
02
28%
Google + Search
03
40%
TikTok + Pinterest + Snap + other
Margin-First Allocation
- ROAS per channel relative to margin-first target ROAS
- Weekly reallocation based on channel performance
- Scaling capacity per channel as a cap (audience size)
- Multi-touch attribution as the data foundation
Example
An audio brand shifted from 78% Meta to 32% Meta and achieved +612% revenue growth in 9 months. Pinterest and TikTok filled the mid-funnel gaps.
Weekly, Not Quarterly
Channel performance fluctuates. CPM shifts, algorithm updates, seasonal effects. Quarterly reallocation is 13 weeks too late. We adjust weekly with clear thresholds per channel.
„Allocation is a real-time discipline. A quarterly plan is already the past.”