Lifetime Budget
01 Definition
Lifetime Budget meaning: A total amount set to spend across a campaign's entire scheduled run.
A lifetime budget is the full amount a campaign can spend from its start date to its end date, rather than a per-day figure. Platforms like Meta spread the budget across the schedule and can shift spend to higher-value days. It requires a fixed end date to work.
Why it matters
How Lifetime Budget fits the work
Lifetime budgets let the platform distribute spend across a set period, which helps time-limited campaigns and promotions with clear start and end dates.
In context
The two-week promotion used a 2,800 dollar lifetime budget, letting Meta spend more on weekends when response was strongest.
Practical note
Spend per day can vary widely as the system pursues results, so early days may look uneven. Editing a running lifetime budget can disrupt pacing.