Why Meta Ads numbers change after the reporting day
Why recent Meta Ads conversion results are provisional and how to report them responsibly.
Recent days are not always final
A conversion can be reported after the original click or view. Meta may then attribute it back to the date of the ad interaction, causing recent historical totals to change.
Use complete-through dates
A trustworthy report identifies the latest synchronized date and separately marks dates still subject to attribution changes. Do not present a successful API response as proof that the period is final.
Reconcile instead of overwriting silently
STSearch retains observations and refreshes a rolling historical window. Revisions, incomplete batches, and reconciliation mismatches remain operationally visible.