MGID - Popular Rules
Based on analysis of 1,392 active MGID rules, media buyers prioritize widget-level pausing (632 rules), MGID's unique Widget Coefficient system (231 rules), and sophisticated fraud detection. This guide shows the proven automation patterns that work at scale.
In This Article
- Widget Pausing — Core Blocking Rules
- Fraud Detection & Cost Control
- Widget Coefficient — MGID's Bid Multiplier System
- Campaign Spend & Budget Scaling
- Ad (Teaser) Management
Widget Pausing — Core Blocking Rules
Zero Conversions + High Spend (30-Day Window)
Pause widgets that have spent $25+ in the last 30 days without a single tracker conversion. This is your baseline rule for removing non-performing publishers early.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | $25 |
| Tracker Conversions | < | 1 |
Action: Pause Widget
Scheduling: Run daily at 8 AM
Media buyer note: Start with $25. For campaigns under $500/day, lower to $15. For high-volume campaigns ($5k+/day), increase to $50-75 to gather more performance data before killing a publisher.
Bot Traffic Detection (High Clicks, No Conversions)
Pause widgets with 50+ traffic source clicks AND 30+ tracker clicks over 30 days but zero tracker conversions. This pattern—high engagement with zero conversions—indicates bot traffic or misaligned audience.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Traffic Source Clicks | >= | 50 |
| Tracker Clicks | >= | 30 |
| Tracker Conversions | < | 1 |
Action: Pause Widget
Scheduling: Run daily at 9 AM
Media buyer note: Verify these clicks are hitting your landing page (check LP Clicks metric). If LP Clicks = 0, the traffic is fake at MGID's level—pause immediately. If LP Clicks is high but conversions are zero, the landing page or offer is misaligned with the traffic source.
Suspicious Landing Page CTR (Potential Fraud)
Pause widgets with high LP CTR (>90%) AND 20+ traffic source clicks AND zero conversions over 7 days. This is a classic fraud pattern—too many people clicking through to your landing page but none converting.
Data Interval: Last 7 days
| Metric | Condition | Value |
|---|---|---|
| LP CTR | > | 90% |
| Traffic Source Clicks | >= | 20 |
| Tracker Conversions | < | 1 |
Action: Pause Widget
Scheduling: Run every 12 hours
Media buyer note: LP CTR over 80% is unnatural. Legitimate publishers run 3-10% LP CTR depending on vertical. This rule catches click farms or misaligned traffic. If you see this, add the widget name to your publisher blacklist.
Very High LP CTR + Spend (Anomaly Detection)
Pause widgets where LP CTR exceeds 5% AND amount spent is $500+ AND conversions are >= 1 BUT ROI is <= -60% over 14 days. Despite high CTR suggesting quality traffic, the ROI is severely negative.
Data Interval: Last 14 days
| Metric | Condition | Value |
|---|---|---|
| LP CTR | > | 5% |
| Amount Spent | >= | $500 |
| Tracker Conversions | >= | 1 |
| Tracker ROI | <= | -60% |
Action: Pause Widget
Scheduling: Run daily at 10 AM
Media buyer note: This catches publishers with fake conversions. High CTR + conversions but -60% ROI = the conversions aren't real profit. Pause immediately.
Large Spend, Single Conversion (Cost Explosion)
Pause widgets where cost exceeds 150% of your Campaign.payout in the last 14 days. You're spending $1.50 for every $1 in payout—classic unprofitable publisher. This is the #1 dynamic comparison among top media buyers (9 instances).
Data Interval: Last 14 days
| Metric | Condition | Value |
|---|---|---|
| Cost | > | 150% of Campaign.payout |
Action: Pause Widget
Scheduling: Run every 12 hours
Media buyer note: This rule adapts to your payout model automatically. If your Campaign.payout is $100, this triggers at $150 spend. Set it once and let it run across all campaigns.
Long-Tail Spend Blocker (All-Time Protection)
Pause widgets that have spent $10+ all-time without any tracker conversions. This catches widgets that aren't immediately profitable and prevents them from lingering unprofitably indefinitely.
Data Interval: All-time
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | > | $10 |
| Tracker Conversions | < | 1 |
Action: Pause Widget
Scheduling: Run daily at 6 AM
Media buyer note: Use this as a final safety net. Combine with your 30-day rule for defense-in-depth.
Fraud Detection & Cost Control
Publisher Conversion Rate Too High (Fake Conversions)
Pause widgets where publisher_conversions exceed 15% of traffic source clicks over 14 days. A 15% conversion rate at the publisher level is statistically impossible and indicates fake conversion attribution.
Data Interval: Last 14 days
| Metric | Condition | Value |
|---|---|---|
| Publisher Conversions | > | 15% of Traffic Source Clicks |
Action: Pause Widget
Scheduling: Run daily at 11 AM
Media buyer note: Legitimate conversion rates range from 0.5% to 5% depending on vertical. Anything above 10% is suspicious. This rule catches publishers padding conversion numbers.
