Back to Glossary
Budget
Channel Mix
The percentage distribution of ad spend across advertising platforms. A typical DTC ecommerce channel mix might be 50% Meta, 25% Google, 15% TikTok, 10% other. The optimal mix varies by brand, product category, AOV, and customer demographics. The right channel mix changes over time as channels mature, costs shift, and audience behavior evolves. Brands that lock into a static channel mix leave money on the table.
Why it matters
Channels interact. Cutting an upper-funnel channel often degrades the performance of a lower-funnel one, which then looks like a separate problem.
In practice
Change one channel at a time and hold the rest, or you cannot attribute the outcome to the change.
Related terms