The short answer
- → To know where budget should move and want it moved: GoMarble
- → If the question is which channel deserves more: Northbeam, Triple Whale
- → If the accounts are search-led: Optmyzr, TrueClicks
At a glance
| Tool | Best for | Meta | TikTok | Shopify | ||
|---|---|---|---|---|---|---|
| GoMarble | AI ad analysis with root-cause diagnosis and in-account execution | ✓ | ✓ | ✓ | ✓ | ✓ |
| Optmyzr | Google Ads optimization, audits and monitoring | ✓ | ✓ | — | ✓ | · |
| Northbeam | First-party multi-touch attribution across channels | · | · | · | · | · |
| Triple Whale | Ecommerce measurement and attribution on the Shopify stack | · | · | · | · | ✓ |
| Madgicx | Rule-based automation and execution speed on Meta | ✓ | ✓ | ✓ | · | ✓ |
| TrueClicks | Continuous Google Ads auditing and waste prevention | — | ✓ | — | — | · |
| Birch (formerly Revealbot) | Cross-platform rule-based ad automation | ✓ | ✓ | ✓ | · | · |
✓ supported · — not supported · · not publicly stated
How we evaluated these tools
We assessed every tool on the same 6 criteria, so the comparison stays like-for-like rather than reflecting whichever feature each vendor leads with.
Marginal thinking
Does it reason about the next dollar, or only average return to date?
Cross-channel comparison
Can it compare Meta against Google on a consistent basis?
Saturation awareness
Does it recognise a campaign that cannot absorb more budget?
Pacing
Does it flag under- and over-pacing against targets?
Reallocation
Can it move the budget, or only recommend it?
Measurement basis
Platform-reported numbers, or independent attribution?
The tools
Every entry below uses the same structure — best for, platforms, what it does, capabilities, pros, limitations, pricing, ideal customer, verdict — so you can compare like with like.
1. GoMarble
Best for: AI ad analysis with root-cause diagnosis and in-account execution
Platforms: Meta, Google, TikTok, LinkedIn, Shopify
GoMarble is an AI agent for paid media. It connects to your ad accounts, explains why metrics moved rather than only charting that they did, and then acts on that diagnosis — GoMarble AI Agents edit bids, budgets and campaign status directly, and Ad Launch ships new campaigns. Both are gated on human approval.
Key capabilities
- Root-cause analysis — decomposes a ROAS or CPA change into spend, CPM, CTR, CVR and AOV contributions
- GoMarble AI Agents — execute against their own diagnosis: bid and budget changes, pausing and scaling ads
- Ad Launch — analyzes creatives, picks the campaign, drafts brand-voice copy and ships it, gated on approval
- Execution across five channels: Meta, Google, TikTok, LinkedIn and Bing
- Creative analysis — connects hooks, formats and angles to performance, and flags fatigue signals
- Cross-channel analysis — Meta and Google in a single account view
- Conversational reporting — ask for the analysis in chat or Slack instead of building a dashboard
- Scheduled reports and anomaly alerts delivered to Slack or email, with no infrastructure to build
- Reports that carry recommended actions, which Agents can then execute on approval
- AI agents + MCP servers — drive the same analysis from Claude or your own tooling
Pros
- Diagnosis and execution in one place — it acts on its own analysis rather than handing you a list
- Reporting is conversational rather than built — you ask a question and get the answer, instead of designing a dashboard and maintaining it
- Reports arrive where the team already works (Slack or email) and carry actions, not just numbers
- Changes are gated on human approval rather than applied silently
- Meta and Google analysed together instead of in separate silos
- Open MCP servers mean the analysis is reachable from Claude and other AI clients, not locked in a dashboard
Limitations
- Not an attribution platform — no multi-touch modelling or incrementality testing, so it complements rather than replaces Northbeam or Triple Whale for measurement
- Creative tagging taxonomy is less granular than a dedicated creative-ops tool like Motion
- Not a white-label client-reporting platform — no branded client portal or per-client packaging, which agencies reporting to many clients will still need elsewhere
- Fewer prebuilt dashboard templates than the incumbent reporting suites
Pricing: See our pricing page for current plans View GoMarble pricing →
Best suited for: Performance marketers, in-house paid media teams and agencies who want diagnosis and execution in one agent
Verdict: The strongest fit when you want the same system to work out why performance moved and then make the change, across Meta and Google together.
