Highlights enable you to consolidate the performance data of multiple ad accounts into a single, convenient dashboard. This means you can easily compare the results of your campaigns across various platforms, such as Meta, TikTok, Google, and Snapchat. Now there is no need to create an analytics report manually – automatic insights about your ad performance will be posted for you under Highlights ✨
These widgets & highlights appear on the Overview page of each Workspace and help you monitor spending and performance across all connected ad accounts.
Let's dive in deeper!
Setting up "Monthly budget" and "Target KPI" widgets
"Monthly budget" widget displays the current spend amount across all ad accounts in this workspace from all platforms. If you hover over the widget, you will see a platform breakdown. We recommend setting a budget limit for each platform, as this will help you track your overall spend. You can do it by clicking "Set budget limit".
"Target KPI" widget displays the total sum of a certain metric value for all ad accounts added to this workspace within one platform. For example, if it's a lead generation account, it will be a "Cost per lead" metric that is calculated across all ad accounts from one platform, such as Meta, in a current workspace.
In case a new ad account is added to the workspace, its data will be added to the calculation. And if an ad account is removed, data for such an ad account won't be considered in the calculation.
Similarly to "Monthly budget", with the "Target KPI" widget, you can also define target metrics by clicking "Define target value". A new window will appear where you can add the desired target values for each platform:
You can adjust the "Metric" and "Timeframe" fields to fit your needs. Once you add a target value, you will see how well your ad accounts are performing on each platform. In the screenshot below, we see the "Impressions" metric for Meta over the last 30 days. To view results for another platform, just click any of the two arrows at the bottom.
If the selected "Target KPI" metric is the same for all platforms, you will see an additional highlight called "Aggregated KPI". This highlight displays the aggregated data (total sum) for Meta and TikTok as one number. The default timeframe for this highlight is the last 7 days and cannot be adjusted.
If you change the "Target KPI" metric for any of the platforms, it won't be possible to calculate the sum, so this highlight will disappear.
Exploring widgets in Highlights
a) Burnouts
Data in this highlight is shown for the Meta ad account with the highest spend within the current workspace. Here is the formula for how fatigued ads are determined:
Frequency (Last 14 days) >=2
AND
CTR (Click Through Rate) (last 3 days) < CTR (previous period)
AND
CTR (last 7 days) < CTR (previous period)
On the right side of the highlight, you can see a suggested strategy called "Notify and tag" that can help you deal with ad fatigue. By clicking the strategy name, you will see a rule page with preset settings. If you decide to test the rule, set it live by clicking "Set live" in the top right corner.
If you want to try new creatives to replace fatigued ones, click the "Refresh Creative Content" button on the same highlight and use the Creative Testing feature. This feature helps you launch dozens of ad sets and run creative tests.
b) Budget
In order to leverage this highlight to its fullest, be sure to set a budget in the "Monthly budget" widget on the top right side. Once it's done, you will have a clear picture of your current spending pace:
c) Spend
This highlight provides a detailed comparison of ad spend trends, showcasing how spend has increased or decreased over the last 7 days versus the past 3 months. This comparison is broken down by days and becomes visible when there’s a significant change of more than 15%. The highlight will offer insights across 4 ad platforms - Meta, Google, TikTok, Snapchat, helping monitor and adjust campaigns with greater precision and clarity:
d) Ad account comparison
This highlight helps visualize the performance of ad accounts in the workspace by displaying them as a column chart. Each highlight holds information about ad accounts belonging to the same platform, so you'll have one highlight for Meta, one for Google, etc. It considers the "Target KPI" metric or a default metric:
e) Underperforming ads
Underperforming ads are identified based on the Meta ad account with the highest spend in the current workspace.
On the highlight's right side, you'll also find a cost savings suggestion. First, we calculate the average metric values for the ad account. Then, we look for ineffective ads that have a metric value 1.5 or 2 times higher than the average. You can learn the exact approach directly inside the highlight by clicking "Learn how we calculated it" at the bottom of the highlight:
If you decide to take action, you can use the "Pause ads" rule, which already defines metrics based on your ad account's data. If your ad account has no data for the last 7 days, this highlight won't be visible.
Adding Notifications for Highlights
Highlight notifications give you extra support for your Meta, Google, TikTok, and Snapchat campaigns by helping you stay on top of key performance changes - so you can act fast to:
Prevent potential losses
Improve results when opportunities arise
These notifications are sent via Slack and email to make sure you don’t miss critical insights.
Highlight notifications are based on unusual or significant changes in performance. Some examples include:
Sudden increases or drops in spend,
Major changes in CPC, CTR, ROAS, or CPP,
High share of burnout ads,
Campaigns nearing their budget limit, and so on.
Please note that notifications are sent no more than once a week per highlight type. If multiple highlights are triggered at once, they’re grouped into a single Slack message or email. This helps you stay informed without being overwhelmed 🙌
That’s it - you’re now ready to get the most out of Highlights & Widgets 🎉
If you want to learn how Workspaces organize all of this information and how your performance data is separated, check out our companion article:
👉 Workspaces: How to organize your Bïrch account
For any help, reach out via the chat bubble or email support@bir.ch - we’re here anytime