Let's talk about the elephant in the room:

Your Meta Ads reporting is a mess.

Not because you're bad at your job. Because Meta made it that way.

iOS 14.5 broke attribution. Privacy updates killed cross-device tracking. The Pixel fires inconsistently. Conversions API requires server-side setup. And the numbers in Meta Ads Manager don't match Google Analytics, which don't match your CRM.

So when your CFO asks "What's our ROI on Meta Ads?" you're stuck doing mental gymnastics trying to explain why the platform says one thing but your actual closed deals say another.

Here's the truth: You can't build a 2026 budget on broken attribution data.

This guide shows you how to export Meta Ads data the RIGHT way—including how to deal with attribution challenges, what metrics actually matter, and how to cross-check platform data against reality.

Why Meta Ads Data Export Is Different (And More Complex)

Meta Ads isn't like Google Ads or LinkedIn Ads.

Here's why exporting data is trickier:

The Attribution Problem

Remember when Facebook used to track EVERYTHING? You could see exactly which ad someone clicked, when they clicked it, and whether they converted.

Those days are gone.

What changed:

• iOS 14.5 (April 2021): Apple required apps to ask permission for tracking

• Result: 80-90% of users globally (96% in the US) opted OUT of tracking

• Impact: Meta lost visibility into a massive part of the customer journey

What this means for you:

• Custom audiences are less accurate

• Lookalike audiences perform worse

• Attribution windows shortened

• Conversion tracking is "much less reliable"

Example from the real world:

One marketing team saw £450,000 attributable revenue in Facebook Analytics but only £20,000 in Google Analytics for the same campaign.

That's a 20x difference.

Which number do you use for budget planning? (Hint: Neither. You use your CRM data.)

The Multi-Device Tracking Breakdown

85% of consumers now use 3+ devices.

Pre-iOS 14, Meta could track:

1. User sees ad on mobile Instagram

2. Clicks but doesn't convert

3. Later visits website on desktop

4. Converts

Meta connected the dots. Your ad got credit.

Post-iOS 14, Meta sees:

1. User sees ad on mobile Instagram

2. ??? (can't track)

3. Someone visits website on desktop (unknown if same person)

4. Converts (can't attribute to ad)

Your ad drove the sale. But Meta can't prove it.

So the conversion shows as "Direct" in Google Analytics and "Unknown" in your CRM.

This is why you need to export data from MULTIPLE sources and reconcile them manually.

Current State of Meta Ads Performance (2024-2025 Reality Check)

Before we export anything, let's establish what "good" looks like for Meta Ads in 2024-2025:

B2B SaaS Benchmarks:

Cost Metrics:

• Average CPC: $0.66 (much lower than Google $3.33 or LinkedIn $5-10)

• Average CPM: $50-$100

• Median monthly spend: $1,906.79

Engagement:

• CTR: 1.43% (lower than Google Search but normal for social)

Conversion & ROI:

• Lead gen conversion rate: ~10.6% (BUT: leads require heavy qualification for B2B)

• Meta Ads ROAS: 29% (lowest among major B2B platforms)

• For comparison:

  • LinkedIn ROAS: 113%

  • Google Search ROAS: 78%

Cost Per Company Influenced:

• 70% higher on Meta than LinkedIn

• 25% higher on Google than LinkedIn

What this means: Meta Ads work best for TOP-OF-FUNNEL awareness and retargeting. NOT for direct B2B lead gen (unless you have a very transactional, self-serve product).

If you're spending heavily on Meta cold audiences for B2B lead gen, your 2025 data will likely show this isn't working. Let's export the data and find out.

Source: Promodo 2026 SaaS Benchmarks, Swydo 2025 Platform Comparison, Martal B2B Marketing ROI Benchmarks

What Meta Ads Data You Need for Budget Planning

Don't export everything. Export what helps you make decisions.

