Cassandra vs Bïrch: ad rules your team writes, or an AI marketing brain that learns
Bïrch, formerly Revealbot, runs ad rules the team writes across Meta, Google, Snapchat and TikTok, with an AI that drafts rules for review. Cassandra, an AI marketing brain, decides from a Bayesian marketing mix model checked by geo experiments and learns from every result.
A rule is predictable: the team knows what fires and why. A causal model estimates what each channel, campaign and ad really adds. The two can work side by side.
What Cassandra is
An AI marketing brain for growth teams.
- Learns: connects to the ad accounts, store or CRM, and analytics
- Measures: a Bayesian marketing mix model checked by live geo experiments
- Does the work: plans to the growth target, moves budgets, manages ads
- Control: you choose what runs alone; every change is recorded
- Gets better: every move is checked against its forecast
How this comparison was made
We wrote this page. Everything about Bïrch comes from its own public pages (homepage, Manage, AI, Features, Hub, MCP and Pricing), read on 16 October 2026. We have not tested their product.
Out of date? Write to hello@cassandra.app and we will correct it.
When Bïrch is the better choice
- Logic your team wrote. Bïrch says "Rules are the engine Birch runs on."
- AI with sign-off. Each AI suggestion needs sign-off before it becomes a rule.
- Detailed rules. Nested AND/OR and ranking conditions, custom metrics, more than 20 actions.
- Outside data in rules. Google Sheets, Google Analytics, and attribution tools such as Hyros.
- A quick trial. 14 days free, no credit card required.
What each one says it is
Bïrch describes itself as "Ad automation for performance teams and their agents". Its pages describe:
- A rules engine for Meta, Google, Snapchat and TikTok
- Bïrch AI, Bïrch MCP for AI assistants, a Launcher for bulk ad launches, and reports
- Bïrch Hub for server-side tracking on Meta
Cassandra is an AI marketing brain for growth teams. Both act in the ad accounts; they differ in where decisions come from.
How ads get automated
- Bïrch rules: conditions, a schedule and actions, checked as often as every 15 minutes
- Rules can pause ads, change budgets, duplicate campaigns and adjust bids
- Bïrch AI turns a goal written in plain words into a draft rule for review
- Cassandra plans to the growth target, moves budgets, manages ads and makes new ones in the brand's style
Put simply: Bïrch runs logic the team writes or approves. Cassandra works out the moves.
Where decisions come from
- Bïrch rules can compare a metric to a threshold, an earlier period, another metric or top performers
- They can use custom metrics, Google Sheets, Google Analytics and data from attribution tools
- Cassandra estimates what each channel, campaign and ad really adds, with a model checked by geo experiments
Both can work together: a team with measured lift can bring it into Bïrch rules as a custom metric.
How each improves over time, and who stays in control
- Bïrch: rules improve as the team refines them, helped by log reports and AI rule audits
- On its AI, Bïrch says: "It never adjusts a budget or pauses an ad on its own."
- Cassandra: every move is checked against its forecast, and what worked shapes the next plan
- The team decides what runs on its own and what waits for approval; every change is recorded
Pricing and access
As listed on 16 October 2026, Bïrch prices by monthly ad spend. For up to $10K in monthly ad spend:
- Essential: $49 monthly, or $45 a month billed annually
- Pro: $99 monthly, or $91 a month billed annually
- Enterprise: custom plan. Trial: 14 days free, no credit card required
Bïrch says final price and currency are confirmed at checkout and may differ by billing country.
Cassandra: start for free or book a demo; paid plans scale with yearly ad spend.
Questions to ask both
- What number justified the last budget increase? A platform metric, attribution, or measured lift?
- How would the tool spot a channel getting credit for sales it did not cause?
- Is each move checked against an expected result?
- What runs on its own, and what waits for approval?
- How does the plan reach our growth target this quarter?
Limits worth knowing
- Spend history: a channel needs enough spend, and variation in that spend, for the model to read it
- Regional structure: a single-market business with no way to build a comparison group cannot run a geo experiment
- Time: tests need a few weeks to return a readable result
Cassandra learns what drives your growth and does the work within your rules. Start for free with your website and data, or book a demo. A useful test: ask both tools why one recent budget change was made.
How to choose
- Rules your media buyers write and control, run as often as every 15 minutes: Bïrch
- Rules that react to an attribution tool, or server-side tracking for Meta: Bïrch offers both
- Budget and ad decisions from a causal model checked by geo experiments: Cassandra
- A plan to the growth target, with every move checked against its forecast: Cassandra
Questions
What is the difference between Cassandra and Bïrch?
Bïrch runs ad rules the team writes across Meta, Google, Snapchat and TikTok, with an AI that drafts rules for review. Cassandra, an AI marketing brain, decides from a marketing mix model checked by geo experiments, manages ads and learns from every result.
What are alternatives to Bïrch?
Other tools that act in the ad accounts include Madgicx, Smartly and Triple Whale, each with a different approach. Cassandra, which decides from causal measurement, is another. Our list of AI marketing tools sets out who each suits.
Is Bïrch worth it?
Bïrch suits teams that want rules they write and control. Its pricing page lists a 14-day free trial with no credit card required (as listed on 16 October 2026), so a trial on your own accounts is a practical test.
Does Bïrch do incrementality testing or marketing mix modeling?
Bïrch's pages describe the data its rules can use: ad platform metrics, custom metrics, Google Sheets, Google Analytics and attribution tools. Its blog explains setting up Meta's own incremental attribution. Ask Bïrch for more. Cassandra measures with a marketing mix model checked by geo experiments.
Cassandra vs Bïrch for ecommerce brands: which fits?
Bïrch's homepage shows ecommerce, mobile app and agency case studies. For an ecommerce brand, the choice is whether budgets follow ROAS rules the team writes, or a model of what each channel adds to sales. Cassandra connects to the ad accounts, the store and analytics.
Cassandra vs Bïrch for agencies: which fits?
Bïrch lets one rule run across several ad accounts and offers white label reports for clients. Cassandra gives an agency a marketing brain for every client, under the agency's own brand, with reports for the team, finance or clients.