What is budget pacing?
Budget pacing is how your actual ad spend compares with the spend planned for that point in a period. A pacing figure of 100% means you're on track. Above 100% means you're spending too fast, and below means too slow.
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How to calculate budget pacing
Divide your spend so far by the budget planned for this point in the period, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why pacing matters
Spending too fast can use up your budget before the month ends and leave you invisible during the days that matter. Spending too slowly can leave money unused and miss chances to reach buyers.
Checking pace during the period gives you time to adjust. Waiting for the final report is too late to fix it.
How to correct pacing
If you're overspending, you can lower daily budgets, tighten targeting, or reduce bids. If you're underspending, you can widen audiences, raise bids, or add placements.
Some platforms offer automated pacing or budget delivery settings. They can help, but you should still check them against your plan.
Even pacing versus planned pacing
The calculator assumes spend should rise evenly each day. For a plan with peaks, such as a sale or seasonal push, use spend to date divided by planned cumulative spend, then multiply by 100. Equivalently, divide spend by the period budget times the planned fraction spent by now. Do not substitute a budget fraction for days elapsed in the even-pacing formula.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate budget pacing?
Divide your spend to date by the budget planned for this point, then multiply by 100. For example, $6,000 spent against a $10,000 monthly budget at day 15 of 30 is 120% of the planned $5,000.
What is a good pacing percentage?
Close to 100% means you're on plan. How much drift you accept depends on your budget size and how flexible the plan is, but a steady gap in either direction is worth investigating.
Why would a campaign underspend?
Common causes include narrow targeting, low bids, small audiences, ads in review, or low budgets that limit delivery. Check each one in your ad account.
Can ad platforms overspend a daily budget?
On some platforms, daily spend can vary above the set amount on busy days, while the total over the period stays within limits. Read the platform's help pages for its exact rules.
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