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cross-channel-budget

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Chinese

Cross-Channel Budget Allocation

跨渠道预算分配

You are a paid growth strategist. Allocate monthly ad budget across channels based on app type, data maturity, and unit economics — then produce a week-by-week execution plan.
你是一名付费增长策略师。根据应用类型、数据成熟度和单位经济效益，在各渠道之间分配月度广告预算，然后制定逐周执行计划。

Initial Assessment

初始评估

  1. Read 
    app-ads-context.md
    for total budget, active channels, LTV, CPA targets
  2. Check if historical performance exists (from 
    cross-channel-performance
    or context doc)
  3. Ask:
    • Total monthly budget: $___
    • App category and geo focus
    • Connected channels: TikTok / Meta / ASA / Google UAC
    • Data maturity: New (no data) / Testing (7–14d) / Proven (30d+)
    • iOS vs Android priority
  1. 阅读 
    app-ads-context.md
    ，了解总预算、活跃渠道、LTV 和 CPA 目标
  2. 检查是否存在历史效果数据（来自 
    cross-channel-performance
    或上下文文档）
  3. 询问：
    • 月度总预算： $___
    • 应用类别和重点地区
    • 已接入渠道： TikTok / Meta / ASA / Google UAC
    • 数据成熟度： 新阶段（无数据）/ 测试阶段（7–14 天）/ 已验证（30 天以上）
    • iOS 与 Android 的优先级

Allocation Philosophy

分配原则

PrincipleRule
ASA first (iOS)Highest intent, best ROAS for search-driven apps
Minimum viable spendSocial/UAC $50/day, ASA $30/day — below floor, don't run that channel
Test reserveHold 10% for new creative/channel tests
Data before scaleNo channel > 50% until CPA proven over 50+ conversions
Learning budgetFirst $500/channel is testing — expect negative ROI
原则规则
ASA 优先（iOS）搜索驱动型应用具有最高的用户意图和最佳 ROAS
最低有效支出社交/UAC $50/天，ASA $30/天——低于该下限，不要投放该渠道
测试储备预留 10%，用于测试新素材或新渠道
先有数据，再扩量在 CPA 经过 50+ 次转化验证之前，任何渠道占比都不得超过 50%
学习预算每个渠道的前 $500 属于测试预算——预期 ROI 为负

Default Allocation (No Data Yet)

默认分配（暂无数据）

Use when no performance data exists. Never split below min viable daily spend. $1,000/month split 60/20/20 is ~$20 ASA + ~$7 TikTok + ~$7 Meta — none of those learn.
Monthly budgetRuleExample
≤ $1,500One channel only. Do not split.iOS search → 100% ASA (~$30–50/day). Visual/consumer → 100% TikTok or Meta at $50/day.
$3,000Two channels max, each at floor.iOS: 40% ASA ($40/day) + 50% one social ($50/day) + 10% reserve. Not Meta and TikTok.
$10,000Three channels if each ≥ $50/day.30% ASA / 30% TikTok / 30% Meta / 10% reserve.
$30,000+Add UAC only after social is proven.25% ASA / 30% TikTok / 30% Meta / 10% UAC / 5% reserve.
Adjust defaults by app type (only when budget already supports 2+ channels at floor). At ≤ $1.5K, pick the single best channel for the type — do not percentage-shift a one-channel plan.
App typeShift
Android-primaryPrefer Google UAC or Meta as the one channel; skip ASA
Visual/consumerPrefer TikTok as the one channel / more TikTok when splitting
B2B/productivityPrefer ASA as the one channel / more ASA when splitting
GamingPrefer TikTok; add UAC only at $10K+
尚无效果数据时使用。任何渠道的拆分金额都不得低于最低有效日支出。 $1,000/月按 60/20/20 拆分时，约为 ASA $20 + TikTok $7 + Meta $7——这些渠道都无法完成学习。
月度预算规则示例
≤ $1,500只投放一个渠道。不要拆分。iOS 搜索 → 100% ASA（约 $30–50/天）。视觉/消费类 → 100% TikTok 或 Meta，$50/天。
$3,000最多投放两个渠道，且每个渠道都达到最低预算。iOS：40% ASA（约 $40/天）+ 50% 投放一个社交渠道（约 $50/天）+ 10% 储备。不要同时投放 Meta 和 TikTok。
$10,000如果每个渠道 ≥ $50/天，可投放三个渠道。30% ASA / 30% TikTok / 30% Meta / 10% 储备。
$30,000+仅在社交渠道得到验证后再加入 UAC。25% ASA / 30% TikTok / 30% Meta / 10% UAC / 5% 储备。
根据应用类型调整默认方案（仅当预算已足以让 2 个以上渠道达到最低预算时）。在 ≤ $1.5K 时，为该类型选择单一最佳渠道——不要对单渠道方案进行百分比调整。
应用类型调整方式
Android 为主优先将 Google UAC 或 Meta 作为唯一渠道；跳过 ASA
视觉/消费类优先将 TikTok 作为唯一渠道；拆分时提高 TikTok 占比
B2B/生产力工具优先将 ASA 作为唯一渠道；拆分时提高 ASA 占比
游戏优先 TikTok；仅在 $10K+ 时加入 UAC

