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Conversions not showing on the dashboard

A common source of confusion: a conversion event shows up in the Meta Pixel dashboard, but not in the Adriel dashboard. The reason is that conversions only appear when Meta Ad Manager itself receives them — a Pixel-only event isn’t enough.

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Quick checks

1

Confirm the event appears in Meta Ad Manager

In Meta Ads Manager, open the ad account, click Columns → Customize columns, and search for the conversion event. If it’s not in the column list, Ad Manager isn’t receiving it — fixing this on the Meta side comes first.
2

Check that at least 1 conversion has been recorded

Meta’s API only exposes metrics that have recorded at least one event in the recent past. A brand-new conversion event with zero historical fires won’t appear until it has data.
3

Wait for the next sync

Adding a custom conversion in Meta is reflected in Adriel on the next refresh, which can take several hours. See Refresh strategies.

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Causes & fixes

The Pixel dashboard and the Ad Account dashboard track events separately. Adriel can only show events that the Ad Account has been configured to receive.Fix: in Meta Ads Manager, go to the ad account → Columns → Customize columns, find the event, and save it as part of the column preset. Once the event appears in the Ad Account’s reporting columns, the next sync brings it into the dashboard.
Standard Meta Pixel events (for example, purchase, add_to_cart, lead, complete_registration) come through automatically.Custom events — anything outside the standard set — need to be defined as a custom conversion in Meta Events Manager before they’re queryable through the Ads API. The current Meta limit is 100 custom conversions per ad account.Reference: Meta’s “Use custom conversions to filter events in Meta Events Manager”.
Adriel exposes Meta conversion events at multiple attribution windows. For each event, look for metric variants like:Both a count version (for example, “Purchases (Click, 7d)”) and a value version (“Conversion value: Purchase (Click, 7d)”) are available for each. For details on (Incremental) metrics, see Incremental attribution. See Attribution windows for the 7-day and 28-day view change (Meta for Developers).
(Incremental) metrics, such as Purchase (Incremental), are available in every workspace without a workspace flag. Which ones appear depends on the event:
  • Standard events — Meta’s 17 standard events always have (Incremental) metrics: conversions, conversion value, CPA, ROAS, and conversion rate.
  • Other actions and custom conversions — an (Incremental) metric appears only when Meta has returned an incremental value for it within the last 30 days. Link Click currently has none, so there is no (Incremental) metric for it. Landing Page View has one on some ad accounts only.
In the Korean and Japanese UI, search for the English name. Incremental metric names stay in English, like the other Meta conversion metrics (for example, 메타 광고: Purchase (Incremental)).If the metric is in the list but its cells are blank, check the breakdown: (Incremental) metrics are blank with the Location breakdown and the Hourly Breakdown.
A few Meta metrics — for example, omni_purchase conversion value, catalog_omni_purchase conversion value, form leads, and Instagram profile visits — aren’t available at the ad-account level. If a widget requests one of these at the ad-account level, the level is automatically elevated to campaign so the data can still load.Fix: drill into the campaign breakdown in the widget to see the data — the ad-account row may appear empty.
For custom conversions specifically, Meta’s Ads Insights API has limitations:
  • Product ID breakdowns are not supported.
  • Unique action counts are not supported.
Widgets relying on either will return no data for custom conversions. Use standard event metrics instead, or report at a higher level.
Meta’s API doesn’t return a conversion metric until at least one event has been recorded. A new Pixel needs at least one purchase, lead, or other tracked event before the metric appears in the column list.
If the issue persists after all of the above, email KR Support (support@adriel.ai) or Global Support (support.global@adriel.ai) with the Meta Ads ad account ID, the conversion event name, screenshots of the Meta Ads Manager column setup, and the affected dashboard URL.

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Common issues

The Facebook connection itself can be valid while individual ad accounts or Pages remain invisible in Adriel because the connecting user has no permissions on them in Meta Business Portfolio. Facebook Organic in particular requires the connecting user to have proper access on the specific Page.Add users and permissions to the missing assets in Business Portfolio, then those accounts become connectable in Adriel.
Meta’s detail breakdowns (age, gender, country, platform, device, placement) are only supported up to the campaign level in the Meta API. Applying an ad-set filter alongside the detail breakdown triggers INVALID_DIMENSIONS_COMBINATION.Remove the ad-set filter to resolve the error. For placement specifically, switching a filter from campaign name to campaign ID uses a different data-fetch path that supports the combination.
Adriel’s default Meta Lead metric maps to Meta Insights action_type=lead, which is a broader total that can include offsite Pixel / CAPI leads plus on-Facebook leads. Meta UI’s Leads (Form) column corresponds to leadgen_grouped — Lead Ads instant forms only.To match the Meta UI, switch the metric (or the referenced metric in a custom-metric formula) to Lead (Grouped).
Meta report data is retrieved in real time, and Meta’s API stops returning data for campaigns, ad sets, and ads once they transition to deleted or archived status — the historical rows disappear even though they existed during the active period.Adriel can enable the useCache flag on a data source so previously cached rows for deleted objects remain visible, at the cost of not picking up new data for them. Contact support to enable it.
Adriel picks the thumbnail by ad format so it matches what Meta Ads Manager shows:
  • Image ads show the ad image.
  • Video ads show the video’s thumbnail image from Meta, not the first frame of the video.
  • Carousel ads that start with an image card show the first card’s image.
  • Carousel ads that start with a video card show the carousel’s card image set in Meta Ads Manager, not the video’s first frame. If the carousel has no card image, the video’s thumbnail image is shown instead.
For video ads, the thumbnail is a cover over the video, not a replacement for it. In tables, the cover stays as a still image. On a Creatives widget card, the cover shows until play is pressed, and then the video plays. If Meta provides no thumbnail image, or the image can no longer be loaded, the first frame of the video shows instead.To see every card in a carousel, click the ad to open the detail panel.