# What is an ad alert?

> An ad alert is a message that tells you when an ad metric crosses a line you set, such as cost per result over INR 900. Its five parts and a worked example.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Alerts
- **URL**: https://marxx.ai/library-glossary/ad-alert

---

An ad alert is a message that tells you when an ad metric crosses a line you set, such as cost per result going over INR 900. It saves you checking Ads Manager all day: the numbers come to you only when something needs a look.

## The parts of an ad alert

| Part | What it is | Example |
|---|---|---|
| Metric | The number being watched | Cost per result |
| Threshold | The line that triggers it | Over INR 900 |
| Window | The days the metric covers | Last 3 days |
| Level | What it checks | Each ad set |
| Severity | How urgent it is | High |
| Channel | Where the message goes | #wanderlast-alerts in Slack |

Most tools also let you choose how often the alert checks, such as daily or every Monday.

## A worked example

Say Wanderlast Holidays wants to know when any ad set pays too much per lead. Its target is INR 600 a lead.

1. The team sets an alert: cost per result over INR 900, last 3 days, each ad set, High.
2. Over the last 3 days, the Goa retargeting ad set spent INR 7,100 for 5 leads.
3. INR 7,100 / 5 = INR 1,420 per lead.
4. INR 1,420 is over INR 900, so the alert fires: "Cost per result 1,420 > 900 (last 3 days)".

The media buyer sees it that morning, before another day of spend.

## Ad alert vs automated rule

An alert tells a person. An automated rule acts on its own, such as pausing an ad set or cutting a budget. A rule cannot see causes a person can, such as a planned test. A safe start is alerts first, then a rule that acts once you trust it.

## Where alerts come from

Meta Ads Manager has automated rules. Tools such as Birch, Opteo and Optmyzr send alerts to Slack. We make Marxx, whose alerts post to each client's own Slack channel; see [Meta ads alerts in Slack](/guides/how-to-set-up-meta-ads-alerts-in-slack). Common metrics to watch are [CPA](/glossary/cpa) and [CTR](/glossary/ctr).

## FAQ

### What is the most useful ad alert to start with?

A high cost per result alert, set at your target plus a buffer. It catches the problem that costs the most money.

### How many ad alerts should I set?

Start with four or five. Add more only when you miss a problem that an alert would have caught.

### Is an ad alert the same as a notification from Meta?

No. Meta's notifications cover things like rejected ads and billing. An ad alert watches the performance numbers you choose.

---
- [More Alerts articles](https://marxx.ai/library-glossary/category/alerts)
- [All articles](https://marxx.ai/library-glossary)