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I’m Lost, Help me Understand META Reporting.
Posted by on October 7, 2025 at 4:39 pmI've extracted a daily report for the last 7 days showing ad group, daily spend, conversions, conversion value. Now the conversions count / value shown are they the conversions that happened on that date or the conversions that were a result of the ads running on that day? (given there is a 7 day window, an ad could have a conversion coming in after 3 days, but against what date will that conversion be reported?)
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1 Reply
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Meta reports conversions based on when the ad was clicked or viewed, not when the purchase happened. So even if someone converts 3 days later, it counts on the day the ad interaction occurred, according to your attribution window.
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Conversion shows up on the date the conversion happened, not the date the click happened. That’s the confusing part most people miss.
If someone clicks your ad on Monday and converts on Thursday, Thursday gets credited with the conversion. But the ad group that got the click on Monday is what gets attributed.
So you can have days where spend is zero but conversions show up, because those are delayed conversions from previous days’ clicks still inside the attribution window.
The 7 day window means a click today can generate a conversion showing up in your report anytime in the next 7 days. Meta goes back and attributes it to the original ad group but timestamps it on conversion date.
This breaks if you compare daily performance to revenue because the revenue hits on a different day than the spend. You need to look at cohort analysis or use 7 day lookback when analyzing performance, not same-day matching.
Reporting by click date vs conversion date would fix this but Meta doesn’t offer that view.
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Meta reports conversions on the day the ad click or view occurred not the day the conversion was completed so delayed purchases still attribute back to the original interaction date within your set attribution window.
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