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锁定检查范围与原计划版本",[512,530,531],{},"取回预算批准记录、分阶段排期、费用范围与变更记录。写明活动编号、币种、税费、时区、起止时刻、检查截点和资料提取时间；不同币种须按已约定的汇率来源与日期折算，并保留原币金额。",[512,533,534],{},"本例活动是 2026-11-01 00:00 至 12-01 00:00，全部金额为人民币、不含税，覆盖媒体投放和本活动制作服务，不含商品成本、折扣让利或固定人员费用。假设总预算批准额为 30,000 元，保护预留为 3,000 元，其余 27,000 元按预热、集中推广、收尾分别分配 20%、60%、20%。",[512,536,537],{},"本次截点为 11-11 00:00，只看此前已发生费用；11-11 当日尚未发生的费用不混入前十天。资料于 11-11 09:00 提取，另记各报表覆盖的事件时段和完整性。资料提取较晚，不表示所有费用已经回补。",[512,539,540,541,545,546,550],{},"这是一次活动的费用表。",[519,542,544],{"href":543},"\u002Fzh\u002Fterms\u002Fmonth-to-date","MTD","只能作为时间说明，不能用模糊的“本月完成率”混淆已发生占总预算比例和相对阶段计划的偏差。节点时间来自",[519,547,549],{"href":548},"\u002Fzh\u002Ftasks\u002Fplan-a-peak-season-campaign","大促筹备安排","，不在检查当天重新发明一条计划线。",[525,552,554],{"id":553},"_2-按费用项目核对而不是把报表总数相加","2. 按费用项目核对，而不是把报表总数相加",[512,556,557],{},"准备渠道费用明细、账单或调整记录、制作与媒体合同、交付进度、取消条款和付款记录。每行保存来源、费用项目键、归属期间、金额、证据和状态，避免同一广告费用同时出现在平台导出、代理账单和付款记录中。",[512,559,560],{},"下表是本例的费用台账。制作合同的已发生部分按假设的已核实交付划分，并非仅按预付款或发票金额确认；“未来承诺”只包括截点后尚未发生的部分。",[562,563,564,587],"table",{},[565,566,567],"thead",{},[568,569,570,574,578,581,584],"tr",{},[571,572,573],"th",{},"项目与依据",[571,575,577],{"align":576},"right","已核对费用 K",[571,579,580],{"align":576},"待回补估计 E",[571,582,583],{"align":576},"未来承诺 C",[571,585,586],{},"单独核对的信息",[588,589,590,607,622,638,653],"tbody",{},[568,591,592,596,599,602,604],{},[593,594,595],"td",{},"媒体费用，已核对当前报表范围",[593,597,598],{"align":576},"4,800",[593,600,601],{"align":576},"0",[593,603,601],{"align":576},[593,605,606],{},"保存账号、日期与报表字段",[568,608,609,612,614,617,619],{},[593,610,611],{},"同一期间尚未回补的媒体费用",[593,613,601],{"align":576},[593,615,616],{"align":576},"700",[593,618,601],{"align":576},[593,620,621],{},"假设有投放记录支持，未含在上一行",[568,623,624,627,630,632,635],{},[593,625,626],{},"制作合同 M01，总额 4,000",[593,628,629],{"align":576},"1,000",[593,631,601],{"align":576},[593,633,634],{"align":576},"3,000",[593,636,637],{},"已交付部分 1,000；已预付 2,000 另记现金表",[568,639,640,643,645,647,650],{},[593,641,642],{},"后续固定媒体位 S01",[593,644,601],{"align":576},[593,646,601],{"align":576},[593,648,649],{"align":576},"1,500",[593,651,652],{},"截点后履行，已确认本轮需要承担",[568,654,655,658,661,663,666],{},[593,656,657],{},"合计",[593,659,660],{"align":576},"5,800",[593,662,616],{"align":576},[593,664,665],{"align":576},"4,500",[593,667,668],{},"金额单位：元",[512,670,671],{},"700 元估计必须说明对应的缺失时段或记录、计算依据与复查人。没有依据时列为未知，不用零代替，也不把可安排余额说成精确数；可以给出有依据的区间并按区间评估风险。",[512,673,674,680],{},[519,675,679],{"href":676,"rel":677},"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F1704424",[678],"nofollow","Google Ads 的费用说明","区分展示成本和调整后的账单成本。取得新账单时，应关联到同一费用键，更新原金额或记录差异，不能在原报表花费上再加整笔账单。M01 的 2,000 元预付款也不是另一项费用，不能在已经列出合同的 1,000 加 3,000 后再扣一次。",[525,682,684],{"id":683},"_3-计算阶段偏差和可安排余额","3. 