This table provides a detailed, channel-level view of spend allocation and performance, including:
Optimal Spend: Recommended budget for each channel.
Reference Spend: Budget from the reference period.
Delta: Percentage change between optimal and reference spend.
Actual Spend: What you spent in the optimisation period.
Cumulative Optimal Spend: Rolling tally of the optimal spend across channels.
Attainment: Proportion of the recommended budget deployed.
You can use this breakdown to:
Identify where the current spend diverges from model guidance.
Quantify underspend or overspend by channel.
Evaluate attainment across all channels individually.
In the example shown, channels such as TV, Search - Branded, and Retail Media have actual spends that diverge from the model’s recommended allocation. Channels like Direct and SEO are not allocated a budget in either the reference or optimal plans.