Both Smart Rules and Automated Rules are designed to simplify ad management, but they differ in functionality and usage.
Smart Rules: One-click optimization
Smart rule is a one-click solution that optimizes your Meta ads by analyzing your ad account to identify underperforming campaigns.
For example, Wise Cut identifies performance trends by determining the key performance metric for each ad objective, analyzing the average value over the last 30 days, and detecting ads that deviate significantly (25% or more) from the average. It pauses ads with poor performance and reactivates them when conditions improve - all with a single click.
Platform: Meta ads
Where to find it: Workspaces page
Smart Rules are ideal for those who don’t want to implement custom setups and are looking for easy-to-apply, quick solutions based on industry standards.
💡 Want to learn more? Read how Wise Cut works
Automated Rules: Customizable, condition-based actions
Automated Rules allow you to set your own custom conditions based on your spend, CPA, ROAS, etc., or even on your custom metrics. Once activated, they automatically pause underperforming ads, adjust budgets, or take other actions based on your criteria.
Bïrch continuously monitors your campaigns, applying rules when conditions are met and notifying you via Slack or email. Additionally, you can integrate Google Sheets and attribution tools like Hyros/Wicked Reports/AppsFlyer for advanced tracking and rule management.
Platform: Meta, Google, Snapchat, TikTok Ads
Where to find it: Automate section
Automated Rules are designed for more seasoned marketers with more complex needs for automation based on their custom business flows.
💡 For details, check out this guide on Automated Rules.
If you have any questions or need assistance, reach out via the in-app chat bubble or email us at support@bir.ch. We're here to help!