Meta Ads dimensions
Every dimension you can request on Meta Ads through an AI assistant: 143 in total, 0 of them computed by the gateway, each with the API field it maps to.
143 rows
The 143 dimensions you can break a Meta Ads report down by, with the constraints each one carries.
creative (28)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
creative_id | Creative ID | creative.id | ID of the creative object associated with this ad. Use to fetch full creative details via /adcreatives endpoint. |
creative_name | Creative Name | creative.name | Name of the creative object. May be auto-generated if not explicitly set. |
creative_title | Creative Title | creative.title | The headline/title text of the creative. |
creative_body | Creative Body | creative.body | The primary text/body copy of the creative. |
creative_ | CTA Type | creative. | Call-to-action button type: SHOP_NOW, LEARN_MORE, SIGN_UP, DOWNLOAD, etc. |
creative_ | Creative Link URL | creative. | The destination URL when users click the creative. |
creative_ | Thumbnail URL | creative. | URL of the creative's thumbnail image. |
creative_ | Image URL | creative. | URL of the main image for image creatives. |
creative_ | Video ID | creative. | ID of the video asset for video creatives. |
creative_ | Creative Object Type | creative. | Type of creative: VIDEO, PHOTO, CAROUSEL, STATUS, OFFER, etc. |
creative_ | Story ID | creative. | ID of the Page post used for the ad, in format 'page_id_post_id'. |
creative_ | Story Spec | creative. | Specification for creating a new post for the ad. |
creative_ | Image Hash | creative. | Hash identifier of the image asset. |
creative_ | Instagram Actor ID | creative. | ID of the Instagram account used for the ad. |
creative_ | Is Dynamic Creative | creative. | Whether this creative uses Dynamic Creative optimization. |
creative_ | Asset Feed Spec | creative. | Dynamic Creative asset feed specification with multiple images/videos/texts. |
image_asset | Image Asset | image_asset | Compare different images in dynamic creative ads. Returns asset ID, name, URL, and hash for identification. |
video_asset | Video Asset | video_asset | Compare different videos in dynamic creative. Returns video_id, thumbnail_url for identification. |
body_asset | Body Asset (Primary Text) | body_asset | Compare different ad copy variations. Returns asset ID and full text content. |
title_asset | Title Asset (Headline) | title_asset | Compare headline variations. Returns asset ID and text. Critical for click-through optimization. |
description_ | Description Asset | description_ | Compare link description variations that appear below headlines on some placements. |
call_ | Call to Action Asset | call_ | Compare different CTA buttons: Shop Now, Learn More, Sign Up, Download, Contact Us, etc. |
link_url_asset | Link URL Asset | link_url_asset | Compare results by destination URL. Essential for landing page A/B testing. |
ad_format_asset | Ad Format Asset | ad_format_asset | Compare creative format effectiveness: IMAGE, VIDEO, CAROUSEL, COLLECTION, SLIDESHOW. |
media_type | Media Type | media_type | Broader categorization of creative media: image, video, link, share. |
media_format | Media Format | media_format | Specific format of the media creative. |
flexible_ | Flexible Format Asset Type | flexible_ | Type of asset in flexible format creative optimization. |
gen_ | AI Generated Asset Type | gen_ | Identifies assets created by Meta's AI tools. Compare AI vs human-created content performance. |
adset (26)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
adset_id | Ad Set ID | adset_id | Unique numeric ID for the ad set. Primary key for ad set-level data. Links to parent campaign via campaign_id. |
adset_name | Ad Set Name | adset_name | The display name you set for the ad set. Contains targeting and budget context. |
optimization_ | Optimization Goal | optimization_ | What Meta optimizes ad delivery for at the ad set level. Values: LINK_CLICKS, IMPRESSIONS, CONVERSIONS, REACH, LANDING_PAGE_VIEWS, OFFSITE_CONVERSIONS, VALUE, etc. |
bid_strategy | Bid Strategy | bid_strategy | How Meta bids in the auction for this ad set. Values: LOWEST_COST_WITHOUT_CAP (auto), LOWEST_COST_WITH_BID_CAP, COST_CAP, MINIMUM_ROAS. |
bid_amount | Bid Amount | bid_amount | The bid amount in cents when using bid cap or cost cap. |
budget_remaining | Budget Remaining | budget_remaining | Amount of budget left to spend (lifetime budgets only). Null for daily budgets. |
adset_ | Ad Set Status (Effective) | effective_status | Computed status considering campaign and system states. Values: ACTIVE, PAUSED, DELETED, ARCHIVED, CAMPAIGN_PAUSED, WITH_ISSUES. |
adset_status | Ad Set Status (Configured) | status | The status you configured for the ad set: ACTIVE, PAUSED, DELETED, ARCHIVED. |
adset_ | Ad Set Daily Budget | daily_budget | Daily spending limit for the ad set in cents. |
adset_ | Ad Set Lifetime Budget | lifetime_budget | Total budget for the ad set lifetime in cents. |