Essential Metrics:

Performance Metrics:

• Impressions

• Reach (unique people who saw your ads)

• Clicks (all)

• Link clicks (clicks to your website specifically)

• CTR (Click-Through Rate)

• Conversions (by conversion event)

• Cost per result

• Amount spent

Campaign Structure:

• Campaign name

• Ad set name

• Ad name

• Campaign objective (Awareness, Traffic, Engagement, Leads, Sales)

• Placement (Feed, Stories, Reels, Audience Network)

Audience Data:

• Age

• Gender

• Location

• Device (mobile, desktop, tablet)

Attribution Data:

• Attribution setting (1-day click, 7-day click, 1-day view, etc.)

• Conversion event name

• Conversion value

Time-Based:

• Date range (full 2025: Jan 1 - Dec 31)

• Month-by-month breakdown

Metrics That Don't Matter (For Budget Planning):

• Post engagement (likes, comments, shares) — unless you're running brand awareness campaigns

• Video views (unless video IS your conversion goal)

• Page follows — vanity metric

Focus on link clicks, conversions, and cost. Everything else is noise.

Method 1: Export via Meta Ads Manager (Standard Export)

This is the most common way to export data. Works for most use cases.

Step-by-Step Instructions:

Step 1: Log into Meta Ads Manager

Go to business.facebook.com/adsmanager and select your account.

Step 2: Set Your Date Range

In the top-right corner, click the date selector.

• Select "Custom"

• Set: Jan 1, 2025 - Dec 31, 2025

• Click "Apply"

Pro tip: Also export 2024 data (Jan 1 - Dec 31, 2024) for year-over-year comparison.

Step 3: Check Your Attribution Window

This is CRITICAL. Before you export, verify which attribution window you're using.

Click the "Attribution" dropdown (usually says "7-day click, 1-day view").

You'll see options like:

• 1-day click

• 7-day click

• 1-day click, 1-day view

• 7-day click, 1-day view

What this means:

• 7-day click: Conversions counted if they happened within 7 days of clicking your ad

• 1-day view: Conversions counted if they happened within 1 day of SEEING (not clicking) your ad

For budget planning, use: 7-day click ONLY (no view-through conversions). This gives you a more conservative, realistic number.

Important: If you changed this setting mid-2025, your data is inconsistent. Note this in your analysis.

Step 4: Customize Your Columns

Click "Columns: Performance" dropdown and select "Customize Columns".

Add these columns:

• Campaign name

• Ad set name

• Ad name

• Amount spent

• Impressions

• Reach

• Link clicks

• CTR (link click-through rate)

• CPC (cost per link click)

• Conversions (select ALL your conversion events)

• Cost per conversion

• Conversion value (if you track revenue)

• ROAS (Return on Ad Spend)

Remove columns you don't need (post engagement, video views, etc.).

Click "Apply".

Step 5: Apply Breakdowns (Important!)

Click "Breakdown" and select:

• "Time > Month" (to see monthly trends)

• OR "Delivery > Platform" (to see Facebook vs. Instagram performance)

• OR "Demographics > Age and Gender" (to see which audiences convert)

You can only apply ONE breakdown at a time. Export multiple times if you need different views.

Step 6: Export the Data

Click the download icon (three horizontal lines with a down arrow) in the top-right.

Choose:

• Excel (.xlsx) — best for most users

• CSV — if you need to import into another tool

Click "Export Table Data".

The file will download.

Step 7: Verify Your Data

Open the file and check:

• Does the date range match?

• Are all campaigns included?

• Do the totals match what you see in Ads Manager?

2024-2025 Reality Check: Meta Ads attribution has been unreliable since iOS 14. Your exported numbers are UNDER-REPORTED. More on this below.

Method 2: Use Meta Business Suite Insights (For Organic + Paid Combined)

If you run both organic content and paid ads, Meta Business Suite gives you a unified view.

When to Use This:

• You want to see organic Facebook/Instagram performance alongside paid

• You're analyzing brand awareness (reach, engagement)

• You manage social content + ads in one place

Step-by-Step:

Step 1: Go to Meta Business Suite

business.facebook.com

Step 2: Click "Insights" in the left menu

Step 3: Set Date Range

Top-right corner: Jan 1, 2025 - Dec 31, 2025

Step 4: Navigate to "Paid Content" Tab

This shows your ad performance (separate from organic).

