While setting the Daily Budgets for the Line Items of your campaign, you will come across four pacing options to choose from:

Optimized

When this setting is enabled, you cannot modify the Daily Budget manually. The AutoPacer service will calculate the Daily Budget value based on the Line Item’s Flight Budget and duration, while also accounting for performance on a day-to-day basis.

The associated Pacing Variance setting available within Advanced Settings > Modeling & Optimization specifies the percentage that the AutoPacer is allowed to over or under-deliver by, on a given day, given the calculated value.

For example,

If performance is good on Wednesdays, Pacing Variance is set to 50%, and AutoPacer determines that $100 is what’s needed that day - then the Daily Budget can be set as high as $150

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Points to Remember:

  • Whenever there is impression attribution, this is taken into account and has an effect on the budget that is set by AutoPacer. AutoPacer will adjust by increasing or decreasing the daily budget set, based on the data collected from these first two runs.

  • The longer a campaign is running, the more accurate the AutoPacer will be. If Flights are not several weeks long, the AutoPacer may not have enough time to adjust and optimize for performance. One adjustment strategy is Front-loading. Front-loading increases daily budgets by up to 30% during the first third of the flight. The goal of front-loading is to deliver 95% of the flight budget by 90% of the flight.

  • If the Flight budget is too low, delivery spikes can potentially result in the Line Item delivering 100% of budgeted impressions before the flight has reached the end date.

Manual

With the Manual option, you are free to input any Daily Budget value you wish (must be >0), and the value will remain static throughout a given Flight until you change the value or Pacing setting.

Even

When this setting is enabled, you cannot modify the Daily Budget manually. The AutoPacer service will calculate and input the needed Daily Budget for a Line Item, which is calculated based on the Line Item’s remaining Flight Budget and duration.

For example, If the assigned Flight Budget is $100 and runs for 10 days, the Daily Budget calculated should be $10 on Day 1.

The Pacing Variance setting will not be applicable when this option is selected.

Pace Ahead

When this setting is enabled, you cannot modify the Daily Budget manually. The AutoPacer service will calculate and input the needed Daily Budget for a Line Item (see the calculation for Even Pacing above), then pad that number by a user-specified percentage on each day of a given Flight.

For example, If the Flight Budget is $100, runs for 10 days, and the Pace Ahead percentage is set to 30% - then the Daily Budget calculated will be $13 [$10 + $3] on Day 1).

The Pacing Variance setting will not be applicable when this option is selected.


FAQs

Question

Answer

What is the default Pacing setting for a Line Item?​

Line Items will be set to Optimized Pacing by default, as this will usually result in the best performance.

Why can’t I edit the Daily Budget value for my Line Item?

When Pacing is set to Optimized, Even, or Pace Ahead, the Daily Budget value cannot be edited because it will be automatically calculated and set depending on the selection. Use the Manual option if you’d like to set a static Daily Budget value yourself.

When will the AutoPacer calculate the Daily Budget for a Line Item?

Once a Flight Budget is assigned to a Line Item, a Daily Budget value is calculated for that LI based on the current or upcoming Flight’s End Date, the Pacing option selected, and the current day/time (even if the initial Flight’s Start Date is in the future). If the first day of the first flight is set for a future day/time, the AutoPacer service will calculate the Daily Budget again on the exact day and time that flight starts. Any of the following actions will also trigger a recalculation of the Daily Budget value for a Line Item:

  • The current or upcoming assigned Flight Budget is modified

  • The current or upcoming Flight Dates/Times are modified

  • The Pacing setting is changed (assuming the Line Item has a current or upcoming assigned Flight Budget). The UI will show a preview of the Daily Budget value once a Pacing option is selected from the drop-list, and the exact value will be determined once the setting is saved. This means that the value may differ slightly before and after saving changes (depending on the amount of time lapsed before saving changes).

My Line Item has a budget assigned to a Flight that starts in the future - why does the Daily Budget value look incorrect given the Start/End Date of the Flight?

See the answer above.

How often will the Daily Budget be calculated for a Line Item if Pacing is set to Optimized, Even, or Pace Ahead?

Once a flight begins, the Daily Budget value will be calculated at 1am EST each day.

Why do I see “Calculating Daily Budget” in place of an actual Daily Budget value?

This can sometimes happen if Pacing is set to Optimized, Even, or Pace Ahead, and the AutoPacer service has not been able to calculate the initial Daily Budget value yet. Refreshing the screen will usually resolve this.