adset_start_time | Ad Set Start Time | start_time | Scheduled start time for the ad set in ISO 8601 format. |
adset_end_time | Ad Set End Time | end_time | Scheduled end time for the ad set in ISO 8601 format. Null if no end date set. |
adset_ | Ad Set Created | created_time | When the ad set was created in ISO 8601 format. |
adset_ | Ad Set Updated | updated_time | When the ad set was last modified in ISO 8601 format. |
billing_event | Billing Event | billing_event | Event that triggers billing: IMPRESSIONS, LINK_CLICKS, APP_INSTALLS, PAGE_LIKES, POST_ENGAGEMENT, VIDEO_VIEWS, THRUPLAY. |
destination_type | Destination Type | destination_type | Where users are sent: WEBSITE, APP, MESSENGER, INSTAGRAM_DIRECT, WHATSAPP, APPLINKS_AUTOMATIC, FACEBOOK. |
promoted_object | Promoted Object | promoted_object | The object being promoted: pixel_id, application_id, page_id, custom_event_type, etc. |
targeting_ | Targeting Optimization | targeting_ | Types of targeting optimization enabled: NONE, EXPANSION_ALL, TARGETING_EXPANSION, LOOKALIKE_EXPANSION. |
attribution_spec | Attribution Spec | attribution_spec | Attribution window configuration for this ad set. |
use_ | Use New App Click | use_ | Whether the ad set uses new app click attribution. |
source_adset_id | Source Ad Set ID | source_adset_id | ID of the original ad set if this was duplicated. |
pacing_type | Pacing Type | pacing_type | How the budget is paced: standard, day_parting, no_pacing. |
lifetime_imps | Lifetime Impressions Cap | lifetime_imps | Maximum number of impressions for lifetime. Used for reach objectives. |
daily_ | Daily Min Spend Target | daily_ | Minimum daily spend target in cents. |
daily_spend_cap | Daily Spend Cap | daily_spend_cap | Maximum daily spend in cents. |
lifetime_ | Lifetime Spend Cap | lifetime_ | Maximum lifetime spend in cents. |
campaign (18)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
campaign_id | Campaign ID | campaign_id | Unique numeric ID for the campaign. Primary key for campaign-level data. Use for joins and drill-down navigation. |
campaign_name | Campaign Name | campaign_name | The display name you set for the campaign in Ads Manager. Displayed to users in reports and tables. |
objective | Objective | objective | Campaign optimization goal determining what Meta optimizes for. Values: OUTCOME_AWARENESS, OUTCOME_ENGAGEMENT, OUTCOME_LEADS, OUTCOME_SALES, OUTCOME_APP_PROMOTION, OUTCOME_TRAFFIC. |
buying_type | Buying Type | buying_type | Purchase method: AUCTION (standard bidding) or RESERVED (guaranteed delivery). Most campaigns use AUCTION. |
campaign_ | Campaign Status (Effective) | effective_status | Computed campaign status considering parent and system states. Values: ACTIVE, PAUSED, DELETED, ARCHIVED, IN_PROCESS, WITH_ISSUES. This reflects actual delivery state. |
campaign_status | Campaign Status (Configured) | status | The status you configured for the campaign: ACTIVE, PAUSED, DELETED, ARCHIVED. Does not reflect system-level pausing. |
campaign_ | Campaign Daily Budget | daily_budget | Daily spending limit for the campaign in account currency (in cents). Divide by 100 for display value. |
campaign_ | Campaign Lifetime Budget | lifetime_budget | Total budget for the campaign lifetime in account currency (in cents). Used for campaign budget optimization. |
campaign_ | Campaign Budget Remaining | budget_remaining | Remaining budget to spend (lifetime budgets only). In cents. |
campaign_ | Campaign Spend Cap | spend_cap | Maximum amount the campaign can spend in total. In cents. |
campaign_ | Campaign Start Time | start_time | Scheduled start time for the campaign in ISO 8601 format. |
campaign_ | Campaign End Time | stop_time | Scheduled end time for the campaign in ISO 8601 format. Null if no end date set. |
campaign_ | Campaign Created | created_time | When the campaign was created in ISO 8601 format. |
campaign_ | Campaign Updated | updated_time | When the campaign was last modified in ISO 8601 format. |
special_ | Special Ad Categories | special_ | Special categories requiring additional restrictions: HOUSING, EMPLOYMENT, CREDIT, SOCIAL_ISSUES_ELECTIONS_OR_POLITICS. Empty array if none. |
campaign_ | Campaign Bid Strategy | bid_strategy | Campaign-level bid strategy when using campaign budget optimization (CBO). |
source_ | Source Campaign ID | source_ | ID of the original campaign if this was duplicated. Useful for tracking copies. |
smart_ | Smart Promotion Type | smart_ | Type of smart promotion if enabled: GUIDED_CREATION, SMART_APP_PROMOTION. |
action (14)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
action_type | Action Type | action_type | Default action breakdown. Segments actions/conversions by their type (purchase, lead, add_to_cart, etc.). |
action_device | Action Device | action_device | Device where the conversion occurred: desktop, iphone, ipad, android_smartphone, android_tablet, other. |
action_ | Action Destination | action_ | Where the action happened: website, app, messenger, instagram_direct, whatsapp, facebook, applinks_deeplink. |