Step 5: Export

Click "Export Data" and choose CSV or Excel.

Limitation: You can't customize columns here as much as in Ads Manager. Use this for high-level overview only.

Method 3: Meta Ads Reporting API (For Automation)

If you analyze Meta Ads regularly or manage multiple accounts, the API is the way to go.

When to Use the API:

• You need automated daily/weekly exports

• You manage multiple Facebook/Instagram ad accounts

• You want to combine Meta Ads data with other platforms (Google Ads, LinkedIn, CRM)

• You need historical data beyond what the interface allows

How to Access:

Option 1: Use a third-party tool (easiest)

• DOJO AI (automatically pulls Meta Ads + Google Ads + LinkedIn + GA4 + CRM for unified budget analysis)

• Supermetrics (connects Meta Ads to Google Sheets, Excel, BI tools)

• Funnel.io (consolidates all marketing data)

Option 2: Build your own integration (requires developer)

• Go to Meta Marketing API documentation

• Set up app and access tokens

• Query Insights API for ad performance

• Handle rate limits and pagination

API Advantage: Access to ALL historical data, custom queries, scheduled exports.

API Challenge: Requires technical setup and maintenance.

Method 4: Export Audience Insights (Understand Who's Engaging)

One of the most underused exports: Audience Insights.

This tells you WHO is clicking and converting (age, gender, location, device).

How to Export:

Step 1: In Ads Manager, apply a Breakdown

Click "Breakdown" and select:

• Demographics > Age and Gender

• OR Delivery > Platform and Device

• OR Location > Country

Step 2: Export

Click download icon, choose Excel/CSV.

Step 3: Analyze

Look for patterns:

• Are most conversions coming from ages 25-34? (Adjust targeting)

• Is mobile converting worse than desktop? (Optimize mobile landing page)

• Is one country driving 80% of results? (Shift budget there)

This data informs your 2026 targeting strategy.

The Attribution Accuracy Problem (And How to Fix It)

Here's the uncomfortable truth: The numbers you just exported are wrong.

Not because you did something wrong. Because Meta can't track accurately anymore.

How Under-Reported Is Your Data?

Industry estimates: Meta Ads now under-reports conversions by 20-30% due to iOS privacy changes.

That means:

• Meta says: 100 conversions

• Reality: 120-130 conversions actually happened

But you can't see them.

How to Get More Accurate Data:

1. Implement Conversions API (CAPI)

This is Meta's server-side tracking solution. It sends conversion data directly from your server to Meta (bypassing browser-level tracking that iOS blocks).

How to set up:

• Go to Events Manager in Meta Business Suite

• Click "Conversions API" under your Pixel

• Follow integration instructions (or use tools like Google Tag Manager, Segment, Zapier)

Critical: Make sure you DEDUPLICATE events between Pixel and CAPI. Otherwise, conversions get counted twice.

Result: CAPI improves conversion tracking accuracy by 15-25%.

2. Use UTM Parameters (And Track Them in Google Analytics)

Meta's tracking is broken. Google Analytics isn't perfect, but it's a good cross-check.

Add UTM parameters to ALL your Meta Ads:

• utm_source=facebook (or instagram)

• utm_medium=paid_social

• utm_campaign=your_campaign_name

Example URL:

https://yourwebsite.com/landing-page?utm_source=facebook&utm_medium=paid_social&utm_campaign=q4_lead_gen

Then export Google Analytics 4 data for the same date range and compare:

• Meta Ads says: 100 conversions

• GA4 says: 120 conversions from utm_source=facebook

The gap tells you how much Meta is under-reporting.

3. Cross-Check with CRM Data

This is the MOST important step.

