Glossary · Ad budget ops
Budget vs. performance tracking
Budget tracking follows the money — how much is spent, how it is pacing, and where it stands. Performance tracking follows results — clicks, conversions, ROAS, and attribution. They are separate jobs: a budget tool governs spend, a performance (PPC) tool optimizes media buying.
Conflating the two is common and costly. Plenty of tools track performance; far fewer are built to govern the budget itself. Keeping them separate also keeps access minimal — a budget tool can read spend only, without write access to campaigns.
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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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