Why Meta leads start ~90 days after you connected
The marketing docs now explain a Meta limit that can make older months look sparse: Meta's API only provides the most recent 90 days of leads at the time an account is connected.
So Meta leads in your reports begin about 90 days before your Meta account was linked — any month before that shows your other lead sources (tracked calls, website form fills) but no Meta leads yet. It's a limit on lead history only; Meta spend history is unaffected and can reach further back.
We also made one more thing explicit on Marketing Health: the KPI tiles are a lead-vintage view. Leads are grouped by the date range in which they were captured, and their conversions and revenue reflect what those same leads have done through today — not only what happened inside the date range. A recent month's converted count and revenue keep rising for a while as more of its leads come in for a first visit; older months are fully settled.
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