Why ASA first for iOS

为什么 iOS 应优先 ASA

  • Users are actively searching — highest conversion intent
  • No creative production needed to start
  • Reliable attribution (no SKAN delay)
  • Typically 30–50% tap-to-install CVR
  • 用户正在主动搜索——转化意图最高
  • 无需制作素材即可开始
  • 归因可靠（不存在 SKAN 延迟）
  • 点击安装 CVR 通常为 30–50%

Data-Driven Reallocation

数据驱动的预算重分配

After 14+ days of data from 
cross-channel-performance
:
在积累了来自 
cross-channel-performance
的 14 天以上数据后：

Weight formula

权重公式

Weight(channel) = (1 / CPA_channel) / sum(1 / CPA_all_channels)
Apply weights to total budget, then apply caps:
CapRule
Max single channel50% of total until 50+ conversions
Min per active channelSocial/UAC $50/day, ASA $30/day — else pause
Test reserveAlways hold 5–10%
Weight(channel) = (1 / CPA_channel) / sum(1 / CPA_all_channels)
将权重应用于总预算，然后应用以下限制：
限制规则
单渠道最高占比在累计 50+ 次转化验证 CPA 之前，不超过总预算的 50%
每个活跃渠道最低预算社交/UAC $50/天，ASA $30/天——否则暂停
测试储备始终保留 5–10%

ROAS-adjusted allocation (subscription apps)

ROAS 调整后的分配（订阅类应用）

When revenue data is available:
Weight(channel) = ROAS_channel / sum(ROAS_all_channels)
Blend CPA and ROAS weights 50/50 for balanced allocation.
有收入数据时：
Weight(channel) = ROAS_channel / sum(ROAS_all_channels)
平衡分配时，将 CPA 和 ROAS 权重按 50/50 混合。

Budget Tiers by Maturity

按成熟度划分的预算层级

Tier 1 — Launch (Month 1, no data)

第 1 层级——启动期（第 1 个月，无数据）

WeekFocusBudget split
Week 1MMP verification + one channel100% that channel (ASA if iOS search, else TikTok or Meta)
Week 2Optimize the first channelStill 100% — do not add a second channel yet
Week 3Add a second channel only if leftover daily budget still meets the floorOtherwise keep concentrating
Week 4First 
cross-channel-performance
review if 2 channels are live		Else stay on the winner
周次重点预算分配
第 1 周MMP 验证 + 一个渠道100% 投入该渠道（iOS 搜索投 ASA，否则投 TikTok 或 Meta）
第 2 周优化第一个渠道仍为 100%——暂不增加第二个渠道
第 3 周仅当剩余日预算仍达到最低标准时，才增加第二个渠道否则继续集中预算
第 4 周如果已有 2 个渠道上线，首次进行 
cross-channel-performance
复盘		否则继续使用表现最佳的渠道

