Pull Meta cost and delivery data into Upstack alongside your orders, so blended ROAS and true CAC are computed from both halves of the equation rather than one.
About Meta Ads
Spend is imported at the ad level and rolled up to ad sets and campaigns. On the Attribution board it sits next to the orders and revenue each source drove, and each order is credited once, under first or last click, from the visits recorded on your site.
Meta Ads is where the spend happens: campaigns, ad sets and ads across Facebook and Instagram, each with its own budget, delivery and creative.
Meta reports what it costs and what it believes it drove. It cannot report what your business actually earned, because it never sees the order.
Meta exposes delivery and cost through its Marketing API, reported against its own hierarchy of campaign, ad set and ad. Those numbers are Meta’s view: spend it charged you, and conversions it attributed to itself under its own attribution window and its own rules about which touch gets credit. Two platforms asked about the same order will both claim it, because each is answering the question “did I contribute” rather than “who earned this”.
What you can do with it
01
Spend, impressions, link clicks and reach arrive daily at campaign, ad set and ad level, so ROAS and CPA come from your orders and what Meta actually charged rather than from one dashboard.
02
With every platform reporting its own cost into the same store, blended CAC stops being a monthly spreadsheet exercise and becomes a number you can look at on a Tuesday.
03
Upstack syncs at the ad level, so a strong ad inside a weak ad set is visible before a pause decision averages it away.
How it works
A read-only connection that imports what you spent on Meta, refreshes it every 15 minutes and lines it up with the orders your store recorded.
Spend, impressions, link clicks and reach at daily granularity, with CPM, CPC and CTR calculated. Campaigns, ad sets and ads arrive with their names, objectives, status and budgets. The metrics reference lists 75 Meta metrics, including Meta-reported ROAS, CPA and new-customer ROAS.
The first sync imports up to 36 months of history and usually finishes in 2 to 4 hours. After that Upstack checks every 15 minutes and re-pulls the last 2 days, so late-arriving spend is captured.
Upstack asks for ads_read and read_insights only. It can’t create, change or spend on your campaigns. Each connected ad account appears as its own source.
The Attribution board shows orders, revenue, new customers, channel spend, CPA and ROAS for each source. Its Campaign, Ad set and Ad tabs group visits by utm_campaign, utm_term and utm_content, so ads without UTM tags show as (not set).
Upstack imports what you actually spent, not attributed spend, and normalizes it to UTC. Meta’s own conversion columns keep Meta’s attribution, by default 7-day click and 1-day view.
meta.spend holds Meta’s numbers as Meta reports them; channel.spend, channel.roas and channel.cpa add up every connected ad account; orders.total_roas computes ROAS from your store’s orders.
Setup
Step 1
In Upstack, go to System, then Data Sources.
Step 2
On the Facebook ads card, open the three-dot menu, click Connect and sign in with the right Facebook account.
Step 3
Select every ad account that drives traffic to your store. A wrong account makes cost and conversion data disagree.
Step 4
Click Save. The card shows Connected and the backfill starts.
Check it
Documentation
Set-up, event schema and field mapping for Meta Ads as a source, next to the Meta Ads developer docs.
FAQ
Daily spend, impressions, link clicks and reach for every campaign, ad set and ad, with CPM, CPC and CTR calculated, plus campaign names, objectives, status and budgets. It imports spend only; sending conversions to Meta is a separate destination.
Up to 36 months of history on the first sync, which usually takes 2 to 4 hours. After that Upstack checks every 15 minutes and re-pulls the last 2 days.
No. The connection is read-only, with ads_read and read_insights permissions. It can’t create, modify or spend on campaigns.
Yes. Each ad account you select appears as its own source. Connect every account that drives traffic to your store, and no others.
A gap under 5% is normal, from timezones and Meta’s post-attribution adjustments. Upstack stores raw spend in UTC, so a large gap usually means a timezone mismatch, attributed numbers compared with raw spend, or a missing ad account.
Meta counts the conversions it links to its own ads under its own windows. Upstack credits each order once, under first or last click, from the visits recorded on your site.
On the Attribution board, which has channel spend, CPA and ROAS columns beside orders and revenue, and in queries using meta.spend or channel.spend.
All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.
Yes, through the Meta Conversions API integration. Forward deduplicated, identity-resolved conversions to Meta through the Conversions API, and give the model a customer instead of a session.
Guides
Background reading for the Meta Ads integration, and the Upstack pages that go with it.
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