¶ Overview
Sunsetting is a tactic that stops bad performing ad sets permanently and optimizes your budget usage for long term resuslts.
In some cases, daily tactics like Stop Loss are simply not enough. For example, if Stop Loss pauses an underperforming ad set everyday but it still doesn't improve. In these cases, Sunsetting kicks in and allows you to turn off an ad set permanently while still giving it ample time to prove itself.
¶ How Sunsetting works
Sunsetting will check an ad set two times, but at two different spend levels. On the first check, if the ad set is underperforming, the tactic will reduce its budget, so it still has a chance to recover. On the second check, if the ad set is still not profitable, Sunsetting will pause it permanently.
The Madgicx platform allows you to set different spending limits for different ad sets based on performance levels. This is so you can be more lenient on historically better performers and pause insufficient performers faster.
Sometimes an ad set can have a bad day despite normally delivering a strong performance. That's why the Sunsetting division allows you to prevent this and keep high-potential ad sets running.
There is an option to put one last sanity check in place to allow for a final check based on a KPI, such as ROAS, before actually pausing it. This tactic will work at the ad set level within ABO or CBO campaigns.
¶ Step-by-Step Guide
¶ Step 1 - Select Sunsetting
First, click on the Sunsetting panel to start creating the tactic.
Sunsetting is only available for the ad set level.
¶ Step 2 - Set up tactic conditions
This is where you set up the tactic conditions. Madgicx has already filled in all the fields with the best values for your account and for the event you're optimizing for, but of course you can edit everything and match the tactic to your needs.
You can set static or dynamic metrics for both the budget reduction and the pause checks. Use the buttons to select between static and dynamic, and drag the icons on the timeline or type the values you want to set for each spend level.
¶ Step 3 - Set up sanity check
Set the sanity check. This is an additional check that makes sure that Sunsetting is not pausing any profitable ad sets.
The values here are recommended for your account, but you can customize the sanity check to include any metric that signifies good performance. You can set static or dynamic values, or turn it off (although we recommend keeping it on).
When you're done, click Next to continue.
¶ Step 4 - Select assets
Select what assets you'd like the tactic to run on. You can select and deselect using the check boxes. The little 'A' stands for Auto Apply, meaning that the tactic will apply for future ad sets or ads in that campaign. Click on a box twice to reach Auto Apply.
Click Next, and you're done! You've officially created a Stop Loss automation tactic. 
¶ Use Cases
¶ FAQ
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¶ How are the ads divided to performance levels?
The performance levels are based on your account data and your average ad set ROAS.
The division is:
- Top: Above-average in the last 7 days and last 3 days.
- Good: Above-average in the last 3 days and below-average in the last 7 days.
- Medium: Above-average in the last 7 days and below-average in the last 3 days.
- Worst: Below-average in the last 7 days and below-average in the last 3 days.
¶ Can I use Sunsetting on a CBO campaign?
Yes! Although the tactic's title is ad set level, this tactic also works on CBO by shutting off ad sets within the campaign.