Creative testing budget calculator
Allocate a fixed spend across concepts and days to see the implied daily spend per concept.
Last updated
Written by Madly editorial
01 / Your inputs
Run the numbers
Example figures are filled in so you can see a result straight away. Replace them with your own. Results update as you type; no data is sent or saved.
Number of distinct creative concepts in the test.
Number of days each concept is planned to run.
Planned daily media spend allocated to each concept.
02 / Calculation
Total test spend
Calculated result
£280.00
Unit: £
Formula
Total test spend (£) = concepts × days × daily spend per concept (£/day).
How to read this
If you divide a limited budget across too many concepts, each may have too little data to interpret. Define the success measure before testing.
Assumptions
Spend is split evenly; auction delivery and results will not necessarily be even. No minimum statistical power or conversion volume is implied.
How to use this tool
- Decide how many creative variants you want to compare.
- Choose how many conversions or clicks each needs before you judge it.
- Enter your expected cost for that action.
- Read the total spend needed and cut variants if it is more than you can afford.
Worked example
Illustrative example: 4 concepts × 7 days × £15 per concept per day gives £420 total.
What this measures
A testing budget is a constraint to plan around, not evidence that any idea will produce a reliable result.
Formula and units
Total test spend (£) = concepts × days × daily spend per concept (£/day).
Assumptions and review notes
Spend is split evenly; auction delivery and results will not necessarily be even. No minimum statistical power or conversion volume is implied.
If you divide a limited budget across too many concepts, each may have too little data to interpret. Define the success measure before testing.
A good test budget buys enough results to see a real difference, not just noise. Small budgets can only detect large differences, so if your budget is small, test bold changes in concept rather than small tweaks. Be honest that a budget too small to reach a result is wasted rather than cautious.
- Number of variants.
- Action you measure: clicks, add to carts or purchases.
- Expected cost per action.
- Size of difference you care about.
- Testing too many variants for the budget.
- Calling a winner after a few conversions.
- Changing several things per variant.
- Ending tests on a day with unusual traffic.
A closer look
Common questions.
- How much should I budget to test creative?
- Enough for each variant to reach the number of results you decided in advance, at your expected cost per result.
- How many creatives should I test?
- Few enough that each gets a fair share. Two to four is common for small budgets.
- Should I test on purchases or clicks?
- Purchases are the truest measure but cost more. Earlier steps give faster but weaker signals.
- How long should a test run?
- Until the results you set are reached, and across at least a normal weekly cycle where you can.
- How do I know the winner is real?
- Use the A/B significance calculator on the final numbers.