Overview
MNTN’s Budget Change Performance Report shows how your original, added, or reduced spend is performing so you can better evaluate impact, plan future changes, and make confident decisions with the full context.
How it's Calculated:
To track budget change performance, we first identify significant budget changes — those that change by 10% or more. These changes are detected in two ways:
New Flight Starts: When a new budget flight begins with a daily budget that is higher or lower than the average daily spend compared to their previous flight.
Mid-Flight Budget Changes: When an existing campaign's daily budget increases or decreases compared to its previous daily budget.
Once a change is identified, we classify impressions, visits, and conversions into two categories:
Original: Performance driven by the initial budget.
Ramping: Performance resulting from the budget increase or decrease.
How it Works
Budget changes don’t produce instant results. Whether you increase or decrease your campaign spend, your metrics will shift gradually as attribution windows complete.
Increased Budget:
When you increase your campaign budget:
Your original spend continues delivering results through open attribution windows.
Your new spend begins a fresh attribution window, meaning it takes time to reflect new visits and conversions.
📘 Example: Advertiser A increases budget from $10,000 to $15,000:
$10,000 continues performing at a ~7% visit rate
$5,000 starts fresh and shows lower initial performance
Over time, the new $5,000 ramps up and stabilizes
What you’ll see:
Metric Type | Color | Description |
Original | Green | Performance from your original budget. Used as a reference for ramp-up. |
Ramping Up | Blue | Performance from your added spend. Expect early underreporting as it ramps. |
📝 Note: Ramping metrics begin appearing as soon as your budget changes, but final results take time, as attribution windows (e.g. 14-day visits, 30-day conversions) must complete before all conversions and visits are fully reflected.
Decreased Budget:
When you decrease your campaign budget:
Your new reduced spend continues to deliver results at a smaller scale.
The removed portion of your spend no longer serves impressions, but may still generate attributed visits and conversions for a short time.
📘 Example: Advertiser B decreases budget from $15,000 to $10,000:
$10,000 continues to drive reach and performance
$5,000 (removed portion) still contributes results briefly, then tapers
Final metrics settle once attribution is complete
What you’ll see:
Metric Type | Color | Description |
New Results | Green | Performance from your reduced, ongoing budget. Sets your new performance baseline. |
Ramping Down | Blue | Attributed outcomes still appearing from the now-paused spend. Tapers off as attribution ends. |
⚠️ Note: Decreases don’t show an immediate drop. Performance gradually levels as your old attribution window closes.
Definitions
Metric | Definition | Formula |
Ramping Total Spend | The change in spend compared to your previous baseline spend | n/a |
Ramping Impressions | The amount of impressions served by your change in budget | n/a |
Ramping Households Reached | The amount of households reached by your change in budget | n/a |
Ramping Total Verified Visits | The amount of verified visits driven directly by the change to your spend | n/a |
Ramping Total Conversions | The amount of conversions driven directly by the change to your spend | n/a |
Ramping Order Value | The amount of order value driven directly by the change to your spend | n/a |
Ramping Visit Rate | The Ramping Percentage of Households Reached that resulted in a Verified Visit | = |
Ramping Conversion Rate | The Ramping Percentage of Verified Visits that resulted in a Conversion | = |
Ramping Conversion CPA | The Ramping Cost per Verified Conversion | = |
Ramping ROAS | The Ramping Return on Ad Spend | = |
When Metrics Update
Budget changes don’t impact every metric at once. Here’s when to expect updates, based on your full Attribution Window (Visit Window + Conversion Window):
Metric | When It Updates |
Impressions & Reach | Instantly, based on live delivery |
Visits | After your Visit Window closes |
Conversions | After your full Attribution Window ends |
CPA, ROAS, Rates | Once all attribution windows complete |
Quick Answers
Why do my metrics look lower after a budget change?
Why do my metrics look lower after a budget change?
Early ramping periods may show lower performance until attribution windows close. Use the color-coded breakdown to compare apples to apples.
How many budget changes are tracked per campaign?
How many budget changes are tracked per campaign?
Only the most recent significant change (≥10%) is tracked. A new increase or decrease will replace the previous ramping data.
How can I compare changes over time?
How can I compare changes over time?
The report helps you visualize outcomes from your baseline, ramping up, or ramping down spend side by side — so you can make strategic decisions without short-term noise.