Glossary
The terms behind a pacing number, defined in one sentence and then shown as arithmetic.
A term earns a page here only when Adswave computes or alerts on it. Each entry gives the definition, the formula, a worked example in euros and the source the constant comes from.
Where the product's number differs from the textbook version, the entry says how and why, so the figure you see in Adswave and the figure you read here are the same figure.
Budget pacing in PPC: definition and formula
Budget pacing compares actual ad spend with expected spend: monthly budget / 30.4 × days. The formula, a euro example and why underspend counts too.
Expected spend to date: formula and example
Expected spend to date is monthly budget / 30.4 x days. On €3,000 that is €98.68 a day and €986.84 by day 10. Counting today makes it read low.
Pacing variance formula, with a worked example
Pacing variance = (actual - expected) / expected × 100. It moves before the budget total does. The formula, a euro example and when it misleads.
Why divide by 30.4? The Google Ads 30.4-day month
30.4 is 365/12. Divide a monthly budget by 30.4 and Google's monthly limit equals it. Even spend reads -1.9% in a 31-day month, +8.6% in a 28-day one.