Apple Ads campaigns are optimized around internal metrics such as CPA, ROAS, Impression Share, and budget pacing. But for high-value verticals like trading, crypto or fintech, performance is often influenced by what’s happening outside the campaign — from crypto price swings and market volatility to gold movements and seasonal peaks.
Until now, responding to these external events has largely meant manual adjustments, often after the moment has already passed. SplitMetrics Acquire closes this gap by extending Automation Rules with external market signals.
What Are Market Signal Rules?
Market Signal Rules let you automatically trigger campaign actions — bid changes, budget adjustments, or Custom Product Page activations — when real-world market conditions cross thresholds you define. No manual monitoring required.
Supported Market Signals
Three major market signals are supported:
Bitcoin (BTC)
Gold (XAU)
Volatility — VIXY/VXX proxy
💡Note. Market data is refreshed every hour.
Each signal supports two condition types:
Absolute value — trigger when the signal crosses a specific price or level you set
Percentage change over a selected time period — trigger when the signal moves by a defined % within your chosen window
💡Thresholds are fully configurable. We do not hard-code assumptions — what counts as a significant move is defined entirely by you.
Available Actions
A single market signal rule triggers one of the following actions:
1. Change Keyword Bid
Automatically increase or decrease keyword bids by a percentage when a market condition is met.
Example: If Bitcoin rises by more than 10% over 24 hours → increase keyword bid by 20%.
💡Note: Bid-related actions have restrictions when using Max Conversions bidding (Apple restriction). Ensure your campaigns use a compatible bid strategy before setting up bid rules.
2. Change Campaign Daily Budget
Automatically increase or decrease a campaign's daily budget by a percentage when a market condition is met.
Example: If Gold rises above a defined value → increase campaign budget by 15%.
3. Activate a Custom Product Page (CPP)
Automatically activate a specific Custom Product Page when a market condition is met. This allows you to serve a tailored app store experience — messaging, screenshots, and previews — precisely when market conditions make it most relevant.
Example: If volatility crosses the configured threshold → activate the "High Volatility" CPP.
How to Configure a Market Signal Rule
Each rule has exactly one market condition and one action. Bid, budget, and CPP actions are configured as separate rules. To set up a market signal rule:
Navigate to Automation Rules and click Create Rule.
Choose the level at which the rule should be created: Keywords, Ad Groups, or Campaigns.
Choose the campaigns, keywords, or ad groups the rule should apply to.
Select action: Change Keyword Bid, Change Campaign Daily Budget, or Activate CPP.
Add market signal condition and, if needed, combine them with standard conditions.
Enter a Rule Name.
(Optional) Select Run this rule right now to activate the rule immediately after creation.
Click Create Rule once everything is set up.
💡Important Limitations
Keep the following in mind when using market signal rules:
One condition, one action: each rule supports a single market condition paired with a single action.
Actions are one-shot: the system does not automatically revert a bid, budget, or CPP to its previous value when the market moves back.
Reversals require a second rule: to return to a previous state, configure a separate rule with the opposite condition (e.g., If Bitcoin drops below X → decrease keyword bid by 20%).
External market conditions can be combined with standard conditions (Spend, Installs etc) using the AND operator. ❗Please note, that the OR operator is not supported.
Activate CPP action can only be used with an external market signal condition and does not support standard conditions.
Max Conversions restriction: bid-related actions are not available for campaigns using Apple's Max Conversions bid strategy.
Apple processing times: After a rule is triggered, Apple requires some time to process the changes. Processing times are approximate and depend on Apple Ads processing speed: bid changes may take a few hours to up to 24 hours, CPP changes may take 24–48 hours, and budget changes may take a few hours to up to 24 hours.