Deploy Recommendations

Deploy Recommendations tell you exactly where to move budget, so each campaign and ad set spends in line with what it actually returns. Deploy shows one recommendation per entity (a campaign or an ad set): Scale, Reduce or Maintain, with an amount. This page covers where those recommendations come from, what governs them, and who can apply them.

Where recommendations come from

Recommendations are generated by Causal Attribution against your promoted plan. Your plan sets the target allocation. Your promoted incrementality source sets what each entity is actually returning. The recommendation is the gap between the two. Nothing is based on platform-reported performance alone.

What you need first

Two conditions must be met before any recommendation appears:

• A calibrated incrementality source: either a promoted model or an adopted geo experiment.
• A promoted plan covering the period.

With a plan but no calibration, there is nothing to recommend against. With calibration but no plan, there is no target to pace toward.

Which entities get a recommendation

Recommendations only appear for entities that can act on them. An entity qualifies when it:

• Holds its own budget
• Is active
• Is inside its delivery window
• Has recent delivery

Entities that miss any of these do not appear.

Where the recommendation sits

Budget ownership decides the level. Under CBO (campaign budget optimization), the campaign holds the budget, so the recommendation sits on the campaign. Under ABO (ad set budget optimization), each ad set holds its own budget, so the recommendations sit on the ad sets. Each entity appears at one level only: the level where you can make the change.

Platform rules still apply

Recommendations respect each ad platform's rules. A bid target can only be set where the campaign's bidding strategy supports one, so entities on automated bidding show no target.

Read a recommendation at a glance

• Recommendation: Scale, Reduce or Maintain, with the amount.
• Current Budget: what is set on the platform today, its type (daily or lifetime), and whether the budget is held at campaign or ad set level.
• Spend: recent delivery. It helps you judge the size of a move.
• Bid Strategy and Bid Target: the current bidding setup.
• Deploy Status: whether the recommendation has been actioned.

Campaigns that share a budget appear as separate rows. When you edit one, the change applies once, at the shared budget level.

Apply a recommendation

Only workspace Managers and Admins can edit or apply recommendations.

Take the recommended figure, or switch to Custom and enter your own. Apply to a single row from its menu, or select several rows and apply the same action to all of them at once. A confirmation step shows current values against new ones before anything is sent.

Applied changes are pushed to the ad platform and recorded in Logs, showing what changed, who changed it, and when.

Frequently Asked Questions

What do Scale, Reduce and Maintain mean?

Scale means increase the budget, Reduce means lower it, and Maintain means keep it as it is. Each recommendation shows the amount of the change.

How is each recommendation calculated?

Causal Attribution compares your promoted plan's target allocation with what each entity is actually returning, based on your promoted incrementality source. The recommendation is the gap between the two.

Are recommendations based on platform-reported performance?

No. Recommendations use incremental return from your promoted incrementality source, not platform-reported performance alone.

Why am I not seeing any recommendations?

You need both a calibrated incrementality source (a promoted model or an adopted geo experiment) and a promoted plan covering the period. If either is missing, no recommendations appear.

Why is a campaign or ad set missing from Deploy?

An entity only appears if it holds its own budget, is active, is inside its delivery window, and has recent delivery. If it misses any of these, it does not get a recommendation.

Why does the recommendation sit on the campaign and not the ad sets?

The campaign uses CBO (campaign budget optimization), so the budget is held at campaign level. Recommendations always sit where the budget can be changed.

Can an entity appear at both campaign and ad set level?

No. Each entity appears at one level only, the level where its budget lives.

Why does an entity show no bid target?

It is on automated bidding. A bid target can only be set where the bidding strategy supports one.

What happens when I edit a campaign that shares a budget?

Campaigns sharing a budget show as separate rows, but your edit applies once, at the shared budget level.

Who can apply recommendations?

Only workspace Managers and Admins can edit or apply recommendations.

Can I change the recommended amount before applying it?

Yes. Switch to Custom and enter your own figure.

Can I apply recommendations to several entities at once?

Yes. Select several rows and apply the same action to all of them at once.

Will I see the change before it goes to the ad platform?

Yes. A confirmation step shows current values against new ones before anything is sent.

How do I see what was changed and by whom?

Every applied change is recorded in Logs, with what changed, who changed it, and when.