Conversion and Results Metrics in Meta Ads

This guide explains all the details about the conversion and results metrics available in the Meta Ads section of Metricool: what they mean, how they’re obtained, and how to interpret them when analyzing your campaigns.

Conversions are specific actions that a user performs after viewing or clicking an ad. They can include a purchase, a registration, or an app download.

Types of conversion:

• Standard event: predefined actions by Meta (purchases, form submissions, registrations, etc.).
• Custom event: actions you define to measure your own business goals.

The Results metric shows the total number of actions that meet your campaign’s main objective. The value depends on the advertising objective selected in Meta Ads Manager (for example, conversions, clicks, or video views).

Metrics in Metricool

Below you’ll find details on how Metricool retrieves Conversion and Results data from the Meta API and what differences may exist compared to what you see directly in Meta Ads Manager.

Conversions in Metricool

Metricool retrieves conversion data directly from the Meta Ads API, ensuring that the value shown is accurate and official.

However, the metric that Metricool selects as “conversions” may not match the one you see in Meta Ads Manager, since the API automatically assigns the most relevant conversion event depending on the campaign type.

This doesn’t mean the data is incorrect — it simply means that it may refer to a different event than the one you defined as your main campaign goal in Meta.

Attribution settings

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

⚠️ Since June 10, 2025, Meta updated its Ads Insights API, and the attribution configuration is now reflected in Metricool exactly as in Meta Ads Manager.

• Before June 10, 2025 → attribution model: 7-day click.
• From June 10, 2025 onwards → attribution matches the configuration set in your Meta Ads Manager account.

How to interpret your conversions in Metricool

If you notice differences compared to Meta Ads Manager:

• The value shown in Metricool comes directly from the Meta API, so it’s correct and verified data.
• The conversion type may differ, since Metricool selects the most relevant metric, not necessarily the one you defined as your campaign goal.
• You can review all available conversions, including custom conversions with their identifier (ID), to verify which event the data corresponds to. Custom conversions cannot be monitored through the Looker Studio connector.
• If you want more detail, customize your metrics table from the Columns button in the top right corner. From there, you can add additional conversion metrics or any others available for your campaigns.

Results in Metricool

Until September 2025, Metricool calculated the results using an internal algorithm that assigned an objective based on the campaign type. Although both values were correct, this method could cause differences compared to the results shown in Meta Ads Manager.

Since September 9, 2025, the Results metric is obtained from the same field in the official Meta API used by Ads Manager, ensuring both display the same value.

📅 Data history:

• Before September 9, 2025 → Metricool’s internal calculation.
• After September 9, 2025 → value obtained directly from the same Meta field.

ℹ️ Change history

Updated on: 17/10/2025