Overview

MNTN’s Budget Change Reporting helps you understand how your campaigns perform after a budget increase or decrease.

When budgets change, performance does not update instantly. Attribution windows take time to complete, which can temporarily affect metrics like ROAS, CPA, and visit & conversation rates. This report separates total performance from budget-change impact, so you can evaluate results with the right context and make confident decisions.

What You’ll See After a Budget Change

Industry-Standard Performance

These are the primary performance metrics shown in reporting.

These metrics match the values shown in the reporting table below and represent your true overall campaign performance (in other words, your normal aggregate metrics), even while a budget change is ramping.

Stabilized Performance

Stabilized performance reflects results across Visit Rate, Conversion Rate, CPA, and ROAS from your ongoing baseline budget, excluding the short-term effects of a recent budget change.

💡 Pro Tip: Stabilized performance metrics are reflected in green in reporting charts.

Use stabilized performance to:

Understand what performance typically looks like once ramp-up completes
Set expectations for future scaling decisions
Compare against historical performance without short-term noise

⚠️ Warning: These metrics won't match your normal aggregate metrics in the reporting table below.

Ramping Metrics

Ramping Metrics reflect results across Visit Rate, Conversion Rate, CPA, and show performance driven only by the portion of spend that changed — whether that change was an increase or a decrease.

💡 Pro Tip: Ramping metrics are reflected in blue in reporting charts.

Because new or removed spend needs time to fully attribute:

Early results may appear lower
Performance stabilizes as attribution windows close

This view is intended for diagnostic insight, not as your primary performance benchmark.

⚠️ Warning: These metrics won't match your normal aggregate metrics in the reporting table below.

How Budget Changes Are Identified

MNTN tracks significant budget changes (±10% or more) in two cases:

New Flight Starts
When a new budget flight begins with a daily budget that is meaningfully higher or lower than the previous flight’s average daily spend.
Mid-Flight Budget Changes
When an existing campaign’s daily budget increases or decreases compared to its previous daily budget.

Only the most recent significant budget change per campaign is tracked at a time. A new increase or decrease replaces the prior budget-change data.

How Budget Changes Affect Performance

Budget changes don’t produce instant results. Attribution windows must complete before all visits and conversions are fully reflected.

When You Increase Budget

Your existing (baseline) spend continues delivering results through open attribution windows
Your new spend begins a fresh attribution cycle, meaning it takes time to reflect new visits and conversions

📘 Example: An advertiser increases budget from $10,000 to $15,000:

$10,000 continues performing based on prior attribution
$5,000 begins new delivery and initially shows lower attributed results
Over time, performance from the added spend stabilizes as attribution completes

What you’ll see:

Total (industry-standard) performance reflects both spends together
Stabilized performance reflects the original $10,000 baseline
Ramping metrics reflect results driven by the additional $5,000

📝 Note: Budget-change metrics appear immediately, but final results are only complete once attribution windows (for example, 14-day visit windows and 30-day conversion windows) close.

When You Decrease Budget

Your reduced, ongoing spend continues delivering results at a smaller scale
The removed portion of spend no longer serves impressions, but may still generate attributed visits and conversions briefly

📘 Example: An advertiser decreases budget from $15,000 to $10,000:

$10,000 continues driving reach and performance
$5,000 (removed portion) may still contribute attributed outcomes for a short time
Performance stabilizes once attribution windows close

⚠️ Note: Budget decreases don't cause an immediate performance drop. Metrics level out gradually as attribution completes.

View Budget Changes in Reporting

Account-Level View

When viewing multiple campaigns together:

Reporting shows true aggregate performance
Budget-change impact is not broken out to avoid misinterpretation

This view is best for understanding overall account health.

Campaign-Level View

When filtering to a single campaign:

Budget change markers appear on the timeline
Clicking a marker:
- Identifies whether the change was an increase or decrease
- Shows the size of the budget change
- Displays the campaign’s attribution window
- Indicates how far into the ramp the change is
- Automatically filters reporting to that campaign

This allows you to evaluate the impact of each budget decision independently.

When Metrics Update

Budget changes don’t impact every metric at once. Updates occur based on your full attribution window (Visit Window + Conversion Window).

Metric	When It Updates
Impressions & Reach	Immediately, based on live delivery
Visits	After the Visit Window closes
Conversions	After the full Attribution Window closes
Rates, CPA, ROAS	Once attribution windows complete

Metric Definitions (Ramping Metrics)

These definitions apply specifically to Ramping Metrics.

Metric	Definition	Formula
Ramping Spend	Spend associated with the most recent budget increase or decrease	n/a
Ramping Impressions	Impressions served from the budget change	n/a
Ramping Households Reached	Households reached from the budget change	n/a
Ramping Verified Visits	Verified visits attributed to the budget change	n/a
Ramping Conversions	Conversions attributed to the budget change	n/a
Ramping Order Value	Order value attributed to the budget change	n/a
Ramping Visit Rate	% of reached households that resulted in a verified visit	`Verified Visits ÷ Households Reached`
Ramping Conversion Rate	% of verified visits that resulted in a conversion	`Conversions ÷ Verified Visits`
Ramping CPA	Cost per verified conversion from the budget change	`Spend ÷ Conversions`
Ramping ROAS	Return on ad spend from the budget change	`Order Value ÷ Spend`