Meta Ads
Connect a Meta (Facebook/Instagram) Ads account to include paid social performance data in reports.
Meta Ads provides paid social performance data from Facebook and Instagram: spend, reach, impressions, ROAS, frequency, top campaigns, and audience and placement breakdowns.
Plan required: Starter and above.
Before you connect
- You must connect through a Facebook/Meta user account that has access to the client's Business Manager.
- The user account must have Admin or Advertiser access on the ad account within Business Manager.
- Personal ad accounts (not in a Business Manager) are also supported, but Business Manager accounts are recommended for agency use.
How to connect
- Open the client in ReportsMate and go to the Platforms tab.
- Click Connect next to Meta Ads.
- You will be redirected to Facebook to sign in and grant ReportsMate access.
- When prompted, grant access to the relevant ad accounts, pages, and Instagram accounts.
- After authorising, you will be returned to ReportsMate.
- Select the correct ad account for this client.
- Click Save.
What data is included
| Metric | Description |
|---|---|
| Spend | Total amount spent in the report period |
| Reach | Unique people who saw at least one ad |
| Impressions | Total ad impressions |
| Clicks | Link clicks |
| CTR | Click-through rate (link clicks ÷ impressions) |
| CPC | Average cost per link click |
| ROAS | Purchase conversion value ÷ spend (from Meta Pixel or Conversions API) |
| Frequency | Average number of times each person saw an ad |
| Top campaigns | Top 5 campaigns by spend |
| Audience performance | Performance breakdown by age and gender |
| Placement performance | Performance breakdown by placement (Feed, Reels, Stories, etc.) |
All metrics include a percentage change versus the previous equivalent period.
Token expiry
Meta access tokens expire after approximately 60 days. When a token is approaching expiry, ReportsMate will show a warning on the platform connection. Click Reconnect to refresh the token before it expires.
Troubleshooting
No ad accounts appear after connecting The Facebook user account does not have access to any ad accounts. Ensure the account has been granted access to the correct ad account in Meta Business Manager.
ROAS shows as zero Meta ROAS requires purchase conversion value to be tracked via the Meta Pixel or Conversions API with purchase event values. If these are not configured, ROAS will show zero.
Frequency is very high A frequency above 3–4 in a short period often indicates ad fatigue — the same audience is seeing the ads too many times. Consider expanding the target audience or refreshing ad creatives.