Creating Rules In Facebook Campaigns (An Easy How-To Guide)

Creating Rules In Facebook Campaigns (An Easy How To Guide)

Creating Rules In Facebook Campaigns (An Easy How-To Guide)

Every marketer would love to run campaigns on Facebook for a lesser budget. It takes perfect optimization techniques to end up with both a good CPA and an efficient budget spend. Running Facebook ad campaigns are always constrained in two ways: budget and time. You cannot be checking campaign performance every minute, while still keeping on top of the things that are happening with your campaign.

What are “Rules” in Facebook Ad Campaigns?

To overcome the time constraint and efficient budget utilization of the campaign, Facebook has come up with automatic rules for ad campaigns. They are available for every marketer and allow you to get updates/alerts if the rules are achieved or exceeded. By going into the Adverts Manager, you can select any campaign and then set a rule.

It is as simple as it sounds.

Marketers don’t often utilize this option for their campaigns and end up wasting lot of time checking their campaigns frequently throughout the day.

Why are these rules necessary?

Quite simply because you can cut the costs of a campaign that doesn’t perform well.  You can stop a campaign that gives you poor results.

Also, you can empower the campaigns that have good metrics.

You can identify the mistakes and performances of your campaigns on the campaign level, ad level, and creative level.

Now let us dive deep to understand how to set a rule for any campaign on Facebook.

After opening your Adverts Manager, you can select any campaign to get the Create Rule option.

Campaign Selected

By clicking the Create Rule option, this window will pop up:

Create Rule Pop Up

In the pop-up window, you’ll have different options to choose from:

  1. Apply Rule To
  2. Actions
  3. Conditions
  4. Time Range
  5. Attribution Window
  6. Frequency
  7. Notification
  8. Subscriber
  9. Rule Name

Apply Rule To:

The rule can be applied to several options. For example, you can apply this rule to the entire campaign, active ad sets, or to all campaigns.

Create Rule - Apply To


Basically there are two Actions options :

  1. Turn Off Campaigns, or
  2. Send Notification.

When the campaign or ad set meets the rules you have defined, specific action need to be taken, right ? That’s exactly what you have to choose here!

Create Rule - Action


As the name says, you can add whatever conditions you’d like to define here. It could be: cost per action, cost per click, frequency, impressions, clicks, and what not! There are several options available for the user to choose from.

Personally, I’d suggest using ad frequency in the first instance, because it can bring down the performance of the campaign quite easily and very quickly. 

Create Rule - Conditions

Time Range:

What time range are you planning to define for the condition in the rule?

This can be sorted out in the Time Range section. You can set the time range from 3 days to lifetime. It depends on the nature of the campaign and your requirements.

Create Rule - Time Range

Attribution Window:

The Attribution Window might look like it needs some tech stack to understand it, but really it is super simple:  When do you want the condition to be verified?

It too can be defined by impressions, views, and clicks. There is also a time range provided for the same. You can select the time range in the Attribution Window to define it.

Create Rule - Attribution Window


Frequency here does not refer to ad or campaign level frequency, but the frequency at which the condition/rule will be checked. It is set by default in accordance to your time zone.


This is nothing but the update that you’re going to receive on Facebook when the conditions are met. You can also set up an email trigger when the same happens.

Create Rule - Notification


Perhaps you have different authorities/users who might be managing the campaigns. If you’re out of town and you do not have access to your ad campaigns, you can use this! It allows you to add more subscribers who will receive the notifications. They can then log in to the campaign and make the necessary changes.

Create Rule - Subscriber

Rule Name:

You can define the name of the rule here. This can depend on what condition you choose. You can have multiple rules for every campaign and ad set. Hence, to keep proper track of the rules, you must give it a proper name to help your teammates understand it better!

Create Rule - Rule Name

Have you ever set up rules for your ad campaign? If yes, how well did it save you and your campaign? What were the positive factors you got out of the campaign? Please feel free to share them in the comments section, we’d love to know them!


Gautham Ramakrishnan
[email protected]

Gautham is an ardent Digital Marketer, Social Media Specialist and a Growth hacking expert from India. He is running a website - DigitalMarketingQuest, which helps marketers to strategize various channels and campaigns. He has great passion for photography and dates his D810 at times. And of course a GOT fan!