Fix Meta Ads Reporting Issue by Switching to Custom Event Columns

This is a Meta Ads Business panel reporting issue related to reporting on 'custom conversions' in your Meta Ads custom columns, and not 'custom events', which displays the correct tracking values. 

Meta say a fix is on the way.

Reaktion reporting inside our platform display the correct Meta Ads tracking values. Confirming: Its not a tracking issue! But a Meta ads reporting issue inside Meta ads business panel.

Until its fixed by Meta, the fix is to create a custom column in Meta Ads based on "Custom Events". Then you should see same values as reported in Reaktion.

Note: Unable to see custom events in Meta Ads reporting panel?

If you are unable to find our custom events in Meta Ads reporting panel, it can probably be fixed by creating a new campaign with "ReaktionRevenue" or "ReaktionProfit" as optimisation target. Create a new campaign, let it run on a minimal budget with ReaktionRevenue as the target — just so it gets a few clicks. That might solve it. Then the campaign can be deactivated - and the custom events should now be visible. 

Follow this guide:

Add your desired metrics as "Custom Columns" in Meta Ads

Log into to your Meta Ads Account. 

1. Go to Campaigns in the left side menu

2. On the Campaigns page click on "Columns"

3. Click on "Customise columns"

4. Click on "Custom events" in the side navigation (See below screenshot)

Add Revenue including VAT as a custom column

Find ReaktionRevenue (Scroll down to find it or use the Search bar) 

(Missing our Custom events? Link: read how to resolve)

You can add it as a Total to display the number of conversions (orders) and also as Value to display the combined value of conversions.

You can also select Cost to display Cost per conversion

Click Apply to add the metrics as custom columns.

Add Gross Profit as a custom column

You can add Gross Profit the same was as Revenue. Simply search for ReaktionProfit (conversion) and select Value:

(Missing our Custom events? Link: read how to resolve)

Add New customers and New customer revenue as custom columns

Simply search for ReaktionNewCustomerRevenue (conversion) and add it as a:

• Total - to display the number of new customers generated by an ad or campaign
• Value - to display the combined revenue of new customers

(Missing our Custom events? Link: read how to resolve)

Add Refunds as a custom column

Search for ReaktionReturnedRevenue and add it as a:

• Total - to display the number of refunds
• Value - to display the total value of refunds

(Missing our Custom events? Link: read how to resolve)

Other metrics require that you Create a custom metric:

ROAS 

Start typing ReaktionRevenue and select ReaktionRevenue (conversion) conversion value

Use the division symbol (÷) and then search for another metric: Amount spent

Then create your own name for the metric and select who will be able to access this metric (ideally Everyone with access to this Business)

Then just click Create Metric

POAS

You can create POAS exactly the same way, just use ReaktionProfit (conversion) conversion value  (÷)  Amount spent in your formula:

Profit after ad spend

Use the formula ReaktionProfit (conversion) conversion value (-) Amount spent

Refund rate

Use the formula ReaktionReturnedRevenue (conversion) conversion value (÷)  ReaktionRevenue(conversion) conversion value

Gross profit margin

Use the formula ReaktionProfit (conversion) conversion value (÷)  ReaktionRevenue(conversion) conversion value

ROAS after refunds 

Use the formula ( ReaktionRevenue (conversion) conversion value (-) ReaktionReturnedRevenue(conversion) conversion value ) (÷) Amount spent

You can create as many custom metrics as you need, then simply select them and click apply to add them as custom columns: