Pace watches your connected ad accounts and tells you when something needs attention. This guide explains each alert type, 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 between the things that actually matter.
Note: The newer alert types — metric anomalies, trends, conversion tracking, the dead-morning delivery check, account status, and policy issues on Meta, LinkedIn, Microsoft, and TikTok — are rolling out to workspaces on the Pro plan and above. Until they reach your workspace, their rows either stay hidden or run the earlier version of the check. This article describes what's arriving.
Pacing
Pacing Alert. Fires when an account's spend drifts more than 10% from where it should be for this point in the month, on every platform. 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.
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 short summary after each automated pacing run, reporting what changed.
Performance
Metric anomalies. The smarter replacement for the old fixed-percentage change check. 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, keep the earlier percentage-based check so there's no gap. A large, clear anomaly reaches you immediately; a smaller one waits for the daily digest. Google, Meta, LinkedIn, and TikTok.
Delivery Alerts. Two ways an account can go dark:
- Zero impressions — an active account served nothing. Covers every platform.
- 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, Meta, LinkedIn, and TikTok.
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 adverse way — cost per result climbing, or conversions and ROAS sliding. It uses statistics that need a consistent multi-week move before firing, so one bad week doesn't set it off. Trends always arrive in the daily digest. Google, Meta, LinkedIn, and TikTok.
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 — the signature of tracking that's broken rather than a bad day. It reaches you immediately, and you get an all-clear when conversions resume. It won't fire on accounts that don't convert on that weekday, so quiet-by-design days stay quiet. Google, Meta, LinkedIn, and TikTok.
Creative Fatigue. Fires when ad frequency climbs past 4.0, a sign your audience is seeing the same creative too often.
Ad Policy Issues. Flags ads and assets a platform has marked disapproved or limited.
- Google gives full detail: disapproved and limited ads and assets, including Performance Max asset-group disapprovals, with the specific reason and evidence.
- Meta, LinkedIn, and Microsoft report disapproved and under-review ads with the platform's reason where it's provided (Microsoft as numeric editorial reason codes).
- TikTok reports a count of affected ads plus a deep link into the platform to review them, since TikTok doesn't expose per-ad reason text.
Google, Meta, LinkedIn, Microsoft, and TikTok.
Intelligence
Pace Insights. AI-generated observations about an account's performance. Delivered in-app.
Record Broken. Fires when an account sets a new all-time performance record, with the previous best for context.
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. If a connected account is suspended, disabled, or closed — or, on Meta, LinkedIn, Microsoft, and TikTok, hits a billing hold, a payment grace period, or a drained prepaid balance — Pace tells you right away and sends an all-clear when the account is serving normally again. (Google exposes account-level suspension and closure, not 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 are separate and live under Billing.
Google, Meta, LinkedIn, Microsoft, and TikTok.
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.
What's Pro and what's not
Email delivery works on every plan. Slack delivery, per-client routing, and the newer alert types — metric anomalies, trends, conversion tracking, the dead-morning delivery check, account status, and policy issues beyond Google — need the Pro plan or above. If you turn on account status and later drop below Pro, the alerts you already switched on keep running.