Overview
We have introduced several enhancements to the Meta rule-based optimisation, enabling additional automated targeting optimisation.
With this release, users can now create optimisation rules based on campaign pacing metrics as well as ad set targeting attributes. These metrics allow users to create rules that detect under-delivery, over-delivery, or pacing issues.
What’s New
Campaign Pacing & Delivery Facts
New campaign-level facts have been introduced to help evaluate delivery performance against planned targets. These metrics compare actual delivery with expected pacing based on campaign duration.
Supported pacing facts include:
- Total Days — total scheduled duration of the campaign
- Reach (%) — actual reach compared to planned reach
- Reach Pace (%) — reach achieved relative to expected pacing
- Spend (%) — actual spend compared to planned budget
- Spend Pace (%) — spend relative to expected pacing
- Impressions (%) — actual impressions compared to planned impressions
- Impressions Pace (%) — impressions delivered relative to expected pacing
Ad Set Targeting Facts
Additional targeting attributes are now available as rule evaluation facts at the ad set level, enabling optimisation logic based on audience configuration.
Supported targeting facts include:
- Minimum Age
- Maximum Age
- Interests
- Behaviours
Custom Targeting Outcomes
New custom outcomes have been added to allow automated targeting adjustments through rule execution.
Supported outcomes include:
- Update Age Group Targeting — Modify the minimum and maximum age limits of the ad set
- Add Interest Targeting — Add new interests to the ad set targeting
- Add Behaviour Targeting — Add new behaviours to the ad set targeting
Benefits
- Pacing-aware optimisation using delivery metrics such as spend pace and reach pace
- Automated targeting improvements based on rule-driven insights
Getting Started
- Navigate to Automation -> Campaign Optimisation
- Create or update a Meta rule definition
- Use the newly supported campaign pacing facts or ad set targeting facts in rule conditions
- Configure the appropriate custom outcome (age targeting, interest targeting, or behaviour targeting)
- Run the definition and push the outcomes to Meta if required
Know More
Learn more about how rule-based optimisation works in the following guides: