October 2026 Ad Spend Pacing

Pace vs forecast at current run rate. Meta is live through 2026-10-22; TikTok, Google and Amazon are month-to-date from the Triple Whale Summary page. Last updated 2026-10-23.

Amazon UNDER

-$1,579

projected month-end shortfall (-14.3% pace)

Google AHEAD

+$3,801

projected month-end overspend (+59.7% pace)

TikTok AHEAD

+$11,964

projected month-end overspend (+60.2% pace)

Meta AHEAD

+$14,375

projected month-end overspend (+103.5% pace)

Total AHEAD

+$28,561

projected month-end overspend (+55.8% pace)

Channel	Spend to date	Days	Run rate/day	Target/day	Projected month	Forecast	Gap vs forecast	Pace
Amazon	$6,693	22	$304	$355	$9,431	$11,010	-$1,579	UNDER -14.3%
Google	$7,213	22	$328	$205	$10,164	$6,362	$3,801	AHEAD +59.7%
TikTok	$22,604	22	$1,027	$641	$31,851	$19,886	$11,964	AHEAD +60.2%
Meta	$20,061	22	$912	$448	$28,268	$13,894	$14,375	AHEAD +103.5%
Total	$56,571				$79,713	$51,153	$28,561

Method: each channel's spend-to-date is converted to a daily run rate and projected across all 31 days of October, then compared to the monthly forecast target. Sources: Marketing P&L (Actuals vs Budget FY26), Total Advertising & Marketing budget column for the month, for targets; TikTok, Google and Amazon spend from the Triple Whale Summary page; Meta pulled live from the ad account. The known TikTok tracking issue (Jun 30 to Jul 3) affects sales and ROAS, not spend.