Budget & off-platform spend
Log spend that isn't on an ad platform, set budgets, and track run-rate against plan.
The Budget tab captures the spend your ad platforms don't see - retainers, sponsorships, print, events - and tracks all of it against a plan, so attribution and ROAS reflect your real costs.
Spend channels
On first visit, the platform seeds a channel for each connected ad platform plus common offline categories. You can rename, add or retire channels to match how you actually budget.
Logging spend
Add spend entries against a channel: amount, date, a label, and optionally an end date (so a retainer spreads pro-rata across the period rather than landing in one lump).
Budgets & run-rate
Set a monthly budget per channel, and the platform tracks your run-rate - whether you're ahead of or behind plan. Variance bands flag when you drift (amber around 20%, red around 40%), and those alerts surface in Today.
Why it matters
Off-platform spend flows into Attribution, so blended ROAS accounts for every pound, not just ad spend. Budget events and variance also feed the Brain, sharpening its read on efficiency.
Your team sets budgets and logs spend per client; variance alerts help you stay ahead of overspend across the portfolio.