Supermetrics for Azure Synapse
Connect Facebook Ads to Azure Synapse — Unified Ad Intelligence on Azure
Load your complete Facebook Ads history into Azure Synapse Analytics. Run T-SQL queries across campaigns, audiences, and creatives, connect directly to Power BI for live dashboards, extend analysis to Azure Data Lake via PolyBase, and leverage Azure AD for enterprise security — all without writing a single line of ETL code.
Why Connect Facebook Ads to Azure Synapse?
Break free from Ads Manager's reporting constraints. Warehouse your Facebook Ads data in Azure Synapse Analytics and tap into the full Microsoft ecosystem — Power BI, Azure ML, Data Lake, and enterprise-grade governance.
- Synapse and Power BI share Azure AD authentication, so there are no separate credentials to manage. Create a Power BI linked service in Synapse Studio, point it at your Facebook Ads tables, and build interactive reports with drill-throughs, slicers, and DAX measures. Changes to the underlying data are reflected in Power BI automatically — no scheduled exports or data prep steps.
- Synapse integrates with Azure AD for authentication and authorization, supporting MFA, conditional access, and group-based role assignments. You can grant the marketing team read access to Facebook Ads tables while restricting finance to aggregate views — all through familiar Azure AD security groups. Audit logs flow into Azure Monitor for compliance reporting.
- PolyBase lets you define external tables over Parquet, CSV, or JSON files in ADLS Gen2 and query them with the same T-SQL you use for your dedicated pool tables. JOIN your loaded Facebook Ads spend data with raw clickstream logs or CRM exports sitting in the data lake without building an ingestion pipeline. The query optimizer pushes predicates down to the external source for maximum performance.
- Create workload groups that guarantee minimum resources for important query classes. Assign your Power BI service account to a high-priority group so executive dashboards load instantly, while ad-hoc analyst queries use a best-effort group. This prevents resource contention without requiring separate infrastructure.
- Not every query justifies a dedicated SQL pool. Synapse serverless pool lets analysts run ad-hoc queries against external tables, staged files, or even your dedicated pool tables using T-SQL — with no infrastructure to manage and per-TB pricing. Perfect for one-off investigations, data quality checks, or prototyping new reports before deploying them on the dedicated pool.
- Each transfer creates Synapse tables with properly typed columns — DATE for dates, NVARCHAR for text fields, DECIMAL for monetary values, BIGINT for counts. When Facebook introduces new API fields or deprecates old ones, Supermetrics detects the change and applies ALTER TABLE statements automatically. You focus on insights; Supermetrics handles the plumbing.
How to Connect Facebook Ads to Azure Synapse
Three steps. Under two minutes. Zero code.
- 1
Create a data transfer
Log into Supermetrics, select your data source and Azure Synapse Analytics as your destination.
- 2
Authorize and configure
Connect your data source account, enter your Synapse workspace endpoint and credentials, choose your dedicated SQL pool and schema, and select the data you want to transfer.
- 3
Set schedule and start transfer
Choose your refresh frequency (hourly, daily, or weekly) and click Start. Your data begins flowing into Azure Synapse automatically.
Facebook Ads Data Schema in Azure Synapse
Supermetrics creates and maintains clean, typed tables automatically. Here's what your Facebook Ads data looks like in Azure Synapse.
Data Freshness & Scheduling
Facebook Ads data is typically available in Azure Synapse within 3-6 hours of the reporting period end. Schedule daily transfers to have yesterday's complete data ready each morning. Synapse's columnstore indexes keep analytical queries fast as data grows. Historical backfill is available for up to 37 months.
What Facebook Ads Data Can You Pull into Azure Synapse?
Supermetrics gives Azure Synapse access to your full Facebook Ads reporting data — metrics and dimensions you already know from the Facebook Ads interface.
Key Metrics
- Impressions
- Clicks
- Spend
- ROAS
- CPA
- CTR
- CPM
- Conversions
- Reach
- Frequency
- Video views
- Link clicks
- Cost per result
- Purchase value
- Add to cart
Key Dimensions
- Campaign name
- Ad set name
- Ad name
- Age
- Gender
- Placement
- Device
- Country
- Region
- Platform
- Objective
- Delivery status
- Creative ID
Resources & Guides
Marketing data warehousing 101
Build vs. buy: data pipeline decisions
The marketing analytics roadmap
How to optimize your Facebook ad campaigns
Facebook Ads report templates
PPC reporting: extract insights from paid campaigns
Why Supermetrics for Azure Synapse?
Purpose-built for marketing data since 2009. 200,000+ companies trust Supermetrics to move 15% of global ad spend into reporting and analytics destinations.
No Vendor Lock-In
Your data lands in Azure Synapse — infrastructure you own and control. Use any BI tool, any transformation layer, any ML platform. If you ever switch providers, your data and dashboards stay with you.
170+ Marketing Data Sources
Purpose-built for marketing data — not a generic ETL tool. Supermetrics covers 99% of metrics and dimensions from each source, with pre-structured tables ready for analysis. No transformation layer required.
