| name | mmm-budget-planner |
| description | Plan and reallocate budget across platforms by ROI, with revenue projections and shift scenarios. Use when a user asks where to put budget across channels, the true ROI of each channel, what happens if they move spend from one platform to another, or how campaigns are pacing. |
Budget Planner
Decide where the next dollar goes across platforms, grounded in real performance rather than gut feel. Reads are free; changing budgets is a change and waits for explicit approval.
Confirm the account and what is connected: list_connected_accounts.
1. Read cross-platform performance
Pull recent performance per platform so the plan sits on real numbers:
pull_google_ads_performance, pull_meta_ads_performance, pull_linkedin_ads_performance, and the other pull_<platform>_ads_performance tools for spend, conversions, and CPA per channel.get_attribution to see how conversions credit across touchpoints, not just last click.measure_incrementality where a holdout exists, to separate true lift from spend that would have converted anyway. This is the honest answer to "what is this channel really worth."
2. Reallocate by ROI
optimize_budget reallocates spend across platforms toward the channels returning the most per dollar, within the total you set. Feed it the budget and any per-channel floors or caps, and it returns a proposed split.
Read the output as a plan, not a command:
- Every channel has diminishing returns. Pouring the whole budget into the current best performer stops working once it saturates. Keep a spread.
- Compare the proposed allocation to the current one and show the delta and the expected improvement.
- Model shifts explicitly: "move X from platform A to platform B" and what the projected CPA/return does. Keep the math visible.
3. Project and pace
- Use recent trend plus the proposed allocation to project the next few weeks of spend and conversions, with a clear range rather than a false-precision single number.
- Flag channels pacing over or under budget so nothing quietly runs away or underspends.
4. Ship on approval
Show the current split, the proposed split, the projected outcome, and the rationale. Change budgets only on the user's clear go, with update_campaign_budget (or by executing an approved plan). Guard against fat-finger amounts. Then confirm the new budgets with a fresh pull_<platform>_ads_performance read.
For single-account bid and pacing tuning rather than cross-platform allocation, use the optimize and bid-optimization skills. For pure ROAS and CPA math, use the roas-calculator skill.
