Lifetime Spend Cap

A ceiling on total spend for a campaign across its entire run, separate from the daily budget.

You set a lifetime spend cap and Snap will not exceed that total no matter how long the campaign runs or how it paces day to day. It is the guardrail for a fixed pot of money, a promotion with a hard limit, or a flight where you have committed a set amount and cannot go over. The daily budget controls pace; the lifetime cap controls the total.

You have a fixed budget for a two-week product launch and cannot overspend it. You set that figure as the lifetime cap, and even if daily delivery swings up on a strong day, the campaign stops once it reaches the total instead of quietly running past your number.

A tight lifetime cap fights the learning phase. Cap it too low over too short a window and delivery throttles before Snap's optimization has enough data to settle, so results look worse than the media deserved. Give the campaign enough total room and enough days to exit learning before the ceiling bites.

The cap protects the budget. It does not protect a plan that never had room to learn.