"At stake" is the amount of money a flag puts at risk, worked out from your own numbers. It helps you decide what to fix first: sort the Action Center by Money at stake to see the biggest problems at the top.
| Flag | What the amount means |
|---|---|
| Under-pacing | Forecast underspend this month: the gap between the month-end forecast and the monthly plan |
| Over-pacing | Forecast overspend this month |
| Cost per click spiking | What the higher cost per click added over the last 7 days, compared with before |
| Cost per thousand impressions spiking | What the higher cost per thousand impressions added over the last 7 days |
| Spend with no conversions | Spend in the last 30 days that recorded no conversions |
| Spend with no pipeline | Spend in the window (60 to 120 days) that produced no pipeline in your CRM |
| Conversion tracking may be broken | Spend in the last 3 days while results weren't being recorded |
| Budget concentrated in one campaign | Spend above half the channel's total over the last 30 days |
| Frequency fatigue, click-through dropping, creative due for a refresh | The campaign's or ad's spend in the last 30 days, which is what's exposed while it underperforms |
| Broken UTMs, low-quality leads | No dollar amount: these affect reporting and pipeline rather than spend |
The total isn't double-counted. When several flags land on the same campaign, only the largest amount counts toward Money at stake in open flags, so the same spend is never added twice. Your audit's headline ("$X in spend at risk") works the same way.
At stake is not a loss estimate. It's the spend affected by the problem, so you can compare problems on one scale.
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