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Understanding the concept and calculation of the 'Trend'

The 'Trend' indicator/KPI helps you quickly assess whether your campaign is spending its budget as planned over time. It compares the evolution of your spending with the evolution of the time elapsed in the campaign and assigns an overall status: Action Needed, Delayed, or On Track.

 

How Trend is Calculated

1. Key Metrics

Metric Formula Description
spentAchieve
(spentEuro / campaignBudget) × 100
 
Percentage of the total budget already spent.
timeAchieve
(daysFromCampaignStart / campaignDurationInDays) × 100
 
Percentage of the campaign duration that has elapsed.
Trend Ratio
spentAchieve / timeAchieve
 
Compares spending progress to time progress.

 

Note: daysFromCampaignStart is 0 on the first day of the campaign.

 

2. Status Definitions

The Trend status is determined by the Trend Ratio (spentAchieve / timeAchieve):

Status Condition Interpretation
Action needed Ratio ≤ 0.85 The campaign is spending too slowly compared to the expected pace.
Delayed Ratio > 0.85 and ≤ 0.95 The campaign is spending slightly slower than expected.
On track Ratio > 0.95 The campaign is spending as expected.

 

Example

Let’s say your campaign has:

  • Budget: 5,000 €
  • Duration: 10 days
  • Current day: Day 5
  • Spent so far: 2,000 €

Calculations

  1. spentAchieve: (2,000 € / 5,000 €) × 100 = 40%

  2. timeAchieve: (5 days / 10 days) × 100 = 50%

  3. Trend Ratio: 40 / 50 = 0.8

  4. Status: Action Needed (since 0.8 ≤ 0.85).

Why Trend Matters

  • Action Needed: Your campaign risks under-spending. Consider adjusting your targeting or budgets to accelerate spending.
  • Delayed: Monitor closely; minor adjustments may be needed.
  • On Track: No action required. The campaign is performing as expected.
The trend can be supplemented by information from the Delivery Pilot. See the article on Delivery Pilot, Displayce's help tool.