Budget Type Settings

Introduction

How the Daily Budget Limit Works

How the Overall Budget Limit Works

Bidding Strategy Compatibility

Buy Traffic Evenly During the Day

Legacy Behavior for the Existing Campaigns

Best Practices

Introduction

The Budget type settings determine what controls your campaign’s limits and how those limits are applied over time. With this setting, you can choose one of the following three budget types:

1. Unlimited type to run your campaign without any limits;

When the Unlimited type is enabled, the campaign runs without budget or click limits. This means the campaign can continue receiving traffic until the user stops it manually, or the campaign reaches its end date, if an end date is set.

When Unlimited is selected, the budget and click limit fields are hidden, as no limits need to be set for the campaign.

Use Unlimited when delivery should not be constrained by a spend cap or click cap.

2. Budget type and set a budget to control overall spend;

Select Budget when you want to control your campaign based on spend. In this mode, you simply set the maximum amount the campaign is allowed to use.

3. Clicks type to limit performance based on the number of clicks.

Choose Clicks when the campaign should be limited by the number of clicks.In this mode, the user defines how many clicks the campaign is allowed to receive.

If you choose Budget or Clicks as your limit, you’ll also need to define how this limit is applied:

• Daily: controls how much is spent or how many clicks are received per day;
• Overall: sets a total limit for the entire campaign.

In case you turn off the  Unlimited type, the campaign returns to a limited setup, where you must select Budget or Clicks, and then Daily or Overall.

How the Daily Budget Limit Works

Use the Daily limit to set a maximum amount your campaign can spend or achieve within a single day. In this mode, the system tracks performance within the current day only. Your campaign will continue delivering traffic until it reaches the set daily limit. Once the limit is reached, delivery pauses for the remainder of the day and resumes automatically the next day.

A Daily limit controls what can be spent or delivered in one day. It does not define a total limit for the full campaign. Here is how it works:

• Select Budget or Clicks as your campaign limit
• Choose the Daily option
• Enter your desired daily budget or click limit
• Your campaign will run until the daily limit is reached
• Once the limit is met, delivery pauses for the rest of the day
• The limit resets automatically the next day, and delivery resumes

Use Daily budget limit when the goal is to control the campaign day by day. This option works well when the user wants a clear daily cap and prefers to review campaign performance regularly.

Example 1: Budget limit

Daily budget = $50

The campaign can spend up to $50 today. Once that amount is reached, delivery stops until the next day. Tomorrow, the same limit applies again.

Example 2: Budget limit

Daily budget = $200; The campaign runs for 7 days.

If the campaign reaches its limit every day, it may spend up to $200 per day. Over 7 days, total spend could reach about $1,400. There is no separate lifetime budget cap unless the user selects Overall instead.

Example 3: Clicks limit

Daily click limit = 500.

The campaign can receive up to 500 clicks today. Once that number is reached, delivery pauses until the next day.

Example 4: Clicks limit

Daily click limit = 1,000; The campaign runs for 5 days.

If the campaign reaches its limit every day, it may receive up to 1,000 clicks per day. Over 5 days, that could result in about 5,000 clicks. There is no separate total click cap unless the user selects Overall instead.

How the Overall Budget Limit Works

Use the overall limit when the campaign should spend or deliver a total amount across a selected date range. This mode is designed for campaigns with a fixed target and a defined flight period. 

For example:

• Spend $3,000 between May 1 and May 15, or
• Receive 10,000 clicks between June 1 and June 10.

When Overall is selected,  define:

• Start date
• End date
• Total budget or total click limit

The platform then automatically manages delivery across the selected dates. This means that you set the total budget or total click limit for the full campaign period, and the platform calculates how much should be delivered each day to stay on track.

The goal is to distribute the total limit evenly across the selected dates, instead of allowing the campaign to spend or deliver everything as quickly as possible.

The system calculates an effective daily pace based on how much budget or how many clicks remain and how many days are left until the end date.

Simply put, the formula works as follows:

“Remaining total limit / Remaining days = Effective daily pace”

So if a campaign has $1,000 left to spend and 10 days remaining, the effective daily pace is about $100 per day. If later the campaign has $600 left and 5 days remaining, the pace becomes about $120 per day.

The same logic applies to clicks.

This means an Overall limit controls the total campaign target, while the platform automatically calculates how much should be delivered each day to reach that target by the end date.

By default, the platform distributes delivery evenly throughout the day, helping prevent traffic from being spent too quickly in the early hours.

