Meta breakdowns and creative library
Find Ordinary's expanded Meta reporting — the creative library, placement, device, conversion-action, age and gender breakdowns, and campaign history.
Written by The Ordinary Team · Updated On this page
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 spend and revenue from your ad account. Open Channels → Meta, then a campaign. The deeper reports sit on the campaign’s tabs and on each ad set’s own page:
| What | Where |
|---|---|
| Creative library | Ad set page (and the campaign’s Ads tab) |
| Placement breakdown | Campaign Overview tab |
| Device and conversion-action breakdowns | Campaign Breakdowns tab |
| Age and gender breakdown | Ad set page |
| Configuration history | Campaign History tab |
The creative library
Open a campaign, then open any ad set from the ad sets table. The ad set page lists one row per ad with its creative and performance.
Each row shows:
- The ad creative thumbnail — click it to enlarge
- The headline, primary text and call to action
- Performance per ad — spend, results, store orders, cost per order, reach, frequency, CPM, clicks, CTR, landing-page views and more, over the dates in the date picker
Click a row to expand it for the full ad text and a chart of that ad’s performance over time. To see every ad in a campaign at once, use the campaign’s Ads tab, which lists them grouped by ad set.
The creative library is most useful for two things:
- Identifying winning creative — sort by store orders or cost per order and see which copy and image combinations are pulling weight, and which are dragging.
- Reusing creative across ad sets — once you’ve identified winners, hand the list to whoever produces your ads, or build variants in Ordinary’s Creative studio (Advanced and higher).
Placement breakdown
Meta runs your ads across multiple surfaces — Facebook Feed, Instagram Feed, Stories, Reels, Audience Network and so on. Without a breakdown, “campaign ROAS” hides large per-placement variance: Reels might be carrying the campaign while Audience Network bleeds budget.
The Placement chart on a campaign’s Overview tab lists each placement with its spend, share of spend, Meta-reported conversions and ROAS.
Use this to:
- Spot underperforming placements that are quietly soaking up spend
- Confirm that your creative is running where it was intended (especially with Advantage+ placements, where Meta decides)
- Inform exclusion rules at the ad-set level
Placement data from Meta usually arrives within 24 hours.
Device and conversion-action breakdowns
A campaign’s Breakdowns tab has two more charts:
- Device — mobile vs. desktop, iOS vs. Android. Useful when a campaign spends heavily on a device where your store converts poorly.
- Conversion actions — which actions Meta counted for the campaign, by share of the total. Useful for checking that Meta is optimising for purchases rather than a softer action.
Demographic breakdown
Each ad set page has a Demographic breakdown chart: the ad set’s results by age bucket, split by gender, using the 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 the ad set 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
If the chart is empty, Meta hasn’t returned this breakdown for the selected dates.
Campaign configuration history
The History tab on a campaign shows what changed about the campaign over the selected dates: status (active / paused), objective, bid strategy, budget, and ad-set targeting and optimisation. Ordinary takes a daily snapshot of each campaign’s settings and lists the differences.
This is the tab 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 writing a campaign retrospective and need an authoritative timeline
If nothing changed in the selected dates, the tab says so and shows how many daily snapshots it checked.
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.