Glossary · Ad budget ops

Ad budget pacing

Ad budget pacing is the practice of controlling the rate at which you spend an advertising budget across a period so you finish on target — not over, not under. It compares actual spend to an expected run-rate as the period unfolds and adjusts daily spend to stay on course.

Setting a budget is not the same as pacing it. The budget is the number; pacing is the discipline of hitting it without going dark early or leaving money unspent. Good pacing is holiday- and cadence-aware and updates as real spend lands.

For the full method, see the guide: what is ad budget pacing.

→ Guide: What is ad budget pacing?→ The Multi-Channel Ad Budget Pacing Playbook

Related terms

Expected paceDaily budget floorRun rate (burn rate)Month-end reconciliation

Caeros does this for you.

Pacing, overspend prevention, reconciliation, and an append-only ledger — for every channel, budget and spend only. $49/month, flat.

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