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Rule-based Monitoring in Facebook Ads

What this gives you as an advertiser, is a way to create simple rules to monitor your campaigns.

A Facebook Ads feature that has been rolling out in the last couple of months is rule-based monitoring.

What this gives you as an advertiser, is a way to create simple rules to monitor your campaigns.

A walkthrough

rule1As you can see in the screenshot, it’s pretty straightforward.

  1. Apply rule to
    This is where you specify which campaigns, adsets or adverts should be affected by your rule.
  2. Action
    This is where you choose if Facebook should turn off the object or just send you an email alert.
  3. Subscriber
    Who should receive the notifications about this rule?
  4. Conditions
    Highly recommended is to have two conditions. One of the conditions should specify what your main purpose is. In this example, it’s to be sure that we don’t exceed a CPI of 20 kr (sorry for the currency: Swedish krona). The second condition should ensure that you don’t make hasty decisions. In this case, we’ve chosen to have a condition to get at least 8000 impressions. More about this later in this article.
  5. Time range
    Which time window should be analysed? Previous day, last 3 days, last 7 days, last 14 days or last 30 days?
  6. Attribution window
    How should the conversions be attributed?
  7. Frequency and schedule
    When should the analysis be made? In this case, daily at 12.00 am.
  8. Rule name
    The name of the rule.

What conditions are applicable?

rule2The conditions on which you can create rules on.

  • Cost per Mobile App Install
  • Cost per Initiate Checkout
  • Cost per Purchase
  • Cost per Add to Basket
  • Cost per Lead
  • Cost per Add Payment Info
  • Cost per Complete Registration
  • CPC
  • Frequency
  • Impressions
  • Lifetime Spent
  • CPM
  • CTR
  • Reach
  • Daily spent
  • Results
  • Cost per Result

Ideas on how to use it

This feature is optimal to use when you want to create a “sanity filter” that always ensures that your campaigns and adsets are performing desirable. It’s not optimal for pure optimizations, since it don’t have the functionality to (for example) “decrease bid with 20%” as an action instead of pausing the object. But that feature is coming in the nearest future.

The reason to why you should have two conditions is because, as previously mentioned, one of them must ensure that you have reached a certain amount of data in order to actually make a qualified decision. In the example above, we chose 8000 impressions as a minimum because that gives us a certainty that we have enough data to make an action (pause the campaign) if the other condition is met.

But now, some examples on how to use it:

  1. Monitor adset spend
    If you have a daily budget of $1000, it’s probably because you’re willing to spend $1000 a day on that adset. It could therefore be an idea to create a rule that (via email) informs you if your daily budget isn’t getting spent.
  2. Monitor CPAs
    Just like the example above, this feature is perfect for bulk monitoring your campaigns and adsets. This way, you get an email every day your monitored CPAs are above your desired levels.
  3. Frequency cap
    If you don’t want to exhaust your audience, you can set a rule that pauses an adset if the frequency is getting higher than, let’s say 7.

How to not use it

You should never pause a campaign depending on the metrics CPM or CTR. These metrics are typical vanity metrics that doesn’t give you the whole truth – no matter what goal you have. Before you create a new automated rule based on these metrics, re-think your choice by asking yourself; “Will this metric actually be actionable?“.

Things to know

  • Each ad account has a limit of 100 automated rules (both active and inactive).
  • Yes, it’s possible to edit and delete automated rules.
  • There is a view where you can see all rules.

Good luck! 🙂


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