We've officially launched an automated Rules Engine for Facebook Ads, geared towards helping our customers save money, save time, and make money at a more efficient rate.

Customers will be able to access their rules by clicking the following icon in the Pixel UI. Don't see this icon in your dash? Please reach out to CX to learn more. Note that rules are only available for Facebook at this time.

Below you'll find details on how this feature works and what is supported in the current version.

Key concepts

  1. Strategy: A combination of rules.

  2. Rules: A combination of Conditions and Facts that are evaluated on a Schedule and trigger Actions.

  3. Schedule: Defines how often a Rule should be evaluated.

  4. Conditions: Limits and bounds for which rules are built upon. Example: Pixel ROAS for Campaign A is < 2.0 in the last 7 days

  5. Actions: The result of a rule if the conditions within it are true. Example include: Increase spend, decrease spend, turn off, or turn on.

  6. Templates: When creating a rule, you'll have the option of choosing a template that will pre-populate the rule with the required fields.

Strategies

A strategy is a collection of rules.

In the current version of the Triple Whale Rules Engine, you will be provided with a pre-built Triple Whale Strategy that has been designed by a group of marketing experts.

  • The Triple Whale strategy can be reviewed by "View", but cannot be edited or changed

For customers who are new to automated rules, we suggest reviewing the pre-built rules within this strategy and turning on if they suit your needs. This is the easiest and fastest way to start saving and making more money through your Facebook ads account.

Rules

Rules are a set of conditions that when met (aka the statements are true when run), result in a designated action.

to create a new rule, navigate to the Pixel in the left-hand navigation, clicks ads, then select Facebook.

From here, please click the three-pronged icon to expand the dropdown.

Next, click "Create New Rule".

Rule Definitions

Set Up

  • Schedule: In this version of the Triple Whale Rules Engine, rules will run once per day at midnight UTC.

  • Level: What should this rule be tied back to? Choose between Campaign, Adset, or Ad. This will directly impact the level you can choose in your rule conditions.

  • Title: Label your rule

  • Description: Write a quick description to describe the outcome of your rule

Conditions

  • Level: Levels are defined as campaign, adset, or ad. Once a level has been set on the Set Up stage of a rule, levels on conditions must be at the same level or higher

    • i.e. If the Adset Level is chosen in the Set Up, the Ad level will not be an available choice in the condition stage.

  • Metrics: The following metrics are available when setting up a rule condition

    • Spend

    • Daily Budget (only available at campaign and adset level)

    • Impressions

    • Pixel ROAS

    • Pixel Purchases

    • Pixel Sessions

    • Pixel CPA

    • Pixel NCPA

    • Pixel CPV

    • CPC

    • CPM

  • Time: In what time period should we review the performance of the metric chosen?

    • Today

    • Last 24 hours

    • Last 48 hours

    • Last 72 hours

    • Last 7 days

    • Last 14 days

    • Last 30 days

    • Last 60 days

    • Last 90 days

  • Math: What operator should we use that relates to the value of the metric chosen?

    • Equal

    • Not Equal

    • Greater than

    • Less than

    • Greater than or equal to

    • Less than or equal to

  • Value: Dollar amount or whole number dependent on the metric type chosen (i.e. ROAS = 3.0 | Spend = $300

Let's take a look at a live example built within the Triple Whale Rules Engine.

This rule is made up of two conditions, with a single action that will be taken if the conditions are true.

Formula Mode

Formula mode allows you to multiply a value by a given Facebook metric within your condition.

Step 1: Enter a value (i.e. 3)

Step 2: Choose a Level (what level is the following metric a part of?)

Step 3: Choose a Metric (by default, values and metrics will be multiplied)

Step 4: Choose a Timeframe for which we should review this metric (please note that timeframe will not be available if Metric = Budget

Example: 3 (value) x (multiplier) Campaign (level) Pixel AOV (metric) Last 3 days (timeframe)

AND vs OR Statements

And and Or statements can be used to enrich the conditions of your rules.

