Budget pacing review

Use this mid-month or whenever spend looks off plan.

Spend against plan

State the budget period, the planned total, and the owner who set it. For each campaign show planned spend to date, actual spend to date, and the gap in money and per cent. Check that spend and budget use the same currency and the same dates; convert only with a stated rate and date.

Projection

Project month-end spend from the last seven days' daily rate, and show the working. Note what could change the rate: seasonality, a launch, a paused campaign, or platform limits that let daily spend run above the daily budget. Give a range, not a single figure, when the rate has been uneven.

Options for the owner

Lay out options, for example:

• hold as is, with the projected overspend or underspend;
• move budget between campaigns, with amounts;
• lower or raise daily budgets, with the new figures.

For each give the effect on results where data supports it, and say where it does not. Name the budget owner and the date a decision is needed.

Do not change budgets, bids, or schedules yourself; recommend for approval. Never invent spend or results, and never promise a return.