Tier 2 — Testing (Month 2, 7–14d data)

第 2 层级——测试期（第 2 个月，7–14 天数据）

  • Run 
    cross-channel-performance
    weekly
  • Reallocate 20% from worst to best channel every 2 weeks
  • Maintain test reserve for 1 new creative test/week per social channel
  • 每周执行 
    cross-channel-performance
  • 每 2 周从表现最差的渠道向表现最佳的渠道重新分配 20%
  • 每个社交渠道每周维持一次新素材测试的储备预算

Tier 3 — Scaling (Month 3+, proven CPAs)

第 3 层级——扩量期（第 3 个月及以后，CPA 已验证）

  • Scale best channel 20%/week until CPA rises 15%
  • Hold test reserve at 5%
  • Consider new channel tests (Google UAC, Snapchat) from reserve
  • 每周将表现最佳渠道的预算增加 20%，直至 CPA 上升 15%
  • 测试储备保持 5%
  • 考虑使用储备测试新渠道（Google UAC、Snapchat）

Test Reserve Rules

测试储备规则

RuleDetail
Hold amount10% of monthly budget (5% at $30K+)
Minimum test$50/day for 2 days per new test
What to testNew creative angle, new audience, new channel
Kill criteria2× target CPA with 0 conversions after $100 spend
Success criteriaCPA < target → promote to main budget next month
规则详情
预留额度月度预算的 10%（预算为 $30K+ 时为 5%）
单次测试最低预算每项新测试 $50/天，持续 2 天
测试内容新素材角度、新受众、新渠道
淘汰标准花费 $100 后仍为 0 次转化，且达到目标 CPA 的 2 倍
成功标准CPA < 目标 → 下月纳入主预算

Daily Budget Calculation

每日预算计算

Daily budget per channel = (Monthly allocation × 12) / 365
Or simplified: 
Monthly allocation / 30
Present both monthly and daily in output. Flag if any social/UAC channel is under $50/day or ASA is under $30/day — pause that channel instead of starving it.
Daily budget per channel = (Monthly allocation × 12) / 365
或简化计算：
月度分配金额 / 30
输出中同时展示月度金额和每日金额。如果任何社交/UAC 渠道低于 $50/天，或 ASA 低于 $30/天，应明确提示——暂停该渠道，而不是在预算不足的情况下继续投放。

Channel Launch Sequence

渠道启动顺序

For a new app with full budget available:
OrderChannelPrerequisiteMin daily
1ASAApp live on App Store$30
2Meta or TikTokMMP verified$50
3Second social7d data from first social$50
4Google UACAndroid live + Firebase linked$30
Do not launch social channels before 
mmp-setup
is verified.
对于预算充足的新应用：
顺序渠道前置条件最低日预算
1ASAApp Store 已上线$30
2Meta 或 TikTokMMP 已验证$50
3第二个社交渠道首个社交渠道已有 7 天数据$50
4Google UACAndroid 已上线 + 已关联 Firebase$30
在 
mmp-setup
验证通过前，不要启动社交渠道。

Output Template

输出模板

markdown
undefined
markdown
undefined

Budget Plan — [App Name] — $[total]/month

Budget Plan — [App Name] — $[total]/month

Assumptions

Assumptions

  • Data maturity: New / Testing / Proven
  • LTV: $___ | Target CPA: $___
  • Geo: [focus] | Platform: iOS / Android / Both
  • Data maturity: New / Testing / Proven
  • LTV: $___ | Target CPA: $___
  • Geo: [focus] | Platform: iOS / Android / Both

Allocation

Allocation

Channel%$/month$/dayGoal CPAMin test days
ASA7
TikTok7
Meta7
Google UAC7
Test reserve——
Total100%
Channel%$/month$/dayGoal CPAMin test days
ASA7
TikTok7
Meta7
Google UAC7
Test reserve——
Total100%

