Traffic Allocation Groups give you a way to manage how your total eligible traffic is distributed across multiple campaigns - without needing exclusion groups or worrying about overlap.
What is a Traffic Allocation Group?
A Traffic Allocation Group is a way to group two or more campaigns that share a defined pool of traffic. Instead of managing each campaign's audience independently, you set traffic allocation percentages at the group level. Made With Intent then distributes visitors across campaigns before any campaign-level bucketing takes place.
Why use Traffic Allocation Groups?
If you're running multiple campaigns targeting the same visitors, you've likely run into one of two problems: campaigns competing for the same traffic, or a growing list of exclusion groups to keep them apart. Neither scales well.
Traffic Allocation Groups solve this by letting you define upfront how your total eligible traffic is divided. Each visitor is assigned once, at the website level, so there's no overlap and no need to manually wire up exclusions between campaigns.
This is particularly useful when you want to:
Run parallel campaigns without overlap; guarantee each campaign gets a clean, non-overlapping slice of traffic
Prioritise campaigns deliberately; give a higher-priority campaign a larger share without relying on launch timing or segment tweaks
Simplify campaign management; remove the overhead of maintaining exclusion logic as your campaign programme grows
Compare campaign performance fairly; because traffic is split cleanly, you can draw clearer conclusions from reporting
How traffic allocation works
When a visitor arrives on your website, they are randomly assigned a number between 1 and 100. This number determines which campaign they are bucketed into at the group level - before any campaign-level bucketing takes place. This means traffic is split at the website level, not at the point of campaign evaluation.
You define a percentage allocation per campaign within the group
Total allocation across all campaigns in the group must equal 100% of eligible traffic — the group cannot be saved until this is met
Campaigns within the same group do not require exclusion groups to prevent overlap — this is handled automatically
Each campaign then applies its own bucketing logic (e.g. experience vs. AB test) to its allocated share of traffic
Example: In the group below, visitors are first split between campaigns, then bucketed into experiences within each campaign.
Traffic Allocation Group
--------------------
Campaign A → 50%
Control → 33%
Exp-A1 → 33%
Exp-A2 → 34%
....................
Campaign B → 50%
Exp-1 → 50%
Exp-2 → 50%
--------------------
A visitor assigned a number between 1–50 enters Campaign A, where they are then bucketed into one of its three experiences. A visitor assigned 51–100 enters Campaign B and is bucketed into one of its two experiences.
Creating a Traffic Allocation Group
Go to Campaign Settings
Select Traffic Allocation Groups and click Create New Group
Name your group and add the campaigns you want to include
Set a traffic allocation percentage for each campaign in the group
Set allocations so the total across all campaigns equals exactly 100% - the group will not save until this requirement is met
Save your group - traffic distribution will be enforced automatically from this point
Things to know
A campaign can only belong to one Traffic Allocation Group at a time.
Campaigns in a group do not need manual exclusion logic - overlap prevention is built in
Total allocation must equal exactly 100% - the group cannot be saved if any traffic is unassigned