Pace watches your connected ad accounts and tells you when something needs attention. Each alert type below says what triggers it and where it applies, so you can decide which ones to turn on. To switch them on and choose email or Slack, see set up alerts.
Each alert reaches you in one of two ways. Urgent ones fire the moment they're detected. Lower-urgency ones are collected into a single daily digest at a time you choose, so your inbox and Slack stay quiet in between.
Note: Some of the newer alert types are rolling out to workspaces on the Pro plan and above: metric anomalies, trends, conversion tracking, the dead-morning delivery check, account status, and policy issues beyond Google. Until they reach your workspace, their rows either stay hidden or run the earlier version of the check.
Pacing
Pacing Alert. Fires when an account's spend drifts more than 10% from where it should be for this point in the month. It has three severity tiers (warning, serious, and critical), so a small drift reads differently from a blowout. If an account runs in Daily Floor mode (a minimum daily spend you set), this same toggle instead sends its Daily Floor Shortfall and Heads-Up alerts. Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, and TikTok Ads.
Overspend Monitor. Fires when Pace pauses or re-enables campaigns to keep an account inside its monthly cap. See overspend protection for how that guardrail works.
Pacing Took Place. A summary after each automated pacing run: budgets adjusted, accounts changed, accounts already on pace, and anything deferred or errored.
Budget rollover and Budget rollover failed. The first tells you last month's underspend or overspend was carried into this month's target, and by how much. The second tells you Pace couldn't work out the carry, so the target was left at its base figure. They're separate switches because one is routine news and the other needs a look. See budget rollover.
Flight ended. A custom flight window reached its end date and Pace stopped managing those budgets, so nothing keeps pacing to a plan that's finished. See custom flighting.
Budget override left in place. A campaign Pace had paused to enforce a $0 group budget was switched back on outside Pace. Pace treats that as a deliberate decision, leaves the campaign running, and tells you rather than re-pausing it.
Budgets needed. A sheet-managed account has no budgets uploaded for the month, so its groups hold still until they arrive.
Performance
Metric anomalies. Pace learns what normal looks like for each account, weekday by weekday, then flags a genuine spike or drop while letting ordinary week-to-week movement pass. It covers spend, conversions, conversion value, cost per acquisition (CPA), click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS). A change that lines up with a budget move you made won't fire, because that's expected. Accounts on the Basic plan, and accounts still building up history, use a simpler percentage-based check so there's no gap. A large, clear anomaly reaches you immediately; a smaller one waits for the daily digest. Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, and TikTok Ads.
Delivery Alerts. Two ways an account can go dark:
- Zero impressions — an active account served nothing. Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, and TikTok Ads.
- Dead morning — an account that reliably spends by midday hasn't spent a cent so far today. Catching it before lunch means you can fix a lapsed card or a stalled campaign the same day. It only looks at accounts that spend consistently, checks after midday in the account's own timezone, and respects days you've scheduled off. Google Ads, Meta Ads, LinkedIn Ads, and TikTok Ads.
Trend Alerts. Some problems never spike, they drift. This watches a roughly six-week direction in CPA, CTR, CPC, conversions, and ROAS, and flags only the moves that hurt: cost per result climbing, or conversions and ROAS sliding. It needs a consistent multi-week move before firing, so one bad week doesn't set it off. Trends always arrive in the daily digest. Google Ads, Meta Ads, LinkedIn Ads, and TikTok Ads.
Conversion Tracking. A broken conversion tag is expensive because everything else looks fine. This fires when an account records normal spend and clicks but zero conversions on an account that normally converts. It reaches you immediately, and you get an all-clear when conversions resume. It won't fire on weekdays the account doesn't usually convert on. Google Ads, Meta Ads, LinkedIn Ads, and TikTok Ads.
Creative Fatigue. Fires when ad frequency climbs past 4.0, a sign your audience is seeing the same creative too often. Meta Ads, LinkedIn Ads, and TikTok Ads.
Ad Policy Issues. Flags ads and assets a platform has marked disapproved or limited. Google Ads gives full detail, including Performance Max asset-group disapprovals, with the specific reason and evidence. Meta Ads, LinkedIn Ads, and Microsoft Ads report disapproved and under-review ads with the platform's reason where it's provided. TikTok Ads reports a count of affected ads plus a deep link into the platform, since TikTok doesn't expose per-ad reason text.
Intelligence
Sparks. AI-generated findings about an account's performance, delivered in-app. You opt in or out per account rather than workspace-wide. See Sparks.
Record Broken. Fires when an account sets a new all-time performance record, with the previous best for context. Every platform.
Billing
Spend Limit Warning and Spend Limit Exceeded. These track your Pace plan's managed spend against its limit, not any single account's platform billing. They stay workspace-wide.
Audits
Account Health Audit. Fires when an audit finds a critical issue, or when an account scores below the target you set.
Account status
Ad account status. Watches each connected account's health on the platform side. Pace tells you right away when a connected account is suspended, disabled, or closed, and on Meta Ads, LinkedIn Ads, Microsoft Ads, and TikTok Ads it also catches a billing hold, a payment grace period, or a drained prepaid balance. You get an all-clear once the account is serving normally again. Google Ads exposes account-level suspension and closure rather than billing status, so its alerts cover the serving side.
Note: This is your ad account's own payment and serving status inside the platform, not your Pace subscription. Your plan and managed-spend limits live under Billing.
Sensitivity and the daily digest
Two workspace settings shape how the newer alerts behave, both on the Alerts card in Settings → Notifications:
- Sensitivity — a single low / medium / high dial for the metric anomaly and trend checks. Low surfaces only large, unambiguous changes; high gives earlier, more frequent heads-ups. Medium is the default.
- Digest time — the hour your daily digest arrives. Everything non-urgent is grouped into that one send, routed the same way your alerts are, so a client's digest only mentions that client's accounts.
Muting one alert type on one account
If a single alert type gets noisy on a single account, silence it there without turning it off everywhere. Every per-account alert row carries a three-dot menu with Mute {type} alerts for this account, and the mute covers the bell, Slack, email, and the digest. Pacing, overspend enforcement, Sparks, and your weekly report keep running, so muting stops the notification while the automation carries on. It's available on every plan, and it holds until someone reactivates it. See your alerts inside Pace.
What's Pro and what's not
Email delivery works on every plan. Slack delivery, per-client routing, and the newer alert types need the Pro plan or above: metric anomalies, trends, conversion tracking, the dead-morning delivery check, account status, and policy issues beyond Google. If you turn on account status and later drop below Pro, the alerts you already switched on keep running.