What is a digital media plan?
A digital media plan connects an advertising budget to online channels, campaign timing and expected delivery. Choose branding, lead generation or sales. The tool suggests a starting channel mix and fills in editable assumptions, so you do not need to build every row yourself.
Build your media plan template from a short brief
Describe your business, choose or search for an industry, then set the objective, target market, advertising spend, currency and duration. Select Generate my media plan. Review the suggested allocation, expand any channel to edit its assumptions and download Excel. No funnel-stage knowledge or account connection is required.
Choose the outcome you need
Branding shows impressions, clicks and modelled channel reach using an editable frequency assumption. Lead generation shows leads and cost per lead. Sales shows purchases and cost per sale; add an average order value if you also want revenue and media ROAS. These are forecasts, not promised results.
How target market and currency work
Target market selects the starting rate basis. India uses reference-plan and illustrative assumptions. The US search reference comes from a published 2025 dataset; other channels use labelled planning assumptions. Unsupported markets use an explicitly labelled US-based fallback, not a claimed local benchmark. Currency conversion changes money values, not CTR or conversion percentages. The editable exchange-rate snapshot is dated 9 October 2026; it is not a live quote.
Media plan example: a 100,000 advertising budget
For an illustrative India lead campaign lasting 30 days, the starting allocation is 60,000 to search and 40,000 to Meta. At a CPC of 65, search produces about 923 clicks; a 3% click-to-lead rate gives about 28 leads. Meta produces about 615 clicks; a 2.9% lead rate gives about 18 leads. The combined unrounded forecast is about 45.54 lead events at a cost per lead of 2,195.95. All amounts use the same currency. Rounded channel counts may not add exactly to the rounded total.
Understand the formulas before changing assumptions
For CPC buying, clicks equal spend divided by CPC, and impressions equal clicks divided by CTR. For CPM buying, impressions equal spend divided by CPM multiplied by 1,000; clicks equal impressions multiplied by CTR. Leads or purchases equal clicks multiplied by the relevant conversion rate. Percentages are divided by 100 in the browser. Cost per result equals spend divided by results.
What your Excel download contains
The media plan template for Excel contains two sheets: Media plan presents the objective-specific channel forecast; Plan inputs holds the editable budget, rates, percentages and source notes. Light grey cells are editable and report formulas update from those inputs. Change the market, currency or channel selection in the tool and export again. There are no offline placements, agency fees or funnel-stage sections.
Keep assumptions and additional costs clear
The budget you enter is advertising spend only. Optional production and taxes are added separately, without reducing media allocation. The suggested split is a starting planning rule, not an optimised platform recommendation. A small daily budget starts on one channel to avoid spreading it too thinly. Industry groups help describe the brief; they do not imply verified benchmarks for every sector.
Read reach and conversion forecasts carefully
Channel reach is impressions divided by assumed frequency. If you supply a potential audience limit, reach is capped and implied frequency rises. Audiences can overlap across channels, so we do not add them into a unique reach total. Potential audience sizes are not invented. Search demand, platform availability and delivery capacity must be checked before committing spend.
Review and save your plan
Adjust channel shares to total 100%, replace assumptions with current account data where possible, and check that the conversion definition matches your campaign. Download before leaving: the plan is created in your browser and is not saved to your account. Your brief is not sent to an AI service.
