Reference / Glossary / Buying and pricing
Pacing
The rate at which a campaign spends its budget over its flight. Even pacing spreads spend uniformly; ASAP pacing spends as fast as inventory allows; front-loaded and dayparted pacing shape spend to a plan. Underpacing usually indicates targeting that is too narrow, bids that are too low, or a creative rejection; overpacing usually indicates a missing cap.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Pacing." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/pacing/