The most frequent question we receive in chat - why the rule paused campaign, ad set or ad while it was actually a winner and should have stayed live. Why does this happen?
Let's consider possible reasons.
1. Conflict of Start and Pause rules conditions.
Basically, this means you've set up 2 rules - Start and Pause with overlapping conditions and schedule, so they keep restarting and pausing the same campaign/ad set/ad continuously. Here is an example of conflict in pause and start tasks:
These 2 rules are running every 15 minutes throughout the day. And let's say we've got one ad with the following results at some point:
Spend (Last 3 days including today) = $250
Website purchase ROAS (Last 3 days including today) = 1.05
Website purchases (Last 3 days including today) = 10
Cost per purchase (Last 3 days including today) = $25
These numbers match both rules conditions so the ad can be restarted and turned off at the same time.
Note: To avoid this kind of conflicts you need to insure Start conditions do not fall into Pause group of conditions. Set threshold values to differentiate pause and start actions. In this case we can add cost threshold: Cost per website purchase (Last 3 days including today) < $20.
How to find out if Start and Pause tasks conflict took place?
On Live view page you can troubleshoot and track the history of all actions taken by your automated rules. You can see what actually happened with a single ad, ad set or campaign in the last 30 days.
Go to Live view, select Entity ID in filter type, paste the ID of the item you want to check, click Apply and get the list of actions applied to this object.
The fact that same entity is being frequently paused and restarted points to overlap between 2 rules conditions (or 2 start and pause tasks in a single rule). Unfold each action by clicking on the little down arrow there to check timing and item's parameters compared to rules conditions.
2. Duplication task paused the original campaign/ad set/ad.
If you use rules to duplicate campaigns, ad sets or ads then they may create a copy and pause the original item at the same time given that you set the rule to do so. Check out settings of Duplication task, you may have set original item to be paused.
How to find out if duplication was the case?
Go to Live view, select Entity ID in filter type, click Apply and get the list of actions applied to this object. If you see the ad set was duplicated, check the task settings, whether it's pausing the original ad set or keeping it live. The logs of that specific rule would also tell you the story.
3. Time frame and Attribution window settings.
When comparing results, make sure you pulled out the data for the same time period in Ads Manager as set in automated rule conditions.
In the rules we advise selecting "Use Ad set Attribution window" option. Check this article out to learn more about why there might be discrepancies between the data you see on Facebook and the data the rules are pulling from it.
In this article we covered 3 most common reasons of unexpectedly paused and restarted campaigns/ad sets/ads, but you may run into other cases. Drop us a message in the chat if you need help while reviewing automated rules results.