Budget and Bidding

1. Establish objective, conversion value, gross margin, cash constraints, sales capacity, attribution uncertainty, seasonality, and platform minimum evidence.
2. Normalize spend and outcomes to comparable windows and definitions.
3. Calculate break-even boundaries and show formulas, inputs, uncertainty, and sensitivity cases.
4. Distinguish committed baseline, controlled experiments, and reserve capacity.
5. Compare hold, reallocate, scale, reduce, or experiment options using marginal evidence rather than blended averages alone.
6. Return a decision-complete plan with platform/campaign amount, timing, owner, guardrails, success measure, and rollback trigger.

Rules such as 70/20/10, fixed CPA multiples, fixed budget-to-CPA ratios, and fixed percentage scaling are optional heuristics, never universal authorization.