# Advertising allocation and test brief

This worksheet supports the Variafy budget-allocation article. The filled example in that article is hypothetical. Complete the blanks with your own evidence before authorizing spend.

## Decision to approve

**Business and offer:**

**Location or segment:**

**Unique customer or outcome definition:**

**Acquisition cohort and observation cutoff:**

**Source coverage and missing evidence:**

## Budget

| Component | Media amount | Non-media amount | Currency | Period | Purpose |
| --- | --- | --- | --- | --- | --- |
| Supported Google baseline | | | | | |
| Supported Meta baseline | | | | | |
| Additional test | | | | | |
| Uncommitted reserve | | | | | |
| Total authorization | | | | | |

The authorization is a planning ceiling. Confirm how each platform's actual spending settings work before applying them.

## Economics and capacity

- Contribution per acquired customer before acquisition costs:
- Profit reserve and other required allowance:
- Maximum permitted customer acquisition cost, with included costs:
- Qualified-to-customer rate and the mature cohort used to estimate it:
- Additional customers the business can serve:
- Cash requirement and expected collection timing:

## Test contract

- Question or hypothesis:
- Proposed change, with the baseline preserved:
- Evidence behind the forecast:
- Assumed outcome range, not just a point estimate:
- Maximum additional commitment:
- Business outcome and acceptance rule:
- Expected observation period, supported by the conversion cycle:
- Known failures requiring earlier intervention:
- Data and snapshots to preserve:
- Factors that could confound a before/after comparison:
- Decision owner:
- Review date:

## Review result

- Observed spend:
- Observed outcomes and source completeness:
- Cohort age:
- Estimates kept separate from observed outcomes:
- Decision: observe / repair / investigate / approve another bounded step / stop:
- Reason and evidence:
- Owner and next review date: