Meta supports the following attribution windows, which are all available across Bïrch automated rules, Reports, Top Audiences and Top Creatives:

Because you can choose attribution settings at the ad set level, each ad set inside a single campaign can have its own attribution setting. As a result, there can be different data reported for ad sets inside a campaign from the total data at the campaign level.

Now in Ads Manager, all the actions and conversions metrics are reported in the unified attribution window. We’ve added the unified attribution window option to Bïrch rules as well - there is a tick 'Use ad set attribution window'. If you disable the ad set attribution in rules, your metrics will be reported according to the selected attribution window. This may result in discrepancies between metric values in Logs and Ads Manager.

We advise selecting the ad set attribution window option to see the data as they are reported in Ads Manager on Meta. But there are some peculiarities so let’s review each case on how the data can be reported now given that the unified option is selected:

Applying Bïrch rules at the campaign level

1. If you apply a rule at the campaign level and the campaign contains ad sets with different attribution window settings, the metrics that are reported by the Meta Pixel (such as Website purchases, Website purchase ROAS) will have 0 values because Meta cannot count them at the campaign level. You will see 0 values in Bïrch rules as well. See the example from Ads Manager, at the Maximum period selected the ad campaign has zero values whereas the ad sets inside this particular campaign have some data:

2. If you apply a rule at the campaign level and the campaign contains ad sets with the same attribution window, the total value of metrics reported by the Meta Pixel can be counted at the campaign level and you’ll see it in Ads Manager as well as in Bïrch rule logs.

Applying Bïrch rules at the ad set level

If you apply a rule at the ad set level, the Ads Manager and Bïrch rule logs will display the metric values according to the attribution setting of each ad set.

Applying Bïrch rules and reports at the ad account level

It works the same way as for the campaign level - if the ad account has the same attribution for all ad sets and the 'Use ad set attribution window' option is enabled the metrics will be reported as they are displayed in Ads Manager. If the ad sets in an ad account will have different attributions the metrics will be reported as zero.

If you apply a rule or a report widget at the ad account level and the ad sets on this ad account have different attributions the ad set attribution window option should not be selected.