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Budget Pacing

Definition

Section titled “Definition”

Budget pacing ensures daily spend aligns with monthly targets while accommodating performance and seasonality.

Schema / Parameters

Section titled “Schema / Parameters”
  • Inputs: monthly_budget, days_in_month, spend_to_date, perf_signal.
  • Outputs: daily_target, pacing_delta, alert_level.
  • Policies: min/max daily caps, weekend adjustments.

Defaults

Section titled “Defaults”
  • Even pacing baseline: monthly_budget / days_in_month.
  • Alert if cumulative delta exceeds ±10%.

Examples

Section titled “Examples”
  • Accelerate spend when CPA < target and underpacing > 10%.
  • Throttle spend when CPA > target or overpacing > 10%.

Limits

Section titled “Limits”
  • Platform constraints may delay pacing response.
  • Campaign learning phases can distort early signals.
Section titled “Related”