skill-123-budget-pacing-daily-allocation-scripts

Skill 123: Budget Pacing and Daily Allocation

Purpose

Analyze day-of-week performance patterns to optimize daily budget allocation and ensure proper monthly budget pacing. This helps capture more conversions on high-efficiency days while avoiding under/overspend.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include day-of-week segmented data.

GAQL Query:

SELECT
  campaign.name,
  campaign.id,
  segments.day_of_week,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date BETWEEN '{start_date}' AND '{end_date}'
  AND campaign.status = 'ENABLED'
ORDER BY campaign.name, segments.day_of_week

Run via /google-ads:get-custom with query name day_of_week_performance.

Analysis Steps

1. Fetch day-of-week data: Run custom GAQL query for 90 days of segmented data
2. Calculate efficiency indices: Compare CPA/ROAS by day vs weekly average
3. Identify patterns: Flag high-efficiency days (low CPA) and low-efficiency days (high CPA)
4. Design allocation strategy: Create day-based budget multipliers
5. Check monthly pacing: Compare spend-to-date vs budget-to-date

Thresholds

Condition	Severity
Day CPA > 50% above average	Critical
Monthly underpacing > 20%	Warning
Monthly overpacing > 10%	Warning
Day efficiency variance > 30%	Info

Output

Short format (default):

## Budget Pacing Audit

**Account:** [Name] | **Monthly Budget:** $[X] | **Pacing:** [On Track/Under/Over]

### Day-of-Week Efficiency
| Day | CPA | Efficiency | Recommended Multiplier |
|-----|-----|------------|----------------------|
| Monday | $[X] | +20% | 1.2x |
| Saturday | $[X] | -30% | 0.7x |

### Pacing Status
- Days remaining: [X]
- Budget remaining: $[X]
- Required daily: $[X] (current avg: $[Y])

### Recommendations
1. Increase [Day] budget by [X]% (best efficiency)
2. Reduce [Day] budget by [X]% (lowest efficiency)

Detailed adds:

• Full day-of-week performance table by campaign
• Monthly pacing week-by-week breakdown
• Script configuration for automated adjustments
• Seasonal pattern observations