Budget & KPI Planning Sheet

Funnel stage target

• Awareness / Consideration / Conversion / Loyalty

Budget

• Total vs daily:
• Pacing (even vs front-loaded):

KPI targets (set before launch)

• Awareness: impressions, video views, CTR
• Consideration: CTR, shelf visits, ATC
• Conversion: ROAS, CVR, sales
• Loyalty: repeat purchase rate, retention/brand audience performance

Bid posture

• Conservative / baseline / aggressive
• Notes (reserve price considerations, competitor intensity, launch vs always-on):