Facebook Ads reach and attribution changes - June 10, 2025

Starting June 10, 2025, Meta will be making changes that affect how data is fetched for the Facebook Ads data source.

• First, queries that include both the "Reach" metric and breakdown dimensions (such as "Gender", "Country", and "Placement") will be limited to the last 13 months. Meta is changing this to improve API performance.
• The second change is how some attribution settings are handled to help reduce discrepancies between the API and the Ads Manager. 
  • Action report times will be automatically selected by the API, which means users don't need to select this setting for the query. The Supermetrics setting "Report time action stats" will no longer need to be selected.
  • Unified attribution will always be enabled, so the Supermetrics setting "Disable unified attribution" will no longer work.

Read below for more specific details and suggestions on how to work around each change.

Details on the Reach changes

To improve API performance, Meta is changing the historical range of Reach data if it includes any breakdown dimensions to the last 13 months, rather than the standard 37 months. 

This means that starting June 10, 2025, the Facebook Ads data source will start to produce an error message if you run a query that meets these conditions:

• Has a date range that starts more than 13 months from today
  • OR have a Full refresh data warehouse transfer using the default 37 months lookback
• AND includes the “Reach” metric
• AND includes one or more of these breakdown dimensions (either as fields or filters):
  • Gender
  • Age
  • Country
  • Country code
  • Region
  • DMA
  • Audience type
  • Action type / Action type (with custom labels)
  • Action target ID
  • Action device
  • Canvas component name
  • Impression device
  • Placement
  • Place page ID
  • Publisher platform
  • Platform position
  • Device platform
  • Hour (advert account time zone)
  • Hour (viewer's time zone)
  • Any carousel card dimension
  • Any dynamic creative asset dimension

To prepare for the change, any queries that meet the above conditions should have their date range start time set to any date that is 13 months (394 days) or less. Otherwise, you may start to see an error message asking you to adjust the start date to within the last 13 months.

For data warehouse transfers using Full Refresh, you can edit the lookback window to 394 days or less for the table following our instructions on how to set the lookback window. 

Details on the attribution settings changes

To reduce discrepancies between the API and the Meta Ads Manager, Meta is changing the behavior of some of the attribution settings to make it more automatic and easier to use the right options. 

Specifically, the use_unified_attribution_setting and the action_report_time API parameters will be disregarded after June 10, 2025, and the handling of these will be based on the ad set and conversion settings in the Ads Manager.

What this means for the Facebook Ads data source is that:

• The "Report time action stats" setting we provide will no longer be necessary, as the API will handle it automatically. It will act as the "Mixed" setting we currently offer, using impression and conversion times depending on the type of conversion.
  • On-Meta conversions, such as Link clicks, page views, and On-facebook leads, will use impression-based reporting time.
  • Off-Meta conversions, such as Website purchases, Website leads, and Schedule (website), will use conversion-based reporting time.
• The "Disabled unified attribution setting" we provide will no longer work, as the API will automatically use unified attribution by default. 

We'll remove these settings on June 10, 2025. 

• Any existing queries using the "Report time action stats" setting values should continue to work, but the setting will be ignored.
• Any existing queries using the "Disabled unified attribution setting" will ignore the setting and will behave as if unified attribution is set to true.

We’re here for you

If you have any questions or concerns about this change, contact our support team.