The total is read at month end
The budget is planned across four weeks but the actuals get opened at the finish. By the time you learn it burned in three, there is nothing left to plan.
Budget pacing mid-flight, not in the post-mortem
The module compares real spend with what the campaign should have spent by today, then shows the pace, the projected total and the daily budget recommended for the days left. Edits in the ad account stay with you — this part only does the maths.
Why overspend is noticed once the money is gone
Underspend costs just as much
A campaign that used two thirds of its budget did not save money: it bought fewer impressions and fewer leads that will simply never show up in the report.
The daily number is done in your head
Somebody divides what is left by the days remaining, on a notepad, again, per campaign. A slip in that arithmetic costs exactly as much as the budget.
How budget pacing is put together
A plan per campaign
Pick the platform, name the campaign, set the budget and the dates — the daily target is derived. Campaigns Valkiria deploys get a 30-day plan automatically.
Actual against expected
Spend is updated straight on the plan card, and the module works out the expected amount for today, the pace in percent, the daily average and the projected total.
Status, then your edit
Below 85% is underspending, above 115% is overspending. The recommended daily budget for the remaining days tells you the size of the edit to make.
What daily pace control gives you
Pace as a percentage
Spent against what was expected by today: one number says whether the campaign is on plan, lagging behind, or eating the budget early.
Three statuses, no interpretation
Under 85% is underspending, 85 to 115% is on track, above 115% is overspending. The thresholds are identical for every campaign and platform.
A projected flight total
Average daily spend multiplied by the length of the flight shows where the campaign lands, highlighted when the projection passes the budget.
The recommended daily budget
What is left divided by the days that remain — a ready number for the daily cap, with no notepad arithmetic in the middle of the week.
An ideal-pace chart
The ideal line, actual spend and the forecast on one canvas with the budget marked, so drift shows up before it becomes a number in a report.
The portfolio on one screen
Total budget, spent with its share in percent, remaining and the count of active plans, filtered by Meta, Google, TikTok, LinkedIn or Telegram.
In numbers
- 115%
- the pace above which a plan is flagged overspending
- 3
- pacing statuses: underspending, on track, overspending
- 0
- budget changes made in your account without your decision
Questions about budget pacing
How is budget pacing calculated?
The budget is divided by the length of the flight and multiplied by the days elapsed — that is the expected spend for today. Actual spend divided by that expected figure gives the pace: 100% is exactly on plan, under 85% is underspending and over 115% is overspending.
Where does the actual spend figure come from?
Spend lives on the plan itself and is edited straight on the card, from your ad account data or your own bookkeeping. Plans that Valkiria creates when it deploys a campaign start at zero, with a budget sized for the next 30 days.
Does the module change daily budgets inside my ad account?
No. This is a calculation layer: it shows the pace, the forecast and a recommended daily budget, but the edit in the ad account is made by you. Changing an existing campaign on any platform requires explicit human approval — that rule holds across the product.
Which platforms and currency are supported?
Plans can be created for Meta, Google, TikTok, LinkedIn and Telegram, and the filter at the top shows one platform or all of them at once. A new plan defaults to euros; plans created alongside a campaign inherit that campaign's currency.
What does the forecast chart show?
Three lines: the ideal even pace, actual spend and the forecast to the end of the flight, plus a horizontal budget marker. If the forecast crosses that marker before the end date, the overspend is already built into today's pace.
Keep the spend pace under control
A plan takes a minute to set up and not a single budget in your ad account changes because of it. The edit stays your decision.