The Budget pacing report allows you to set a budget (different from a campaign’s daily budget) across multiple campaigns and see if you’re on track to spend it. Tracking spend against a budget goal is a common need for many users. These reports save time for agencies that need to look at such data on a regular basis. You can:
See budget pacing for campaigns across multiple engine accounts, all in one report.
Enter KPI expectations and see if your campaigns are on track to deliver on them.
Visualize week-over-week, day-over-day, or month-over-month trends and changes easily.
See how each campaign is contributing toward budget and KPI.
These reports are created dynamically, so feel free to adjust the numbers frequently and see what settings result in the most useful reports.
Steps to generate a Budget pacing report:
In the left nav, click Budget pacing reports.
The list of existing Budget pacing reports appears.
Name your report.
Enter the owners of the report.
This is useful for filtering if your agency has many different account managers creating Budget pacing reports. For example, you could put your team name or your own name in this field.
Enter the start and end dates.
Enter the budget you want to report against.
In the Additional metrics section, enter the key metric you want to track as your KPI for this report, and your expectations for it.
This represents the return you want for your advertising spend.
Example: While spending $300,000 this quarter, I expect to get 40,000 actions in return. You would enter Actions > Equal > 40,000, with the percent variance that is acceptable.
In the Included campaigns section, select the campaigns whose stats will contribute toward the budget goal.
Clicking on the small arrow next to an account name will add all the current campaigns. However, DS will not automatically add new campaigns in the future.
The report is added to the list of reports in the table.
See how your budgets are pacing:
The Reports summary page shows a list of all the reports and provides a quick overview of your budget pacing status. The date selection tool does not appear on this page; all data is based on the start and end dates from the report settings. You can see columns such as:
Stats columns (such as Clicks, Actions, and Floodlight columns): Show data based on the Tracking status value:
- Running: Stats from start date to today.
- Complete: Stats from start date to end date.
- Not started: No stats
% of budget spent: A percentage calculated as Cost / Budget.
% of time elapsed: A percentage calculated as Days elapsed / Total days in month.
Budget pacing ratio: A ratio calculated as % of budget spend / % of time elapsed.
- If the ratio is close to 1, you're on pace to spend your budget for the month.
- If it's over 1, you're overspending. You may want to lower your bids.
- If it's under 1, you're underspending. You may want to increase your bids.
Budget remaining: Budget - Cost. We display negative values in parentheses, such as ($68.33).
Days left: Displays the number of days until the end date is reached.
To see more detailed information about a report, click a link in the Report column. Here you can customize a date range for the column. Another feature is the settings bar, where you can edit the report settings.
Projections (such as Forecasted cost) are calculated according to the following:
- Based on stats during the goal tracking dates, or, if there aren't enough stats available, based on the last seven days of data.
- The projections are dynamic, so adding new campaigns will automatically update the projections.
- For budget projections, we don't take campaign daily budgets into consideration.
- For the scorecard, we perform a projection for each campaign individually and roll up the results. As a result, if you're building up a new campaign, you may see projections that are higher than expected. The projections will be more realistic once the campaign stabilizes.
Formula columns that contain dates don’t appear properly in the summary page that lists all Budget pacing reports. However, these columns will work if you click on a Budget pacing report to see more detailed information.