Techniques and systems are described to improve computing device telemetry collection by automatic analysis and dynamic adjustment of telemetry collection rules. Certain implementations use a telemetry service to analyze telemetry messages and direct the adjusted rules at the client computing device, automatically and gradually refining telemetry collection as more relevant telemetry is received. Dynamic adjustments that can be made to the collection rules include, for example, changes to the collection frequency of telemetry messages, changes to the level of detail transmitted in the telemetry messages, and changes to the targets (e.g., applications, components, devices) from which to collect.