How To
How to check campaign pacing
Pacing tells you whether a campaign is spending on track. A campaign pacing at 100% is spending exactly as expected; below 100% is under-pacing; above 100% is over-pacing.
The formula
Expected Spend
Expected = Total Budget × (Days Elapsed ÷ Total Days)
Pacing %
Pacing = (Actual Spend ÷ Expected Spend) × 100
Example
A 30-day campaign has a $15,000 budget. By day 10, it has spent $4,200.
| Variable | Value |
|---|---|
| Total budget | $15,000 |
| Total days | 30 |
| Days elapsed | 10 |
| Expected spend | $15,000 × (10 ÷ 30) = $5,000 |
| Actual spend | $4,200 |
| Pacing | 84% — under-pacing |
The campaign needs to spend an additional $800 to be back on track — or daily spend needs to increase going forward.
Visualised — three pacing scenarios
For a 30-day flight, the dashed grey line is where spend should be each day. Three example campaigns layered on top: one tracking right on the line, one running hot, one falling behind. Solid = actual spend so far, faded = projection at the current rate.
Ahead — over-pacing
Spent ~60% by day 15. Will burn the budget early — slow it down.
On track
Spent ~50% by day 15. Trending to land at ~100% on day 30.
Behind — under-pacing
Spent ~34% by day 15. Will underdeliver unless something changes.
What the numbers mean
| Pacing % | Status | Recommended action |
|---|---|---|
| > 110% | Over-pacing | Reduce bids, add frequency cap, tighten targeting |
| 90% – 110% | On track | No action needed |
| 75% – 90% | Slightly under | Review targeting, raise bids or expand audience |
| < 75% | Significantly under | Escalate — check targeting, budget caps, or creative approval |
Common causes of under-pacing
- — Daily budget caps set too low relative to the flight budget
- — Targeting is too narrow (small audience, tight geo, strict brand safety)
- — Floor prices or bid caps are below the market clearing price
- — Creative not approved or has rendering issues
- — Frequency caps reached too quickly on a small audience
Try the pacing calculator
Enter your budget, dates and spend to date to get a pacing percentage instantly.