How Ad watch improves your ads

Social & ads → Ads → Ad watch. Otto reads every campaign's results every few hours, says what changed and what to change, tests versions of each ad, and builds audiences from your best customers. Nothing changes until you say so.

Updated 2026-10-28

Ad watch keeps an eye on the campaigns of each ad account you connect (Meta, TikTok or Google Ads) between your own check-ins. Every few hours Otto reads each campaign's results, compares the last 7 days with the 7 before, and puts what it found at the top of Social & ads → Ads. Only someone whose position sees money can open it.

What it shows

For each campaign: spend over the last 7 days, the Click rate and what it was the week before, cost Per click, Results, cost Per result, and the Return (what people bought for each 1 spent, where the platform reports it; a connected TikTok account does not, so it shows —).

On a connected Meta account a result is a purchase, or a lead when there are no purchases. Change it with A result on Meta is.

What it suggests

Pause: the campaign spent enough to know and brought no results.
Lower budget: each result costs more than half again your Target cost per result.
Raise budget: it beats your target cost per result or your Target return.
With no targets set, Otto moves money from the campaign whose results cost the most to the one whose results cost the least.
Changed: the click rate fell sharply (people have seen the ads too often), spending jumped with no more results, or a running campaign stopped showing ads.

A budget never moves by more than a fifth at a time, and a campaign is changed at most once a day.

Press Do it to act on a suggestion. It goes through the same path as changing a campaign by hand: it waits in Reviews unless your rule for ad changes is Auto and the increase is within your cap. Dismiss puts it away.

Tick Let Otto act on its advice and Otto files each suggestion itself. Your rule and your cap still decide whether it waits for you.

Testing versions of an ad

A campaign made in Marketing → Campaigns launches each video Otto made as its own version of the ad, up to three, side by side. Once Meta or TikTok is connected and switched on for campaigns, each Meta version has its own picture and each TikTok version its own video. Once each version has enough views, Ad watch compares them and suggests Pause a version for one that clearly does worse, so the budget goes to the better ones. It never pauses the last one running.

Audiences from your customers

Under Audiences from your customers, choose a Meta ad account and a group of customers (a saved segment, or everyone who agreed to marketing), and press Ask to make it. Once you approve it in Reviews, Otto sends your connected Meta account those customers' email addresses, scrambled (hashed) before they leave Otto, and Meta finds people like them in the country you chose. Only customers who agreed to marketing are ever sent. Once connected, Meta still needs at least 100 people to find look-alikes; with fewer, only your customers' own audience is made.

Then, in a campaign's plan, press Change it by hand and pick it under People like your customers. Once the campaign launches, its connected Meta ads aim at them.

If it doesn't work

"Meta says this ad account has not accepted the Custom Audience Terms": accept them in Meta Ads Manager under Audiences, then approve again.
Do it is refused: the platform's changes are not switched on for your Otto server, or the campaign changed since Otto read it. The note beside the suggestion says which.
No campaigns show: connect Meta, TikTok or Google Ads on the same page, then press Check now.