Meta Value Rules
Updated
Meta Value Rules allow you to adjust bids for specific audiences, placements, and conversion locations at the ad set level. You can create reusable rules and apply them across eligible ad sets within the same Meta ad account.
You can create and manage Value Rules centrally from the Value Rules page or create them while configuring a Meta ad set. Once created, a Value Rule is available for selection in supported Meta advertising workflows, including Ad Composer and Ad Manager.
Note: Meta is deprecating the Bid Multipliers API in December 2026. As the successor experience, Meta Value Rules support eligible bid adjustment scenarios. Sprinklr automatically migrates eligible Facebook Bid Multiplier configurations to Value Rules.
Before you begin
Ensure that the following configurations are complete before you create or use Meta Value Rules.
Requirement | Description |
Dynamic Property (DP) | |
Permission | A workspace administrator must enable the Value Rules role-level permission for users who need to access and manage Value Rules. |
Meta ad account access | Access to the Meta ad account in which you want to create and use Value Rules. |
Create a Value Rule
You can create a Value Rule from either of the following locations.
Scenario | Location | Navigation |
Create and manage reusable Value Rules from a central location before applying them to campaigns. | Value Rules | Navigate to All Settings > Sprinklr Ads > Basic Settings > Value Rules > + Create Value Rule. The Create Value Rule page is displayed. |
Create a Value Rule while configuring a Meta ad set. | Ad Composer / Ads Manager | Navigate to Ads Composer > Budget & Schedule > Enter the Bidding details for all Ad Sets > + Value rules. The Create Value Rule page is displayed. |
Value Rule fields
Field | Description |
Ad Account | Specifies the Meta ad account in which the Value Rule is created. |
Name | Specifies the Value Rule name displayed when selecting a Value Rule. |
Rule name | Specifies the name of an individual rule within the Value Rule. |
Rule type | Specifies the category to which the rule applies. Available options include Audience, Placement, and Conversion location. |
Criteria type | Specifies the condition that Meta evaluates. For the Audience rule type, available criteria include Age, OS type, Device platform, Location, Gender, and Audience. |
Value | Specifies one or more values associated with the selected criterion. |
Bid | Specifies whether Meta increases or decreases the bid. |
Bid adjustment | Specifies the percentage by which Meta adjusts the bid. |
Available Audience criteria
Criteria type | Values |
Age | Age ranges available in Meta |
OS type | iOS, Android |
Device platform | Mobile, Desktop |
Location | Select one or more locations |
Gender | Male, Female |
Audience | New users, Other customers |
Note: Available criteria and values depend on Meta-supported configurations and can vary based on the selected ad account and campaign setup.
Configure the Value Rule
Select the required Ad Account.
Enter the Value Rule details, including the Name, Rule name, Rule type, Criteria type, and Value.
If required, click Add Criteria to add another condition to the same rule.
Note: Sprinklr evaluates multiple criteria within a rule by using AND logic. For example, you can target users within a specific age range and on a specific operating system.Select whether to Increase bid by or Decrease bid by, and then enter the required Bid adjustment percentage.
If required, click + Rule to add another rule and repeat the configuration.
Reorder the rules by using the drag handles.
Note: Meta evaluates rules in priority order and applies the first matching rule.Review the configuration and click Save.
Verify that the Value Rule appears on the Value Rules page.
The Value Rule becomes available for selection in Ad Composer and Ad Manager.
Manage Value Rules
To manage existing Value Rules, navigate to All Settings > Sprinklr Ads > Basic Settings > Value Rules.
Action | Steps |
Edit | Open the Value Rule, click Edit, make the required changes, and then click Save. |
Duplicate | Open the Value Rule, click Duplicate, review the configuration, and then click Save. Sprinklr creates the duplicate within the same Meta ad account and assigns a new Meta Value Rule ID. |
Delete | Open the Value Rule, click Delete. |
Bid Multiplier Migration
Meta is retiring the Bid Multipliers API. To support this change, Sprinklr automatically migrates eligible Facebook Bid Multiplier configurations to Meta Value Rules.
During migration, Sprinklr converts supported Bid Multiplier configurations into Value Rules, assigns the generated Value Rules to eligible ad sets, and retains migrated Strategy Groups in the audit trail.
Note: Some Bid Multiplier criteria might not have an equivalent Value Rule configuration. Review migration warnings and create additional Value Rules as required to replicate unsupported behavior.
Limitations
You can create and use a Value Rule only within the Meta ad account in which it was created. Cross-account Value Rule assignments are not supported.
You can select only the criteria and values that Meta supports. Available options can vary based on the selected campaign configuration.
Not all Facebook Bid Multiplier configurations can be migrated completely to Meta Value Rules. Some configurations might require additional Value Rules after migration.
If a Value Rule assigned to an ad set is deleted in Meta, replace or remove the Value Rule before publishing.