Publisher Conversion Rate Too Low (Misattribution)
Pause widgets where publisher_conversions are <= 10% of traffic source clicks over 14 days despite having tracker conversions. This pattern suggests the publisher is under-attributing conversions.
Data Interval: Last 14 days
| Metric | Condition | Value |
|---|---|---|
| Publisher Conversions | <= | 10% of Traffic Source Clicks |
| Tracker Conversions | >= | 1 |
Action: Pause Widget
Scheduling: Run daily at 11 AM
Media buyer note: When publisher-reported conversions don't match your tracker, the publisher is likely misattributing. You're paying for traffic they claim converted, but your own conversions tell a different story.
Low CTR After High Volume (Dead Publisher)
Pause ad when impressions exceed 20,000 over 30 days, CTR is below 0.12%, AND ROI is negative. This is a publisher that had its chance—high impressions, almost no engagement, and unprofitable.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Impressions | > | 20000 |
| CTR | < | 0.12% |
| Tracker ROI | < | 0% |
Action: Pause Widget
Scheduling: Run daily at 8 AM
Media buyer note: 0.12% CTR is very low (benchmark is 0.5-1.5%). If a publisher can't drive clicks despite 20k impressions, they're not reaching your audience.
Widget Coefficient — MGID's Bid Multiplier System
Understanding Coefficients
The Widget Coefficient is MGID's unique bid multiplier. Instead of pausing underperforming publishers, you adjust their coefficient to control spend granularly:
- 1.0 = baseline bid (e.g., $0.05)
- 0.5 = half the bid ($0.025)
- 0.1 = 10% of bid ($0.005)
- 1.5 = 50% higher bid ($0.075)
- 2.0 = double the bid ($0.10)
This creates a performance tier system without pausing widgets entirely. Use coefficients to fine-tune budgets before using pause rules.
Tier 1: Deep Reduction (Coefficient 0.1 — Test Mode)
Set coefficient to 0.1 when tracker conversions >= 1 AND custom metric (CPA) >= $700 in the last 30 days. The widget converts, but at very high CPA. Reduce bid drastically to test if lower cost attracts better conversions.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Custom Metric 2 (CPA) | >= | $700 |
Action: Set Widget Coefficient to 0.1
Scheduling: Run daily at 7 AM
Media buyer note: Coefficient 0.1 bids 10x lower. This is a testing phase. If CPA improves within 3-5 days, increase to 0.3-0.5. If CPA stays high, pause instead.
Tier 2: Moderate Reduction (Coefficient 0.3 — Watchlist)
Set coefficient to 0.3 when tracker conversions >= 1 AND CPA is between $350-$500 in the last 30 days. These publishers convert at acceptable-but-high CPA. Keep them active but at reduced bid.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Custom Metric 2 (CPA) | >= | $350 |
| Custom Metric 2 (CPA) | < | $500 |
Action: Set Widget Coefficient to 0.3
Scheduling: Run daily at 7 AM
Media buyer note: Coefficient 0.3 keeps them in rotation but at 30% spend. Useful for publishers that convert occasionally but aren't tier-one performers.
Tier 3: Slight Reduction (Coefficient 0.5 — Marginal Performers)
Set coefficient to 0.5 when tracker conversions >= 1 AND CPA is between $500-$700 in the last 30 days. These are borderline profitable—reduce bid to test if lower competition improves CPA.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Custom Metric 2 (CPA) | >= | $500 |
| Custom Metric 2 (CPA) | < | $700 |
Action: Set Widget Coefficient to 0.5
Scheduling: Run daily at 7 AM
Media buyer note: Coefficient 0.5 is your "watch" tier. Monitor for 3-5 days. If ROI stays negative, pause. If CPA improves, increase to 1.0.
Tier 4: Baseline (Coefficient 1.0 — Good Performers)
Set coefficient to 1.0 when tracker conversions >= 1 AND CPA is below $350 in the last 30 days. These are your proven profitable publishers. Maintain standard bid.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Custom Metric 2 (CPA) | < | $350 |
Action: Set Widget Coefficient to 1.0
Scheduling: Run daily at 7 AM
Media buyer note: Coefficient 1.0 is baseline. Publishers at this tier are profitable and reliable.
Tier 5: Increased Bid (Coefficient 1.5 — Strong Winners)
Set coefficient to 1.5 when tracker conversions >= 1 AND tracker ROI > 50% AND traffic source clicks >= 50 over the last 7 days. Your high-ROI publishers. Increase bid to capture more volume.
Data Interval: Last 7 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Tracker ROI | > | 50% |
| Traffic Source Clicks | >= | 50 |
Action: Set Widget Coefficient to 1.5
Scheduling: Run every 12 hours
Media buyer note: Coefficient 1.5 means 50% higher bid. Your top-tier publishers. Monitor ROI daily. If it drops below 0%, reduce back to 1.0 immediately.
