Facebook Ads

How to connect Facebook Ads to Roivenue, what the default setup downloads, and how the figures are put together.

Facebook Ads, covering Facebook and Instagram placements through Meta's Business Manager. The Roivenue connector downloads daily impressions, link clicks and spend per ad, plus the conversions Meta attributes to them.

Setting up the connector

1. Connect the account

Add a Facebook Ads connector in Roivenue and choose Connect to Facebook. Roivenue sends you to Facebook Ads to sign in and approve access, then brings you back to Select the ad account.

No keys to copy, and nothing to configure on the Facebook Ads side.

Setup options

The connector asks a few questions when you create it. The defaults suit most accounts.

Option	Default	What it does
Choose your click attribution window	28 days	How long after a click Meta still credits a conversion. Options are 1, 7 and 28 days. A 1 day view window is always included alongside it.
Facebook Action Type	Actions	Whether to read Meta's actions or its conversions.
Facebook conversion type	offsite_conversion.fb_pixel_purchase	Which Meta action counts as your conversion.
Conversion type name	purchase	What that conversion is called inside Roivenue.
AdCampaign REGEX filter	everything	Limits the connector to campaigns matching a pattern.
Adset REGEX filter	everything	Limits the connector to ad sets matching a pattern.

What the default setup downloads

Four jobs. One brings impressions, link clicks and spend per ad and day, a second brings conversions and their value, and two more download the view and click feeds behind synthetic impressions.

Where the values land

Facebook Ads field	Roivenue column
campaign_name	adCampaign
adset_name	adGroup
ad_name	adName
impressions	impressions
inline_link_clicks	clicks
spend	cost
chosen action, view and click windows added together	conversions
the matching action values, added together	conversionValue

Clicks are link clicks, not all clicks. Meta counts a click on any part of an ad, including reactions and profile taps, and that wider number is not what arrives here. Link clicks are the ones that sent someone to your site, which is what cost per click should be built on.

Conversions are reported by conversion date rather than click date, and the attribution windows you pick are sent to Meta with every request. The counts are therefore Meta's own numbers under those windows. Changing a window changes the figures from that point on.

The jobs reprocess the last three days on every run.

Available columns

The table above is what the recommended template downloads. Every column this connector can bring back is listed on Facebook Ads - Supported Columns.

Adding one means editing the connector in the Advanced Editor, which stops that connector receiving template updates.

Synthetic impressions

Alongside the daily figures, this connector downloads a conversion feed that Roivenue uses to build synthetic impressions.

Ad platforms report conversions that Roivenue never saw as a web session, because of ad blockers, cross-device journeys or conversions uploaded from a CRM. Left alone those orders look like they came from nowhere, and paid media gets undercounted. The synthetic impression stands in for the missing visit so path analysis and attribution see a complete journey.

There is nothing to configure. It comes with the connector, and it is why the setup creates more than one job.

How far back the data goes

Meta serves up to 37 months of history, so a new connector can backfill a little over three years.

Troubleshooting

Clicks are lower than Ads Manager shows

Ads Manager usually shows all clicks, which counts reactions, comments and profile visits. The connector brings link clicks, the ones that reached your site. Compare against the link clicks metric rather than clicks.

Conversion numbers do not match Ads Manager

Check the attribution window on the connector against the one Ads Manager is showing. Roivenue requests the window chosen at setup, and Meta's default view is not always the same.

Instagram spend is missing

Instagram placements bought through Business Manager arrive as part of this connector, under the campaign that bought them. The separate Instagram connector covers organic profile insights, not ads.