Why It Happens
Audience availability: Some days may have higher engagement or more opportunities to show ads.
Bid competition: Costs fluctuate as competitors enter or exit auctions.
Delivery pacing: Platforms try to spend your budget efficiently, which can cause short-term over- or underspending.
Algorithm optimisation: Smart delivery may spend more when it predicts higher potential conversions, and less when performance is lower.
How Blend Manages This
Blend uses a 7-day average to evaluate budget performance. This approach:
Smooths daily fluctuations caused by midday changes or irregular delivery
Captures the impact of capitalising on strong performance, rather than penalising a single high-spend day
Ensures decisions are made based on meaningful trends, not one-off anomalies
By looking at a 7-day window, overspend or underspend is contextualised and easier to manage, giving campaigns room to optimise and maximise results.