  • AND statements should be used if you want both conditions to be true in order for Triple Whale to execute your desired action.

  • OR statements should be used if either condition can be true in order for Triple Whale to execute your desired action.

Actions

Now that you've set the conditions of your rule, it's time automate the actions you'd like Triple Whale to take when those conditions are met.

For every rule, you must choose from one of the following actions:

  • Increase Budget ($ or %)

    • Only available on Campaign or Adset Level

  • Decrease Budget ($ or %)

    • Only available on Campaign or Adset Level

  • Pause (campaign/adset/ad)

  • Start (campaign/adset/ad)

The Triple Whale Strategy

Note: The Triple Whale Strategy cannot be edited, but may be duplicated to enable customizations.

The Triple Whale Strategy is a subset of automated rules, designed by expert marketers to make it easy for our customers to start making money more efficiently in one click. Simply click the checkbox next to this strategy to turn it on.

Rule #1

Campaign Stop Loss (aka Sinking Ship)

Schedule: Every day at Midnight UTC

Facebook Metric: Campaign Spend

Time: Last 72 hours

Operator:

Value: 2.5

Formula: x

Facebook Metric: Campaign Daily Budget

AND

Facebook Metric: ROAS

Time: Last 72 hours

Operator: <

Value: .75

Formula: x

Facebook Metric: Account Pixel ROAS

Time: Last 7 days

ActionReduce budget by 20%

Rule #2

Campaign Scaler (aka Set Sail)

Schedule: Every day at Midnight UTC

Facebook Metric: Campaign Spend

Time: Last 72 hours

Operator:

Value: 2.5

Formula: x

Facebook Metric: Campaign Daily Budget

Time: Last 72 hours (including today)

AND

Facebook Metric: Pixel ROAS

Time: Last 72 hours

Operator: >

Value: 1

Formula: x

Facebook Metric: Account Pixel ROAS

Time: Last 7 days

ActionIncrease budget by 20%

Rule #3

Adset Stop Loss (aka Sinking Ship)

Schedule: Every Day at Midnight UTC

Facebook Metric: Adset Spend

Time: Last 72 hours

Operator:

Value: 2.5

Formula: x

Facebook Metric: Adset Daily Budget

AND

Facebook Metric: Adset Pixel ROAS

Time: Last 72 hours

Operator: <

Value: 1

Formula: x

Facebook Metric: Account Pixel ROAS

Time: Last 7 days

ActionReduce budget by 20%

Rule #4

Adset Scaler (aka Set Sail)

Schedule: Every day at Midnight UTC

Facebook Metric: Adset Spend

Time: Last 72 hours

Operator:

Value: 2.5

Formula: x

Facebook Metric: Adset Daily Budget

AND

Facebook Metric: Adset Pixel ROAS

Time: Last 72 hours

Operator: >

Value: 1

Formula: x

Facebook Metric: Account Pixel ROAS

Time: Last 7 days

ActionIncrease budget by 20%

Rule #5

Ad Stop Loss (aka Sinking Ship)

Schedule: Every day at midnight UTC

Facebook Metric: Ad Spend

Time: Last 72 hours

Operator:

Value: 3

Formula: x

Facebook Metric: Account Average Order Value

Time: Last 72 hours

AND

Facebook Metric: Ad Pixel ROAS

Time: Last 72 hours

Operator: <

Value: .75

Formula: x

Facebook Metric: Account Pixel ROAS

Time: Last 7 days

Action → Turn Off Ad

Rule #6

Ad Stop Loss (aka Leaky Bucket)

Schedule: Every day at midnight UTC

Facebook Metric: Ad Spend

Time: Last 30 days

Operator:

Value: 3

Formula: x

Facebook Metric: Account Average Order Value

Time: Last 7 days

AND

Facebook Metric: Ad Pixel Conversions

Time: Last 30 days

Operator: =

Value: 0

Action → Turn Off Ad

Did this answer your question?