Budget recommendations

One-click media-buying moves, plus the non-actionable flags worth watching.

Below the time-series charts, the Budget recommendations tab surfaces specific media-buying moves. Each recommendation compares campaign and ad set performance to your spend-weighted account average. You can apply a recommendation with one click, or edit the specific budget change value directly before applying it.

Actionable recommendations

Recommendation	When Blip flags it
Scale	A campaign or ad set is delivering CPA/ROAS notably better than the account average over a 3-day window.
Reduce	A campaign or ad set is performing moderately worse than the account average.
Pause	A campaign or ad set is performing severely below the account average with no signs of recovery.
Scale winner	An individual ad has been identified with strong CPA/ROAS and meaningful spend.
Consolidate	Multiple ad sets in the same campaign have very low budgets.

Tip

You're always in control. Apply a recommendation as-is, adjust the budget number first, or ignore it entirely.

Non-actionable flags

Blip also surfaces flags that are informational rather than one-click actions:

Flag	What it means
Creative fatigue	Top-spending ads show rising frequency with declining click-through or conversion rate.
Trend alert	Rising frequency, falling click-through rate, rising CPM, or falling conversion rate detected over recent time windows.
Spend shift	A significant shift in spend distribution across age ranges or placements.