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Allocating budget in proportion to observed return per unit spent tilts spend towards efficient channels while keeping presence across the mix. It is a pragmatic middle ground between chasing the single best channel and splitting evenly.
Proportional allocation
Channel share = channel return / sum of returns; blended return = weighted average
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Because returns fall as spend rises in any channel. Concentration quickly drives the marginal return below the alternatives.
Monthly for digital channels, since auction dynamics and creative fatigue shift efficiency quickly.