Overview
Managing multi-channel marketing budgets usually requires toggling between ad managers and web/app analytics platforms.
The Budget & Allocation module solves this by unifying your ad channel spend metrics side-by-side with your attribution providers—including GA4, Adjust, BigQuery, and custom CRM data.
Whether you want a high-level summary of all paid channels or a granular audit of specific targeting groups, this module helps you:
Track budget performance across Campaign, Ad Group, and Ad levels.
Compare ad-network reported conversions directly against tracking tools (GA4, Adjust, BigQuery).
Analyze multi-channel spend breakdowns in a single consolidated table.
Compare current period metrics against historical baselines using visual charts.
Note for Free Plan workspaces: Ad Group and Ad level breakdowns are locked on the Free Plan — you can see Campaign-level totals, and upgrading unlocks the Ad Group and Ad breakdown.
Channel Filtering & Period Comparisons
1. Channel Slicing
Use the left-hand icon panel to isolate specific ad networks (such as Google Ads, Meta, TikTok, Criteo, RTB House, or LinkedIn). Selecting a specific channel filters the table to show only that network's campaigns, ad groups, or ads.
2. Visual Period Comparison
Toggle the Chart view to generate comparative bar visualizers above your data table. This allows you to visually compare Actual vs. Previous period spend and conversion performance across your top campaigns.
Frequently Asked Questions
Why do platform-reported purchases differ from GA4/Adjust aggregated purchases in the same row?
Ad networks often use different attribution windows (e.g., 7-day click / 1-day view) compared to last-click models used by GA4 or Adjust. Displaying both side-by-side helps you see both platform-attributed and post-click verified numbers.
Can I filter the Budget & Allocation table by specific campaign names?
Yes. Use the Search to filter by Campaign Name input bar above the table to immediately slice your view by specific keywords or promo tags.
What happens if my GA4 or Adjust metrics are missing in this table?
If your aggregated tracking columns show zero or blank values next to active campaigns, check your mapping rules under Settings → Custom Definitions → Campaign Mappings to ensure your ad names are connected to your analytics IDs.
If you need assistance setting up custom metrics or reading your cross-channel ROAS, reach out via the support button in the bottom-right corner!