Protect
Products with defensible economics, sufficient inventory, and stable paid support.
Free template
Product-level ad budget allocation template.
Budget allocation should not be a ROAS leaderboard. Use product economics, mapping quality, inventory readiness, and the strength of the observed signal before choosing what to protect, test, or reduce.
Test
Products with attractive store economics or demand evidence but insufficient paid evidence.
Investigate before cutting
Weak provider performance can be caused by mapping, creative, landing-page, stock, or measurement issues.
01
Allocation scorecard
Review each product with the same decision inputs.
- Shopify contribution before ads
- Compatible mapped paid spend
- Contribution after ads when calculable
- Current inventory
- Observed recent velocity
- Creative coverage
- Mapping coverage
- Provider/account/currency scope
- Decision: protect / test / investigate / pause consideration