Guía
Simple pacing process
- Divide the total budget by the number of flight days.
- Track actual spend against the daily target.
- If delivery is off, change bids, creative, or audience constraints.
Definiciones de métricas
When pacing goes wrong
| Pattern | Likely reason | Action |
|---|---|---|
| Overspend | Audience too tight or bids too aggressive | Broaden audience or lower bids |
| Underspend | Delivery limits or weak creative | Refresh the ad set or loosen constraints |
| On pace, weak ROAS | Efficiency problem rather than pacing problem | Check funnel metrics before scaling |
Guía
What pacing protects
- Budget consistency.
- Learning stability.
- The ability to fix problems before the end of the flight.
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