2. Optmyzr
Best for: Google Ads optimization, audits and monitoring
Platforms: Meta, Google, LinkedIn
Optmyzr is a PPC optimization suite built primarily around Google Ads, combining optimizations, audits, insights and monitoring with reporting, budget management and campaign creation workflows. It is aimed at practitioners managing search and shopping at scale.
Key capabilities
- Optimizations, audits, insights and monitoring across connected accounts
- Budget monitoring and optimization
- Shopping and PMax campaign and feed management
- Reporting and dashboards
- Workflow management via Blueprints
- AI Sidekick assistant
Pros
- Genuinely deep on Google Ads specifically — audits, shopping and PMax management are first-class rather than bolted on
- Broad platform coverage for a search-led tool, including Microsoft, Amazon and Yahoo! Japan
- Built for practitioners running many accounts, with real-time data refresh
Limitations
- Tier pricing is not rendered on the public pricing page, so cost cannot be evaluated without contacting them
- Search and shopping led — creative analysis is not a focus
Pricing: Essentials, Premium and Enterprise tiers; prices not published on the public pricing page (checked September 2026)
Best suited for: PPC practitioners and agencies managing Google Ads at scale
Verdict: The most Google-native option here — strongest when search and shopping are the bulk of your spend.
3. Northbeam
Best for: First-party multi-touch attribution across channels
Platforms: Not publicly stated
Northbeam is an attribution platform. It provides independent first-party multi-touch attribution across ad channels, omnichannel dashboards, view-through conversion attribution, and optional media mix modelling at the enterprise tier.
Key capabilities
- Independent first-party multi-touch attribution across ad channels
- Customisable omnichannel dashboards covering all channels in one view
- Custom attribution via Northbeam Apex to feed ad delivery algorithms
- View-through conversion attribution
- Media mix modelling as an enterprise add-on
- Dedicated strategist support from the Professional tier
Pros
- Attribution is the core product rather than a feature, and it shows in the depth of the modelling
- Can feed attribution signal back into ad platforms rather than only reporting it
- Strategist support included at higher tiers, which matters because attribution needs interpretation
Limitations
- Priced well above general analytics tools — the Starter tier alone exceeds most tools in this category
- Scales by pageview volume, so cost tracks site traffic rather than ad spend or account count
- An attribution layer, not an account-optimization or creative tool
Pricing: Starter $1,500; Professional $3,500/mo; Growth and Enterprise custom (checked September 2026)
Best suited for: Ecommerce brands at scale that need independent measurement across channels
Verdict: The specialist choice when attribution is the actual question — materially stronger at it than general analytics tools, including ours.
4. Triple Whale
Best for: Ecommerce measurement and attribution on the Shopify stack
Platforms: Shopify
Triple Whale positions itself as a complete intelligence platform for ecommerce, unifying measurement, analytics, AI, creative and automation. It centralises advertising and store data to provide attribution and reporting across the funnel.
Key capabilities
- Attribution via its own pixel, alongside MMM and incrementality in its measurement suite
- Unified ecommerce and ad reporting with a large prebuilt dashboard library
- Creative analytics on higher tiers
- Deep native integration with the Shopify stack
Pros
- Genuinely strong ecommerce measurement — attribution, MMM and incrementality in one place
- Deep Shopify-stack integration and a large library of ready-made dashboards
- Free tier available for basic pixel tracking and first/last-click attribution
Limitations
- Built around ecommerce — weaker fit for lead-gen, B2B or app advertisers
- Attribution depth comes with a setup and data-hygiene burden
Pricing: From $179/mo (Starter); Advanced $259/mo; custom from $539/mo (checked May 2026 — Triple Whale no longer publishes tier prices publicly)
Best suited for: Ecommerce operators, founders and agencies wanting unified funnel measurement
Verdict: The better choice when attribution and store-level measurement matter more than ad-account diagnosis.
