> For the complete documentation index, see [llms.txt](https://docs.adpage.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adpage.io/data-and-insights/marketing-integrations/meta-ads.md).

# Meta Ads

Connect Meta Ads to pull Facebook and Instagram cost and conversions into your reports and the Marketing Mix Model.

Connect Meta so AdPage can read what your Facebook and Instagram campaigns cost and delivered. The connection is **read-only**: AdPage asks for `ads_read`, which cannot change a campaign, a budget or an audience.

One connection covers both Facebook and Instagram — they are the same ad account.

### Before you start

You need a Facebook account with at least **Analyst** access to the ad accounts you want to connect. Analyst is the read-only role and is enough; you do not need Advertiser or Admin.

Access should come through **Business Manager**, not a personal permission granted directly on the ad account. Personal grants disappear when someone leaves, and take the connection with them.

Have your **ad account ID** ready — the number shown in Ads Manager, usually written as `act_123456789`.

### Connect Meta Ads

{% stepper %}
{% step %}

#### Open the tile

Go to **Integrations**, select the container, and open the **Meta Ads** tile.
{% endstep %}

{% step %}

#### Approve access at Meta

Select connect. Meta asks which business and which ad accounts AdPage may read. Approve.

Meta's consent screen has a step people miss: when it lists your ad accounts with toggles, an account left off is *not* granted — even though the flow completes successfully. If an account is missing afterwards, this is almost always why.
{% endstep %}

{% step %}

#### Choose your ad accounts

AdPage lists the ad accounts it can now reach. Tick the ones for this container and save.
{% endstep %}
{% endstepper %}

{% hint style="info" %}
**Organic Instagram and Facebook data comes along by default.** The same approval also covers followers, reach and post performance for your own Page and linked Instagram account. See [Facebook & Instagram organic](/data-and-insights/marketing-integrations/facebook-and-instagram-organic.md). If you only want advertising data, ask support for the ads-only connect link.
{% endhint %}

### What you get

Meta cost and conversions land in **Channel KPIs** and **Campaigns & Attribution**, on the same basis as every other paid channel.

Spend feeds the **Marketing Mix Model**, where Meta usually matters most. Meta drives demand that shows up later and elsewhere — as direct traffic, as branded search — and the model is the part of AdPage built to catch that, rather than crediting only the last click.

Device-level performance is available to the Data Assistant, so you can check whether a campaign only works on mobile without building a report.

### Reading the numbers

{% hint style="warning" %}
**Meta's conversion count will be higher than AdPage's, always.** Meta counts a conversion when someone who *saw* an ad buys within its attribution window — by default seven days after a click and one day after a view. AdPage measures last-click. A view-through conversion is a real effect, but it is not the same claim, and adding the two would double-count.
{% endhint %}

**Meta attributes to the ad date, not the order date.** A sale today can be reported against an impression from four days ago, so daily figures shift as the window closes. Compare weeks, not days.

**iOS reporting is modelled.** Since App Tracking Transparency, part of Meta's conversion figure is statistical estimate rather than observed events. This is one of the strongest reasons to read Meta alongside the Marketing Mix Model instead of on its own.

**Cost is exact.** Whatever you conclude about conversions, the spend figure is what you actually paid.

### Troubleshooting

**No ad accounts appear.** The most likely cause is the toggle step during consent. Reconnect and check that every ad account you need is switched on. Failing that, confirm the user has Analyst access in Business Manager.

**One account appears but another does not.** Same cause, per account. Reconnect and enable the missing one.

**The tile says the connection expired.** Meta access ends when the password changes, when AdPage is removed from the account's Business Integrations, or when the user loses access to the business. Reconnect from the tile.

**Conversions are much lower than in Ads Manager.** Expected — see above. Compare *cost* first: if cost matches and conversions do not, the connection is fine and you are looking at an attribution difference, not a fault.

Still stuck? Contact <support@adpage.io> with the container and the `act_` ID.


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