Budget Headroom Report

Name: Budget Headroom Report
Author: Dmytro Tonkikh

Finds the reallocation hiding in plain sight: efficient campaigns losing volume to budget caps, idle budgets that could fund them, and full budgets funding poor CPAs.

budget

reallocation

impression share

optimization

by Dmytro Tonkikh·chiliad.io

Overview

Budget Headroom Report cross-references three signals per campaign — impression share lost to budget, average daily budget utilization, and CPA vs the account average — and produces three lists: STARVED WINNERS (efficient campaigns capped by budget, where extra money buys efficient volume), IDLE BUDGET (campaigns using well under their daily budget), and FUNDED LOSERS (near-full budgets converting far above the account CPA). Together they make the budget-shift decision nearly mechanical.

Variable	Default	Description
`DATE_RANGE`	LAST_30_DAYS	Analysis window.
`BUDGET_LOST_MIN_PCT`	10	'Starved' means losing more than this % of eligible impressions to budget.
`IDLE_UTILIZATION_PCT`	60	'Idle' means average daily spend below this % of the daily budget.
`CPA_LOSER_MULTIPLIER`	1.5	'Funded loser' means CPA above this multiple of the account average at ~full budget use.
`MIN_COST`	50	Ignore campaigns below this window spend (account currency).
`EMAIL_ADDRESS`	(empty)	Alerted when starved winners exist. Blank = log only.

Budget Headroom Report

Overview

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Setup

Configuration Variables

Expected Output

Notes