The period budget holds, whatever the mix does underneath it.
Pacing governs the rate of spend, not its destination. Delivery is tracked against the period target through the day, and tomorrow's spend envelope is set so the month lands where it was planned. Early overspend is corrected in increments rather than by switching channels off on the twenty-sixth. Every pacing change is written to the log next to the delivery curve that prompted it.
Front-loading is a budget defect
Auction delivery is uneven, so an unmanaged month tends to spend hard in week one and idle in week four. The idle weeks cost more than the money they hold back: network learning resets and the period closes with thin data. Pacing treats the envelope, not the single day, as the thing that has to balance.
Envelopes instead of hard stops
The engine lowers tomorrow's ceiling rather than cutting today's delivery mid-flight, which keeps networks out of repeated re-learning. Corrections respect the same daily movement thresholds that govern reallocation. Campaigns marked protected keep their floor even when the period is running hot.
Pace and split stay separate
How much is spent this week and which channel spends it are two decisions, and merging them produces churn. Pacing can slow the whole period without touching the split; allocation can change the split without touching the pace. The log records which of the two moved any given number.
In this capability
- Intraday delivery tracking
- Daily spend envelopes
- Month-end landing control
- Pace vs. split audit trail
Budget
The rest of Budget
Allocation
Cross-channel allocation solved against the objective you chose, inside the spend and CAC limits you set.
Profit Optimization
With finance data connected, allocation optimises on contribution and margin instead of on revenue.
Channel Reallocation
Spend moves between channels in bounded daily steps, inside thresholds you configure, never in one jump.
Explore / Exploit
A standing exploration reserve keeps new channels, audiences, offers, markets and landing pages funded.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
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