Managed Schema
Supermetrics creates and maintains your Facebook Ads tables automatically. Schema changes from the source API are handled for you — no broken pipelines, no manual migrations.
Your Data, Your Infrastructure
Supermetrics moves data directly to your destination — nothing is stored on our servers. SOC 2 Type II certified, GDPR and CCPA compliant. Your data stays in infrastructure you control, simplifying privacy and compliance reviews.
Flat-Rate, Predictable Pricing
Fixed annual pricing regardless of data volume — no per-row charges, no surprise bills during peak campaign seasons. Transfer as much Facebook Ads data as you need without worrying about cost spikes.
No Data Limits
Query any date range, any number of campaigns, any level of granularity. No row limits, no sampling, no restrictions on the data you can pull.
Frequently Asked Questions
- Log into the Supermetrics Hub, create a new data transfer, select Facebook Ads as the source and Azure Synapse Analytics as the destination. Authorize your Facebook Ads account, enter your Synapse workspace endpoint and authentication details, choose your dedicated SQL pool and schema, select the fields you need, set a schedule, and start the transfer. No Azure Data Factory pipelines, custom SSIS packages, or PolyBase staging configurations required — Supermetrics handles the entire pipeline so your data lands in Synapse ready to query.
- Supermetrics is SOC 2 Type II certified and fully GDPR compliant. All Facebook Ads credentials are encrypted at rest and in transit using TLS 1.2+. Data flows directly from the Facebook Ads API into your Synapse workspace — Supermetrics never stores your marketing data on its own servers. Azure Synapse provides enterprise-grade security through Azure Active Directory single sign-on, workspace-level firewall rules, column-level and row-level security on tables, and Transparent Data Encryption (TDE) for data at rest. Managed private endpoints keep traffic off the public internet entirely.
- Absolutely — cross-source analysis is where Azure Synapse excels as a unified analytics platform. Once Facebook Ads data lands in your dedicated SQL pool, you can JOIN it with any other table in the pool. Need to pull in raw logs or archives? PolyBase and serverless SQL pools let you query Parquet, CSV, and JSON files directly in Azure Data Lake Storage without loading them into the warehouse. You can also connect Power BI natively to your Synapse workspace for live dashboards that blend Facebook Ads data with CRM, ERP, and product data — all within the Azure ecosystem. Supermetrics supports 170+ data sources that all load into the same Synapse workspace.
- All standard Facebook Ads reporting fields are available, including Impressions, Clicks, Spend, ROAS, CPA, CTR, and many more. You select exactly which metrics and dimensions to transfer during setup, and you can add or remove fields at any time without losing historical data already loaded into Synapse. Because Synapse dedicated SQL pools use MPP (massively parallel processing) architecture, analytical queries across wide tables with many metric columns execute fast — the engine distributes work across compute nodes automatically.
- Data freshness depends on your transfer schedule. Supermetrics supports hourly, daily, or weekly transfers into Azure Synapse. Most teams schedule daily transfers so yesterday's final numbers are available each morning. Incremental loading means only new and changed records are written, keeping DWU consumption and load times minimal. For ad-hoc exploration of the latest data, you can also use Synapse's serverless SQL pool to query staged files in Data Lake Storage on demand — no dedicated capacity required.
- Supermetrics maps Facebook Ads fields to Synapse-native types. Dates become DATE, text fields like campaign_name are stored as NVARCHAR(512), monetary metrics like spend use DECIMAL(18,6) for sub-cent precision, and count metrics like impressions use BIGINT. Distribution and indexing settings are optimized for typical analytical query patterns.
- Yes. Synapse supports both Import and DirectQuery modes in Power BI. DirectQuery means your Power BI reports always show the latest data without scheduled refreshes — every interaction queries the Synapse dedicated pool in real time. For high-concurrency scenarios, use result-set caching in Synapse to serve repeated queries from cache.
- For most Facebook Ads workloads, use HASH distribution on campaign_name (or campaign_id) and a CLUSTERED COLUMNSTORE INDEX. This collocates data for the same campaign across the same distribution, minimizing data movement during GROUP BY queries. If your tables are small (under 60 million rows), ROUND_ROBIN distribution is simpler and works well. Supermetrics sets sensible defaults that you can adjust later.
- Yes. Define an external data source pointing to your ADLS Gen2 container, create an external table over the Parquet or CSV files, and JOIN it with your facebook_ads table using standard T-SQL. A common pattern is joining Facebook Ads spend data with raw web analytics logs stored in the data lake to calculate true cost-per-session metrics.
- Synapse pricing has two main components: compute (DWU-hours for dedicated pool) and storage (roughly $0.023 per GB per month). Facebook Ads datasets are typically small — even large accounts with years of history rarely exceed a few GB of storage. The main cost driver is compute, which you can pause entirely during off-hours to save money. Most teams spend under $50/month for a DW100c dedicated pool running during business hours.
- Yes. The Facebook Ads API covers all Meta ad placements including Instagram Feed, Stories, Reels, and Explore. Data lands in the same Synapse table with a placement column. Filter with WHERE placement LIKE '%instagram%' to analyze Instagram-specific performance, or leave it unfiltered for a unified Meta Ads view across all placements.
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