MGID Budget Reallocator

Use when moving or rebalancing MGID daily budget between campaigns — e.g. "reallocate budget", "campaign is capped but performing", "shift budget from B to A", "under-spending donor".

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MGID Budget Reallocator

Identifies donor/recipient pairs for daily limit shifts. Rules and formulas live here — simulator only merges results.

Tools: tool reference
Assumptions: threshold assumptions

Prerequisite: mgid-tracking-health-monitor pass.

Required inputs

Input Required Default
Scope Yes campaign list from simulator scope, or all active when run standalone
Date range Yes last 7 days
Goal Yes user or from get_campaign bidding
Target CPA/ROAS If needed bidding.price when strategy=cpa, else user must supply

There is no get_account_goals.

MCP tools

Tool Purpose
get_portfolio_statistics One call — spend, conversions, CPA and profit for every campaign
list_campaigns status, type, limits.dailyLimit, bidding (config)
get_campaign limits detail if needed
get_campaign_statistics Only for shortlisted campaigns — daily spend rows for cap-binding detection

Rank the whole account from one get_portfolio_statistics call, shortlist the donors and recipients, and only then spend a get_campaign_statistics call per shortlisted campaign to tell a budget-capped winner from a bid-constrained one. That distinction needs daily rows; ranking does not.

Donor criteria (all required)

  1. Active
  2. ASSUMPTION: avg daily spend < 85% of limits.dailyLimit over lookback
  3. KPI on target (CPA ≤ target × 1.1 or ROAS ≥ target × 0.9) from statistics totals
  4. ≥ 3 days with spend in lookback
  5. Tracking gate pass for this campaign

Recipient criteria — increase_budget (all required)

Recommend daily limit increase only when the campaign is budget-capped, not merely profitable:

  1. Active, tracking OK
  2. ASSUMPTION: spend ≥ 95% of limits.dailyLimit on ≥ 5 of last 7 days (from get_campaign_statistics daily rows)
  3. CPA ≤ target × 1.1 or ROAS ≥ target × 0.9 with ≥ 10 conversions in period
  4. Daily limit > 0

Do not recommend increase_budget when avg daily spend < 85% of dailyLimit — budget is not the binding constraint.

Underutilized budget — increase_tcpa instead

When a campaign is under-spending (< 85% of dailyLimit) but KPI-positive (CPA on target or ROAS ≥ 100%):

  • Recommend increase_tcpa (update_campaign → bidding.price), not a budget increase
  • ASSUMPTION: suggest +5–15% on target CPA; cap single-step change at 15%
  • Rationale: bid/target CPA is limiting auction wins, not budget headroom

Budget increase sizing (capped campaigns)

When recommending increase_budget:

  1. Fetch daily spend rows + limits.dailyLimit from get_campaign
  2. Optional: run_custom_report with dimensions: ["hour"] and metrics spent, winRate to see when the cap binds and how much demand is left on the table
  3. Conservative cap: single-step increase ≤ 50% of current dailyLimit
  4. Suggested formula (ASSUMPTION):
    • utilization = avg_daily_spend / dailyLimit over capped days only
    • base_pct = min(50, max(10, round((0.95 - headroom) * 100))) where headroom = 1 - utilization
    • If winRate ≥ 70% on capped days, allow upper half of range; if < 50%, use lower half
    • new_limit = dailyLimit × (1 + chosen_pct / 100)
  5. Impact: added_spend_daily ≈ (new_limit - dailyLimit) × min(winRate, 0.85) — mark ASSUMPTION

Matching (donor ↔ recipient pairs)

  • Rank recipients by efficiency; pair with top donors
  • ASSUMPTION: shift ≤ 20% of donor dailyLimit; max 3 pairs per run
  • Impact: conv ≈ shift / recipient_cpa (range ±25%) — mark ASSUMPTION

Output

Chat: summary + numbered list of proposed moves.

Return: Recommendation[] with action_type: increase_budget, increase_tcpa, or reallocate_budget.

Apply

update_campaign (write scope) — decrease donor limits.dailyLimit, increase recipient.

If write tool unavailable → blocked_by: ["mcp_tool_unavailable"].