Delivery smoothing

Delivery smoothing behavior will differ slightly depending on which renewal period is selected. Check that the average daily spend is aligned with the pacing you have in mind. You can always disable delivery smoothing later to revert back to demand-based budget consumption.

As delivery smoothing does require a ramp-up time to achieve maximum stability, it works best when changes are applied at a lower frequency.

See below for how the behavior will differ, based on the renewal period.

Daily

The average daily budget will be based on the amount set by the user. Pacing will be spread throughout a calendar week. This ensures that the total spend per week averages out to the daily budget multiplied by 7 days.

Monthly

Average daily spend will be calculated as a monthly budget amount divided by the number of days in a given calendar month. For example, a monthly budget of $3000 set for April will result in an average spend of around $100 ($3000 divided by 30 days).

For example, if a $3000 monthly budget (with delivery smoothing enabled) is changed to a $6000 monthly budget on April 15, the average daily spend will be calculated as $200 ($6000/30) from April 15 onwards. Spend-to-date is not accounted for in the calculation of average daily spend.

While the ad set will try to compensate for any under-pacing, avoid making drastic changes to monthly budgets or switch to a daily budget for more exact control over daily pacing.

Lifetime

Average daily spend will be calculated as lifetime budget amount divided by the number of days in the ad set schedule. For example, a lifetime budget of $1000 set for 10 days will result in an average spend of around $100 ($1000 divided across 10 days).

For example, if a $1000 lifetime budget (with delivery smoothing enabled) for a 10-day ad set is changed to an $800 lifetime budget on the fifth day, the average daily spend will be calculated as $80 ($800/10) from the fifth day onwards. Spend-to-date is not accounted for in the calculation of average daily spend.