计算阶段偏差和可安排余额",[512,686,687],{},"本例保留原始计划，阶段内暂按自然日均匀分摊：",[562,689,690,706],{},[565,691,692],{},[568,693,694,697,700,703],{},[571,695,696],{},"阶段",[571,698,699],{},"日期与天数",[571,701,702],{"align":576},"正常费用计划",[571,704,705],{"align":576},"截点前应发生",[588,707,708,721,735,747],{},[568,709,710,713,716,719],{},[593,711,712],{},"预热",[593,714,715],{},"11-01 至 11-10，10 天",[593,717,718],{"align":576},"5,400 元",[593,720,718],{"align":576},[568,722,723,726,729,732],{},[593,724,725],{},"集中推广",[593,727,728],{},"11-11 至 11-20，10 天",[593,730,731],{"align":576},"16,200 元",[593,733,734],{"align":576},"0 元",[568,736,737,740,743,745],{},[593,738,739],{},"收尾",[593,741,742],{},"11-21 至 11-30，10 天",[593,744,718],{"align":576},[593,746,734],{"align":576},[568,748,749,751,754,757],{},[593,750,657],{},[593,752,753],{},"30 天",[593,755,756],{"align":576},"27,000 元",[593,758,718],{"align":576},[512,760,761,762,766,767,770],{},"已发生估计为 ",[763,764,765],"code",{},"5,800 + 700 = 6,500"," 元，超过截点计划 1,100 元。按直线计算的 ",[763,768,769],{},"27,000 × 10 ÷ 30 = 9,000"," 元不适用于这份阶段计划；也不能把全额 30,000 元作为正常消耗曲线的分母，因为其中 3,000 元尚未获准使用。",[512,772,773],{},"未来承诺 4,500 元用于占用后续额度，不加进“截至今天已发生”再与 5,400 元比较。新增可安排余额为：",[775,776,777],"blockquote",{},[512,778,779],{},"30,000 − 6,500 − 4,500 − 3,000 = 16,000 元",[512,781,782,783,786],{},"剩余时间从 11-11 00:00 至 12-01 00:00，共 20 天，因此新增安排的均匀参考为 ",[763,784,785],{},"16,000 ÷ 20 = 800 元\u002F日","。它覆盖本例剩余可自由安排的媒体与制作费用，不是某一渠道的后台日预算；既有承诺仍另外需要发生。",[512,788,789],{},"若业务只在工作日投放，重新列出剩余有效投放日和媒体可用部分后再计算，不把“20 个自然日”直接换个标签叫工作日。计划中有旺季权重时，也应按阶段安排，而非强行每天花 800 元。",[525,791,793],{"id":792},"_4-找出偏差来源形成可审查的后续安排","4. 找出偏差来源，形成可审查的后续安排",[512,795,796],{},"先核对 1,100 元偏差来自真实消耗、交付提前、资料回补、重复记录还是已经批准的范围变化。仅因超前便停止有效安排，或仅因落后便加速花钱，都没有完成判断。原计划、当前预测和拟议版本分别保留，不能用改写历史计划掩盖偏差。",[512,798,799,800,803],{},"本例原后续计划为 ",[763,801,802],{},"16,200 + 5,400 = 21,600"," 元，其中已经承诺 4,500 元，原来尚未承诺的安排为 17,100 元。现在只有 16,000 元可用于新增安排；若仍保护 3,000 元预留，就需要从尚未承诺的后续安排中减少 1,100 元，或另行取得范围、预留或总额变更的批准。",[512,805,806],{},"以下是假设的待审方案：4,500 元既有承诺全部在集中推广阶段履行；减少未承诺的新增安排，不假定可以撤销合同。",[562,808,809,825],{},[565,810,811],{},[568,812,813,816,819,822],{},[571,814,815],{},"后续阶段",[571,817,818],{"align":576},"已承诺待发生",[571,820,821],{"align":576},"拟新增安排",[571,823,824],{"align":576},"拟阶段费用",[588,826,827,841,853],{},[568,828,829,832,835,838],{},[593,830,831],{},"集中推广 11-11 至 11-20",[593,833,834],{"align":576},"4,500 元",[593,836,837],{"align":576},"11,000 元",[593,839,840],{"align":576},"15,500 元",[568,842,843,846,848,851],{},[593,844,845],{},"收尾 11-21 至 11-30",[593,847,734],{"align":576},[593,849,850],{"align":576},"5,000 元",[593,852,850],{"align":576},[568,854,855,857,859,862],{},[593,856,657],{},[593,858,834],{"align":576},[593,860,861],{"align":576},"16,000 元",[593,863,864],{"align":576},"20,500 元",[512,866,867,868,871],{},"如果按此执行且费用估计不再变化，完期费用预测为 ",[763,869,870],{},"6,500 + 20,500 = 27,000"," 元，保留 3,000 元。该表只是额度安排，不保证平台恰好花到这个数，也不代表减少的安排一定不影响业务结果。",[512,873,874],{},"为具体删减项写明原因、负责人、执行时点与依赖，由有权限的人确认后实施。若属于正在运行的创意实验，应交由测试负责人评估中途变更的影响，不能为了追预算曲线悄悄改变测试条件。",[525,876,878],{"id":877},"_5-检查执行限制和回补情景","5. 