AI Sparks are insight cards that surface the handful of anomalies and opportunities across your accounts worth your attention. Nothing a Spark flags ever changes a budget or touches a campaign.
Think of a Spark as a note from a senior analyst who watched your accounts overnight. Each one carries a short headline, a one-sentence diagnosis, a specific recommendation, and a colour-coded severity badge (info, success, warning, or critical). Sparks read across all seven platforms: Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, TikTok Ads, Reddit Ads, and Amazon Ads.
Where you'll find them
Sparks show up in three places:
- Recent Sparks on your Home page.
- The Sparks popover, opened from the sparkles icon in the top bar (not the notification Bell).
- The account-level Sparks tab, with full history and search.
New Sparks can also reach you through Slack, email, and the Bell. For a fuller map of where these sit, see understanding the Pace dashboard.
What Sparks flag
A Spark fires only when something is significant. Roughly 90% of the time the analysis returns nothing at all, which is what keeps the feed worth reading. When one does fire, it's usually one of:
- Cost and results anomalies: CPA (cost per acquisition) climbing week over week, ROAS (return on ad spend) sliding, a conversion campaign spending with zero conversions, or conversion volume dropping while spend holds steady.
- Positive signals: conversions up while cost holds or improves, or an ad resonating on click-through.
- Platform-specific issues: a single Google Ads keyword eating budget with no conversions, Meta Ads creative fatigue, or LinkedIn Ads lead-form drop-off.
Sparks inform but don't act
A Spark's recommendation is a sentence in the card, not an action Pace takes on your behalf. Sparks never pause a campaign, move a budget, or write anything back to the ad platform. That budget-changing automation is a separate system. Read how Pace decides budget changes for that side of the product.
Why the feed stays calm
Sparks avoid repeating themselves. When one flags a problem, you hear about it once, then it goes quiet for three days even if the issue persists. If it's still live after that, Sparks re-flag it once so you know it hasn't been resolved. Pace tracks this quiet period per account and per platform, so a noisy issue on one account never silences the same pattern on another. A brand-new critical finding always comes through regardless.
That quiet period is automatic and temporary. Muting is your own decision, and it holds.
Mute a Spark you've already decided about
When a finding tells you something you already know and can't act on yet, mute it. Hover any row in the Sparks log, or the header of the Recent Sparks card, and open the three-dot menu. The same two actions sit in the footer of a Spark's detail dialog as labelled buttons.
- Mute findings like this silences future Sparks about the same kind of issue on that account. Pick For 90 days (the default), For 30 days, For 7 days, or Until I reactivate.
- Hide this finding removes only that one row and leaves future findings alone.
A mute is scoped to one account, so the same pattern on another account keeps reporting. Pace also hands the investigation your active mutes before it starts, so it chases a different question instead of rediscovering the one you've settled. A finding that escalates to critical still reaches you: muting at warning or below never holds a critical back.
Muted findings stay on screen. A neutral Muted pill replaces the severity badge and the row dims. Click the pill to see when you muted it, when it expires and the severity floor, then Reactivate to bring it back — every row that mute covered returns to normal at once. Muting and reactivating are both written to your workspace's change history, so teammates can see who silenced what and until when.
Note: AI Sparks are available on the Pro plan and above. On Basic, the Recent Sparks panel shows an upgrade prompt instead. Sparks run per account on a schedule you set, so findings arrive on that cadence rather than the instant something changes.