Export leads from your CRM (HubSpot, Salesforce, etc.) and filter by:

• Lead source = Facebook/Instagram

• Date range = Jan 1 - Dec 31, 2025

Compare:

• Meta Ads Manager: 100 conversions

• Google Analytics: 120 conversions

• CRM: 90 actual leads

Now you have three data points. The truth is probably somewhere in the middle.

Pro tip: Also check how many of those CRM leads became:

• Sales Qualified Leads (SQLs)

• Opportunities

• Closed deals

This tells you TRUE ROI, not just platform-reported conversions.

Common Meta Ads Export Mistakes (And How to Avoid Them)

Mistake 1: Exporting with View-Through Conversions Included

The Problem: Meta's default attribution includes "1-day view" conversions (people who SAW your ad but didn't click, then converted).

This inflates your numbers.

Example:

• Someone scrolls past your ad on Instagram (doesn't click)

• 12 hours later, they Google your brand and convert

• Meta counts this as a conversion

Did your ad drive the sale? Maybe. Maybe not.

The Fix: Change attribution to "7-day click ONLY" before exporting. This gives you a conservative, realistic number.

Mistake 2: Trusting Meta's "Purchase" Conversion Count

The Problem: Meta counts a "Purchase" every time the Pixel fires on your thank-you page. But:

• Test purchases get counted

• Failed payments still trigger the Pixel

• Returns aren't subtracted

The Fix: Export Meta's "Purchase" data AND your actual revenue from Shopify/Stripe/payment processor. Compare them.

The gap is your error margin.

Mistake 3: Not Accounting for Creative Fatigue

The Problem: You export annual data and see "average CPC: $2." But if you drill down by month, you see:

• Jan-Mar: $1.50 CPC

• Apr-Jun: $1.75 CPC

• Jul-Sep: $2.25 CPC

• Oct-Dec: $2.50 CPC

Your CPC increased 67% because the same creative ran all year. Engagement dropped. Cost went up.

The Fix: Export with "Time > Month" breakdown to spot creative fatigue trends.

Mistake 4: Forgetting About Frequency

The Problem: You export campaign data and see "10,000 impressions, 100 clicks, 1% CTR." Looks fine.

But if you check Frequency (how many times the average person saw your ad), you see: Frequency: 5.2

That means 10,000 impressions = only ~1,923 people (10,000 ÷ 5.2).

You're showing the same ad to the same people 5 times. That's ad fatigue.

The Fix: Always export with these columns: Impressions, Reach, Frequency.

If Frequency > 3, your audience is too small or your budget is too high for that audience.

Mistake 5: Exporting Aggregate Data Instead of Ad-Level Data

The Problem: You export campaign-level data. It shows: "Campaign A: $10,000 spent, 500 conversions, $20 cost per conversion."

But inside that campaign:

• Ad 1: $2,000 spent, 400 conversions, $5 CPA (winner!)

• Ad 2: $8,000 spent, 100 conversions, $80 CPA (loser!)

The aggregate hides this.

The Fix: Export at AD LEVEL (not campaign or ad set). Find your winners. Kill your losers.

How to Organize Your Meta Ads Export for Budget Analysis

You've exported the data. Now organize it for decision-making.

Create a Meta Ads Budget Analysis Spreadsheet:

Tab 1: Raw Data

• Paste exported Meta Ads Manager data (don't modify)

Tab 2: Campaign Performance Summary

• Pivot table showing:

  • Total spend by campaign

  • Total conversions by campaign

  • Cost per conversion by campaign

  • ROAS by campaign

Tab 3: Meta vs. CRM vs. GA4

• Three columns:

  • Meta Ads conversions

  • Google Analytics conversions (utm_source=facebook)

  • CRM leads (source=Facebook/Instagram)

• Calculate discrepancy %

Tab 4: Monthly Trends

• Line chart: Spend, conversions, CPC, CPA by month

• Identify: When did performance drop? (Creative fatigue?)

Tab 5: Audience Breakdown

• Export by Age/Gender/Location

• Find: Which audience segments have lowest CPA?

