BOOST is Markettai's automatic system: it reviews your ad campaigns several times a day and decides what is worth changing. This is what it looks at and what it does about it:

• Move budget towards whatever is cheaper. If one of your campaigns gets customers cheaply and another gets them expensively, BOOST moves money from the expensive one to the cheap one.
• Adjust the bidding and who sees the ad. When you advertise on Meta you compete with other advertisers for every slot, and that competition is called bidding. If a campaign that is doing well spends less than it should, BOOST changes the way it bids. If the problem is that you have shown it too often to the same people, it widens the audience in steps: first it loosens the interests, then it widens the geographic area and, as a last resort, it lets Meta find the audience on its own.
• Stop the spending when something runs away. If getting a customer starts costing you far more than usual and it is also clear that you have worn out your audience, BOOST pauses that ad or that campaign. It is deliberately demanding: it only acts when several bad signals coincide, so that nothing gets paused over one bad day. If you reactivate an ad BOOST stopped this way, it stops pausing it on its own and only suggests the pause (see «What it never touches»).
• Reactivate and archive whatever it paused itself. A campaign BOOST paused reactivates on its own after 7 days, and if it is still stopped after 30 it gets archived. Whatever you pause is never touched: if you stop a campaign by hand, it stays stopped until you turn it back on.
• Test new versions without switching off what works. If an ad starts performing worse, BOOST creates a new version of the text or the image and runs it alongside, without switching off the original.
• Turn a post that is working into an ad. If one of your ordinary posts gets a far better reception than your average, BOOST can turn it into a paid ad to reach more people. It only does this if you left the promotion permission switched on for that post (see «Posts»).