# 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.

Source: https://help.tryordinary.com/features/meta-deep-analytics

---

> Meta deep analytics requires **Starter or higher** and a connected
> Meta Ads account. See [Connecting Meta Ads](https://help.tryordinary.com/integrations/meta).

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:

1. **Identifying winning creative** — sort by ROAS or revenue
   attributed and see which copy + image combinations are pulling
   weight, and which are dragging.
2. **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](https://help.tryordinary.com/troubleshooting/meta-stale).

## Related articles

- [Campaigns — Facebook / Meta ads](https://help.tryordinary.com/features/campaigns-meta)
- [Attribution reports](https://help.tryordinary.com/features/attribution)
- [What is a first-party pixel?](https://help.tryordinary.com/concepts/first-party-pixel)
- [Connecting Meta Ads](https://help.tryordinary.com/integrations/meta)