Welcome to Incremental’s Meta Ads Guide.
In this document, you’ll be able to read the Incremental and partner definitions of specific data types, compare their origin fields in the partner channel, and learn about data availability for that channel. Click on the section below to get started.
Meta Ads Data Availability
| Incremental | Meta Ads | ||
| Module / Dashboard | Partner Source | TW Availability | Notes |
| Marketing | API | Daily | Data updated by 10am ET for the prior day's data (with 14-day lag for fully-stated data to account for attribution window) |
Meta Ads Terminology
| Incremental Metric | Meta Ads Definition | Module / Dashboard |
| Campaign ID | Campaign ID | Marketing |
| Ad Group ID | Ad Set ID | Marketing |
| Attributed Sales | Total purchase value | Marketing |
| Clicks | Clicks | Marketing |
| Conversions | Purchases | Marketing |
| Cost | Cost | Marketing, Finance |
| Impressions | Impressions | Marketing |
| Engagements | Clicks | Marketing |
| Search Term* | N/A | N/A |
| Product ID* | N/A | N/A |
| Account ID | Ad Account ID | Product Catalog |
*Meta Advertising API does not provide visibility into search term or product ID performance, as offsite conversions cannot be attributed to a specific search term or product ID.
Frequently Asked Questions
How are attribution and conversion metrics calculated?
Incremental’s data reflects Meta Ads’ attribution and conversion values. Meta allows advertisers to define attribution and conversion settings at the ad set level. Due to Meta's reporting limitations, sales associated with offsite conversion values are not tracked at this time. The data made available in the Incremental platform is reflective of these settings. See Meta's documentation for more information.
Why do attributed metrics (e.g. ad-attributed revenue) change over time?
Each conversion action is assigned a conversion window to track conversions generated within a given timeframe after an action is performed. Given that there may be a delay between an ad interaction occurring and a conversion being attributed to it, the data associated with said conversion may appear several days later.
What types of data can I expect to see with a Meta Ads connection?
This integration provides campaign-level performance metrics for all campaigns launched via Meta Ads Manager, including segmentation by both demographic (age/gender) and location.
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