Using Google Sheets Data in Rules

Welcome! In this video, we’ll show you how to connect Google Sheets with Bïrch to simplify ad management. By linking your own data—whether from internal systems or third-party tools—you can create custom metrics and rules for more precise automation.

Let’s dive in!

Setting Up Your Google Sheet

There are two ways to structure your data:

1. Single Value – Use this if you need automation to trigger based on one value only. Place this value in a specific cell, like B1.
2. The 2nd option is “Values Associated with IDs” – Use this when each item (e.g., campaign, ad set) has its own value.
   • One column will contain IDs (e.g., Ad Set IDs)
   • Another column will have Values (e.g., purchases, leads)

Make sure your sheet’s sharing settings are set to “Anyone with the link” so Bïrch can access it. There is a template linked in the video description.

Creating a Rule Using a Custom Metric

Let’s go through two examples to see how this works.

Example 1: Using a Single Value

We’ll create a first rule to pause active campaigns when total spend across Meta and TikTok reaches a limit.

1. Create a new rule. Scope: Campaigns, Filter: Active campaigns, Task: Pause. Now create a Google Sheet-based Custom Metric:

• Click Create Custom Metric → Google Sheet → Single Value. Paste the sheet link and click Connect.
• Type in B2, where total spend is stored. Here is what it looks like in the sheet.
• Let’s give it a name"Spend  Meta + TT" and save.

Set the condition: If this metric - “Spend Meta + TT” is greater than $2,400, pause all active campaigns. Schedule the rule to check every 15 minutes. It’s important to note the timeframe in the condition won’t apply—Bïrch always uses the latest value from your sheet.

Great! This rule will monitor campaign spending using a Google Sheet custom metric based on your data.

Example 2: Using Values Associated with IDs

Now, let’s create another rule that will increase ad set budgets when they reach a certain number of leads.

1. In the scope we will have ad sets, task: Increase Budget by 20% once a day.
2. Set up a Google Sheet-based Custom Metric, here is what the sheet looks like - in column A I have ad set IDs and in column B Lead counts.

Select Values associated with IDs, paste the sheet link, Connect.

Column A (IDs) and Column B (Values), I will name it "Leads_Daily", and save. Now set the condition: If Leads_Daily is greater than 8 and Spend Today is less than $160, increase the budget.

Another important note. If an ID is missing, Bïrch assumes its value is zero. To prevent unintended actions, avoid setting conditions that trigger on zero values by adding “Custom metric is more than 0” condition.

And that’s it! Integrating Google Sheets with Bïrch is a great way to tailor your ad management and automation. Give it a try and see how it can improve your campaigns.