Pacing · Cadence
Daily, weekly, monthly.
What You Review Every Day
Daily bid pacing is not about checking in every hour. It's targeted diagnostics once per day: ROAS per ad set, frequency, CPM drift, and spend pacing vs. plan. Thirty minutes per account is enough when the setup is right.
01
30 Min
Daily routine per account
02
5
KPIs per daily check
03
Trigger
Action only when threshold is breached
The 5 Daily KPIs
- ROAS per ad set against margin-first target
- 7-day frequency per ad set, threshold: 2.8
- CPM vs. account median, threshold: 130%
- Spend pacing vs. daily plan, +/- 15%
- Top-performer cohort: change vs. prior day
Example
Daily pacing without thresholds is gut feeling with dashboards. With thresholds it's diagnostics, done in 30 minutes per account.
Weekly Cohort, Monthly Strategy
Weekly: cohort reports per audience and per hook. Which cohorts are scaling, which are stagnating. Adjustments using a 7-day window. Monthly: account strategy on a margin-first basis. Scaling plan, new audiences, channel mix changes.
„Daily discipline protects ROAS. Weekly cohorts protect scaling. Monthly strategy protects the business.”