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Meta Ads: what is left after Facebook and Instagram advertising?

profitkonsole reads the spend of your Facebook and Instagram campaigns every day and deducts it in the profit calculation of your Shopify store. It allocates campaign spend down to the SKU: directly where Meta names the product, otherwise by your rule.

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How Meta Ads works with profitkonsole

Meta delivers what your Facebook and Instagram ads cost and the purchase value Meta credits to them. profitkonsole sets that against your store's result.

Comes from Meta Ads

  • Spend, impressions, reach and clicks per campaign and day
  • Purchases and purchase value as Meta counts them
  • Facebook and Instagram from one ad account
  • For catalogue ads, the spend per product

You add

  • Which ad account belongs to your store
  • Purchase prices and your own shipping costs, so the contribution margin is complete
  • For campaigns without a product, a rule: SKU, item, brand or whole store

You see

  • “Ad spend (Meta Ads)” as its own line in your profit and loss statement
  • Ad spend per SKU in the item analysis
  • Contribution margin per product after advertising
  • Meta Ads next to Google Ads, with TACOS per channel

Allocation

Meta Ads spend allocated down to the SKU

For catalogue ads, Meta names the advertised product. profitkonsole allocates that spend directly, down to the variant. Campaigns without a product, such as reach or traffic, you assign yourself: to a SKU, an item, a brand or the whole store.

  • Directly from Meta's product data, otherwise by your rule per campaign
  • Whatever you do not assign stays visible in the store's result

Campaigns

Every Meta campaign with spend and ROAS

Advantage+, retargeting, prospecting: Meta reports spend and purchase value for every campaign, day by day. profitkonsole shows them in one table, with ROAS as Meta counts it.

  • Purchase value as credited by Meta, and labelled as such
  • Clicks, CPC and CTR per campaign

Profit calculation

Facebook and Instagram spend in your store's profit calculation

What you spend with Meta is its own line under your Shopify store's result. Your other ad channels sit next to it: spend, ROAS and TACOS compared and in one total.

  • The line “Ad spend (Meta Ads)” in the dashboard and the monthly overview
  • The full spend of the ad account, not only matched orders

Where your Meta Ads spend shows up in profitkonsole

Once connected, every view of your store includes it, right up to the multichannel dashboard next to your marketplaces.

  • Shopify dashboard

    What your store earns per day, with Meta spend as its own line of the calculation.

    About the Shopify integration

  • Advertising overview

    Meta Ads and Google Ads in one timeline, plus the ranking of all campaigns by ROAS.

  • Item analysis

    Ad spend sits with the SKU: directly from catalogue ads, otherwise by your rule. You see which items still earn money after advertising.

  • AI assistants

    Ask Claude or ChatGPT what Meta Ads cost you last month. The connection runs through the profitkonsole MCP server.

    About the MCP server

Connect Meta Ads in three steps

  1. 01

    Sign in with Facebook

    Under Shopify › Ad costs you start the sign-in with Meta. profitkonsole only requests read access to your ad reports.

  2. 02

    Pick the ad account

    At Meta you choose your business portfolio and the ad account. At the moment one ad account per store is possible.

  3. 03

    See your numbers

    profitkonsole loads around two years of history and then syncs twice a day.

More ad channels

Each channel is its own line in the same calculation.

See all integrations

Meta's purchase value and your store's revenue are two numbers

Meta credits a purchase to an ad when someone clicked it within a certain period before buying. The purchase value in Ads Manager follows Meta's own way of counting and does not have to match your store's revenue. profitkonsole therefore shows both: the ROAS by Meta's attribution and TACOS, which measures ad spend against your store's total revenue.

ROAS and break-even ROAS explainedTACOS explained

Meta Ads and your Shopify store in one report

The integration belongs to the Shopify channel of profitkonsole. Orders, payment fees and refunds come from your store, ad spend from your Meta ad account. If you also advertise on Google, both channels are part of the same calculation.

Shopify profit analyticsGoogle Ads profit trackingAll integrations

Questions about Meta Ads

What sellers want to know before connecting

Still have questions? Send us an email

Does profitkonsole deduct my total Meta spend?
Yes. Spend comes per day from your ad account and is fully included in your store's profit calculation. Whether a buyer consented to tracking makes no difference to that.
How does a campaign's spend get to the SKU?
In three steps. Where Meta names the product (catalogue ads), profitkonsole allocates the spend directly and spreads it across the variants, evenly or by revenue share. Campaigns without a product you assign yourself: to a SKU, an item, a brand or the whole store. Whatever stays unassigned counts in the store's result.
Are Facebook and Instagram listed separately?
Spend comes per campaign from your Meta ad account. Facebook and Instagram run together there; there is no split by platform.
Which purchase value does profitkonsole show?
The one Meta credits to your ads, labelled as purchase value by Meta attribution. Purchases are counted, not other events such as add to cart or page views.
Can I connect several ad accounts?
At the moment one ad account per store. More accounts per store are in the works.
Does profitkonsole change anything in my ads?
No. profitkonsole only requests read access to your ad reports at Meta. Ads, campaigns and budgets are neither created nor changed, and it reads no data about individual buyers.
How current are the numbers?
The sync runs twice a day. Each run fetches the last 35 days again, because Meta credits purchases with a delay.
Does the integration cost extra?
No. Ad accounts do not count as seller accounts. You need a connected Shopify store.

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