Based on 27,475 Zigpoll responses (last 30 days). Adjust total budget, channel %s, or WOM attribution model — see how everything shifts.
Total monthly marketing budget
$3,000,000/month · $100,000/day
Allocation preset
Adjusted for diminishing returns on Meta + branded search defense on Google + scale-up on under-indexed TikTok
🗣️ Word-of-Mouth Attribution Model
WOM is 10.9% of attribution (3,013 buyers/month). But it doesn't come from nowhere — it's amplified by paid channels.
Assign what % of WOM each channel deserves credit for below. The default model assumes most WOM is downstream of Meta + creator content + TikTok virality.
Editing here recalculates the Amplified Attribution column in the table.
Total WOM credit allocated: 100%
Channel Allocation
Direct Attribution+ WOM Credit (amplified)Your spend
Channel
Direct Attr%
Amplified Attr%
% of Budget
$/Month
Brand % / Perf %
Direct Eff
Amplified Eff
Attr vs Spend
TOTAL
100.0%
100.0%
100.0%✓
$3,000,000
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How to read this
Direct Attribution % — what buyers said in the survey. Fixed. Amplified Attribution % = direct + the channel's share of WOM (you set the model above). Captures the "this channel drives word-of-mouth" effect. % of Budget / $ Spend — what you allocate. Synced both ways. Direct Efficiency = Direct Attr% ÷ Spend%. Honest but doesn't credit WOM amplification. Amplified Efficiency = Amplified Attr% ÷ Spend%. Credits the channel for the WOM it generates. Higher = better value. ≥2.0 great1.2-2.0 good0.8-1.2 ok0.5-0.8 watch<0.5 over
Brand vs Performance Split
Each channel's spend has a brand component (awareness, long-term equity) and performance component (direct response, short-term sales).
Adjust the Brand % column above to reflect what mix you're actually running in each channel.
Industry benchmark for DTC at scale: ~60% performance / 40% brand (Les Binet / IPA research). Below 30% brand = under-investing in long-term growth.