In Automated Pacing, the Budgets and Start & End dates are picked automatically from the applied Campaigns. The system will check for any overlapping time periods with the budget spend and control the Pacing Rate accordingly.

Use Cases

Things to Remember

• The campaign must have a Spend Cap or Lifetime Budget at Campaign Level present for Pacing Control to perform as expected. If either of the two is missing, the system will not take that campaign into consideration. For example, if you have provided a Spend Cap in your campaign and have applied the Strategy Group, but after some point, you decided to remove the Spend Cap; at that point, the campaign will no longer be taken into consideration for any Pacing calculations.

• Automated Pacing will also work for campaigns having Ad Set Lifetime Budget along with Start and End Dates (even if campaign level spend cap/lifetime budget is absent).

Automated Pacing in terms of Manual Pacing Setup

Scenario 1:

Let’s say you have created a Manual Pacing Control Strategy Group with the following details and applied it to 1 Campaign.

• Overall Lifetime Budget: USD 1000

• Start Date: 1st July

• End Date: 10th July

In this case, for Automated Pacing Control, the system will spend the budget for the overall time period from the Start to the End date for that campaign. Hence, the overall Campaign Budget of USD 1000 for a period of 1st July to 10th July will be spent linearly across that time period based on the flight date of the campaign.

So, for the above example, if we see the scenario of Pacing Rate, we get:

Scenario 2:

Let’s say you have created a Manual Pacing Control Strategy Group with the following details and applied it to 2 Campaigns.

• Overall Lifetime Budget: USD 2000

• Start Date: 1st July

• End Date: 15th July

• Sub Pacing Details:

In this case, for Automated Pacing Control, the system will check for the period-wise budget for different periods within the Start and End dates.

Hence, the overall Campaign Budget of USD 2000 for a period of 1st July to 15th July will not be spent linearly across that time period. The Pacing Control will take into account the overlaps in the time period (here; 6th July - 10th July) along with the different flight dates of campaigns and determine the pacing rate based on that.

The overlapping time periods will get complex when the Pacing Control is applied to additional campaigns but the underlying principle behind determining the Pacing Rate remains the same.

So, for the above example, if we see the scenarios of Pacing Rate, we get: