Data Discrepancies Between Facebook and the Destination

Issue

There are discrepancies between the data available in Facebook and the data in the destination.

Environment

Connector: Facebook Ads

Resolution

To start troubleshooting Facebook Ads data discrepancies, see the scenarios below. We recommend using Facebook's Graph API tool to query your Facebook data directly.

Missing metrics

Ensure you have configured the fields you want us to sync in the connector report. See Facebook's Insights API documentation for more information on the fields you can include.

NOTE: When Facebook introduced changes related to Apple's iOS 14 updates, some metrics became unavailable with certain breakdowns selected. For example, offsite conversion events do not support the delivery and action breakdowns. This includes demographic breakdowns such as age, gender, and region. See Apple's iOS 14 changes in Facebook API for more information.

Missing actions and conversions

When you select an action breakdown for a field, we create a secondary table. For more information, see our Facebook Ads secondary tables documentation.

To sync the conversions and actions fields, you must configure your custom report with the following fields:

• action_type field from the Action Breakdowns selection
• action_values field from the Fields selection (for conversions data)
• actions field from the Fields selection (for action data)

When you configure your report correctly, we create a secondary table using the following naming format: REPORT_NAME_<FIELD>. This table includes a column named action_type, where you can see the values and types of the action_values or actions. For more information on Facebook fields, see Facebook's Marketing API documentation.

For example, the action breakdown action_type contains:

• app_custom_event.fb_mobile_complete_registration (Mobile App Registrations)
• offsite_conversion.fb_pixel_complete_registration (Completed Registration)

Difference in aggregation level

To avoid discrepancies, check which fields you have included in your connector schema configuration and ensure you view your data on Facebook at the same aggregation level. See our Facebook Ads aggregation levels documentation for more information.

Difference in sum of action data and total_actions

Action data is hierarchical, a simple sum of all actions does not equal total_actions. See Actions you can measure in Facebook Ads Reporting for more information.

The inline_link_click value differs from the link_click value in Facebook

The inline_link_clicks and link_clicks metric definitions are the same. However, the attribution windows may differ. The inline_link_clicks metric has a fixed 1-day attribution window, and the link_clicks metric utilizes the attribution window set by the report. By default, each report's attribution window is 28 days. See Meta's Link Click Updates documentation for more information.

Missing spend_cap, daily_budget, and lifetime_budget value updates

The CAMPAIGN_HISTORY table incrementally updates based on changes to the updated_time field from Meta's Marketing API. When the spend_cap, daily_budget, or lifetime_budget fields are updated, the updated_time field does not automatically update. See Meta's Marketing API documentation for more information. Because of this limitation, these fields will only synchronize when a different field triggers a change in the update_time.