action_target_id | Action Target ID | action_target_id | The ID of the target (page, app, etc.) where the action occurred. |
action_reaction | Action Reaction | action_reaction | For post reactions: like, love, wow, haha, sorry, anger, pride. Understand emotional response. |
action_ | Action Video Sound | action_ | Whether sound was on or off during video views: on, off, unknown. Indicates engagement depth. |
action_ | Action Video Type | action_ | How the video was played: total, auto_play, click_to_play. Understand intentional vs passive viewing. |
action_ | Action Carousel Card ID | action_ | Which carousel card drove the action. Optimize card order and content. |
action_ | Action Carousel Card Name | action_ | Name of the carousel card for easier identification. |
action_ | Action Canvas Component Name | action_ | Which component in your Instant Experience drove the action. |
conversion_ | Conversion Destination | conversion_ | Where the conversion occurred: website, app, messaging, calls, on_facebook, on_instagram, offline. |
standard_ | Standard Event Content Type | standard_ | Type of content involved in standard events: product, product_group, flight, hotel, etc. |
signal_ | Signal Source Bucket | signal_ | Source of conversion data: unmatched, browser_or_server, browser, server. Understand data quality. |
is_ | Business AI Assisted | is_ | Whether the action was assisted by Meta's business AI features. true/false. |
ad (12)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
ad_id | Ad ID | ad_id | Unique numeric ID for the individual ad. Primary key for ad-level data. Links to creative via creative field. |
ad_name | Ad Name | ad_name | The display name you set for the ad. Often contains creative variant information. |
ad_ | Ad Status (Effective) | effective_status | Computed status considering parent states: ACTIVE, PAUSED, DELETED, ARCHIVED, CAMPAIGN_PAUSED, ADSET_PAUSED, IN_PROCESS, WITH_ISSUES, PENDING_REVIEW, DISAPPROVED. |
ad_status | Ad Status (Configured) | status | The status you configured for the ad: ACTIVE, PAUSED, DELETED, ARCHIVED. |
ad_created_time | Ad Created | created_time | When the ad was created in ISO 8601 format. |
ad_updated_time | Ad Updated | updated_time | When the ad was last modified in ISO 8601 format. |
preview_ | Preview Link | preview_ | Shareable URL to preview the ad before it's live. |
source_ad_id | Source Ad ID | source_ad_id | ID of the original ad if this was duplicated. |
tracking_specs | Tracking Specs | tracking_specs | Tracking configuration for the ad including pixels and events. |
conversion_ | Conversion Domain | conversion_ | Primary domain for conversion tracking. Used for iOS 14+ attribution. |
bid_type | Bid Type | bid_type | Type of bid for this ad: CPC, CPM, ABSOLUTE_OCPM, etc. |
ad_ | Review Feedback | ad_ | Feedback from Meta's ad review process if the ad was disapproved or has issues. |
product (10)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
product_id | Product ID | product_id | Performance by specific product ID from your catalog. Essential for dynamic product ads optimization. |
product_ | Product Brand | product_ | Aggregate performance by brand in your product catalog. Useful for multi-brand retailers. |
product_ | Product Category | product_ | Results by product category (electronics, clothing, etc.). Identify best-performing product types. |
product_ | Product Type | product_ | More granular than category. Custom product typing from your catalog. |
product_ | Product Custom Label 0 | product_ | Your custom catalog labels. Use for margin tiers, seasonality, promo eligibility, or any business-specific grouping. |
product_ | Product Custom Label 1 | product_ | Custom label 1 from your product catalog. |
product_ | Product Custom Label 2 | product_ | Custom label 2 from your product catalog. |
product_ | Product Custom Label 3 | product_ | Custom label 3 from your product catalog. |
product_ | Product Custom Label 4 | product_ | Custom label 4 from your product catalog. |
product_ | Product Group ID | product_ | Performance by product group ID. Useful for analyzing variant performance (sizes, colors). |
skan (7)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
skan_campaign_id | SKAN Campaign ID | skan_campaign_id | Apple's SKAdNetwork campaign identifier for iOS 14.5+ attribution. Values 0-99. |
skan_ | SKAN Conversion ID | skan_ | The conversion value (0-63) reported by SKAdNetwork. Represents conversion quality tiers. |
skan_version | SKAN Version | skan_version | Which SKAdNetwork version reported the data (2.0, 3.0, 4.0). Affects available data. |
coarse_ | Coarse Conversion Value | coarse_ | SKAN 4.0+ simplified values: low, medium, high. Broadest conversion quality indicator. |
postback_ | Postback Sequence Index | postback_ | 0, 1, or 2 indicating which postback window: 0 (day 0-2), 1 (day 3-7), 2 (day 8-35). |
fidelity_type | Fidelity Type | fidelity_type | SKAdNetwork fidelity indicator - confidence level of attribution. |
