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 (labelled synthetic)

• 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.

Research checked 20 September 2026. Local draft; human editorial review pending.