Meta Ads Attribution

    Track exactly how much revenue your Facebook and Instagram ads generate. The Meta Ads dashboard attributes orders back to ad clicks using the fbclid parameter that Meta appends to every ad click URL.

    How attribution works

    When a customer clicks one of your Facebook or Instagram ads, Meta adds a unique fbclid parameter to the URL. The system captures this automatically and stores it against the visitor's session. If that visitor later places an order (in the same session), the order revenue is attributed to Meta.

    Sessions without an fbclid are classified as Organic traffic, giving you a clean side-by-side comparison.

    Dashboard sections

    Hero stats

    Four cards at the top of the page:

    • Attributed Revenue — Total revenue from orders placed by visitors who arrived via a Meta ad click.
    • Meta Orders — Number of completed orders attributed to Meta traffic.
    • Conversion Rate — Percentage of Meta sessions that resulted in a completed order.
    • ROAS — Return on Ad Spend, calculated as Attributed Revenue ÷ Ad Spend. Enter your ad spend manually to see this metric.

    ROAS calculator

    Since ad spend data isn't available server-side, the dashboard includes a manual input field. Type your total Meta ad spend for the selected period, and ROAS is calculated instantly. This value is not saved — it's a quick calculator you can use alongside your Meta Ads Manager.

    Funnel comparison

    A side-by-side visualization comparing the conversion funnel for Meta traffic vs. Organic traffic. Each stage shows:

    • Sessions — Total landing page visits.
    • Menu Visits — Visitors who viewed the menu.
    • Cart Creations — Visitors who added items to their cart.
    • Checkout Starts — Visitors who began checkout.
    • Orders Completed — Visitors who placed an order.

    Use this to identify where Meta traffic drops off compared to organic visitors. If Meta visitors have a high drop-off at the menu stage, your ad landing experience may need adjustment.

    Campaign breakdown

    A table showing performance grouped by utm_campaign. For each campaign you'll see sessions, orders, revenue, conversion rate, and average order value (AOV). This helps you identify which ad campaigns drive the highest quality traffic.

    Tip: Make sure your Meta ad URLs include utm_campaign parameters. Without them, all Meta traffic will appear under "(unknown)" in the campaign table.

    Daily revenue trend

    An area chart showing Meta-attributed revenue over the selected date range. Use this to spot trends, correlate revenue spikes with specific ad launches, and monitor the consistency of ad-driven revenue.

    Best practices

    • Always use UTM parameters in your Meta ad URLs so campaign-level data populates correctly.
    • Compare AOV between Meta and Organic — if Meta AOV is lower, consider targeting higher-intent audiences or adjusting your ad creative.
    • Check the funnel weekly to catch drop-off changes early.
    • Cross-reference with Meta Ads Manager — this dashboard shows first-party attribution data, which may differ from Meta's modeled conversions.
    Note: Attribution is session-based. If a customer clicks an ad, leaves, and returns later via a direct visit, the second session will be classified as organic. This provides conservative, high-confidence attribution.