Global launch week media pacing under store review uncertainty

Review delays destroy launch pacing plans. Google managed publishing lets you land reviewed changes on a chosen moment, but it does not shorten review itself. Apple featuring lead times vary. This sheet keeps a review contingency reserve as an explicit input rather than hoping networks ramp on calendar day zero.

Define the calculation (illustrative)

• planned_week_budget
• reserve_fraction — share held until storefront is confirmed live
• day_weights — intended share of the releasable budget across D0–D6
• releasable = planned_week_budget * (1 - reserve_fraction)
• day_spend_i = releasable * day_weights_i
• If review slips, unspent releasable rolls; reserve releases only after go-live confirmation

Worked synthetic example

planned_week_budget = 70000; reserve_fraction = 0.30 → releasable = 49000. Equal day weights (1/7) → 7000 per day from the releasable pool. Reserve = 21000 stays dark until the storefront is live.

Limits

No historical App Review median is claimed here. Enter your own reserve fraction. Synthetic only.

Download the artifact.