# 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.

[Documentation](https://www.getmcpads.com/docs) / [Sources](https://www.getmcpads.com/docs/sources) / [Meta Ads](https://www.getmcpads.com/docs/sources/meta-ads)

The 143 dimensions you can break a Meta Ads report down by, with the constraints each one carries.

## creative (28)

| 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_call_to_action_type` | CTA Type | `creative.call_to_action_type` | Call-to-action button type: SHOP_NOW, LEARN_MORE, SIGN_UP, DOWNLOAD, etc. |
| `creative_link_url` | Creative Link URL | `creative.link_url` | The destination URL when users click the creative. |
| `creative_thumbnail_url` | Thumbnail URL | `creative.thumbnail_url` | URL of the creative's thumbnail image. |
| `creative_image_url` | Image URL | `creative.image_url` | URL of the main image for image creatives. |
| `creative_video_id` | Video ID | `creative.video_id` | ID of the video asset for video creatives. |
| `creative_object_type` | Creative Object Type | `creative.object_type` | Type of creative: VIDEO, PHOTO, CAROUSEL, STATUS, OFFER, etc. |
| `creative_effective_object_story_id` | Story ID | `creative.effective_object_story_id` | ID of the Page post used for the ad, in format 'page_id_post_id'. |
| `creative_object_story_spec` | Story Spec | `creative.object_story_spec` | Specification for creating a new post for the ad. |
| `creative_image_hash` | Image Hash | `creative.image_hash` | Hash identifier of the image asset. |
| `creative_instagram_actor_id` | Instagram Actor ID | `creative.instagram_actor_id` | ID of the Instagram account used for the ad. |
| `creative_is_dynamic_creative` | Is Dynamic Creative | `creative.use_page_actor_override` | Whether this creative uses Dynamic Creative optimization. |
| `creative_asset_feed_spec` | Asset Feed Spec | `creative.asset_feed_spec` | 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_asset` | Description Asset | `description_asset` | Compare link description variations that appear below headlines on some placements. |
| `call_to_action_asset` | Call to Action Asset | `call_to_action_asset` | 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_format_asset_type` | Flexible Format Asset Type | `flexible_format_asset_type` | Type of asset in flexible format creative optimization. |
| `gen_ai_asset_type` | AI Generated Asset Type | `gen_ai_asset_type` | Identifies assets created by Meta's AI tools. Compare AI vs human-created content performance. |

## adset (26)

| 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_goal` | Optimization Goal | `optimization_goal` | 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_effective_status` | 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_daily_budget` | Ad Set Daily Budget | `daily_budget` | Daily spending limit for the ad set in cents. |
| `adset_lifetime_budget` | 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_created_time` | Ad Set Created | `created_time` | When the ad set was created in ISO 8601 format. |
| `adset_updated_time` | 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_optimization_types` | Targeting Optimization | `targeting_optimization_types` | 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_new_app_click` | Use New App Click | `use_new_app_click` | 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_min_spend_target` | Daily Min Spend Target | `daily_min_spend_target` | Minimum daily spend target in cents. |
| `daily_spend_cap` | Daily Spend Cap | `daily_spend_cap` | Maximum daily spend in cents. |
| `lifetime_spend_cap` | Lifetime Spend Cap | `lifetime_spend_cap` | Maximum lifetime spend in cents. |

## campaign (18)

| 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_effective_status` | 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_daily_budget` | Campaign Daily Budget | `daily_budget` | Daily spending limit for the campaign in account currency (in cents). Divide by 100 for display value. |
| `campaign_lifetime_budget` | Campaign Lifetime Budget | `lifetime_budget` | Total budget for the campaign lifetime in account currency (in cents). Used for campaign budget optimization. |
| `campaign_budget_remaining` | Campaign Budget Remaining | `budget_remaining` | Remaining budget to spend (lifetime budgets only). In cents. |
| `campaign_spend_cap` | Campaign Spend Cap | `spend_cap` | Maximum amount the campaign can spend in total. In cents. |
| `campaign_start_time` | Campaign Start Time | `start_time` | Scheduled start time for the campaign in ISO 8601 format. |
| `campaign_stop_time` | Campaign End Time | `stop_time` | Scheduled end time for the campaign in ISO 8601 format. Null if no end date set. |
| `campaign_created_time` | Campaign Created | `created_time` | When the campaign was created in ISO 8601 format. |
| `campaign_updated_time` | Campaign Updated | `updated_time` | When the campaign was last modified in ISO 8601 format. |
| `special_ad_categories` | Special Ad Categories | `special_ad_categories` | Special categories requiring additional restrictions: HOUSING, EMPLOYMENT, CREDIT, SOCIAL_ISSUES_ELECTIONS_OR_POLITICS. Empty array if none. |
| `campaign_bid_strategy` | Campaign Bid Strategy | `bid_strategy` | Campaign-level bid strategy when using campaign budget optimization (CBO). |
| `source_campaign_id` | Source Campaign ID | `source_campaign_id` | ID of the original campaign if this was duplicated. Useful for tracking copies. |
| `smart_promotion_type` | Smart Promotion Type | `smart_promotion_type` | Type of smart promotion if enabled: GUIDED_CREATION, SMART_APP_PROMOTION. |

