Meta Ads dimensions
Documented dimensions available in the native reporting reference on Meta Ads through an AI assistant: 143 in total, 0 of them computed by the gateway, each…
143 rows
The 143 documented dimensions and report attributes for Meta Ads. Each entry distinguishes breakdown selectors from returned attributes and states its constraints.
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. |