Guide
Pacing loop
- Calculate total budget divided by flight days to get the daily target.
- Compare planned spend with actual spend every day or at least every week.
- If you are off pace, shift budget, creative, or audience settings immediately.
Metric Definitions
What to do when pacing is off
| Condition | Likely cause | Action |
|---|---|---|
| Overspending | Audience too small or bids too aggressive | Widen audience or lower bids |
| Underspending | Creative fatigue or delivery limits | Refresh creative or loosen constraints |
| On pace but weak results | Efficiency issue | Check CPM, CTR, and conversion rate together |
Guide
Pacing is not just a spend metric
- A perfectly paced campaign can still be unprofitable.
- A slow campaign can be good if it is protecting against bad traffic.
- The right pace depends on seasonality, inventory, and learning phase.
Related Pages