Overview
Adpulse makes it easy to reallocate your daily budgets based on performance. But how exactly are those recommendations calculated? Here's a breakdown of how it works, explained in plain language.
1. We Use Your Best, Most Recent Data
Instead of relying on a fixed date range, Adpulse looks for the most relevant performance window for each campaign:
We scan the last 84 days of data to identify the most recent period of at least 7 days during which the campaign achieved 10 or more conversions.
This helps us base recommendations on meaningful, up-to-date performance.
If a campaign hasn't reached 10 conversions in the last 84 days, we leave its current budget ratio unchanged and skip performance scoring.
2. Each Campaign Gets a Performance Score
We calculate a Performance Score for each campaign, shared budget, or ad set within your Adpulse Budget.
For CPA goals: Lower CPA means better performance and a higher score.
For ROAS goals: Higher ROAS means better performance and a lower score (inverted to keep the scoring consistent).
Scores are capped between 0.1 and 2.0 to prevent extreme outliers from dominating the outcome.
3. We Turn Scores Into Budget Weightings
Once all campaigns have a performance score, we use them to calculate what percentage of the budget each campaign should receive:
All scores are compared and converted into ideal budget weightings.
This allows us to allocate more budget to campaigns that are performing well, and less to those that aren’t.
4. Choose Your Calculation Basis
You can choose whether Adpulse calculates recommendations based on:
Ideal Daily Spend (default)
Current Daily Budget
Ideal Daily Spend
This is the most commonly used option, especially if you're using AutoPacing. Ideal Daily Spend is calculated by dividing the remaining budget by the number of scheduled days left in the period. It dynamically updates to keep your campaigns on track.
If you're using AutoPacing, we strongly recommend using Ideal Daily Spend. It ensures that your daily budget recommendations are aligned with your pacing goals and total budget.
Current Daily Budget
This uses the current daily budget values set in the ad platform. You might choose this option if you’re manually managing your budgets and the Ideal Daily Spend value doesn’t reflect where you actually want your daily budgets to be.
5. We Limit How Much Budgets Can Shift
To keep things stable, we restrict how much a campaign’s share of the budget can change each day:
You can choose a maximum daily change of 2%, 5%, or 10%.
For example, if a campaign had 25% of the budget yesterday and you’ve set a 2% limit, it can only move between 23% and 27% today.
If any campaign exceeds the limit, we rebalance the others within the allowed range.
We also ensure that no campaign exceeds its Maximum Spend, which is calculated using a 28-day lookback.
6. Some Campaigns Stay as They Are
Campaigns are excluded from recalculations if they:
Have been manually locked
Have hit their minimum or maximum budget
Don’t have enough recent conversion data
In these cases, we keep their current ratio unchanged.
The Bottom Line
Every time budget weightings are updated:
All changes respect the daily limit you selected
No campaign goes over its Max Spend
Final weightings always add up to 100%
And with the option to calculate based on Ideal Daily Spend or Current Daily Budget, you have full control over how recommendations are made—whether you're pacing automatically or managing things manually.
How to apply the Daily Budget Recommendations
Click 'Edit Daily Budgets' from the triple-dot menu
Review the Recommendations, and you can either
Update rows manually with the recommended values
Select 'Accept All Recommendations', which will update the 'New' column with all the recommended values
Press 'Update Budgets' and confirm via the modal
The updated budgets are sent to the respective platforms immediately
