Campaigns usually meet their budget objectives. However, in certain conditions, actual spend may happen to be lower than the initial budget goal. Here are some possible reasons why this sometimes happens:
- Narrow targeting: if you are targeting a much too narrow audience, for example by defining a very small geo, narrow demographics, very few music genres (or a combination of these) your target audience may result in a population too small for your target. Read more about using our Audience Guide to correctly size your audience
- Aggressive hourly scheduling: setting your campaign to deliver only during certain hours could result in not being able to meet the goal
- Issue with payment: failed payments result in campaigns being put on hold, so make sure to have your account in good standing
- Ads being blocked: ads that do not comply with our ad guidelines may get blocked by certain publishers. This can result in underdelivering campaigns
