A custom metric is a metric you design to accurately measure an area of interest or monitor specific data. You can create automation around metrics that matter for your business and ultimately make your advertising more effective and profitable.

Bïrch can help you create custom metrics using a variety of performance data options and an advanced formula builder. You can mix regular metrics, numbers, Google Sheets-based metrics, and data from Wicked Reports and Hyros in your custom metric to get the combination that works just for you!

Here is a detailed video guide to help you get started:

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Custom metrics can be created right from the rule builder by clicking Create custom metric in the metric selector:
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​ or by clicking the respective section in the top menu of the Automation rules, Reports, Top Creatives and Top Audiences:

In both cases, please make sure you select the ad platform you need on the top left corner. Let's go over some settings within the custom metric builder:

Availability defines whether a custom metric can be used with any ad accounts or only a specific one. The latter option allows you to use ad account-specific Facebook custom conversions in your formula. Please note that the selected ad account cannot be changed once a custom metric has been saved.

Format defines the way the value is displayed in the logs of the rule you’ll be using it in. For example, if you select % format in a custom metric, it will just append the % sign to the resulting value.

If you prefer to use your own formula to calculate the ad performance, you can do that in Bïrch! Combine regular metrics from the native ad platform and numbers, Facebook custom conversions for the selected ad account, multiply, divide, add and subtract - there are plenty of options to get creative with your custom metrics 🧚🏼
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As an example, let's take ROAS, which indicates if your ads bring profit. Here is the formula for ROAS: Leads Value / Spend:

The most common condition in automated rules is checking Cost per Purchase against some value. Should you need to change this value, the more rules you have, the more tedious it gets. But if you set the Cost per Purchase value as a custom variable, updating it will be fast no matter how many rules use it.

Just begin by saving a custom metric with your target Cost per Purchase value:
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Then use this custom metric in your rules instead of the value: change the condition type to metric comparison, find your custom metric, and make sure that you are using the same timeframe in both parts of the condition.

If you are using an attribution tool to help you measure ad performance, our Google Sheets integration can help you use that attribution data to build automated rules within Bïrch. The principle is pretty simple: if you know how to populate a Google Sheet with your data, you can then build custom metrics based on it and use those in your automation rules for Meta, Google, Snapchat and TikTok Ads.

Please check out our detailed guide on how to build custom metrics based on Google Sheets for step-by-step instructions.

For Google Sheets-based metrics, Bïrch pulls the data from the Google sheet in a numeric format by default, so if your Google Sheets is using a percentage format, the numeric value of the percentage will be pulled, for example, 50% = 0.5
Please see more examples below:

Bïrch has direct integrations with Wicked Reports and Hyros which means you can use events and metrics sourced by these tools in Bïrch 💪🏽

Wicked Reports and Hyros metrics can be found in the Metric selector:

You can mix the data from the attribution tools with other types of metrics as well:

Please note that these custom metrics will only be available in Bïrch and not the native platform, e.g. Meta or TikTok Ads Manager.

If you face any difficulties setting up your custom metrics, feel free to contact our team in Intercom chat or at support@bir.ch. We'd be happy to help ;)