# Lookback period

> A lookback period is the range of past days a reported metric is calculated over, such as the last 7 days or the current month; it decides which data forms the number, not which conversions are credited to the ad.

Source: https://adops.id/glossary/lookback-period/
Last updated: 2026-08-20
Publisher: AdOps (https://adops.id) — an independent product, not affiliated with Meta Platforms, Inc.

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**Also known as:** Reporting period, Date preset, Time range

**In AdOps:** Every condition in an AdOps rule carries its own reporting period, chosen from 11 options: Today, Yesterday, Last 3 days (incl. today), Last 3 days, Last 7 days (incl. today), Last 7 days, Last 14 days, Last 30 days, This month, Last month and Lifetime.

A lookback period is the stretch of past days a metric is measured over. AdOps attaches one to every condition rather than to the rule as a whole, choosing from 11 options that run from Today and Yesterday through Last 7 days and Last 30 days to Lifetime, so two conditions in the same rule can read two different windows.

## Why does the lookback period change the decision?

A short window reacts fast and swings hard on small numbers. A campaign spending Rp 2,000,000 a day might show Purchase ROAS of 0.6x today and 2.4x over Last 14 days, and a rule reading Today would pause a campaign that is working. Longer windows are steadier and slower to notice a genuine collapse.

## Can one rule read two different windows?

Yes. Because the period sits on the condition, a rule can require Spend over Today above Rp 500,000 and Purchase ROAS over Last 7 days below 1.5, joined with AND. That combination stops the rule from acting on a campaign that has barely spent anything yet today.

## Which metrics have no lookback period?

Six of the 45 AdOps metrics are point-in-time and take no period at all: Daily Budget, Lifetime budget, Remaining budget, Hours since creation, Time greater than and Time less than. When a condition specifies no period, the engine defaults it to Today.