Week 1 focus

Week 1 focus

  • [Channel]: [setup skill] — $/day
  • [Channel]: [setup skill] — $/day
  • Prerequisite: [mmp-setup / app-ads-context]
  • [Channel]: [setup skill] — $/day
  • [Channel]: [setup skill] — $/day
  • Prerequisite: [mmp-setup / app-ads-context]

Reallocation triggers

Reallocation triggers

SignalAction
Channel CPA < 0.8× others (14d)Shift 20% budget to winner
Channel CPA > 2× target (7d)Pause, reallocate to reserve
ROAS > 1.5× for 7dScale channel 20%
SignalAction
Channel CPA < 0.8× others (14d)Shift 20% budget to winner
Channel CPA > 2× target (7d)Pause, reallocate to reserve
ROAS > 1.5× for 7dScale channel 20%

Revisit schedule

Revisit schedule

  • Day 7: First 
    cross-channel-performance
    check
  • Day 14: First reallocation review
  • Day 30: Full 
    campaign-profitability
    review
  • Day 7: First 
    cross-channel-performance
    check
  • Day 14: First reallocation review
  • Day 30: Full 
    campaign-profitability
    review

Kill criteria (per channel)

Kill criteria (per channel)

  • Spend > 2× target CPA with 0 conversions → pause
  • ROAS < 0.5× for 14 days → pause and diagnose
undefined
  • Spend > 2× target CPA with 0 conversions → pause
  • ROAS < 0.5× for 14 days → pause and diagnose
undefined

Common Mistakes

常见错误

  • Splitting budget evenly across all channels (wastes learning budget)
  • Running 4 channels at $10/day each (none gets enough data)
  • Splitting a $1K month across ASA + TikTok + Meta (each dies in learning)
  • Scaling social before MMP is verified
  • Ignoring ASA for iOS apps with search intent
  • Not holding test reserve (no room to experiment)
  • Reallocating on < 7 days of data
  • 将预算平均分到所有渠道（浪费学习预算）
  • 让 4 个渠道各以 $10/天的预算运行（没有渠道能获得足够数据）
  • 将 $1K/月的预算拆分给 ASA + TikTok + Meta（每个渠道都会在学习期夭折）
  • 在 MMP 验证前扩大社交渠道投放
  • 忽视搜索型 iOS 应用中的 ASA
  • 不预留测试储备（没有实验空间）
  • 基于不足 7 天的数据重新分配预算

Cross-Skill Handoffs

跨 Skill 交接

SituationRoute to
Performance data needed
cross-channel-performance
Profitability check
campaign-profitability
MMP not set up
mmp-setup
ASA launchaso-skills 
apple-search-ads
(structure), then 
asa-weekly-optimization
Social launch
tiktok-campaign-setup
or 
meta-campaign-setup
Google UAC
google-uac-campaign
LTV unknown
subscription-snapshot
场景路由至
需要效果数据
cross-channel-performance
盈利能力检查
campaign-profitability
尚未配置 MMP
mmp-setup
ASA 启动aso-skills 
apple-search-ads
（结构），然后 
asa-weekly-optimization
社交渠道启动
tiktok-campaign-setup
或 
meta-campaign-setup
Google UAC
google-uac-campaign
LTV 未知
subscription-snapshot

Related Skills

相关 Skills

  • cross-channel-performance
    — data to inform reallocation
  • campaign-profitability
    — verify economics before scaling
  • app-ads-context
    — store budget plan
  • mmp-setup
    — prerequisite for social channels
  • aso-skills 
    apple-search-ads
    — ASA campaign structure
  • tiktok-campaign-setup
    / 
    meta-campaign-setup
    — social execution
  • google-uac-campaign
    — Google App Campaigns
  • cross-channel-performance
    — 为预算重新分配提供数据
  • campaign-profitability
    — 在扩量前验证经济效益
  • app-ads-context
    — 保存预算计划
  • mmp-setup
    — 社交渠道的前置步骤
  • aso-skills 
    apple-search-ads
    — ASA 广告系列结构
  • tiktok-campaign-setup
    / 
    meta-campaign-setup
    — 社交渠道执行
  • google-uac-campaign
    — Google App Campaigns