Here, we explain the difference between Linear and Responsive AutoPacing and when you should use them.
How does AutoPacing work
AutoPacing will automatically adjust your campaign's daily budgets to control the pace of your daily spend, ensuring that your budget spends consistently throughout the scheduled period while reaching the spend target, ie. Pacing is always close to 100%.
It does this every night, applying adjustments ready for the following day.
Difference between Linear and Responsive AutoPacing
Linear Autopacing simply calculates how much budget you have left for the period and divides it by the number of scheduled days left.
If the budget is spending too slowly (underpacing), it will increase the campaign's daily budgets to make up the shortfall, and vice versa if spending too fast (overpacing)
Responsive AutoPacing does the same as Linear, but builds on the calculation by more aggressively increasing budgets artificially (within limits) in order to raise the daily spend to where it should be.
When to use Linear or Responsive AutoPacing?
Linear is the default setting, and it works really well on 99% of the budgets.
However, when Linear Pacing is resulting in consistent underpacing, or you need more aggressive budget adjustments with the potential for budgets to be set higher than your daily target spend (within limits) to hit the goal of 100% pacing, then Responsive AutoPacing might be the better choice.