Advertising
Paid marketing and ad spend across channels.
Advertising is your paid marketing spend — the budget you put into acquiring customers. With the Advertising Budgets extension it becomes an editable, simulatable lever; by default it's forecast from history like any other line.
Appears under Operating Expenses in the Foreqast table, as an expense. Ledger key: Marketing.
What lands here
What to watch out for
Advertising is the most deliberately changed line on the table, which makes projecting it from history the least useful default anywhere in the forecast. If you are planning to scale spend, last month's number tells you nothing about next month's. Use the Advertising Budgets extension to make it an editable lever, and check the payback before you raise it — spend is only affordable if each euro comes back fast enough.
Planning this line properly is what Changing the ad budget is for.
How it's forecast
With the default setup — no extensions, no drivers, no custom projections — Advertising is projected from your own booked actuals using the trailing 30-day average: the last 30 days are summed and divided by 30 to get a daily rate, which is carried forward flat and aggregated into each week and month.
daily rate = sum of the last 30 days of actuals ÷ 30
monthly forecast ≈ daily rate × days in monthFor Advertising, €8,000 booked over the last 30 days gives €8,000 ÷ 30 ≈ €267/day, so a 30-day month projects to about €8,000. As new actuals import, the window rolls forward and the projection updates on its own.
Horizon: up to 24 months of history and 24 months forward. The table shows 12 months (or 13 weeks / 90 days) by default — scroll horizontally for the rest.
Want a different shape — a fixed cost, a growth trend, or a share of revenue? That's what the Custom Projection extension and driver-based forecasting are for. This page describes the default, historical-only behaviour.