Meta Conversions

Facebook conversions refer to specific actions a user takes on your website, mobile app or Facebook itself after viewing or clicking on an ad on the Facebook platform. These actions can include purchasing a product, registering on a website, downloading an app, filling out a form, among others. Conversions are important because they help measure the success of your Facebook ad campaigns and allow you to optimize them for better results.

Conversion types

Standard conversion or event : those conversions predefined by Facebook, such as the purchase of a product, the registration on a website, the download of an application, the filling of a form, etc.

Custom conversion or custom event are specific actions that you define to track the success of your ads on the platform. They are customized to your unique business objectives, such as time spent watching a video or number of pages visited before a purchase. They give you the flexibility to measure the performance of your campaigns more accurately.

Conversions within Metricool

Attribution settings

The attribution setting defines how long after an ad interaction (click or view) Meta can assign a conversion to that ad.

Meta API changes (June 2025)

⚠️ Starting June 10, 2025, Meta updated its Ads Insights API. Thanks to this change, the attribution setting in Metricool now matches exactly what you see in Meta Ads Manager.

Before this date, Metricool used a default attribution setting of 7-day click. This could lead to discrepancies in conversion data if you had selected a different setting in Meta Ads Manager.

Thanks to Meta's update, from June 10, 2025 onward, these differences will no longer occur, ensuring full consistency between the data shown in Metricool and Meta Ads Manager.

Previous data vs. Current data

For analytics dated before June 10, 2025, Metricool continues to use the default 7-day click attribution. This ensures that your historical data remains consistent and unaffected by this change.
For data from June 10, 2025 onward, the attribution follows the setting you’ve defined in your Meta Ads Manager.

Metrics available in the Meta Ads section

In the Meta Ads section, within the Campaign List table, the most relevant metrics to evaluate your campaign performance are shown by default.

Want to see more metrics?
You can customize the table to include more metrics for a deeper analysis:
Click on Columns, located above the table on the right.
Choose the additional metrics you want to display.

Keep in mind that the number of available metrics may vary depending on the type of campaigns active during the selected period.

The custom conversions will appear with an id number. These types of conversions cannot be monitored through the Looker Studio connector.

The conversions field that we get through the Meta API does not apply to the campaign goal, i.e. the algorithm selects the most relevant metric based on your campaign as a conversion, but it may not match the one set as the campaign goal. In these cases, it is convenient to look for the specific metric from the list of options provided by Meta.



Don't miss the blog article Facebook Ads Analytics: All Your Metrics in One Report.

Updated on: 10/06/2025