• Action: Shift budget to winners

Tab 6: Platform Breakdown

• Facebook Feed vs. Instagram Feed vs. Stories vs. Reels

• Which placement drives lowest CPA?

Tab 7: 2026 Budget Scenarios

• Model: What if we cut cold audience budget by 50% and shift to retargeting?

• Expected result based on 2025 data

How to Compare Meta Ads Data Across Years (2024 vs. 2025)

Year-over-year comparison is tricky with Meta because attribution changed.

Step-by-Step:

1. Export 2024 data (Jan 1 - Dec 31, 2024) with the SAME attribution setting you used for 2025.

2. Export 2025 data (Jan 1 - Dec 31, 2025).

3. Note any major changes:

• Did you implement Conversions API in 2025? (Numbers will improve)

• Did you change campaign objectives? (Can't directly compare)

• Did you change attribution window? (Data is inconsistent)

4. Compare TRENDS, not absolute numbers:

• Which campaigns grew in spend?

• Which campaigns improved in CPA?

• Which campaigns declined?

5. Cross-check with business results:

• Did revenue from Meta-attributed leads increase?

• Did cost per SQL (Sales Qualified Lead) improve?

Context matters. Don't just look at platform numbers.

What Meta Doesn't Tell You (Hidden Insights)

Some critical insights aren't visible in standard exports:

1. Where Performance Max Budget Goes

Meta's "Advantage+ Shopping" campaigns (like Google's Performance Max) automatically distribute budget across placements.

Problem: You can't see WHERE the budget went until you export placement-level data.

How to check:

• Export with Breakdown > "Delivery > Placement"

• You'll likely find 80% went to Audience Network (low quality) and only 20% to Facebook/Instagram Feed

Action: Exclude low-performing placements.

2. Which Countries Are Wasting Budget

If you target multiple countries, one might have 10x higher CPA than others.

How to check:

• Export with Breakdown > "Location > Country"

• Sort by Cost per Conversion

Action: Exclude expensive countries or create separate campaigns with lower bids.

3. Mobile vs. Desktop Performance

B2B audiences often browse on mobile but convert on desktop.

How to check:

• Export with Breakdown > "Delivery > Platform and Device"

Action: If mobile has high clicks but low conversions, optimize your mobile landing page or shift budget to desktop.

Automate Your Meta Ads Data Exports (Stop Doing This Manually)

If you analyze Meta Ads monthly or quarterly, manual exports waste time.

Automation Options:

1. Google Sheets + Supermetrics

• Connects Meta Ads to Google Sheets

• Automatically refreshes data daily/weekly

• Build dashboards that update automatically

2. Meta Business Suite Scheduled Reports

• In Ads Manager: Settings > Automated Reports

• Schedule weekly/monthly exports to your email

• Limitation: Can't customize columns much

3. DOJO AI

• Automatically pulls Meta Ads data

• Connects with Google Ads, LinkedIn Ads, GA4, and CRM

• Cross-checks conversions across platforms

• Shows TRUE ROI (not just Meta's reported numbers)

• Identifies attribution gaps and multi-touch paths

Instead of spending days reconciling data, you get it in an afternoon.

See how DOJO AI automates Meta Ads reporting →

What to Do After You Export Your Meta Ads Data

Exporting is step one. Now analyze it.

1. Compare Meta Ads to Other Channels

Don't evaluate Meta in isolation.

Create a cross-channel comparison:

Insight: Meta and Google have same CPA, but Google has better ROAS. Why? Google drives higher-value leads.

Action for 2026: Shift Meta budget to retargeting only (cheaper, higher intent).

2. Identify Your Top-Performing Ads

Export at ad level. Sort by Cost per Conversion (ascending).

Your top 10% of ads probably drive 50-70% of results.

Action:

• Pause bottom 50% of ads

• Shift budget to top performers

• Create new ads similar to winners

3. Find Budget Wasters

Look for:

• High spend, low conversions

• High frequency (>3) with declining CTR

• Broad audiences with high CPA

Action: Cut or reduce budget by 50-75%.

