Targets

A report tells you what happened. Targets tell you whether that was the plan.

You set a monthly number per ad account — spend, leads, revenue, a ROAS you promised a client — and Level compares it against the real figures as the month runs: what should have been reached by today, what actually was, and how far apart those two are.

The section is two screens, under Targets in the sidebar:


Pacing	One month, read-only. Planned, actual, remaining, drift, status — per ad account and per campaign.
Plan	A whole year as a grid. This is where the numbers are typed.

Both screens show one metric at a time. Which metrics you see is your choice — see Choosing metrics.

What you need

The Pro plan or above. On Free both screens open and say Targets · Pro, with a button to redeem an access code.
At least one connected ad account — a target is always a target of an ad account.
The Manage Budgets permission to type or edit numbers. Without it both screens still open: you can read the year plan and the month's pacing, you just can't change them. See Permissions.
A conversion mapping for any metric built on conversions. A metric without one can't be tracked until you set it up on the Metrics page.

Two kinds of number

Every metric a target can sit on belongs to one of two classes, and they behave differently all the way through the section.

	Cumulative	Ratio
Examples	Cost, Clicks, Impressions, Revenue, Purchases, Leads, your own conversion metrics	ROAS, CTR, CPA, CPL, CPM
What you plan	An amount for the month that accrues day by day	A level to hold for the whole month
Pacing	Linear: a 3 000 month is expected to reach 100 a day	The actual level so far against the target level
Remaining	Plan minus actual	— (there is nothing to subtract)
Year totals	Months add up	— (adding ratios means nothing)

A ratio also needs a few days before it says anything: under three days of data, or a zero denominator, and the row reads Not enough data rather than a wild percentage computed off two clicks.

Good news and bad news

Spend is the one metric where both directions are bad — running hot burns money, running cold means the plan isn't happening. Every other metric has a good side, and Level knows which:

Metric behaves like	Above plan	Below plan
Cost	Over (red)	Under (amber)
Higher is better — leads, revenue, purchases, clicks, impressions, ROAS, CTR	Ahead (green)	Behind (red)
Lower is better — CPA, CPL, CPM	Above target (red)	Below target (green)

The wording follows the metric too: money you planned to earn is earned, a count is reached, and only spend is spent. A revenue target beaten by a quarter says Ahead, in green, instead of shouting that you are over budget.

How pacing is calculated

Term	Meaning
Planned	The target you typed for the month. For a ratio, the level to hold.
Spent / Earned / Reached	The actual figure so far, from the platform data Level has synced.
Expected by today	The linear share of the plan for the days elapsed. Cumulative metrics only.
Drift	Actual minus expected. Shown in money for a money target, in per cent otherwise.
Remaining	Planned minus actual. Cumulative metrics only.

All of it is computed server-side, so two people looking at the same month see the same numbers.

The status vocabulary

Status	What it means
On track	Drift is inside the target's tolerance.
Ahead / Behind	A higher-is-better metric running above / below plan.
Above target / Below target	A lower-is-better metric running above / below plan.
Over / Under	Spend running above / below plan.
Not started	The month hasn't begun yet.
Not planned	This ad account has no target for this month and metric.
No data	The ad account has never synced — the figure is unknown, not zero.
No spend / No activity	Days have passed and nothing happened at all. Usually a paused account rather than a planning problem.
Not enough data	A ratio metric with fewer than three days of data, or a zero denominator.
Metric not set up	The metric's conversion mapping was removed after the target was made.

Currencies are not converted

A target carries the currency of its ad account, stamped when you create it. Level never converts between them: accounts in different currencies are totalled separately and shown one line per currency, because a single figure mixing dollars and euros would be a number nobody can act on. With more than three currencies in one grid the totals read —, and the currency sits next to each account's name.

Campaign targets sit inside account targets

A campaign target is a slice of its ad account's month, not an extra target on top. Totals therefore count account-level targets only — counting both would count the same thing twice.

Use them when one campaign has a fixed allocation inside a bigger account target: a seasonal push, a client-earmarked spend.

Pacing the month — reading the monthly view.
Planning the year — the grid, and the shortcuts that make filling twelve months bearable.
Choosing metrics — which metrics you plan for, and in what order.
Drift alerts — getting told before the month is over.