Meta says "Needs reconnect", or a brand is stuck syncing
Fix an expired Meta connection and understand the sync and account states.
A few Meta related states look alarming but are completely normal. Here is what they mean and what to do.
Needs reconnect
This means your Meta access token has expired, which Meta tokens do on their own schedule. Nothing is wrong with your account or your data. Go to Settings, open Workspaces, then Integrations, and click Reconnect, then sign in to Facebook again. Your accounts and history stay exactly where they were.
A brand stuck on Syncing
When you follow a new brand, AdLift pulls its ads from the Facebook Ad Library in the background, and while it does you will see Syncing. This usually takes a few minutes, and the active and inactive counts fill in on their own when it is done, so there is no need to refresh. If a brand stays quiet for a long time, it most likely just has very few public ads to pull.
Ad account issue badges
Labels like Disabled, Grace period, Pending payment, In review or Closed come straight from Meta, not from AdLift. They almost always point to something that needs attention in Meta Business Manager, most often a billing matter. Sort it out there, and AdLift will show the updated status on the next sync.
A good rule of thumb: if a status mentions payment, review or a disabled account, the fix lives in Meta Business Manager. If it says Needs reconnect, the fix is a quick sign in inside AdLift.