Meta deep analytics — placements, demographics, creative library
How to read Ordinary's expanded Meta reporting — placement and demographic breakdowns, the creative library, and campaign configuration history — once Meta is connected.
Written by The Ordinary Team · Updated Meta deep analytics
Meta deep analytics requires Starter or higher and a connected Meta Ads account. See Connecting Meta Ads.
Once Meta is connected, Ordinary pulls more than just spend and revenue from your ad account. The deep-analytics surfaces — placement breakdowns, demographic breakdowns, your full creative library, and campaign configuration history — sit alongside the standard campaign report under Campaigns → Meta.
This article tours each surface and explains what to use it for.
The creative library
Open any campaign, then any ad-set within it, and you’ll see a Creative library panel with one card per ad in that ad-set.
Each card shows:
- The thumbnail of the image or video used in the ad
- The copy text — headline, primary text, description, and link description
- Performance per creative — spend, impressions, CTR, orders attributed, revenue attributed, ROAS — over the same date range selected at the top of the page
Click into a creative for the full asset (high-resolution image or playable video) and a deeper performance breakdown.
The creative library is most useful for two things:
- Identifying winning creative — sort by ROAS or revenue attributed and see which copy + image combinations are pulling weight, and which are dragging.
- Reusing creative across ad sets — once you’ve identified winners, you can hand the asset list off to whoever produces your ads (or use Ordinary’s AI creative generation, on Advanced and higher) to build variants.
Placement breakdown
Meta runs your ads across multiple surfaces — Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, etc. Without a breakdown, “campaign ROAS” hides large per-placement variance: your Reels placement might be carrying the campaign while Audience Network bleeds budget.
The Placement chart on the campaign detail page splits your campaign’s spend, impressions, and orders by placement.
Use this to:
- Spot underperforming placements that are quietly soaking up spend
- Confirm that your creative is running where it was intended (especially when you’re using Advantage+ placements that let Meta decide)
- Inform exclusion rules at the ad-set level
Demographic breakdown
The Demographics chart breaks the same campaign down by age bucket and gender, using whatever buckets Meta exposes for your ad account.
This is an aggregate view — no individual customer is identified. What you’ll typically use it for:
- Sanity-check that your campaign is reaching the audience you configured (especially when targeting is broad)
- Find demographic pockets that are over-converting and worth a dedicated ad-set
- Catch the opposite — pockets with high spend but no orders, so you can exclude them
Campaign configuration history
The Config history tab on a campaign page shows you what’s changed about the campaign over time — budget changes, audience edits, optimisation-goal switches, status flips (active / paused).
This is the surface to pull up when:
- You see a sudden change in performance and want to confirm whether you (or someone on your team) changed something
- You’re trying to remember when you last bumped the budget or expanded the audience
- You’re documenting a campaign retrospective and need an authoritative timeline
Initial backfill
When you first connect Meta to Ordinary, we automatically pull the last 90 days of insights, creative metadata, and configuration into Ordinary so the deep-analytics surfaces are useful right away. A second, longer backfill runs in the background to pull the rest of what Meta’s API exposes (typically 24-37 months of insights).
You can monitor backfill progress on Settings → Sync status. Most merchants see the recent-90-days data populate within 10-20 minutes; the deeper history can take longer depending on the size of your ad account.
If anything looks empty after that window, see Meta data is stale or empty.