Connecting Meta (Facebook) Ads

Pulling your Meta Ads data into Google Sheets takes just a few clicks. Because Metric Might connects directly to the Meta Graph API, you can pull live Spend, Impressions, and Conversion data across all your client accounts instantly.

1. Prerequisites (Required Permissions)

Before you can pull data, you must have the correct permissions inside your Meta Business Manager.

  • You must have at least Analyst or Read-Only access to the specific Ad Account(s) you wish to query.
  • You do not need Admin access to the entire Business Portfolio.
  • If you manage multiple clients, ensure your personal Facebook login has been granted access to their respective ad accounts before authenticating in Metric Might.

2. How to Connect

You can connect your Meta account without leaving the query builder.

  1. Open the Metric Might Web App and navigate to the Queries page.
  2. Under the Data source section, click the dropdown and select Add Data Source.
  3. Choose Meta Ads.
  4. A secure popup will ask you to log into Facebook. Review the permissions and click Continue.
⚠️ Popup blocked? If nothing appears when you click to connect, your browser may be blocking the authentication popup. Allow popups for app.metricmight.com and try again.
💡 Agency Tip: When authenticating, Meta will ask which ad accounts you want to grant Metric Might access to. Select all of them. You only need to authenticate once to unlock access to every client account your login is attached to.

3. Available Metrics & Dimensions

Metric Might dynamically fetches the most up-to-date metrics and dimensions directly from the Meta API, so you always have access to the latest fields as Meta updates their platform.

When building your query, click into the Metrics or Dimensions dropdowns to open the search overlay. You can search for standard fields like Spend, Impressions, and Outbound Clicks, as well as custom conversion events specific to your Facebook Pixel. Metric Might’s live compatibility matrix will automatically disable any fields that cannot be queried alongside your current selection.

4. Token Expiry

Meta access tokens expire approximately every 60–90 days, or immediately if you change your Facebook password or enable two-factor authentication.

You can see the expiry date of your Meta connection at any time on the Connections page — it is displayed directly on the data source card (e.g., “Facebook Ads — expires on 2026-04-26”). This lets you re-authenticate proactively before a scheduled refresh breaks.

If a Meta query stops working unexpectedly, go to the Connections page, click the three-dot menu (⋮) next to the Meta data source, and select Sign In Again.

5. Meta-Specific Quirks & Gotchas

Every ad platform’s API has unique behaviours. If your Meta data looks slightly different from what you expect, it is almost always due to one of the following.

Delayed Conversions

If a user clicks your Facebook ad on Monday but makes a purchase on Thursday, Meta attributes that purchase to Monday. If you run a report for Monday on Tuesday, it might show 0 purchases. Run that same report on Friday and it will show 1 purchase. Always allow 24–72 hours for conversion data to fully settle.

Purchases vs Purchase Revenue

In the Metric Might query builder, be careful not to confuse volume metrics with value metrics:

  • Purchases — returns the number of purchases made.
  • Purchase Conversion Value — returns the total monetary value (revenue) of those purchases.

These are easy to mix up and will produce very different numbers in your Sheet.

What’s Next?

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