DBA · Dynamic Budget Allocator
Allocate your advertising budget across media every day
DBA (Dynamic Budget Allocator) is the Babuin algorithm that decides how much to invest in Google, Meta, TikTok and the rest of your media. It measures every channel against your business’s sales and moves the investment towards what performs best.
Optimizing each channel separately doesn’t optimize the total
Each platform has its own bidding algorithm, but none of them decides how much you should be investing in the others. That allocation is usually done by hand, with data that doesn’t match up.
Each medium claims its own conversions
Google, Meta and TikTok count the same sale several times. Added together, their conversions exceed the real sales in your CRM.
The allocation stays fixed
The budget is decided at planning time and rarely revisited. Meanwhile, each channel’s performance changes from one week to the next.
Nobody compares with the same yardstick
Without a common measure, comparing Meta’s cost per sale with Google’s is comparing different metrics.
Why each platform’s figures don’t match each other: advertising attribution, six causes and how to measure with a single reference.
A daily cycle measured against your source of truth
Multichannel budget allocation with a single reference: the results your business records.
- 01 · read
Spend and results
It reads how much was invested yesterday in each medium and the results recorded by your source of truth.
- 02 · compare
Cost per real result
It calculates what each sale, lead or install costs on each channel, with the same measure for all of them.
- 03 · allocate
Move the investment
It assigns more budget to the media that deliver the most results per euro and less to those that deliver fewer, without changing the total.
- 04 · repeat
Every day
The next day it measures again. The allocation follows real performance as it changes.
Allocating spend across Google, Meta and TikTok
An advertiser invests €1,000 a day across three media. Sales are measured in its CRM. The numbers are made up to explain the mechanism.
Day 1 · fixed allocation
| Medium | Spend | Platform conv. | CRM sales | €/sale |
|---|---|---|---|---|
| Google Ads | 400 € | 6 | 4 | 100 € |
| Meta | 400 € | 5 | 2 | 200 € |
| TikTok | 200 € | 4 | 2 | 100 € |
| Total | 1,000 € | 15 | 8 | 125 € |
The platforms add up to 15 conversions; the CRM records 8 sales. Measured against the CRM, Meta costs twice as much per sale as Google and TikTok.
Day 4 · allocation with DBA
| Medium | Spend | CRM sales | €/sale |
|---|---|---|---|
| Google Ads | 500 € | 5 | 100 € |
| Meta | 200 € | 1 | 200 € |
| TikTok | 300 € | 3 | 100 € |
| Total | 1,000 € | 9 | 111 € |
With the same €1,000, DBA has moved investment from Meta to Google and TikTok. In this example, sales go from 8 to 9 and the cost per sale drops from €125 to €111.
What happens when the allocation follows the sales
The numbers come from the client’s CRM or MMP, not from the platforms’ dashboards. See the case studies in detail.
VodaPay · Vodacom South Africa
With 19% of the budget reallocated
“Working with MonkeyFlux was a game changer for Vodacom South Africa. Thanks to their data-driven approach and advanced optimization technology, we saw a huge uplift in Vodapay app installs and in-app engagement”
Head of Marketing, Vodacom Financial Services · Source of truth: Adjust
FLiPO · Spain
Lead Ads on Meta, same investment
“We tried MonkeyFlux with a test and within a month we had already improved results. It was so clear-cut that today it is part of our advertising investment strategy.”
CEO of FLiPO · DBA and MonkeyBot
About budget allocation
What is DBA?
DBA stands for Dynamic Budget Allocator. It is the Babuin algorithm that decides how much budget each medium receives. Every day it compares what it has invested in each channel with the results recorded in your source of truth and moves the investment towards the media that produce the most results per euro.
How often does the allocation change?
Every day. The allocation is recalculated with your business’s most recent results, instead of being set once a quarter in a planning spreadsheet.
Which media does it allocate across?
Across the media you invest in and that Babuin has connected, such as Google Ads, Meta and TikTok. The logic is the same with more channels: all of them are measured by the same yardstick.
Does DBA change my total budget?
No. DBA allocates the budget you define. What changes is how much each medium receives.
Does it replace each platform’s automated bidding?
No. DBA decides the allocation across media. The bids within each medium are optimized by MonkeyBot, also with your business data.
What data does it need?
The daily spend of each medium, which Babuin reads from the platforms, and the business results from your source of truth: sales from the CRM or ERP, installs from the MMP, orders from the e-commerce or a spreadsheet. See integrations.
Who does it work best for?
Advertisers investing in two or more media at once: lead generation with a CRM, e-commerce with margin or LTV, or apps with an MMP. And who want to decide the split by business result.
How is it different from Google’s smart bidding or Meta’s Advantage+?
Each platform’s automation optimizes towards its own metrics and only within its own ecosystem. MonkeyFlux optimizes across networks and against your source of truth: the sales, leads or installs your business records. If a network reports conversions your CRM doesn’t see, DBA takes budget away from it.
Does it only work for performance, or for branding too?
We run campaigns across the entire funnel: branding and performance. DBA optimizes against the KPI you define for each stage (impressions, reach or VTR for branding; leads, installs or sales for performance) and you can have several DBAs working along the funnel at the same time.
When will I start to see improvements?
Our algorithms go through a learning phase in which they gather information about inventory, cost and demand in order to make future estimates. How long it takes depends on the history available, but results should start to show within about two weeks.
Keep exploring
Babuin
The complete platform: data connection, algorithms and reports.
View page →
MonkeyBot: the digital trader for every campaign
Bids per slot, forecasts whether a buy is worth it and audits every bid.
View page →Integrations
CRM, ERP, Adjust, AppsFlyer, GA4, e-commerce or Excel as the source of truth.
View page →Allocate your spend based on your sales
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