Webhooks are an additional notification channel for your Birch automated rules. When a rule triggers, Birch sends details about its activity to the webhook URL you’ve configured.
They work with automated rules for Meta, Google Ads, TikTok, and Snapchat, and are available during your free trial and on the Pro plans.
How webhooks work
You can use webhook notifications with different rule actions:
Notify only: receive a notification when the rule’s conditions are met, without changing your campaigns, ad sets, or ads.
Other actions: let the rule perform an action, such as pausing an ad set, and receive a notification about it.
For example, a rule can pause ad sets when their CPA exceeds your target and send a webhook notification with details of the affected ad sets.
How to set up webhook notifications
1. Open Webhooks settings
💡 Only company admins can create, manage, and assign webhooks to workspaces.
2. Configure your webhook
Add the destination URL to which Birch should send notifications, and assign the webhook to the relevant workspace.
You can also add custom parameters, such as a team name or an internal reference, to include with each notification.
3. Select the webhook in your rule
Open the rule building page in the relevant workspace, then select the webhook under the Notifications section --> Save the rule:
What information is included in the webhook?
The rule name and ID.
The ad account name and ID.
Entities the rule acted on.
Any custom parameters you’ve added.
Any errors encountered during rule execution (capped at
100 entries; further errors are dropped).
Action taken by the rule.
Rule-check timestamp.
What happens if delivery fails?
Birch automatically retries failed deliveries, making up to five attempts over approximately 40 minutes. If the final attempt fails, the notification won’t be retried again.
What triggers a retry
Condition | Behaviour |
| Success — no retry |
| Retry |
Connection refused / reset / timeout | Retry |
TLS handshake failure | Retry |
DNS resolution failure | Retry |
URL resolves to a blocked IP range (RFC1918, loopback, link-local, cloud metadata, etc.) | No retry — fatal |
Malformed destination URL | No retry — fatal |
Need help? Contact us through the chat bubble on the website or at support@bir.ch