Custom Pacing

The pacing settings for ad sets that use a lifetime budget can be updated to allow custom daily delivery amounts. At the ad set level, you can enter upweights and downweights in advance and let the tool automatically recalculate the budget goals for the remaining days in the period. This feature allows you to do the following within the platform:

• Upweight or downweight individual days

• Upweight or downweight groupings of days

• See your schedule in a calendar or bar chart view

• Reset your schedule

• Change end date

• Change lifetime budget

• Compensation still works (e.g., if we underdeliver one day, we will still aim to deliver the total lifetime budget amount, as long as the remaining days are not custom override days)

Creating Custom Pacing Schedules

Custom pacing is available only when creating a new ad set or editing an existing one that uses a lifetime budget. 

1. Go to the Pacing section within your ad set, then select Custom from the drop-down menu. A calendar view will appear.

   

2. Select the day or multiple days you wish to override, then click Edit. As you enter the desired amount for each day or series, you will see the amount’s percentage of your total lifetime budget. Once you input the desired amount, click Apply.

Note: If you use custom pacing, you will need to manually adjust it if you increase or decrease the budget.

Note: To prevent underdelivery, it is best practice not to override the last few days of your ad set. This allows any under-delivered budget to be moved to those last days.

Example Scenario:

The calendar below is for an ad set that is even pacing at $30/day and has a lifetime budget of $1,000. There is 1 override day with a $130 daily budget goal (June 25).

The remaining 6 non-override days are compensating at $3.33 per day, on top of even pacing, to make up for $20 in under-delivery that occurred earlier in the month (June 1-23).

3. The chart updates to indicate the upweights or downweights of your custom pacing schedule. You can select to View by Day or View by Week.