On pace.
But is it working?
Start with the total. Then look at what each platform contributes, whether it is delivering efficiently and what should happen next.
Fixed demo: 1–30 November 2026 · ZAR · complete days only. All budgets, results and targets are illustrative. Recommendations are review prompts.
Where the activity sits
Share of observed spend in the selected window.
Investment share is not incremental sales contribution. With missing reporting, the mix is provisional.
How the total develops
Cumulative spend and approved plan through the cutoff.
One total. Different signals.
Adjust observed delivery or the approved plan shape. Totals and actions update together.
What I would do next
Review data and budget exceptions first, then efficiency and delivery.
Make the reasoning inspectable.
Budget pacing
Variance = (observed spend ÷ approved target − 1) × 100. Overall pacing uses summed spend and targets, not an average of platform percentages. Watch extends to twice the selected tolerance; larger gaps require action. Actual MTD spend above budget overrides the pacing flag.
Plan shape
Even, front-loaded and back-loaded are illustrative approved planning curves, each summing to the full-flight budget. Changing the curve changes targets, never historical actuals. These curves do not reproduce native delivery algorithms.
Forecast and coverage
Estimate = observed MTD spend + last seven complete days’ average × remaining days. Early cutoffs use available days. Missing reporting withholds the estimate. This is an unchanged-run-rate scenario, not a promised result.
Performance and delivery
Search, Meta and TikTok use their own CPA targets. DV360 uses CPM and impression delivery for an awareness objective. Platform conversions are not added across channels because attribution may overlap. Efficient cost alone does not establish profitability, lead quality or incrementality. Sliders generate illustrative spend and results from fixed baseline cost assumptions; they do not model how performance responds to real budget changes.
Platform distinctions and documentation
Google Search
Average daily budgets allow uneven daily spend. For most campaigns, the monthly spending limit uses 30.4 × average daily budget. The demo’s 30-day plan is a separate management benchmark.
Google budget guidance ↗Meta
Distinguish your configured daily or lifetime allocation from a management target. Read cost alongside creative, audience and measurement checks. The demo uses an illustrative CPA target, without simulating Meta’s budget algorithm.
TikTok
Daily and lifetime budgets cover different horizons. Lifetime spend need not be equal each day. Standard and accelerated delivery differ; check learning status and creative readiness before changing spend.
TikTok lifetime budgets ↗TikTok delivery ↗
DV360
Daily and flight pacing include even, ahead and ASAP settings. Budget or impression delivery can be on pace while performance is weak. Review insertion-order and line-item constraints together.
DV360 pacing guidance ↗