Work out marketing mix allocation instantly with clear inputs, formula shown and shareable results.
Performance marketing shows higher measured returns because its effects are immediate and attributable, while brand spend compounds over years and is systematically under-measured. Splitting the budget explicitly forces that trade to be a decision rather than a default.
Mix return
Return = brand spend × brand multiple + performance spend × performance multiple
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.
Long-run studies suggest around 60% brand and 40% activation for established categories, though it varies widely.
Its effects appear over months or years and rarely carry a click, so attribution systems miss almost all of it.