Use this sheet to:
NOTE: Its best to copy this into a spreadsheet format for easy updating via formulas. You may also be able to automate the updates with your favourite automation tool - e.g. Zapier
| Platform | Planned Budget (Mo.) | Actual Spend (To Date) | % of Month Complete | Spend Pacing | ROAS | CPA | Notes |
|---|---|---|---|---|---|---|---|
| Meta Ads | $10,000 | $6,200 | 60% | ✅ On Track | 3.5x | $28 | Watch CTR on retargeting |
| Google Ads | $7,500 | $5,500 | 60% | ⚠️ Slightly Overspending | 2.2x | $42 | Reduce branded keyword bids |
| $3,000 | $1,400 | 60% | ❌ Underspending | 1.8x | $75 | Add more creative variants | |
| TikTok | $2,500 | $2,600 | 60% | ⚠️ Overpacing | 4.1x | $19 | Pause low CTR ad group |
✅ Pacing rule of thumb: Spend should track closely to % of time passed in month (±10%)
| Date | Planned Cumulative Spend | Actual Spend | Variance ($) | Variance (%) | Notes |
|---|---|---|---|---|---|
| Aug 1 | $333 | $300 | -$33 | -9.9% | On track |
| Aug 2 | $667 | $670 | +$3 | +0.4% | |
| Aug 3 | $1,000 | $1,180 | +$180 | +18% | Scale back retargeting |
| Aug 4 | $1,333 | $1,250 | -$83 | -6.2% |
| Total Budget (Mo.) | Spend to Date | Pacing Status | Avg. CPA | Blended ROAS |
|---|---|---|---|---|
| $23,000 | $15,700 | Slightly Over | $36.50 | 2.9x |