Media Plans
Plan campaigns, allocate budgets across channels, and track plan-vs-actual performance over the flight. Pair with the Media Plan Intelligence agent for weekly reallocation recommendations.
A media plan in SMAQ isn't just a spreadsheet — it's a living document that tracks actual spend and performance against your plan, snapshots the comparison on a schedule, and (on Scale and above) gets weekly AI-driven recommendations on where to shift budget.
[Screenshot needed] Media plan detail page showing the plan header, a spend trend chart with plan vs actual lines, and a channel breakdown table.
What's in a media plan
Plan name
Human-friendly identifier ("Summer Launch", "Q2 Brand")
Flight dates
Start and end
Goal template
Maximize ROAS / Target CPA / Brand reach / etc. — pre-loads KPI targets
Total budget
Sum across all channels
Currency
Reporting currency for the plan
Channels
One or more channels with allocated budget, source connection, optional campaign-level scope
KPI targets
ROAS, CTR, CPA, CPL, etc. — derived from the goal or edited manually
Snapshot frequency
How often SMAQ snapshots plan-vs-actual
Notes
Free-text context
Creating a media plan
The fastest path is the Media Plan wizard — a guided 3-step flow. For more complex plans (5+ channels, non-standard goals), use the advanced form.
See Create a media plan for the step-by-step.
Tracking plan vs actuals
Once a plan is live, SMAQ pulls actual spend from each channel's connection and computes:
% of plan budget consumed (per channel and overall)
Pacing: ahead / on / behind plan
Performance: actual KPIs vs target KPIs
The plan detail page shows this live. Schedule snapshots if you want a paper trail.
Media Plan Intelligence
On Scale tier and above, you can attach the Media Plan Intelligence agent to a plan. Weekly, it analyzes pacing + performance and emails a recommendation — usually a specific reallocation between channels.
Companion automations
Budget Pacing Alert — get pinged when any channel goes ±10% off pace.
Campaign Performance Check — weekly campaign-level digest, useful alongside a media plan.
Project-level vs. multi-project plans
Media plans live inside a single project. If you're an agency managing multiple clients, build one plan per client project — the Command Center gives you the cross-project view.
What's next
Create a media plan — wizard walkthrough.
Media Plan Intelligence — the AI agent.
Plan a campaign with Media Plans — full tutorial.
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