Hi!
After a decade in the space, I’m curious to see how others are solving a problem that’s fairly unique to agencies, since we deal with many different types and sizes of budgets.
While account team members are responsible for tracking budgets on a project or yearly basis, it’s the traffickers/specialists’ jobs to track budget on a line/campaign/ad set level. However, when teams are in need of growth, capacity issues can make this last bit difficult. One approach I’ve worked on is generating risk reports, which call out which campaign lines are at risk of under-delivery, over-delivery, or ending too soon, which can throw off the campaign. These often come with a column to flag what the issue is, and how big of a risk it might be. For example:
| Client | Campaign | Start | End | Spend | Risk Level | Issue |
|---|---|---|---|---|---|---|
| NuCo | Summer | 7/1/2024 | 7/31/2024 | $503 | High | Underpacing |
| BrandB | Prospecting | 6/3/2024 | 8/5/2024 | $625 | Medium | Overpacing |
From here, the account team will jump in and either request help, fix the campaign themselves, or connect with the client for further action. I’ve also leveraged Looker Studio and Google Sheets to build these, along with email reminders every few days to keep everyone honest.
How is everyone else handling risk reporting/budget tracking?
