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Budget
Budget Pacing
The rate at which your daily or monthly budget is being spent relative to plan. Underpacing means you're leaving potential revenue on the table. Overpacing means you'll run out of budget before the period ends, missing late-period opportunities. Platform algorithms handle daily pacing, but monthly and quarterly pacing requires manual oversight. Budget pacing should account for day-of-week and time-of-month performance patterns.
Why it matters
Underpacing is unspent opportunity; overpacing early leaves nothing for the period that converts best. Both are invisible in a month-end report.
In practice
Check pace against elapsed time at least weekly. A channel at 70 percent of budget with a week left needs a decision, not a note.
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