Compare ad spend by day without punishing slow conversions
Read a daily report while accounting for click-to-sale delay.
Separate spend date from outcome date
A Monday click may lead to a Thursday purchase. Counting only sales recorded on Monday against Monday spend can make that day look worse than it is. Group by acquisition day when evaluating what the spend produced.
Give recent days time to mature
If previous cohorts usually report half their outcomes after two days, yesterday's sales are incomplete. Mark the recent days as provisional and compare them with prior cohorts at the same age.
Use different views for different decisions
Use current spend and inventory for operational pacing. Use mature outcomes to compare profitability. During a tracking delay, avoid pausing delivery solely because the freshest data is incomplete.
Try a related tool
Divide remaining spend by the days left in a campaign. Adjust the daily figure for changes in expected demand.