4. Understand the Full Funnel

Meta Ads might not directly drive conversions, but they might influence them.

Check multi-touch attribution:

• How many people saw a Meta Ad, then converted via Google Search?

• How many Meta Ad clickers later converted Direct?

Read: How to Run Your 2025 Marketing Post-Mortem →

Your Meta Ads Export Checklist

Use this before you export:

• ☐ Logged into the correct Meta Ads account

• ☐ Date range: Jan 1, 2025 - Dec 31, 2025

• ☐ Attribution window set to "7-day click" (no view-through)

• ☐ Columns include: spend, link clicks, conversions, cost per conversion, ROAS

• ☐ Breakdown applied: Time > Month (or Platform, or Age/Gender)

• ☐ Exported in Excel or CSV

• ☐ Verified totals match Ads Manager

• ☐ Cross-checked with GA4 and CRM data

• ☐ Compared 2024 vs. 2025

• ☐ Noted any attribution changes mid-year

Common Questions About Meta Ads Data Export

Why don't my Meta Ads numbers match Google Analytics?

Reasons:

1. Attribution windows differ: Meta counts conversions within 7 days of click. GA4 uses last-click attribution.

2. iOS tracking limitations: Meta can't track iOS users as accurately.

3. UTM parameter issues: If UTMs are broken, GA4 won't attribute traffic to Meta.

4. Pixel vs. GA4 tracking: If Pixel fires but GA4 doesn't (or vice versa), numbers diverge.

Solution: Use BOTH as data points. Cross-check with CRM for ground truth.

Should I trust Meta's "Estimated Ad Recall Lift"?

Short answer: No, not for budget decisions.

Long answer: Ad recall lift measures brand awareness (how many people remember seeing your ad). It's modeled/estimated, not actual data.

For budget planning, focus on: conversions, CPA, ROAS (actual outcomes, not estimated awareness).

Can I export historical data beyond 2 years?

Via Ads Manager: Generally limited to ~2 years.
Via API: Yes, all historical data is accessible.

If you need older data, use a third-party tool or the API.

What's the best attribution window for B2B?

For budget analysis: 7-day click (conservative, realistic).
For optimization: 7-day click, 1-day view (gives Meta more conversion data to optimize, but inflates reported numbers).

Use 7-day click for reporting to stakeholders. Use 7-day click + 1-day view for algorithm optimization.

How do I handle conversions that Meta can't track?

Reality: Many B2B conversions happen offline (phone calls, in-person meetings).

Solution: Use CRM source tracking. When someone fills out a Meta Ad form, tag them in your CRM as "Source: Facebook Ads." Then track them through SQL, Opportunity, Closed Won.

THIS is your true Meta Ads ROI.

Next Steps

You've exported your Meta Ads data. Here's what to do next:

1. Pull data from your other paid channels:

• How to Export Google Ads Data →

• How to Export LinkedIn Ads Data →

2. Run your full 2025 post-mortem:

• Complete Guide: How to Run Your 2025 Marketing Post-Mortem →

3. Build your 2026 budget:

• Compare Meta ROI to Google, LinkedIn, SEO

• Shift budget from cold audiences to retargeting (if data shows better ROI)

• Set realistic KPIs (don't trust inflated platform numbers)

4. Automate this process:

• See how DOJO AI automates Meta Ads reporting and attribution →

One Last Thing

Meta Ads attribution is broken. That's not your fault.

But building a 2026 budget on bad data IS your fault.

Export. Cross-check. Verify.

Then use the real numbers to make smart decisions.

The best-performing marketing teams don't trust platform-reported conversions. They verify with CRM data, compare across channels, and focus on actual business outcomes.

Do that, and your 2026 budget will drive real growth—not just vanity metrics.

About DOJO AI: We're the AI Marketing Operating System for challenger brands. We automatically pull data from Meta Ads, Google Ads, LinkedIn, GA4, and your CRM—then show you true ROI, attribution gaps, and where your budget should actually go. No more manual reconciliation. Learn more →