T03 Paid media weekly pacing and budget review
Paid media weekly pacing and budget review
How Haven Athletics' paid search and paid social are pacing against the approved plan, what happened in promotion week and what we need decided before any scaling. Prepared by Velocity Lane. Figures come from the platforms and the order system through Sunday, Sep 20, 2026.
How to read pacing
Pacing compares spend to date against the approved weekday plan, not a promise of results. The agreed band is 90 to 110%. All figures below are sample data for this template, and spend is shown as a share of plan rather than as amounts.
Sample template: the firm, people, clients and figures are fictional and shown for illustration only.
Channel pacing
Every weekday in the week of Sep 7 ran above plan, peaking at 124% on Wednesday. The capped adjustment Elena approved held through Friday, and the week of Sep 14 came back to 104%.
| Channel | Week of Sep 7 | Week of Sep 14 | Band | Status |
|---|---|---|---|---|
| Paid search | 118% | 104% | 90 to 110% | |
| Paid social | In band | In band | 90 to 110% |
What happened in promotion week
Paid search reached 118% of weekday pace in the week of Sep 7 while paid social stayed inside the band. The promotion made the cause uncertain, so Elena approved a capped search adjustment through Friday with a rollback threshold. Pace returned to 104% the following week. Owner: Rhea James. Before keeping the new allocation, we review conversion quality on the same windows as the order system.
What changed this week
- The capped adjustment ended on Friday as planned; no rollback was needed.
- Pace is back inside the band at 104% for the week of Sep 14.
- Product in use footage earned a higher click through rate than studio images in both audiences, in the 1:1 feed size, the only size with enough volume.
- Rhea approved a focused brief for two more product in use variants, to be judged by placement once each reaches the minimum sample.
- In August, platforms reported 2,511 conversions against 2,146 verified orders, 17% more, during the tracking migration.
- The report now shows both measures on the same windows with an attribution note. Tracking validation comes before any scaling.
Spend against the monthly plan
Through Sep 21 the two channels have used 75% of September's plan with 70% of the month gone, slightly ahead of an even pace.
| Proposal | Channel | Change | Reason |
|---|---|---|---|
| Keep search inside the 90 to 110% band | Paid search | Back in band after the capped week | |
| Keep the new search allocation | Paid search | Conversion quality review first | |
| Test two product in use variants | Paid social | Stronger click through rate in the 1:1 feed size | |
| Scale total spend | Both | Until tracking validation is complete |
Decision needed from Elena Ross
Internal notes
Measurement notes, internal only
- Compare platform conversions and verified orders only on the same windows and definitions; the migration inflated platform counts in August.
- Judge the new variants by placement once each reaches the minimum sample; do not generalize from the 1:1 feed size.
- Export charts through the shared report only; do not share raw platform screenshots with the client.
How to use this template
Duplicate this page each week. Pull pacing directly from platform reporting and orders from the order system rather than estimating, and remove the internal notes section before sharing outside the immediate team if the client is not meant to see it.
| Variable | Meaning | Required |
|---|---|---|
{{client.name}} | Client the pacing review covers | Required |
{{pacing.band}} | Agreed pacing band against the weekday plan | Required |
{{period.week_ending}} | Last day covered by this week's figures | Required |
{{channel.pacing_table}} | Per-channel pace for this week and last week | Required |
{{measurement.gap}} | Platform conversions against verified orders, same windows | Required |
{{decision.owner}} | Client contact who approves budget moves | Required |
The live charts come from the Dashboards app for this client. If platform data has not synced for the reporting day, show Unavailable for that channel rather than estimating pace.