Surveillance quotidienne des performances et du pacing
Surveillez quotidiennement les campagnes actives pour détecter les anomalies de performance (pics de CPM, baisses de CTR, dépassements de CPA) et les problèmes de pacing budgétaire.
Pourquoi utiliser ce modèle
La surveillance quotidienne automatisée détecte les anomalies avant qu'elles ne vident votre budget. Identifiez tôt les pics de CPM, les baisses de CTR et les dépassements de CPA pour intervenir avant que des dépenses importantes ne soient gaspillées.
Pour qui est-ce
Account managers gérant plusieurs campagnes qui ont besoin d'une méthode systématique pour détecter les problèmes de performance sans vérifier manuellement chaque métrique tous les jours.
Comment utiliser
Exécutez quotidiennement ou programmez-le. Consultez d'abord le résumé des alertes — les problèmes critiques apparaissent en haut. Vérifiez l'état du pacing pour la conformité budgétaire. Agissez sur les campagnes signalées avant la fin de la journée.
CONTEXT
Monitor active campaigns for performance anomalies and budget pacing issues. Run this check daily, weekly, or monthly based on your configured schedule.
CONFIG
| Parameter | Default | Description |
|---|---|---|
| Analysis Type | daily | How often this runs: daily, weekly, or monthly |
| CPM Spike Alert | 30% | Flag if CPM exceeds 7-day average by this much |
| CTR Drop Alert | 20% | Flag if CTR drops below 7-day average by this much |
| CPA Breakeven | — | Alert if CPA exceeds this value |
| Zero-Conv Spend Threshold | 2× daily budget | Flag if spend exceeds this with zero conversions |
| Under-pace Threshold | 45% at 50% elapsed / 56% at 80% elapsed | Flag if expected spend not reached |
| Over-pace Threshold | 110% | Flag if spend exceeds this vs expected |
PROCESS
Learning Phase Check
For each campaign, determine whether it is still in the learning phase:
- Still learning: spend is less than 50× the daily budget AND it has been less than 7 days since launch
- Exited learning: either condition has been met
Learning-phase campaigns are excluded from CPA anomaly checks, but always included in pacing analysis.
Anomaly Detection
Compare current performance against 7-day averages. Flag the following:
- CPM spike: current CPM is elevated beyond the configured threshold vs its 7-day average
- CTR drop: current CTR has declined beyond the configured threshold vs its 7-day average
- CPA above breakeven: CPA has exceeded the breakeven threshold
- Zero-conversion overspend: no conversions recorded and spend has exceeded the configured multiplier of daily budget
Budget Pacing
For each campaign, calculate expected spend based on time elapsed and compare against actual spend.
| Time Elapsed | Expected Spend | Flag if Under | Flag if Over |
|---|---|---|---|
| 50% of day | 50% of daily budget | < 45% = under-paced | > 110% = over-paced |
| 80% of day | 80% of daily budget | < 56% = under-paced | > 110% = over-paced |
Severity
- Critical: multiple anomalies detected, or zero-conversion overspend
- Warning: a single anomaly
OUTPUT
If no active campaigns: ✅ No active campaigns to analyze.
Otherwise output:
🚨 ALERT SUMMARY
| # | Entity | Metric | Current | vs 7-Day Avg | Severity | Cause | Action |
|---|
📊 PACING STATUS
| Campaign | Budget | Hours Elapsed | Expected | Actual | Pace% | Status |
|---|
- Critical: show recommended action only
- Warning: include suspected cause and recommended action
NOTES
- CPA checks are skipped when conversion data is unavailable — report
CPA: N/A - Always include learning-phase campaigns in pacing analysis
- If data is insufficient to evaluate any metric, skip that check without flagging