Growth & Market
Growth & Market
Budget Planner
Plan the month, then protect it.
A month-scoped plan per channel with live pacing, a settling window that stops budgets being yanked around, and a change history of who moved what and when.
Already a customer? Open Budget Planner in your workspace
- Month scoped
- Only the flights that belong to the month you are viewing
- Settling window
- Budgets held after a change so results can land
- Change history
- Every move logged with its reason and author
- Stop overspending campaign ad budget in week four to hit the plan.
- End the weekly internal argument about which budget number is correct.
- Know who changed the budget, when, and why.
A plan scoped to the month you are in
Every line is scoped to the selected month, so campaigns that finished in a previous flight stop distorting today's pacing. You see planned, spent and forecast close side by side, per network and per line.
- Month scoping that excludes historical flights
- Planned, spent and forecast close per line
- Pacing measured against days elapsed, not gut feel
- Splits by network and campaign
A settling window so budgets are not yo-yoed
When a budget changes, the line is held for the review window before any further recommendation is allowed. Contradictory advice from other parts of the platform is suppressed while the change is still settling.
- Automatic hold after every approved change
- Conflicting recommendations suppressed during the hold
- Critical breaches still escape the hold
- Every hold visible on the line, with the date it lifts
A history of who moved what
Every change to the plan is logged with the previous and new amount, the reason given and the person who made it. Nothing about the budget changes silently.
- Previous and new amounts on every change
- The reason recorded at the time
- Who changed what, and when
The shift
What changes once Budget Planner is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- Budget is rebuilt in a spreadsheet each month and out of date by the second week.
- Recommendations contradict each other, so nobody trusts any of them.
- Nobody checks whether the last budget change worked.
With Hookology
- One plan per month with live pacing against days elapsed.
- One budget number across every screen, held steady while a change settles.
- A complete history of moves, so nothing about the budget changes silently.
The planner stopped the weekly tug of war. Budgets change on evidence, then get left alone long enough to prove it.
Inside the product
What Budget Planner looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On yourworkspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Stop overspending campaign ad budget in week four to hit the plan.
- End the weekly internal argument about which budget number is correct.
- Know who changed the budget, when, and why.
Workspace / Budget Planner
Budget Planner
Northwind Apparel
Budget Planner - October
Month to date
Planned
£24,300
Across 4 active lines
Spent
£19,820
82% of plan
Forecast close
£23,760
£540 under plan
Settling window: Google Shopping was raised on 20 Oct and is held until 27 Oct. Pacing alerts stay quiet while the change settles; a critical breach would still get through.
How confidence works
Three evidence tiers, so nothing is stuck in ‘needs data’
Every Budget Planner finding is labelled with how much evidence sits behind it. As data accumulates it moves up a tier and the recommendation tightens, so thin signals are never presented with the same weight as proven ones.
Tier 1 - Confirmed
Enough of your own history behind the finding
Read straight from your spend, market and demand data, with enough volume behind it that Budget Planner states the position rather than hedging it.
Tier 2 - Emerging
Live signal, volume still building
The movement is real but young, so it is surfaced as directional and flagged for a second look before budget or roadmap time is committed to it.
Tier 3 - Modelled
Too little data to measure directly
Estimated from the patterns your own account has already proven, and always labelled as modelled so it is never mistaken for a measured result.
Every finding ends on one of four verdicts
When
Confirmed evidence and material money attached
What happens
It moves to the top of the queue with an owner and the expected impact stated.
When
Worth doing, but needs a slot rather than a scramble
What happens
It is sized and scheduled into the next cycle instead of jumping the queue.
When
Signal forming, evidence still thin
What happens
Tracked daily and escalated automatically the moment it firms up.
When
Noise, or impact too small to be worth an hour
What happens
Closed out with the reason recorded, so it does not resurface every week.
In practice
How Budget Planner works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your spend, market and demand data are wired up during onboarding, so Budget Planner works from your own numbers on day one rather than a sample workspace.
Step 2
A plan scoped to the month you are in
Every line is scoped to the selected month, so campaigns that finished in a previous flight stop distorting today's pacing.
Step 3
A settling window so budgets are not yo-yoed
When a budget changes, the line is held for the review window before any further recommendation is allowed.
Step 4
We review it with you
Your account manager sets the plan with you at the start of the month and reviews pacing and the change history on your regular call. Nothing sits in a dashboard waiting to be discovered.
Common questions
Most workspaces are live within a few days of the discovery call. Once your platforms are connected we backfill history, so the first session already shows trends rather than an empty screen.
Budget Planner reads your spend, market and demand data directly. Spend, clicks and conversions come straight from the platform; projected value and uplift are modelled from your own figures and labelled as such.
Month scoping that excludes historical flights, Planned, spent and forecast close per line, Pacing measured against days elapsed, not gut feel, Splits by network and campaign, and more.
Your account manager sets the plan with you at the start of the month and reviews pacing and the change history on your regular call.
Why teams use it
- Stop overspending campaign ad budget in week four to hit the plan.
- End the weekly internal argument about which budget number is correct.
- Know who changed the budget, when, and why.
How we set this up with you
Your account manager sets the plan with you at the start of the month and reviews pacing and the change history on your regular call.
Our onboarding processWorks alongside
See Budget Planner running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call