Approved plan
Line items, channels, flight dates, budgets and reporting currency.
Compare the media plan with actual spend without losing the source trail.
A plan-versus-actual review shows whether each media flight is spending at the expected rate, where the month is likely to finish and which imported rows still need a human decision.
Mapped actuals
Platform rows connected to the plan with the source and match visible.
Actionable variance
Pacing, forecast and open decisions before the next client update.
TWO QUESTIONS, TWO CALCULATIONS
Pacing explains the rate. Forecast estimates the finish.
They are related, but they answer different operational questions.
Are we spending faster or slower than the flight?
% of budget spent÷% of flight elapsed
A result near 100% means spend and elapsed time are moving together. It does not prove that the media is performing well.
Where will spend finish at the current average rate?
spend to date÷elapsed fraction
The straight-line forecast is a planning signal. Seasonality, scheduled changes and platform delivery behavior still require judgment.
A REPEATABLE REVIEW
Move from raw exports to a decision-ready variance.
The sequence matters because a precise calculation on the wrong match is still wrong.
Align the period.
Use the same inclusive dates, time zone, currency and spend stage for plan and actuals.
Map at the right level.
Connect account or campaign rows to the intended plan line without double-counting repeated flights.
Review pace and forecast.
Separate a delivery-rate signal from performance metrics such as CPA, ROAS or conversions.
Explain the variance.
Record whether the gap comes from timing, rejected creative, a plan change, missing data or an incorrect match.
Close with final spend.
Replace current spend with final exports, resolve remaining expenses and hand the checked amount to finance.
DURING THE MONTH VS AFTER THE MONTH
Plan-versus-actual control and reconciliation are connected, not identical.
One protects delivery. The other protects the client handoff.
Plan vs actual
- Uses current spend to date
- Highlights overpace and underpace
- Supports budget or delivery decisions
- Forecast remains provisional
Ad spend reconciliation
- Uses final platform exports
- Resolves unmatched expenses
- Applies credits, fees and tax
- Produces a checked client amount
WORK WITH YOUR EXISTING EXPORTS
Open live demo See the full plan-versus-actual workflow.
The interactive sandbox uses fictional data and requires no sign-up. Change spend, review matches and close the month yourself.