Running ads
The auto-optimiser
The rules that pause expensive ads and duplicate winners.
What it checks every hour
- 1No result after about 3 spent: the ad set is paused.
- 2Cost per result above 0.40: the ad set is paused.
- 3Cost per result under 0.15 after at least 2 days: the ad set is duplicated, at most once a day.
- 4Release budget reached: everything is paused.
A result is a visit to your landing page counted by your pixel. Under 0.30 is good; around 0.10 is excellent.
Why winners are duplicated
Changing the budget of a running ad set makes Meta relearn who to show it to, which usually makes it more expensive. Copying the ad set leaves the original untouched and doubles its reach.
Modes
Automatic applies the rules for you. Suggest only writes its recommendations to the activity list and leaves the decision to you. Off does nothing. You can change the thresholds per release in the Live step.
You can always pause, resume or duplicate an ad set yourself, or press Pause all.