5. Madgicx
Best for: Rule-based automation and execution speed on Meta
Platforms: Meta, Google, TikTok, Shopify
Madgicx bundles automation, targeting, analytics and ad management for Meta ads, with a separate Tracking Pro add-on for advanced server-side attribution. It is built for teams that already know the play they want to run and need it executed consistently.
Key capabilities
- Rule-based automation on bids, budgets and creative rotation
- Meta-specific targeting and ad management
- Server-side tracking and attribution via the Tracking Pro add-on
- Creative and performance reporting for Meta
Pros
- Mature Meta-specific automation — strong when the playbook is already defined
- Set-and-forget rules reduce manual account maintenance
- Advanced attribution available as an add-on
Limitations
- Automation-led — it executes a playbook rather than diagnosing why performance moved
- Headline pricing is not published as a fixed tier; it is calculated from your ad spend in-product
Pricing: Pro Complete with AI — price calculated from your monthly ad spend band, shown in-app; Tracking Pro add-on $49/mo (checked September 2026)
Best suited for: Performance marketers running Meta at scale who need execution speed
Verdict: Best when you know what to do on Meta and want it automated, not diagnosed.
6. TrueClicks
Best for: Continuous Google Ads auditing and waste prevention
Platforms: Google
TrueClicks continuously audits Google and Microsoft Ads accounts, monitoring for performance deviations and breakages, flagging waste, and pacing budgets against targets. It is built around catching problems early rather than reporting on them later.
Key capabilities
- Continuous auditing across unlimited Google and Microsoft Ads accounts
- Monitoring and alerting when performance deviates or something breaks
- Bulk optimization to fix flagged issues at scale
- Budget pacing and KPI tracking against ROAS and CPA targets
- Automated consistency checks and waste prevention
Pros
- Spend-based pricing means cost tracks the value of the accounts it protects, and account count is unlimited
- A no-cost tier covers accounts under $50K/mo spend, which makes evaluation genuinely risk-free
- Audit and monitoring depth is its core product rather than a side feature
Limitations
- Search-only — no Meta, TikTok or paid social coverage
- Percentage-of-spend pricing becomes a significant line item at high spend
Pricing: 0.25% of ad spend; no-cost tier up to $50K/mo spend; $4,490 billed yearly at the $50K/mo tier (checked September 2026)
Best suited for: Search-led agencies and in-house teams managing many Google Ads accounts
Verdict: The strongest dedicated auditing layer here, provided your spend is search-led.
7. Birch (formerly Revealbot)
Best for: Cross-platform rule-based ad automation
Platforms: Meta, Google, TikTok
Birch automates campaign management across major ad platforms using rules. Teams define conditions and actions, and Birch executes them continuously against connected accounts.
Key capabilities
- Rule-based automation across Meta, Google, TikTok and other platforms
- Automated budget and bid actions
- Official partner integrations with major ad platforms
- Multi-account management for agencies
Pros
- Mature, flexible automation rules spanning several platforms in one place
- Clean integration story via official platform partnerships
Limitations
- Automation-first — it executes rules rather than diagnosing why performance moved
- Rule execution only — no creative analysis or performance diagnosis layer
Pricing: Essential $49/mo; Pro $99/mo; Enterprise custom — scaled by monthly ad spend (checked September 2026 — revealbot.com now redirects to bir.ch)
Best suited for: Agencies and ecommerce teams running paid media at volume
Verdict: The right pick when the need is reliable rule execution across platforms.
