Health Indicators
Pacing Health (Spend vs. Budget)
Pacing compares actual spend to expected spend based on how far you are into the monitoring window.
Expected Spend = (Days Elapsed / Total Days) x Monthly Budget Pacing % = (Actual Spend / Expected Spend) x 100
Status thresholds:
| Status | Condition |
|---|---|
| Green (On Track) | 90% - 110% |
| Amber (Behind) | 70% - 90% |
| Amber (Over) | 110% - 130% |
| Red (Critical Behind) | Below 70% |
| Red (Critical Over) | Above 130% |
KPI Health
ROAS (higher is better)
| Status | Condition |
|---|---|
| Green | Actual ≥ Target |
| Amber | 80% - 99% of Target |
| Red | Below 80% of Target |
Cost-based KPIs (CPA, CPL, CPC, CPM - lower is better)
| Status | Condition |
|---|---|
| Green | Actual ≤ Target |
| Amber | 101% - 120% of Target |
| Red | Above 120% of Target |
Use pacing and KPI health together to:
- Identify which portfolios are under/over-spending
- Pinpoint which campaigns are pulling KPI performance down
- Decide where to optimize first (bids, budgets, creatives, audiences, etc.)