Connect Meta to Tatheon to bring ad spend and campaign performance onto the same board as your revenue. This guide is for whoever holds admin access to the Meta Business account, which is often not the same person who runs the store. It covers the permissions involved, how to choose which assets to share, and what to expect the first time Meta’s numbers sit beside your own.
Before you start
You need admin access on the Meta Business portfolio that owns the ad accounts, not just access to the ad accounts themselves. This trips up more connections than anything else. If you can see campaigns in Ads Manager but cannot reach Business Settings, you hold the wrong level of access and someone with the portfolio admin role has to run this step.
Decide in advance which ad accounts belong on the board. Most brands have one live account and several dormant or historical ones, and sharing everything makes the board noisier without making it more accurate.
Run the connection
Open the source wizard and choose Meta. The connection uses Facebook Login for Business, so you sign in with your normal Facebook account and Meta then asks which business assets to grant access to.
Grant access to the ad accounts you want reported, and to the pages associated with them. Tatheon reads campaign, ad set and ad level performance along with spend. It does not post, does not create campaigns, and does not change budgets through this connection.
After approving, you return to the wizard and choose the specific accounts to register. Pick only the accounts you actually run. You can add more later without redoing the connection.
What happens next
Meta history backfills in chunks, in the same way Shopify does, and a nightly sync keeps it current. Meta reports spend quickly, so the ad side of the board usually settles before the revenue side finishes its own backfill.
Attribution windows are worth knowing about here. Meta continues to attribute conversions to an ad for days after the click, so a campaign’s reported revenue for last week can still rise this week. Tatheon re-pulls a rolling window rather than freezing the first number it saw, which is why a figure you noted on Monday can be slightly higher by Thursday. That is the platform correcting itself, not the board being unstable.
Why Meta’s revenue will not match yours
It will not match, and it should not. Meta counts a conversion when its own attribution model claims credit, which includes view through conversions and clicks that later converted on another device. Your store counts an order when money changes hands. Those are different questions, so they produce different answers.
Tatheon reports both rather than picking a winner. Meta’s reported revenue appears as the platform claims it, and your Shopify revenue appears as the store recorded it, with the gap between them shown rather than hidden. A large gap is normal for a brand running heavy prospecting. A gap that suddenly widens usually means either an attribution window changed or tracking broke, and both are worth looking at.
When something looks wrong
Zero spend on a live campaign nearly always means the ad account was not included when the assets were shared. Return to the wizard and register the missing account.
Spend that stops updating while campaigns still run usually means the access token was invalidated, which happens when the granting user’s password changes or their role is removed. Reconnecting through the wizard restores it.
Next
With spend and revenue on the same board, the marketing mix and attribution sections start to be meaningful. Add Google Ads next if you run it, so paid search sits alongside paid social rather than being reconciled separately.