How it works:

• Select Budget or Clicks as your campaign limit
• Choose the Overall option
• Enter the total limit and set your campaign dates
• The system automatically spreads the remaining budget or clicks across the remaining campaign days
• If delivery is lower than expected early on, daily pacing may increase later to stay on track
• Any changes to the total limit or campaign dates will automatically update the pacing

During the campaign, the effective daily pace is recalculated automatically when:

• A new day begins
• The overall budget or total click limit is updated
• The campaign start or end date is changed

If you adjust the total limit or campaign dates during the day, the updated pacing is applied immediately for the rest of that day.

If the campaign underdelivers on earlier days, the remaining budget or clicks are redistributed across the remaining days. As a result, the effective daily pace can increase later in the flight to help the campaign catch up.

Overall pacing is designed to minimize the need for manual monitoring and adjustments throughout the campaign. It helps ensure more consistent performance by reducing the risk of a campaign:

• Spending or delivering too much too early
• Progressing too slowly and missing the end date
• Requiring frequent manual recalculations to stay on track

Example 1: Overall Budget

Overall budget = $1,000; Campaign dates = May 1 to May 10.

The campaign has 10 days to spend $1,000. The system paces delivery across those dates instead of allowing the campaign to spend the full amount as quickly as possible.

Example 2: Overall Budget

Overall budget = $900; Campaign dates = June 1 to June 9.

At the beginning, the effective pace is about $100 per day. If after 3 days the campaign has spent only $240, the remaining $660 is redistributed across the remaining 6 days. In that case, the effective daily pace may increase to help the campaign catch up.

Example 3: Overall Clicks

Overall click limit = 5,000; Campaign dates = June 1 to June 10.

The system paces delivery across those 10 days instead of allowing the campaign to consume the full click limit as fast as possible.

Example 4: Overall Clicks

Overall click limit = 12,000; Campaign dates = July 1 to July 12.

At the beginning, the effective pace is about 1,000 clicks per day. If after several days the campaign is behind plan, the system redistributes the remaining clicks across the remaining days so delivery can catch up.

Bidding Strategy Compatibility

Available limit behavior depends on the selected bidding strategy (Manually or Target CPA and Max Conversions).

With Manual bidding, you can work with the standard limit setup: Unlimited, Budget, and Clicks. Where supported, choose either Daily or Overall.

For CPA-based bidding strategies, the same general Daily or Overall logic applies where limits are available. If Overall is used with Target CPA or Max Conversions, the platform still paces the total budget across the selected date range.

At the same time, intra-day delivery is managed by the optimization algorithm rather than by a separate manual pacing control.

Buy Traffic Evenly During the Day

Buy Traffic Evenly During the Day is an additional pacing option available for campaigns using Manual bidding with a Daily limit. When enabled, the platform spreads your spend more evenly throughout the day. This helps prevent your campaign from exhausting its daily budget or reaching the click limit too early.

This option is ideal for campaigns that require steady, consistent delivery throughout the day rather than faster delivery in the early hours. When enabled, the platform distributes traffic more evenly, reducing heavy delivery at the start of the day.

The Buy traffic evenly during the day toggle is available only when	The Buy traffic evenly during the day toggle is unavailable or disabled when
The campaign uses Manual bidding The campaign uses Budget or Clicks Daily is selected as the limit mode The daily limit is entered correctly and passes validation	The campaign uses Overall pacing The campaign uses Target CPA or Max Conversions The campaign is a Push campaign, The daily limit is missing The daily limit contains a validation error

Legacy Behavior for the Existing Campaigns

The new limit model applies to new campaigns. Some existing campaigns may still temporarily use older limit combinations created before this update. Those campaigns may continue to work under legacy behavior until they are updated through the migration process.

For the new campaign setup, the intended logic is:

• Unlimited, or
• Budget / Clicks + Daily, or
• Budget / Clicks + Overall

But not Daily + Overall together.

Best Practices

Use Daily when:

• You need a clear limit for each day
• You actively monitor and manage campaigns on a daily basis
• You want simple, direct control over daily spend or click volume

Use Overall when:

• You have a fixed total budget or click target
• Your campaign runs within specific start and end dates
• You want more consistent delivery across the entire campaign period
• You prefer to avoid manual recalculations of daily limits

Use Unlimited when:

• You don’t want your campaign to stop due to budget or click limits

Summary

• Unlimited means the campaign runs without budget or click limits.
• Budget limits delivery by spend.
• Clicks limit delivery by click volume.
• For Budget and Clicks, new campaigns use either Daily or Overall.
• Daily controls delivery one day at a time.
• Overall distributes a total budget or click limit across a selected date range.
• With the Overall limit, the platform automatically recalculates the effective daily pace to help the campaign stay on track.
• New campaigns cannot use Daily + Overall together.