Reconciling Meta Marketing API data with Ads Manager
A diagnostic checklist for comparing Meta Marketing API results with Ads Manager reports.
Freeze the reporting identity
Match the ad account, account timezone, date boundaries, attribution setting, breakdowns, filtering, and action definitions before comparing totals.
Aggregate bases before ratios
Sum spend, impressions, clicks, conversions, and value first. Calculate CPA, CTR, CVR, CPM, and ROAS from those aggregated bases; never average daily ratios.
Classify the mismatch
Check for incomplete pagination, permission loss, partial jobs, recent attribution revisions, query changes, duplicates, missing dates, and currency scaling before treating a variance as a product defect.