redownload | Redownload | redownload | Whether the install was a redownload (returning user) vs new install. |
account (6)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
account_id | Account ID | account_id | Unique numeric ID of the ad account. Format: numeric string without 'act_' prefix. Use for data joins across systems. Always returned in insights response. |
account_name | Account Name | account_name | The display name configured for the ad account in Business Manager. Useful for multi-account reports. |
account_currency | Currency | account_currency | Three-letter ISO currency code (EUR, USD, GBP). All monetary values in the response use this currency. Essential for financial calculations. |
account_ | Timezone | timezone_name | The timezone configured for the ad account (e.g., 'Europe/Paris', 'America/New_York'). Affects how dates are reported. |
business_name | Business Name | business.name | Name of the Business Manager that owns this ad account. Useful for enterprise multi-business reporting. |
business_id | Business ID | business.id | Unique ID of the Business Manager that owns this ad account. |
time (5)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
date_start | Date Start | date_start | First day of the reporting period in YYYY-MM-DD format. Always present in insights response. Use for time-series grouping. |
date_stop | Date Stop | date_stop | Last day of the reporting period in YYYY-MM-DD format. Always present. With date_start, defines the row's time window. |
hourly_ | Hourly (Advertiser Timezone) | hourly_ | Hour-of-day performance in your account's timezone. Identify peak performance times for ad scheduling. |
hourly_ | Hourly (Audience Timezone) | hourly_ | Hour-of-day performance in your audience's local timezone. Better for understanding actual user behavior patterns. |
frequency_value | Frequency Value | frequency_value | Performance by exact impression count (1, 2, 3... times seen). Analyze frequency saturation and optimal exposure levels. |
label (4)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
labels | Labels | labels | Custom labels applied for organization. Array of label names. Useful for custom categorization and filtering. |
ad_labels | Ad Labels | ad_labels | Detailed ad labels with full metadata including id, name, created_time. More detailed than simple labels array. |
adset_labels | Ad Set Labels | labels | Labels applied to the ad set for organization. |
campaign_labels | Campaign Labels | labels | Labels applied to the campaign for organization. |
platform (4)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
publisher_ | Publisher Platform | publisher_ | Which Meta platform showed your ad: facebook, instagram, audience_network, messenger, whatsapp. Compare cross-platform performance. |
platform_ | Platform Position | platform_ | Specific placement within platforms: feed, story, reels, explore, search, marketplace, video_feeds, instream_video, right_hand_column, instant_article, etc. |
device_platform | Device Platform | device_platform | Performance by device type: mobile, desktop, tablet. Understand device preferences of your audience. |
impression_ | Impression Device | impression_ | More detailed device breakdown: desktop, mobile_app, mobile_web, unknown. Cannot be used alone, must combine with other breakdowns. |
attribution (3)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
attribution_ | Attribution Setting | attribution_ | Current attribution window setting for conversions. |
conversion_specs | Conversion Specs | conversion_specs | Specifications for tracked conversions. |
action_ | Action Attribution Windows | action_ | Attribution windows used for this data: 1d_click, 7d_click, 1d_view, etc. |
geographic (3)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
country | Country | country | Country-level performance using ISO codes (US, FR, GB, DE, etc.). Essential for international campaigns and market analysis. |
region | Region | region | Region/state-level performance. More granular than country. Useful for localized campaigns and regional promotions. |
dma | DMA (Designated Market Area) | dma | US-only Nielsen market zones. Used for local TV-aligned advertising and regional US campaigns. |
demographic (2)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
age | Age | age | Age group segmentation. Splits performance by age bracket: 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+. Essential for understanding which generations respond to your ads. |
gender | Gender | gender | Gender segmentation. Splits performance by gender: male, female, unknown. 'Unknown' includes users who haven't specified or non-binary. |
audience (1)Link to this section
| Key | Name | API field | Notes |
|---|---|---|---|
user_segment_key | User Segment (ASC) | user_segment_key | User segment (new, existing) of Advantage+ Shopping Campaigns (ASC). Existing user is specified by the custom audience in ASC settings. Also works with other Advantage+ campaigns showing audience relationship: new audience, engaged audience, existing customers. |