# App marketing budget template

Use with https://caldmartech.com/articles/app-marketing-budget
Amounts and rates must come from your own forecast or quote. Illustrative examples in the guide are not benchmarks.

## Decision and constraints
- Hypothesis, market, platform and channel:
- Primary outcome, trigger and exclusions:
- Cash loss limit and test end date:
- Evaluation horizon and conversion delay:
- Contribution per payer after variable costs/refunds:
- Maximum acquisition allowance per payer:
- Expected payer/install rate (assumption and evidence):
- Implied media CPI allowance = payer allowance × payer/install rate:

## Cost plan
| Line | Setup month | Recurring month | Basis/quote | Owner | Actual |
| --- | --- | --- | --- | --- | --- |
| Measurement setup and QA | | | | | |
| Creative and store assets | | | | | |
| Media | | | | | |
| Tools and required exports | | | | | |
| Operations, including internal time | | | | | |
| Reserve (unspent unless approved) | | | | | |
| Total | | | | | |

## Sensitivity and outcomes
- Installs = media spend ÷ CPI assumption:
- First-time payers = acquired installs × payer rate assumption:
- Media cost/payer = media spend ÷ attributed first-time payers:
- Fully loaded cost/payer = all actual acquisition costs ÷ same payer cohort:
- Cumulative setup and recurring payback:
- Lower-payer-rate scenario:
- Denominator, attribution window, currency, timezone and exclusions:
- Distinguish attributed outcomes from incremental outcomes:

## Acceptance and monitoring
- Completed/failed/retried payment test evidence:
- Source-to-destination reconciliation and owner:
- Consent, identity and field minimization:
- Spend pacing and platform budget behavior checked against current docs:
- Synthetic records excluded from ads/messaging/revenue:
- Pause conditions and escalation:
- Revise/scale decision, minimum evidence and owner:
- Review date and change log: