# 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.

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 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:

1. **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.
2. **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](https://help.tryordinary.com/troubleshooting/meta-stale).

## Related articles

- [Channels — 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)