Managing performance on TikTok requires a proactive approach to underperforming assets, whether they are losing momentum due to creative fatigue or simply failing to meet baseline benchmarks during initial testing. For those using Upgraded Smart+ campaigns, creative-level automation rules provide a systematic way to respond to these shifts, pausing underperformers before they drain budget and flagging top creatives to scale.
These rules offer a layer of granular control that ad and ad group level rules can't provide. By acting directly on the specific asset that is working or failing within your Upgraded Smart+ ad, you can move away from broad adjustments that affect your entire ad. This ensures your best creatives run longer and removes the guesswork from your rotation decisions.
How creatives work in automated rules
In the Filter section, you can select the Creatives level:
"Ad materials" vs. creatives
When you build a rule targeting creatives, the system matches against what TikTok API calls ad materials – not the original creative files from your Creative Library.
An ad material is created each time a creative is used in an ad, so:
The same creative used in different ads = multiple ad materials
Each one is matched separately
In the rule builder, you’ll see this as “X creatives matched”, but the match is always ad-specific.
Creative delivery statuses
TikTok reviews every creative before it can run. Based on that review, each creative carries one of three delivery statuses that directly affect whether your rule will have any real impact:
All Available – the creative has passed review and can deliver across all countries in your targeting. Rules apply as expected.
Partially Available – the creative passed review but is restricted to only some of your targeted countries. These creatives are counted in the Estimated Match in Birch rule, and the rule successfully applies, but actual reach on TikTok is limited – worth factoring in when evaluating performance data behind that creative.
Unavailable – the creative failed policy review on the TikTok platform and cannot deliver anywhere. These are excluded from the Estimated Match in our rules entirely and won't appear in your rule logs. No action will be taken on them.
Available actions on the Creative level
Start - re-enable paused creatives
Pause - stop underperforming creatives
Notify - receive alerts without taking action
Key notes and limitations
Available only for Upgraded Smart+ campaigns
Not supported for old campaigns and SPC campaigns
Supported objectives:
App promotion
Website conversions
Lead generation
Metrics:
Only creative-level metrics are available
Custom metrics are not supported
Attribution platform metrics are not available
Rules examples
Notify about well-performing creatives:
CTR (%) Last 3 days > 2.5% and
Impressions Last 3 days > 6,000
The rule ensures the creative has been seen enough times to prove the CTR is real. Once both conditions are met, you get an alert so you can decide to scale it: increase the budget on the ad group, duplicate it to other audiences, or use it as a reference for new creatives.
Pause underperformers:
CPA (Last 3 days) is 20% worse than CPA (Last 7 days)
This indicates that performance is declining, potentially due to fatigue or inefficiency.
Recommendation: don’t pause too early
TikTok performance can fluctuate, and conversions may be delayed.
Before pausing, make sure the creative has:
enough impressions or spend
enough time for conversions to show
Pausing too early can stop creatives that might perform well.
Have questions or need help getting set up? Reach out to our Community Care team anytime at support@bir.ch, or use the chat bubble in your Bïrch dashboard.