Enter the period budget, what has spent so far, and where you are in the flight. Get pace vs. target, the projected end-of-period total, and the daily spend that lands the budget exactly.
Enter budget, spend, and days to see pace. Variance beyond ±10% is flagged.
Pacing is one comparison: what a budget has spent versus what it should have spent by today. Ideal spend to date is (budget ÷ days in period) × days elapsed. The gap between actual and ideal is your variance; the run rate projected forward is where the month lands if nobody touches anything.
The most useful output is the required daily spend from here: (budget − spent) ÷ days remaining. Set the account’s daily budgets to that number and the period lands on target without a heroic final week. Recheck weekly — pacing is a habit, not a fire drill.
Ideal spend to date = (period budget ÷ days in period) × days elapsed. Compare actual spend to that number for variance, and divide the remaining budget by the remaining days to get the daily spend that lands the budget on target.
±5–10% is normal noise. Google can spend up to twice a campaign's daily budget on any single day (while respecting the monthly cap of daily budget × 30.4), so judge pace over weeks, not days.
Not first. Check where impression share is being lost. If it's lost to budget, raise budgets. If it's lost to rank, the budget isn't the constraint — improve ads, bids, or Quality Score instead.
Revenue in, spend in, return on ad spend out — as a multiple and a percentage.
Open toolCalculatorsWork out the ROAS where a campaign stops losing money, from your real margins.
Open toolCalculatorsTurn order value, purchase frequency, and retention into the number a CPA target should answer to.
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