Budget allocation is one of your highest-leverage paid media decisions.
Your platforms optimise in silos. But your budget needs to work as one. Antimetric gives you a cross-channel model that identifies where budget is underperforming — and tells you where to move it.
One model above all your platforms. Evaluates hundreds of allocation scenarios each week and tells you where to move budget for stronger overall performance.
Applies portfolio-style optimisation to campaigns, treating each as a source of expected return, variability, and interaction with the rest of the account.
The Challenge
Platform Silos Are Costing You Revenue
You're running paid media across Google, Meta, LinkedIn, TikTok — and likely more. Each platform optimises brilliantly within its own walls. But it's much harder to optimise the whole picture.
Platform Attribution Is Self-Serving
Google, Meta, LinkedIn — each platform claims credit and optimises within its own walls. The result? Inflated numbers that make their performance look better than it is.
MMM Requires a Data Science Team
Marketing mix modelling works — but deploying it requires months of build time and specialist expertise most teams simply don't have.
Budget Decisions Made on Incomplete Data
Without a cross-channel view, you're optimising parts while the whole suffers. Revenue is left on the table every single week.
Cross-Channel Budget Optimisation
One cross-channel model built to support budget decisions across all your platforms. It ingests your actual spend and conversion data — not platform-reported attribution — and estimates the budget split most likely to improve total performance across your paid portfolio.
- Tests hundreds of allocation scenarios every week
- Clear table: specific recommended moves across channels
- Expected uplift and confidence level for every change
- No data science team. No six-month build.
Example model output: +36 projected additional conversions (+11.6%)
Budget Allocation — Current vs Optimised
Channel Detail
| Channel | Current | Optimised | Change |
|---|---|---|---|
| Shopping Feeds | 409 | 512 | ↑ +25.1% |
| Search Foundation | 420 | 548 | ↑ +30.6% |
| Social Growth | 409 | 310 | ↓ −24.1% |
| Display Awareness | 329 | 265 | ↓ −19.5% |
| Video Branding | 436 | 389 | ↓ −10.8% |
| Retargeting | 208 | 142 | ↓ −31.4% |
| Affiliate Network | 230 | 274 | ↑ +19.1% |
Projections are based on historical performance data and scenario modelling. Actual results depend on implementation, data quality, market conditions, and conversion lag.
Insights
Key findings and recommended actions for your marketing portfolio.
STATUS-QUO ROI
122.6%
OPTIMISED ROI
126.2%
+2.9% lift
ROI LIFT
+2.9%
REVENUE UPLIFT
£2,477
Risk Distribution
Projections are based on historical performance data and scenario modelling. Actual results depend on implementation, data quality, market conditions, and conversion lag.
Within-Platform Portfolio Management
Even inside each platform, campaigns are optimised in isolation. But they're not isolated — they're one portfolio working toward one goal. Portfolio King applies the mathematics of portfolio management to treat every campaign as an asset with an expected return, a risk profile, and a relationship to every other campaign.
- Every campaign has an expected return, risk profile, and relationship to others
- Budget allocated to maximise return at a given risk level
- Not campaign by campaign — optimised as a whole portfolio
Process
From Raw Data to Clear Action
A simple four-step cycle that runs every week.
Share Your Raw Data
Raw exports from your ad platforms — Google, Meta, LinkedIn, TikTok — plus your CRM or funnel data showing conversions and pipeline. No API access required.
We Run the Analysis
Sophisticated allocation recommendations across all campaigns and channels, identifying where additional budget is most likely to deliver stronger incremental return.
You Get a Clear Plan
Your weekly budget plan with a clear summary of what to change, why it matters, and the expected impact on conversions. No complex dashboards.
We Measure the Impact
Built-in test framework to validate your changes delivered the expected results, supporting continuous improvement and clearer measurement of ROI.
Weekly Output
What You Receive Each Week
No guesswork. No complex dashboards. Just clear direction.
Clear Action Items
3–5 specific moves: which campaigns to cut, cap, or scale — clear recommended changes to implement.
Budget Comparison
Current vs. proposed budget table showing exactly where money is shifting across platforms and campaigns.
Expected Impact
Clear range showing projected improvement in conversions, pipeline, or cost per lead.
One-Page Summary
Brief explanation of the underlying logic — why these changes will work and what to watch for.
Test Plan
How to validate results and prove the recommendations performed in line with the model's expectations.
Pilot Programme
Start in Days, Not Months.
A 4–6 week pilot designed to prove value with minimal commitment. Low setup burden, high signal on performance.
What we'll demonstrate
30-Minute Discovery Call
We'll assess fit, review your current setup, and identify quick wins in your media mix.
Share Basic Data
One set of platform exports and your conversion or pipeline data — no API access required.
Define Point of Contact
Someone who owns the budget and can implement weekly recommendations.
Pilot Launch
Start the 4–6 week programme and get your first recommendations in days.
Ready to Stop Guessing?
Let's assess your media mix and identify the budget moves that will make the biggest difference.
Book Your Discovery Call →No commitment · No API access required · Results in days