Pacing is how we ensure that we spend your budget evenly over the schedule of your ad set. It's also a mechanism for helping us meet the cost goals of your bid strategy. It may be useful to think of it as the intersection of your budget and your bid strategy.

• Pacing helps us deliver your ads in a way that accounts for that variation, so you can meet your cost goals even when market conditions change.
• There are two aspects of pacing that work in tandem: budget pacing and bid pacing.

Let's say that you use a lifetime budget and the lowest cost bid strategy, and tell us to run your ad set for a week. It happens to start running at a time when opportunities are more expensive due to increased auction competition. If we didn't use pacing, we could spend your entire budget in a few days on expensive results. Instead, we "pace" spending so that you have budget available later in the week, when there are likely to be lower-cost results available.

* Nguồn: Facebook