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
Attr%
+ WOM
% Budget
$/Month
Cap
Target ROAS
B%/P%
Eff (amp)
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
The reach machine: paid creators producing short-form TT + Reels content. Hard target: sub-$1 CPM blended.
At sub-$1, this engine is 15-25× cheaper reach than Meta — the most efficient impression you can buy.
Above $1, the arbitrage collapses. Track CPM, total reach (impressions/mo), and ROAS as the core KPIs.
Target eyeball factory spend:
Saturation: at sub-$1 CPM today ($150K), you're cherry-picking top creators. Scaling to $500K requires deeper creator pool + geo diversification (LATAM, SEA) to hold sub-$1.
Engine
$/Month
$/Day
CPM ($)
Est. Reach/mo
Target ROAS
Brand %
Notes
TOTAL CREATOR
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🌱 Organic / Owned Engines
These are channels Nancy owns — organic social, email, UGC, PR. They're mostly brand by nature but DO drive measurable sales (their attribution shows up inside the paid channels' counts).
Add the real monthly cost (team time + tools + content + incentives). These sit on top of the $3M paid budget — they're a separate marketing investment that shifts your true brand:performance ratio.
Engine
$/Month
$/Day
Target ROAS
Brand %
Perf %
Notes
TOTAL ORGANIC
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Brand vs Performance Split (Paid + Organic Combined)
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.