Introduction to Rules — Automate Your Ad Management

Managing Meta Ads at scale means making hundreds of decisions every day. Which campaigns should you pause? Which ad sets deserve more budget? Which ads are bleeding money while you sleep? Rules let you encode those decisions once and have Wevion execute them around the clock — every 15 minutes, without fail.

This article introduces the core concepts behind Wevion's Rules Engine. By the end, you will understand what rules are, how they evaluate, and when to use them.

Prerequisites

• At least one Meta ad account connected and synced in Wevion.
• An active subscription with access to the Rules feature.
• Familiarity with basic advertising metrics (spend, CTR, ROAS, etc.).

What Is a Rule?

A rule is an instruction you give Wevion: "When these conditions are true, take this action."

Think of it as hiring a virtual assistant who checks your campaigns on a strict schedule, compares their performance against your benchmarks, and acts exactly as you would — but faster, more consistently, and without ever taking a break.

For example:

"If a campaign has spent more than $50 today and has zero purchases, pause it."

That single sentence captures the three building blocks of every rule: a condition (spent > $50 and purchases = 0), a timeframe (today), and an action (pause). Wevion translates this into automated logic that runs continuously.

Why Rules Matter for Media Buyers

Without automation, your workflow looks something like this: wake up, open Ads Manager, check every campaign one by one, make manual adjustments, and hope nothing goes wrong while you are away. This approach has three fundamental problems:

1. Speed — By the time you spot a bad campaign, it may have already wasted significant budget. A rule catches it within minutes.
2. Consistency — Human decisions fluctuate with mood, fatigue, and distraction. Rules apply the same logic every time.
3. Scale — Managing 5 campaigns manually is feasible. Managing 50 or 500 is not. Rules scale effortlessly.

The most successful media buyers use rules not to replace their judgment, but to delegate the repetitive decisions so they can focus on strategy, creative, and scaling winners.

The Three Pillars of a Rule

Every rule in Wevion is built on three pillars:

1. Entity Level

A rule targets one of three entity levels in the Meta Ads hierarchy:

The entity level determines what Wevion evaluates and what it acts on. If you set a rule at the ad set level, Wevion checks each ad set independently and can pause one while leaving others running.

2. Conditions

Conditions define when a rule should fire. Each condition consists of three parts:

• Metric — What you are measuring (e.g., spend, ROAS, CTR)
• Operator — How you are comparing (e.g., greater than, less than, equal to)
• Value — Your threshold (e.g., 50, 2.0, 1.5%)

You can combine multiple conditions using AND logic (all conditions must be true) or OR logic (at least one condition must be true). This lets you build anything from simple single-condition checks to sophisticated multi-metric evaluations.

Each condition also specifies a timeframe — the window of data Wevion should look at. You can check today's performance, yesterday's results, or aggregate data over the last 3, 7, 14, or 30 days.

Available Metrics for Rule Conditions Rule Conditions — Operators and Time Ranges

3. Actions

Actions define what happens when all conditions are met. Wevion supports six action types:

• Pause — Stop the entity from running
• Activate — Turn a paused entity back on
• Increase Budget — Raise the daily budget by a percentage
• Decrease Budget — Lower the daily budget by a percentage
• Relaunch — Duplicate and restart an ad (ad level only)
• Notify Only — Send an alert without changing anything

Rule Actions — What Your Rules Can Do

How Evaluation Works

Understanding how Wevion evaluates rules helps you design them effectively.

Evaluation cycle: Every 15 minutes, Wevion runs through all active rules. For each rule, it identifies every entity that matches the rule's scope (entity level, selected accounts, and any name or status filters). It then checks each entity against the rule's conditions using the freshest available performance data.

Data timing: Insight data is collected on its own 15-minute cycle, offset by 2 minutes from rule evaluation. This ensures rules always have the latest data without competing for system resources.

One entity at a time: If a campaign-level rule applies to 10 campaigns, Wevion evaluates each campaign independently. Campaign A might trigger the rule while Campaign B does not — and that is perfectly fine. Each entity is judged on its own merits.

Condition matching: If you use AND logic, every condition must pass for the action to fire. With OR logic, a single passing condition is enough. You choose the logic mode when building the rule.

Safety Protections

Wevion includes several built-in protections to prevent rules from causing unintended damage:

• Cooldown period — After a rule acts on an entity, it will not act on that same entity again for at least 6 hours (configurable). This prevents rapid-fire toggling.
• Execution limits — Each rule can fire a maximum number of times per day (default 3, hard cap 50), ensuring no rule runs away unchecked.
• Destructive action safeguards — Actions like pause and budget changes enforce a minimum 60-minute cooldown, regardless of your configured interval.
• Failure backoff — If a rule fails 5 times in a row, Wevion automatically backs off for 24 hours and notifies you.
• New rules start paused — Every newly created rule begins in a paused state. You must explicitly activate it, giving you a chance to review before it runs.

These protections exist because automation without guardrails is dangerous. A badly configured rule running at scale can burn through budget in minutes. Wevion is designed to make that nearly impossible.

When to Use Rules (and When Not To)

Use rules for:

• Stopping bleeding — pause entities that exceed spend thresholds with no results
• Scaling winners — gradually increase budgets on high-ROAS campaigns
• Monitoring — get notified when key metrics cross thresholds
• Routine maintenance — reactivate ads during specific performance windows

Think twice before using rules for:

• Brand-new campaigns in learning phase — let Meta's algorithm stabilize first
• Complex strategic decisions — rules excel at clear-cut numeric thresholds, not nuanced judgment
• One-time actions — if you only need to do something once, just do it manually

FAQ

Q: Do rules work on all entity levels? A: Yes. You can create rules for campaigns, ad sets, or ads. Each rule targets one entity level.

Q: Will a rule act on entities I don't own? A: No. Rules are scoped to your connected ad accounts and respect team data isolation. You will only see and act on entities within your team's accounts.

Q: What happens if I create a rule but forget to activate it? A: Nothing — new rules start in paused status. They won't evaluate until you explicitly toggle them to active.

Q: Can rules run while I'm offline? A: Yes. Rules evaluate automatically on their schedule regardless of whether you're logged in. You'll receive notifications (in-app and Telegram) for any actions taken.

Related Articles

• Creating Your First Rule — Step by Step
• Available Metrics for Rule Conditions
• Rule Conditions — Operators and Time Ranges
• Rule Actions — What Your Rules Can Do
• Dashboard Overview — Your Daily Command Center
• CPA, CPM, CTR — Core Metrics Decoded