The short answer
When entering two markets at once, staged validation beats even splits. Confirm per-market signals with a small budget, then reallocate by evidence.
Investing equally in both markets from the start can waste resources on weak signals. Set priority and sequence first via the Market Diagnostic.
Compare per-market efficiency with the same conversion definition and measurement standard. Comparable data is what gives reallocation its basis.
High-competition categories have a higher minimum-budget threshold. Spreading below the threshold can weaken signals in both markets.