## action (14)

| 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_destination` | Action Destination | `action_destination` | 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_video_sound` | Action Video Sound | `action_video_sound` | Whether sound was on or off during video views: on, off, unknown. Indicates engagement depth. |
| `action_video_type` | Action Video Type | `action_video_type` | How the video was played: total, auto_play, click_to_play. Understand intentional vs passive viewing. |
| `action_carousel_card_id` | Action Carousel Card ID | `action_carousel_card_id` | Which carousel card drove the action. Optimize card order and content. |
| `action_carousel_card_name` | Action Carousel Card Name | `action_carousel_card_name` | Name of the carousel card for easier identification. |
| `action_canvas_component_name` | Action Canvas Component Name | `action_canvas_component_name` | Which component in your Instant Experience drove the action. |
| `conversion_destination` | Conversion Destination | `conversion_destination` | Where the conversion occurred: website, app, messaging, calls, on_facebook, on_instagram, offline. |
| `standard_event_content_type` | Standard Event Content Type | `standard_event_content_type` | Type of content involved in standard events: product, product_group, flight, hotel, etc. |
| `signal_source_bucket` | Signal Source Bucket | `signal_source_bucket` | Source of conversion data: unmatched, browser_or_server, browser, server. Understand data quality. |
| `is_business_ai_assisted` | Business AI Assisted | `is_business_ai_assisted` | Whether the action was assisted by Meta's business AI features. true/false. |

## ad (12)

| 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_effective_status` | 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_shareable_link` | Preview Link | `preview_shareable_link` | 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_domain` | Conversion Domain | `conversion_domain` | 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` | Review Feedback | `ad_review_feedback` | Feedback from Meta's ad review process if the ad was disapproved or has issues. |

## product (10)

| 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_brand_breakdown` | Product Brand | `product_brand_breakdown` | Aggregate performance by brand in your product catalog. Useful for multi-brand retailers. |
| `product_category_breakdown` | Product Category | `product_category_breakdown` | Results by product category (electronics, clothing, etc.). Identify best-performing product types. |
| `product_type_breakdown` | Product Type | `product_type_breakdown` | More granular than category. Custom product typing from your catalog. |
| `product_custom_label_0_breakdown` | Product Custom Label 0 | `product_custom_label_0_breakdown` | Your custom catalog labels. Use for margin tiers, seasonality, promo eligibility, or any business-specific grouping. |
| `product_custom_label_1_breakdown` | Product Custom Label 1 | `product_custom_label_1_breakdown` | Custom label 1 from your product catalog. |
| `product_custom_label_2_breakdown` | Product Custom Label 2 | `product_custom_label_2_breakdown` | Custom label 2 from your product catalog. |
| `product_custom_label_3_breakdown` | Product Custom Label 3 | `product_custom_label_3_breakdown` | Custom label 3 from your product catalog. |
| `product_custom_label_4_breakdown` | Product Custom Label 4 | `product_custom_label_4_breakdown` | Custom label 4 from your product catalog. |
| `product_group_content_id_breakdown` | Product Group ID | `product_group_content_id_breakdown` | Performance by product group ID. Useful for analyzing variant performance (sizes, colors). |

## skan (7)

| 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_conversion_id` | SKAN Conversion ID | `skan_conversion_id` | 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_conversion_value` | Coarse Conversion Value | `coarse_conversion_value` | SKAN 4.0+ simplified values: low, medium, high. Broadest conversion quality indicator. |
| `postback_sequence_index` | Postback Sequence Index | `postback_sequence_index` | 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)

| 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_name` | 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)

| 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_stats_aggregated_by_advertiser_time_zone` | Hourly (Advertiser Timezone) | `hourly_stats_aggregated_by_advertiser_time_zone` | Hour-of-day performance in your account's timezone. Identify peak performance times for ad scheduling. |
| `hourly_stats_aggregated_by_audience_time_zone` | Hourly (Audience Timezone) | `hourly_stats_aggregated_by_audience_time_zone` | 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)

| 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)

| Key | Name | API field | Notes |
| --- | --- | --- | --- |
| `publisher_platform` | Publisher Platform | `publisher_platform` | Which Meta platform showed your ad: facebook, instagram, audience_network, messenger, whatsapp. Compare cross-platform performance. |
| `platform_position` | Platform Position | `platform_position` | 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_device` | Impression Device | `impression_device` | More detailed device breakdown: desktop, mobile_app, mobile_web, unknown. Cannot be used alone, must combine with other breakdowns. |

## attribution (3)

| Key | Name | API field | Notes |
| --- | --- | --- | --- |
| `attribution_setting` | Attribution Setting | `attribution_setting` | Current attribution window setting for conversions. |
| `conversion_specs` | Conversion Specs | `conversion_specs` | Specifications for tracked conversions. |
| `action_attribution_windows` | Action Attribution Windows | `action_attribution_windows` | Attribution windows used for this data: 1d_click, 7d_click, 1d_view, etc. |

## geographic (3)

| 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)

| 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)

| 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. |

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