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When campaign performance and spending stray from your desired budget, pacing strategies can help. Pacing strategies adjust daily budgets based on your monthly strategy when factors like impression share, targeting, and quality scores cause an account's spending to get off course.
In This Article:
Finding Pacing Strategies in Backpack
Finding Pacing Strategies in Backpack
In Manage
In Manage
Go to Manage in the top menu.
Click on an account in the list.
Select the Budget tab and then click on a budget.
Click Budget Settings in the top right.
Scroll to find the Monthly Pacing Plan and Pacing sections.
In Blueprints
In Blueprints
Go to Blueprints in the top menu.
Click on a Blueprint in the sidebar list.
Expand open the Settings & Configuration section and select the Budget Config. tab.
Expand open a budget configuration to view the Pacing Strategy section.
Understanding the Performance Graph
Understanding the Performance Graph
When viewing pacing strategy details for a budget in the "Manage" section of Backpack, you'll see a helpful performance graph.
X-axis: Days of the month
Y-axis: Spend
Plan: (gray line) Planned monthly spend
Adjusted Plan: (dotted red line) Projected adjustments due to underspend or overspend
Current Spend: (blue bars) Actual daily spend by the campaign(s) associated with the budget
Example: The campaign above spent less than the budget plan around the 10th of the month. The adjusted plan aims to bridge the gap and align with the gray plan line by the end of the month.
Choosing a Pacing Strategy
Choosing a Pacing Strategy
Now that you know how to read the performance graph, let's explore the available pacing strategies:
None: Controlled by Backpack. Does not track spend.
Even: Paces evenly throughout the month. Underpacing accounts should catch up on spend evenly throughout the remainder of the month. This is the most commonly used Pacing Strategy
Strong Finish: Emphasizes spending more toward the end of the month.
Strong Start. Prioritizes spending more at the beginning of the month.
Weekdays: Allocates the majority of the budget to weekdays.
Weekends: Allocates the majority of the budget to weekends.
Front Loaded Business Week: Prioritizes spending at the start of the business week.
Traffic Tracker: Prioritizes spending based on a rolling 28-day budget history.
Fixed Daily: Allows setting a fixed daily spending value.
Metric Based: Paces to user engagement. This option allows you to select a metric and a goal.
Recurring Lifetime: Duplicates Facebook Lifetime Campaigns that expired in the prior month.
Segmented Budgets: Breaks down the full monthly budget into dedicated allocations during specific time periods.
Custom: Click and drag the graph for personalized spending. Tip: Consider using Segmented Budgets.
Read Only: Backpack does not modify or manage the budget.
Note:
Be aware that changing pacing strategies can impact the daily budget at the partner. This can lead to campaigns entering learning mode, resulting in potential spending disruptions for several days. For instance, a budget change exceeding 20% at Google triggers learning mode. If this adjustment occurs at the beginning of the month, Backpack will likely catch up and meet the target budget. However, if made toward the end of the month, there might not be enough time for campaigns to exit learning mode and align with the plan, potentially causing underspend. Therefore, we suggest that you change pacing strategies only during the first week of the month.
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