检查执行限制和回补情景",[512,880,881,886],{},[519,882,885],{"href":883,"rel":884},"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6385083",[678],"Google Ads 的平均日预算","允许日间波动，不是每日硬上限。把内部日均参考直接填进平台，并不能保证全活动费用曲线一致；执行前须核对预算类型、共享范围、调整生效规则和停止安排，由有权限的负责人处理，不采用无依据的固定调幅。",[512,888,889],{},"同样要检查已经排定但尚未启动的活动、其他同事可增加的费用、自动续费及承诺取消成本。无法及时取得某渠道日志时，将缺口和责任人列出；不要因为报表尚无数字就把那笔额度重新分出去。",[512,891,892],{},"准备一个回补情景：假设次日核对发现上述 700 元估计实际为 1,000 元。在当前汇总中撤下被替换的 700 元估计并保留原版本，把确认的 1,000 元移入已核对费用，已发生总额从 6,500 变为 6,800 元，只增加 300 元，不是再加 1,000 元。新增可安排余额随之变成 15,700 元。",[512,894,895],{},"若第 4 步拟议的 16,000 元新增安排保持不变，完期预测将变成 27,300 元，剩余 2,700 元，低于保护预留 300 元。报告这项差异，并重新提交具体调整，不自动动用预留，也不宣称已经突破 30,000 元总预算。",[525,897,899],{"id":898},"_6-交付一页检查结论并安排复查","6. 交付一页检查结论并安排复查",[512,901,902],{},"本例的结论可以写为：“截至 11-11 00:00，已发生估计 6,500 元，较原阶段计划超前 1,100 元；扣除承诺与保护预留后，可新增安排 16,000 元。拟减少未承诺安排 1,100 元，保持正常费用预测 27,000 元；700 元回补估计待复核。”这比“预算正常，还能花 23,500 元”更完整。",[512,904,905],{},"附原计划、费用台账、缺口、拟变更和责任人；明确下次复查时点，例如本例在 11-12 09:00 先核对回补费用，再在集中推广阶段按已约定频率检查。临近额度边界或记录异常时，提高检查频率并按既有权限处理，不能等活动结束才补记。",[512,907,908,909,913],{},"活动结束后的经营结果另交给",[519,910,912],{"href":911},"\u002Fzh\u002Ftasks\u002Freview-a-marketing-campaign","营销活动复盘","。本任务完成的证据是预算记录可追溯、后续安排有人确认与跟进，不是花完预算，也不是证明营销有效。",[525,915,916],{"id":916},"完成检查",[918,919,922,933,939,945,951],"ul",{"className":920},[921],"contains-task-list",[923,924,927,932],"li",{"className":925},[926],"task-list-item",[928,929],"input",{"disabled":930,"type":931},true,"checkbox"," 预算范围、币种、税费、时区、原计划及检查截点一致。",[923,934,936,938],{"className":935},[926],[928,937],{"disabled":930,"type":931}," 已发生、待回补估计、未来承诺和保护预留互不重复；预付款没有再次扣减。",[923,940,942,944],{"className":941},[926],[928,943],{"disabled":930,"type":931}," 已按阶段计划比较，剩余时间和余额口径可复算，缺失数据未写成零。",[923,946,948,950],{"className":947},[926],[928,949],{"disabled":930,"type":931}," 后续预测与可安排余额分开，变更有具体项目、负责人及确认状态。",[923,952,954,956],{"className":953},[926],[928,955],{"disabled":930,"type":931}," 平台限制、回补情景和下次复查时间已记录，没有把内部参考当成自动执行承诺。",{"title":958,"searchDepth":959,"depth":959,"links":960},"",2,[961,962,963,964,965,966,967],{"id":527,"depth":959,"text":528},{"id":553,"depth":959,"text":554},{"id":683,"depth":959,"text":684},{"id":792,"depth":959,"text":793},{"id":877,"depth":959,"text":878},{"id":898,"depth":959,"text":899},{"id":916,"depth":959,"text":916},"dtc",[],"current","对齐活动预算范围、阶段计划与费用截止点，核对报表延迟、合同承诺和预付款，计算新增可安排余额与后续情景，并提交有负责人、版本和复查日期的调整记录。",[973],"acquisition-marketing","partial","md",[],[],[],{},[63],[],[983],"global",[405,331,338],[986,987,988],"operations","advertising","owner",{"title":502,"description":971},[883,676],[992],"cross-cutting","published","tasks\u002Freview-marketing-budget-pacing",[996,997,998,999,1000],"预算检查","营销运营","阶段计划","费用台账","预算预测",[],[],"2026-10-11",[],"2026-10-11 读取 Google Ads About average daily budgets 与 Manage your spend，核对平均日预算的波动属性以及展示成本、账单成本的区别。检查步骤、30 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