---
title: "What is the revive rule?"
slug: "what-is-the-revive-rule"
updated: 2026-10-01T12:15:31Z
published: 2026-10-01T12:15:31Z
canonical: "docs.scaleinsights.com/what-is-the-revive-rule"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.scaleinsights.com/llms.txt
> Use this file to discover all available pages before exploring further.

# What is the revive rule?

The revive rule increases bids for past-performing keywords that no longer receive traffic after a prolonged period.

**Navigation:** Automation > Revive Rule

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/revive-algorithm.png)

---

1. The algorithm analyzes 30 days of keyword statistics, skipping the past 2 days to allow Amazon data to be updated.

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/initial-statistic.png)

**Note:** You can analyze up to 180 days of historical data and customize the number of days to skip.

Learn how the Revive Rule analyzes historical data: [How Do Algorithms Analyze Data?](https://docs.scaleinsights.com/docs/how-do-algorithms-analyze-data)

2. The system identifies active keywords based on customizable criteria and considers all other keywords **dead.**

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/active-criteria.png)

**Note:** The default criteria consider keywords **active** if they receive >= 1 impression in the last 30 days.

3. The system aggregates dead keyword statistics from the earliest available data to 3 days ago.

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/overall-aggregation-window.png)

**Note:** The earliest advertising data available is 60 days before integrating your Ads account.

4. The system identifies revivable keywords based on customizable criteria.

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/revivable-criteria.png)

5. The algorithm gradually raises the bids of revivable keywords to meet target ACOS or until they become **active.**

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/bids-adjustment.png)

**Note:** Keywords with low bids may not be affected by this rule.

For example, if a keyword bid is $0.20 and the algorithm increases the bid by 2% each time, the new bid will be calculated as $0.204 and rounded back to $0.20.