What is plan vs. actuals?
It has two halves. A media plan sets budgets, flighting, and goals by channel and market. Actuals are the real spend and performance once campaigns run.
The difference between them is variance. A team might be 12% over plan on social spend in one market, or behind on conversions in another. Plan vs. actuals makes those gaps visible.
How does plan vs. actuals tracking work?
- Approve the plan. Budgets and goals are set by channel, market, and period.
- Map actuals to the plan. Real spend and results are matched to the same lines and definitions.
- Calculate variance. See the difference in spend, delivery, and results for each line.
- Decide and re-version. Shift budget where needed and record the change as a new plan version.
| Variance | What it can mean | Typical response |
|---|---|---|
| Overspending | Pacing too fast or a cap not set | Slow spend or reallocate |
| Underspending | Delivery issues or limited inventory | Fix delivery or move budget |
| Results ahead of plan | A channel is outperforming | Consider adding budget |
| Results behind plan | Creative, audience, or market issues | Investigate before spending more |
What is an example of plan vs. actuals?
Catching variance mid-flight
Three weeks into a quarter, a brand's plan vs. actuals view shows one market spending ahead of plan on paid social, while another is behind on search.
Instead of waiting for the end-of-quarter reconciliation, the team shifts budget between the two, records the change as a new plan version, and keeps the quarter on track.
Spreadsheet reconciliation vs. connected plan vs. actuals
| Spreadsheet reconciliation | Connected plan vs. actuals | |
|---|---|---|
| How actuals arrive | Exported and pasted by hand | Mapped to the plan automatically |
| Definitions | Vary by team and market | Shared across every plan |
| Timing | Weekly or monthly, after the fact | As data arrives |
| Plan history | Many copies, unclear which is current | Versions with a full history |
Why does plan vs. actuals matter?
A plan is only useful if teams know how reality is tracking against it. With late or manual reconciliation, teams often find the variance after the money is gone.
- Protects budget. Overspend and underspend surface while they can still be fixed.
- Builds trust with finance. Approved budgets and actual spend are visible side by side.
- Improves the next plan. Patterns in variance show where plans are consistently off.
How does Alli do this?
Alli by PMG's Media Planner connects planned investment to actual performance from Alli's data foundation. Planned spend sits next to actuals by channel, market, and time period, so pacing and variance are visible without manual reconciliation.
A standardized column schema keeps definitions consistent across every plan, and version control means that when budget needs to shift, the team creates a new version and keeps the history.
Explore Alli Media PlannerPlan vs. actuals FAQ
What does plan vs. actuals mean?
It means comparing what was planned, such as budgets and goals, with what actually happened, to see where results and spending differ.
What is variance in media planning?
Variance is the difference between planned and actual spend, delivery, or results for a channel, market, or period.
How often should you review plan vs. actuals?
As often as decisions can change. For active campaigns that often means weekly or more, rather than only at month or quarter end.
Why are plan vs. actuals reports often wrong?
Usually because plans and actuals use different structures or definitions, so matching them requires manual work and judgment calls.
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