Two Numbers Every Paid Media Manager Should Watch: Pacing and Spend Deviation
Most paid media managers know the feeling. You reach the last week of a campaign flight and realize the budget is either nearly gone or barely touched. Both outcomes are avoidable. The problem is usually not a lack of data. It is a lack of the right framework for reading that data early enough to act on it. Two metrics solve this: pacing and spend deviation. They are related, they often move together, and at the end of a flight they can look almost identical. But they are built differently, and the difference is the whole point. Understanding it is…