Can I use this for both Brand and Performance campaigns?

Absolutely. For Brand campaigns, focus on the CPM and Impression inputs. For Performance campaigns, focus on the CPC and CVR inputs to calculate CPA and Conversions.

Media Mix Planner: Free Ad Budget Forecasting Tool |

Plan Details

Plan Name

Client

Budget ($)

Start Date

End Date

Objective

Notes

Assumptions Panel (Scenarios)

Adjust percentages to see impact. (100% = No Change)

Conservative

Expected

Aggressive

CPM %

CPC %

CTR %

CVR %

Channel Mix + Forecast

Target: 100%

Channel Name	Alloc %	Budget ($)	CPM ($)	Eff. CPM	CPC ($)	Eff. CPC	CTR (%)	Eff. CTR	CVR (%)	Eff. CVR	Imps	Clicks	Convs	CPA ($)
Totals	0%	$0		–		–		–		–	0	0	0	–

Note: “Eff.” columns show the effective rate after applying the Assumption Scenario %.
Blended Rates in the footer (Eff. columns) are weighted averages based on total Spend, Impressions, and Clicks.

Step 1: The Basics
Step 2: The Mix
Step 3: The Allocation
Step 4: Input Assumptions
Step 5: Scenario Stress-Testing
The Logic: How Media Mix Planner Calculates

In the fast-paced world of digital advertising, “back-of-the-napkin” math doesn’t cut it, and complex Excel models can take hours to update when a client asks, “What happens if market costs rise by 15%?”

We built the Media Mix Planner to solve this specific problem. It is a browser-based forecasting engine designed to bridge the gap between high-level budget allocation and granular performance forecasting.

Below is everything you need to know about the tool, how it calculates your results, and why it’s the safest way to plan your next campaign.

1. What Is Media Mix Planner?

The Media Mix Planner is a lightweight, responsive forecasting dashboard. It allows media buyers and planners to input a total budget, split it across multiple channels (Search, Social, Display, CTV, etc.), and instantly see the projected outcome in terms of Impressions, Clicks, Conversions, and CPA.

Unlike a static spreadsheet, this tool features a dynamic Scenario Engine. This allows you to toggle between “Conservative,” “Expected,” and “Aggressive” market conditions instantly, applying multipliers to your base assumptions without destroying your original data.

Key Features

Hybrid Logic: Smartly calculates based on your buying model—whether you buy on Clicks (CPC) or Impressions (CPM).
Scenario Stress-Testing: Instantly adjust market conditions (e.g., increase CPMs by 15%) to see the “Effective” impact on your bottom line.
Zero Data Retention: The tool runs entirely in your browser using local JavaScript. No data is sent to any server, ensuring client privacy.
Dual Export: Generate a clean PDF for client presentations or a detailed .xlsx Excel file for internal operations.

How to Use the Media Mix Planner?

The workflow is designed to mimic how a media planner actually thinks. Follow these steps to build your forecast.

Step 1: The Basics

Enter your Plan Name, Client, Total Budget, and Flight Dates at the top of the dashboard. This metadata is included in your exports for professional reporting.

Step 2: The Mix

Click the “+ Add Channel” button to populate your rows. Enter your channel names (e.g., “Google Search,” “Meta Awareness”).

Step 3: The Allocation

Enter the Alloc % for each channel. The tool features a visual warning system that will alert you (turning red) if your total allocation does not equal exactly 100%.

Step 4: Input Assumptions

Enter your base metric assumptions for CPM, CPC, CTR, and CVR.

Tip: You only need to enter the metrics relevant to how you are buying that media (see the “Logic” section below).

Step 5: Scenario Stress-Testing

Use the Assumptions Panel (in blue) to test “What If” scenarios.

Example: Click “Conservative” to simulate a tougher market. The tool might increase costs by 15% and decrease conversion rates by 15%.
The table instantly updates to show “Effective” (Eff.) rates next to your inputs, giving you a realistic worst-case forecast.

The Logic: How Media Mix Planner Calculates

One of the smartest features of this planner is that it adapts to your buying model (CPM vs. CPC). You don’t need to change formulas; you just need to input the right data.

Scenario A: Buying on Clicks (Search / Performance Social) If you are buying based on a Cost Per Click (CPC):

Input: Enter a value in the CPC box.
The Formula: Budget ÷ CPC = Clicks
Note: In this scenario, CTR is used purely as a “health metric” reference.

Scenario B: Buying on Impressions (Display / Video / CTV) If you are buying based on CPM and leave CPC as 0:

Input: Enter a value in CPM and CTR.
The Formula: (Budget ÷ CPM) * 1,000 = Impressions
Then: Impressions * CTR% = Clicks

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Frequently Asked Questions (FAQ)

1. Is my client data secure?

Yes. This tool is a Single Page Application (SPA) that runs entirely in your browser using local JavaScript. We do not have a database, and no data is ever sent to a server. If you refresh the page, your data is wiped instantly.

2. What is the difference between “Input” and “Effective” columns?

Input is your base assumption (e.g., a $10 CPM). Effective (Eff.) is the actual rate after the Scenario Multiplier is applied. If you select “Conservative,” the tool might increase your CPM to $11.50, which will be shown in the “Eff.” column.

3. How does the “Blended Rate” calculation work?

The tool doesn’t just average your numbers. It calculates a Weighted Average based on volume. For example, the Blended CPA is calculated as Total Budget / Total Conversions, ensuring accuracy even if channels have vastly different spend levels.