Features/AI & Automation/Kill Rules
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Kill Rules

Kill Rules are your budget safety net. You set the conditions — a campaign exceeds a CPR threshold, ROAS drops below a floor, or click-through rate collapses — and APEX pauses or kills it automatically. No more waking up to a campaign that burned $3,000 overnight with nothing to show for it.

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How it works

STEP 01
Define your rule
Choose a metric (CPR, ROAS, CPC, CTR, CPM), an operator (greater than, less than), and a threshold value.
STEP 02
Set the scope
Apply the rule to a single campaign, a platform, or your entire account. Rules can be time-windowed (e.g., only apply after 500 impressions).
STEP 03
APEX monitors continuously
Every time performance data refreshes from the platform APIs, APEX evaluates every active rule against current metrics.
STEP 04
Instant action + notification
When a rule triggers, the campaign pauses immediately and you receive a notification with the exact reason and current metrics.

Use cases

1
Stop budget bleed overnight
Set a rule: if any campaign spends more than $200 with a ROAS below 1.0, pause it. APEX catches it the moment the threshold breaks — not the next morning.
2
Protect new campaign tests
Add a kill rule to every test campaign: pause if CPR exceeds 3x your target within the first $50 of spend. You'll never burn a full budget on a losing concept again.
3
Client-specific guardrails
Agencies set Kill Rules per client account with client-approved thresholds. If APEX kills something, the client gets a notification too — full transparency.

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