The expected impressions, reach, clicks, conversions, and cost for a plan before it runs, built from platform estimates, benchmarks, and past results. Forecasts set expectations the campaign is then judged against, so their assumptions should be written down.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Forecast." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/forecast/