Tier 6: Aggressive Scaling (Coefficient 2.0 — Top Tier)
Set coefficient to 2.0 when tracker conversions >= 2 AND tracker ROI > 100% AND traffic source clicks >= 75 over the last 7 days. Elite performers with proven volume and profitability. Double the bid.
Data Interval: Last 7 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 2 |
| Tracker ROI | > | 100% |
| Traffic Source Clicks | >= | 75 |
Action: Set Widget Coefficient to 2.0
Scheduling: Run every 12 hours
Media buyer note: Coefficient 2.0 doubles your bid on elite publishers. Only use on consistently profitable widgets. Set a max bid cap in MGID ($0.20-0.50) to prevent runaway costs.
ROI Throttling (Coefficient 0.5 — Negative ROI Recovery)
Set coefficient to 0.5 when tracker ROI is between -25% and 0% AND traffic source clicks >= 50 over the last 7 days. Rather than pausing a recently profitable widget, reduce bid to see if lower competition helps recovery.
Data Interval: Last 7 days
| Metric | Condition | Value |
|---|---|---|
| Tracker ROI | >= | -25% |
| Tracker ROI | < | 0% |
| Traffic Source Clicks | >= | 50 |
Action: Set Widget Coefficient to 0.5
Scheduling: Run every 12 hours
Media buyer note: This is a "recovery zone" rule. Reduce bid instead of pausing, allowing marginal widgets 3-5 days to rebound. If negative ROI persists, escalate to pause.
Campaign Spend & Budget Scaling
Daily Spend Cap — Conservative ($10 Limit)
Pause the entire campaign when daily spend reaches $10 on today's data. Use this for the first 3-7 days of a new MGID campaign to control risk during publisher onboarding.
Data Interval: Today
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | $10 |
Action: Pause Campaign
Scheduling: Run every hour
Media buyer note: This is very conservative. Increase to $20-30 after validating 3-5 profitable publishers. Remove entirely during growth phases.
Daily Spend Cap — Standard ($20 Limit)
Pause the campaign at $20 daily spend. This is your standard safeguard during testing phases to prevent budget overflow.
Data Interval: Today
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | $20 |
Action: Pause Campaign
Scheduling: Run every hour
Media buyer note: Standard safeguard. Once 30-day ROI is positive, increase to $40-50.
Budget Scaling on ROI + High Spend
Increase campaign budget by 20% when daily spend is at 70-80% of the daily budget AND all-time tracker ROI > 10% over last 14 days. This signals the campaign model is fundamentally profitable and ready to scale.
Data Interval: Today (spend) + Last 14 days (ROI)
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | 70% of daily Budget |
| Tracker ROI | >= | 10% |
Action: Increase Campaign Budget by 20%
Scheduling: Run daily at 11 AM
Media buyer note: Require minimum $500 all-time spend before enabling. Scale incrementally: 20% increase, wait 2-3 days, reassess. Never scale on a single winning day.
Budget Scaling on Yesterday's Data
Increase campaign budget by 20% when yesterday's spend hit 80%+ of daily budget AND tracker ROI > 10% over the last 14 days. Using yesterday's data is safer because you have complete information.
Data Interval: Yesterday (spend) + Last 14 days (ROI)
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | 80% of daily Budget |
| Tracker ROI | >= | 10% |
Action: Increase Campaign Budget by 20%
Scheduling: Run daily at 9 AM
Media buyer note: This rule fires once per day, reducing double-scaling risk. More conservative than today's-data rules.
Ad (Teaser) Management
Pause Underperforming Creatives
Pause ad with $12+ spend over 30 days AND zero tracker conversions. Non-performing ads waste budget.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Amount Spent | >= | $12 |
| Tracker Conversions | < | 1 |
Action: Pause Ad
Scheduling: Run daily at 8 AM
Media buyer note: For campaigns with 20+ creatives, use $12. For campaigns with 3-5 creatives, increase to $30-50 to gather more data before pausing.
Pause High-Click Creatives with Zero Conversions
Pause ad with 30+ tracker clicks all-time but zero tracker conversions. The creative drives engagement without intent.
Data Interval: All-time
| Metric | Condition | Value |
|---|---|---|
| Tracker Clicks | >= | 30 |
| Tracker Conversions | < | 1 |
Action: Pause Ad
Scheduling: Run daily at 9 AM
Media buyer note: Catches clickbait headlines or landing page mismatch. If this fires often, test headline variations and landing page alignment.
Reactivate Profitable Creatives
Reactivate ad with tracker conversions >= 1 AND tracker net revenue > $0 over the last 30 days. Prevent profitable creatives from staying paused indefinitely.
Data Interval: Last 30 days
| Metric | Condition | Value |
|---|---|---|
| Tracker Conversions | >= | 1 |
| Tracker Net Revenue | > | $0 |
Action: Start Ad
Scheduling: Run daily at 10 AM
Media buyer note: Reactivation rules catch creatives that recovered. Check daily or every 2 days for creatives ready to re-enter rotation.