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Metrics

Lookback period

Updated 20 August 2026

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.

Key facts about Lookback period

Also known as
Reporting period, Date preset, Time range
Category
Metrics
Last updated
20 August 2026

In AdOps

How does Lookback period work inside 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.

The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

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.

Glossary

The terms an advertiser usually reads in the same sitting.

Attribution window
An attribution window is the period after someone clicks or views an ad during which a later conversion is still credited to that ad. It is configured on the ad set in Meta Ads Manager, and two different windows can report different ROAS for the same campaign.
Condition operator
A condition operator is the comparison inside an automation condition that decides whether a metric's value passes, such as greater than, less than, or equal to a stated threshold.
Automated rule
An automated rule is a saved instruction that checks advertising metrics on a schedule and performs an action when its conditions are true, such as pausing a campaign or raising a budget, without a person present.
All glossary terms

Turn this metric into a rule that watches it.

Pick the metric, pick one of the 11 reporting periods, set the threshold, and choose what happens when it is crossed. Nothing runs on your campaigns until you set the rule live.

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Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works