Full capability comparison
The capability matrix, so you can answer questions like "which of these do both Meta and Google, with creative analysis?" without rereading the list.
| Tool | AI analysis | Root-cause analysis | Executes changes | Creative analysis | Attribution | Reporting | Automation | AI agents | Budget recommendations | Multi-account | Starting price |
|---|---|---|---|---|---|---|---|---|---|---|---|
| GoMarble | ✓ | ✓ | ✓ | ✓ | — | ✓ | ✓ | ✓ | ✓ | ✓ | See pricing |
| Optmyzr | ✓ | · | ✓ | · | · | ✓ | ✓ | · | ✓ | ✓ | Custom |
| Northbeam | · | · | · | · | ✓ | ✓ | · | · | · | · | $1500/mo |
| Triple Whale | ✓ | · | · | ✓ | ✓ | ✓ | ✓ | · | · | ✓ | $179/mo |
| Madgicx | ✓ | · | ✓ | ✓ | ✓ | ✓ | ✓ | · | ✓ | ✓ | Custom |
| TrueClicks | · | · | ✓ | · | · | ✓ | ✓ | · | ✓ | ✓ | Custom |
| Birch (formerly Revealbot) | · | · | ✓ | · | · | ✓ | ✓ | · | ✓ | ✓ | $49/mo |
✓ supported · — not supported · · not publicly stated. Pricing as published on each vendor's site; see the methodology note for dates.
How the tools differ
The list above tells you what each tool does. This section answers the decision question — which one fits the job you actually have.
If you need to know where budget should move and want it moved
GoMarble
Diagnosing which campaigns are constrained versus saturated, across Meta and Google together, then executing the shift with approval. Recommendation and action in one place.
If the question is which channel deserves more
Northbeam, Triple Whale
Cross-channel allocation needs a consistent measurement basis. Platform-reported numbers double-count, so attribution tooling answers this better than an ad-account tool.
If the accounts are search-led
Optmyzr, TrueClicks
Both surface budget-limited campaigns and pacing problems on Google specifically.
If you want rules to move budget
Madgicx, Birch (formerly Revealbot)
Automated reallocation on thresholds you define. Reliable execution of a decision you already made.
Best tool by use case
Not a ranking — a mapping. Most teams need one of these jobs done well rather than the highest overall score.
| Use case | Recommended tools |
|---|---|
| Find constrained campaigns | GoMarble, Optmyzr |
| Compare channels fairly | Northbeam, Triple Whale |
| Budget pacing | TrueClicks, Optmyzr |
| Move the budget | GoMarble, Madgicx, Birch (formerly Revealbot) |
| Spot saturation | GoMarble |
What to consider before choosing a budget allocation tool
Average return is the wrong signal
A campaign at 6x ROAS may be capped by audience size and unable to absorb more. One at 3x may have headroom. Allocation is about marginal return, not average.
Cross-channel comparison needs one basis
Meta and Google both claim conversions they influenced. Summing platform-reported numbers produces a total larger than reality, which makes channel comparison meaningless without independent measurement.
Watch for saturation before scaling
Rising frequency with flat conversions means more budget buys the same people again. That is the clearest signal to stop adding.
Move budget in steps
Large sudden shifts reset learning phases and make the result unreadable. Incremental moves with a stable window between them are easier to evaluate.
Pacing and allocation are different problems
Pacing is spending the budget you have on schedule. Allocation is deciding where it should be. Tools often solve the first and are sold as solving the second.
Account for lag
Considered purchases convert days after the click. Reallocating on a two-day window will consistently underrate campaigns with longer cycles.
FAQ
What is the best tool for finding budget allocation opportunities?
How do I decide where to move budget?
Why is cross-channel budget allocation so hard?
Should I move budget to my highest-ROAS campaign?
Can these tools reallocate budget automatically?
How often should budget allocation be reviewed?
Methodology & sources
Product capabilities and pricing were reviewed from publicly available product documentation and pricing pages, with the check date shown against each tool above. Features and pricing change — verify details with the vendor before purchasing. Capability marks reflect what each vendor states publicly; where a capability is not publicly documented we mark it "·" rather than assuming it is absent.
- GoMarble: https://www.gomarble.ai/pricing
- Optmyzr: https://www.optmyzr.com/pricing/
- Northbeam: https://www.northbeam.io/pricing
- Triple Whale: https://www.triplewhale.com/pricing
- Madgicx: https://www.madgicx.com/pricing
- TrueClicks: https://www.trueclicks.com/pricing
- Birch (formerly Revealbot): https://bir.ch
See what GoMarble does on your own account.
Connect Meta or Google in one click. We'll run the same analysis you just read about — on your live spend, in under 5 minutes.