Facebook Ads Warning: Skipped Custom Report Rows - Missing Breakdown Data

Your Fivetran dashboard may show a warning indicating that some rows in your custom report were skipped. Find out why this happens and whether your data is complete.

What causes rows to be skipped?

Custom reports in Facebook Ads use breakdown fields (for example, publisher_platform, age, gender) as part of the table's primary key. Fivetran requires a value for every primary key field in order to insert a row into your destination.

The Meta Graph API returns breakdown data only when a custom report entity (ad, campaign, ad set, etc.) has non-zero activity for that breakdown on a given day. When an entity has no measurable activity across all breakdowns for a given day, the API returns the row without any breakdown value. Because Fivetran cannot manufacture a breakdown value for these rows, we skip them.

Is my data complete?

Yes. We skip rows only when all insight metrics in the row are 0. The aggregated insight values for these entities (without breakdown) are still available in your standard, non-breakdown insight tables.

For example, if your custom report uses publisher_platform as a breakdown, a skipped row means a specific entity had no activity on any platform (facebook, instagram, threads, messenger) for that day. The combined 0-value insight data for that entity is reflected in the standard insight tables.

Is this expected behavior?

Yes. This is the expected behavior from the Meta Graph API. Instead of returning a row for every possible breakdown value with 0 metrics, the API omits breakdown data entirely when there is no activity to report. This keeps API responses compact and avoids adding rows to your destination that carry no insight value.