Amazon Marketing Cloud tool

DSP Budget Split Calculator

Enter a budget and weights. The tool splits it and names, per stage, the AMC analysis with which you measure it. The weights are your assumptions, not an Amazon recommendation.

Enter a budget and weights to see the split.

The calculation runs in your browser. No input is transmitted.

Notes

Measurement plan per stage

  • Awareness: Reach and frequency: reach and frequency query, optimal frequency playbook. →
  • Consideration: Paths and new customers: path to conversion query, new-to-brand analysis. →
  • Retargeting: Time to purchase and effect: time to conversion, campaign lift query. →
  • The default 40/40/20 is an editable example, not a benchmark. The weights should come from your goals and your own measurement.
  • The amounts always add up exactly to the total budget; the rounding remainder goes to the last stage.