Your ad settings control a lot behind the scenes. Here's what each one does and how to use it to your advantage:

If you sell products with multiple variants (sizes, colors, etc.), let AI pick the best-performing one automatically, or choose one yourself based on your own logic — like promoting a higher-priced multi-pack over the cheapest option.

Keep low-margin items, gift cards, or shipping protection out of your ads entirely. Click Exclude products, search for the item, and hit apply. Anything excluded never appears in an ad.

If you have wholesale clients or a separate payment flow, filter out refunded, unpaid, or draft orders — and even exclude specific wholesale email addresses — so they don't distort your performance data.

Add custom UTM strings here if you're tracking performance through a third-party tool like Triple Whale or Hyros.

Tells the AI what category your business is in, so generated ad copy actually fits your industry. Worth double-checking this is accurate — it shapes every piece of copy AI writes.

Beyond Meta and Google, connect Yotpo (reviews) or Klaviyo (SMS/email data). Same for TikTok. Important: AdScale doesn't run your Klaviyo flows or TikTok campaigns — it only uses that data to enrich your audience targeting.

💡Expert tip: Get your store vertical and excluded products set correctly before you scale budget. A wrong vertical skews your ad copy for every future ad, and unexcluded gift cards or shipping fees quietly eat into budget before the AI eventually spots it.