Facebook Ads – Troubleshooting

Common issues when connecting and downloading data from Facebook Ads (by Meta)

Johannes Andreasson avatar
Written by Johannes Andreasson
Updated over a week ago

My Funnel data doesn’t match what’s in Facebook Ads Manager

I’m having trouble connecting my Facebook source

My Funnel data doesn’t match what’s in Facebook Ads Manager

Data mismatching for recent days

Funnel downloads data several times a day, but we do not have real time data. Because of this, recent data may not always match. See this article to learn more.

Mismatching conversions

If cost, click and impressions are matching between Funnel and Facebook Ads manager but any conversion is not matching the most likely reason is a difference in attribution windows or settings.

A Facebook Ads data source in Funnel can be connected either using fixed attribution windows or using the attribution setting of the ad set. If you have connected with fixed attribution windows you can add the attribution windows to the data explorer and check if those are the same as shown in the Facebook Ads manager. Another solution is to edit the configuration of the data source with the option "Use Attribution Setting", or connect a new one.

Missing SKAd Network conversions

SKAdNetwork conversions are only available when connecting a data source in Funnel with "Use Attribution setting" following Facebook's changes due to iOS 14. Read more about Attribution Setting here.

Missing conversions in sources connected with breakdowns

The metrics Purchases, Adds to Cart, Checkouts Initiated, Registrations Completed, App Installs and Leads are no longer available from Facebook's API in combination with breakdowns.

This is because these metrics include offsite conversions and Facebook has communicated that “Delivery and action breakdowns will not be supported for offsite conversion events.”

The Website version of these conversions are still available together with breakdowns.

Missing conversions in sources connected on Campaign level

Facebook's API will not return values for conversions when there is an attempted aggregation across multiple attribution settings. In the screenshot above this is indicated by the Attribution setting "multiple". Try connecting the data source in Funnel on Adset level instead.

Mismatching Campaign/Ad/Adset names

Funnel does not download all historical data every day. This means that for a recent time window, the current name will be correct, but a renamed campaign/ad/adset will have the old name in historical data. You can read more about this topic in this article.

If you have renamed a campaign/ad/adset and need the new name to be reflected historically, please reach out to support and we can re-fetch the data.

Mismatching custom conversions

Custom conversions in Funnel match corresponding metrics in the Ads Manager as Funnel retrieves data from the Ads Insights API. This means that custom conversions in Funnel are not comparable to values for custom conversions found in the “Events manager” (https://business.facebook.com/events_manager/custom-conversion).

To view your custom conversions in the Ads Manager you:

  • Click on "Customize Columns" under "Columns" in the Ads Manager. From there you can:

  • Click on "Custom Conversions" under "Conversions" and then add the ones you are interested in.

If a custom conversion is missing in Funnel, make sure that it has values in Facebook's Ads Manager. The Facebook API does not return custom conversions that do not yet have a value.

Missing video metrics or outbound clicks

Video metrics and outbound clicks may not be available for Facebook Ads data sources connected with Attribution windows. Either edit the configuration of the data source and select "Use Attribution Setting" during the configuration or connect a new data source and select "Use Attribution Setting".

Missing Preview shareable link

Preview shareable link is only available for source connected with the Ad creative data option selected. Furthermore, this field might not be available for boosted posts that originates from an unpublished page.

Product ID

Product ID is a high cardinality breakdown, resulting in large amounts of data. In rare cases, some downloads will time out, meaning your data will not update. Funnel will keep trying to fetch the data.

Product ID only works with Dynamic Product Ads (DPA). If you select it when connecting an account containing some or all non-DPA:s, you will only see a subset of your data.

by Dynamic Creative Asset breakdowns

The 'by Dynamic Creative Asset' breakdowns only work with Dynamic Ads. If your ad account contains non-dynamic ads, you will only see a subset of your data.

Certain conversion metrics are not available for the 'by Dynamic Creative Asset' breakdowns. In the 'Reach and frequency' report, these breakdowns are only compatible with the metrics Reach and Frequency.

Incompatible breakdowns and metrics

When selecting a breakdown, make sure it's compatible with the metrics you wish to see. 

Video metrics (3 second views excepted) are not compatible with breakdowns Region and DMA Region.

Video Average Play Time is not compatible with the following breakdowns: Conversion Device, Post Reaction Type, Destination, Video View Type, Carousel Card.

Several Thumbnail URLs for the same Ad Creative

The Thumbnail URL of an ad creative will change over time because new URL:s have been generated between downloads of data from Facebook to Funnel. For this reason a single ad creative can have several thumbnail URLs which will correspond with several rows in the Funnel data explorer. Because of this the thumbnail URL is not useful as a unique identifier.

To identify a specific ad creative you can use creative IDs. Every ad creative has a single unique creative ID, which does not change over time. A creative ID can therefore be used as a unique identifier for an ad creative.

Mismatching data when connected with breakdowns

When fetching data from Facebook using breakdowns most metrics will be estimated by Facebook and might not perfectly match up when comparing with the Facebook Ads Manager.

You can read more about Facebook's estimated metrics here: https://www.facebook.com/business/help/metrics-labeling

Reporting a mismatch 

Please see this article for a detailed breakdown of how to report a Facebook Ads data mismatch.

I’m having trouble connecting my Facebook data source

2-factor authentication

If 2FA is configured for an entire Facebook ad account, ensure the Facebook user used to connect Funnel data sources also has 2-factor authentication activated.

I get the following error on my data source: "Error validating access token: The user is enrolled in a blocking, logged-in checkpoint"

This error message indicates that your account has been flagged by Facebook's security algorithms. We will not know specifically why your account was flagged, but some common reasons include:

  • Suspicious account activity

  • Suspected compromised account

  • Username does not seem to be a real name

  • Content has been deemed inappropriate or in violation of copyright

To solve this, you will need to log in to Facebook's Business Manager. Make sure that you have logged out of your current session on Facebook so that a new login is forced. It might be necessary to open a private browser session or use a different browser (with add-ons/extensions disabled) to force the new login. Once you are logged into Facebook Business Manager you should be prompted with a security checkpoint which will allow you take the necessary actions needed in order to unblock and re-authorize your account. Once this is done you will be able to reconnect your data source(s) in Funnel.

Users and browsers

If you get an error or can’t find the ad accounts you expect on connect, try opening https://www.facebook.com/ in a new browser tab and log out your current session.

This will force a new login next time you connect in Funnel, and you can make sure you’re connecting with the correct Facebook user.

If that does not help, try either opening a private browser session, or a different browser (with add-ons/extensions disabled) and connect from there.

What permission do I need to connect a Facebook Ads source in Funnel?

Any asset level permission is sufficient in order to connect a Facebook Ad account in Funnel.  



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