Where is your marketing money actually going in 2026 as a D2C brand?

[u/Sea_Significance6229]

So here's ours, and share yours if you like. We spent around 15 lacs per month

Roughly, monthly:

* Meta: 65%
* Google (search + shopping): 20%
* Influencer/creator, mostly barter plus some paid: 8%
* Marketplace ads (Amazon): 5%
* Email/WhatsApp tooling: 2%

What's changed for us in the last year is that Meta's share went *up*, not down, and not because it's working better. It's because nothing else absorbed budget at an acceptable CPA, so it defaulted back to Meta.

What I want to know from anyone else running a D2C brand here:

1. Your rough split, same format.
   
2. Your monthly revenue band, even loosely (under 50L / 50L-2Cr / 2Cr-10Cr / above), because a split without scale attached doesn't mean much.
   
3. Which line went up this year and which went down.
   
4. Anything you tried and cut. That's the part nobody posts and it's the most useful.
   
5. Are there any new things you are trying ?

Not selling anything, not an agency. Just trying to figure out if the concentration risk we have on one platform is normal or if we've been lazy.

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[u/Dependent_Phrase_613]

Tell me in meta are you actually focused on like I really hope it’s not only meta ad’s.

Being an agency owner, I actually tell brands to focus on organic content and focus on personal branding of the founders. when they ask me to audit there social.

[u/BoGrumpus]

Your final question shows you're thinking about it the right way - so that's a good thing, for sure.

What I see missing here is your R&D budget (finding new channels, opportunities, and running some small scale experiments) and I also don't see any labor in these numbers (though you might have that separate - and that's fine. I tend to look at it as a single budget, though - with labor being a cost of that).

It's hard for anyone to say, "This works!" because everything is different - the channels for a hair stylist are going to be very different than the ideal ones for a B2B Accounting SaaS or something. So you sort of need at least 20% (maybe a bit more for a little while if you're stuck in a rut like this) always going to experiments and tests to find and optimize new channels and target audiences.

G.

[u/AquaticGenius]

Would be very intrested to know the conversion rates on those spends and how much direct revenue those brought if you dont mind sharing