Campaign pacing planner

A fifteen minute check on whether your budget and your goal are in the same conversation, and on what you will actually be able to read at day 7, day 14 and day 30.

Your numbers Opens with example values

Average sale valueRevenue from one sale. B2B: deal size.

Gross marginAfter goods, shipping, processing, returns.

Total budgetMedia spend across the whole campaign.

Campaign lengthIn months.

Return goalThe multiple you were asked to hit.

to 1

Conversion rateClick to sale. Your own data if you have it.

Cost per clickFrom your platforms, or an estimate.

Sales cycleDays click to sale. 0 if immediate.

days

The same goal, read two ways

A return multiple can mean return on what you spent, or return on what you keep. They are not the same campaign.

Reading one

Return on ad spend

Sales required

—

You can pay, per sale

—

Reading two

Return on margin

Sales required

—

You can pay, per sale

—

Does the plan clear?

One sale costs you

—

Your budget can buy

—

Your goal needs

—

Campaign pacing: what you can read, and when

Expected sales are what the campaign should produce, lagged by your sales cycle. Needed by then is what the goal requires by that date.

Checkpoint	Spent	Expected sales	Needed by then	Confidence	What this checkpoint is for

Confidence is a working rule of thumb, not a statistical test. Under 10 sales tells you very little, 10 to 29 is directional, 30 or more is worth acting on. A checkpoint marked not readable yet is still worth keeping: delivery, creative separation and behaviour after the click are all readable long before sales are. This assumes even pacing and one average sale value, so use it to set expectations rather than as a forecast.

Take this with you

We will email you the spreadsheet version, with the numbers you just entered already in it.

Get the spreadsheet

Where should we send it?

The spreadsheet does the same maths and saves with your campaign.