A set of techniques is described for optimizing the categorization of data items in a computing system. The techniques include continuously metering data items by traversing each data item through a chain of rules in a sequential order until the data item matches a rule. Once the item matches the rule, it can be successfully categorized. The system can then analyze the number of matches for each rule over a period of time and optimize the sequential order of the chain of rules according to the analysis of the number of matches. For example, the system can modify the sequential order by arranging the rules according to the number of matches of each rule. Alternatively, the system may compute a velocity of matches and use it to optimize the sequential order. Alternatively, the system may use the rate of change to optimize the sequential order.