How planned Scale, Wait, and Cut recommendations work

Recommendations are planned and are not active while Apple Ads connectivity is unavailable. They are decision support, not profit guarantees or instructions that execute automatically.

The three labels

• BUY / Scale: consider a cautious increase only when adequate evidence supports it.

• HOLD / Wait: maintain and observe when evidence is limited, mixed, or still developing.

• SELL / Cut: consider reducing or pausing spend when sufficiently reliable evidence supports that decision.

Read the evidence with the label

A useful recommendation includes confidence, a plain-language reason, the evidence window, sample size, freshness, assumptions, and a suggested next action. The label alone is not enough to make a spending decision.

When evidence is insufficient

Thin, stale, conflicting, or unattributed data must remain visible as a limitation. Insufficient data or cautious Wait guidance must not be interpreted as proof that a campaign is good or bad.

You remain responsible for spending decisions. Even when optional campaign management becomes available, a recommendation will not itself authorize a change.