You can analyze your data based on breakdowns and use the results to make decisions about future campaigns. "Breakdown" menu allows you to see the age of your audience, where they are viewing your ads, what devices they are using, and much more. You can combine different breakdowns to show an additional level of information. For example, you can select Age (under Delivery) and Day (under Time) to see what age group interacted with your ad and when they interacted with it. 

There are four categories of breakdowns:

  1. By Delivery

  2. By Action

  3. By Time

  4. By Creative Assets

1. By Delivery

When you select a breakdown in this category, you will see more information about who your ad was delivered to. For example, if you select Age, your results will be displayed based on age ranges. 

2. By Action

When you select a breakdown in this category, you will see more information on the actions taken as a result of your ad. For example, if you are running a campaign with a Carousel ad, you can select Carousel Card to show how many clicks each card received.

3. By Time

This category shows more detail by day, week, two-week periods and months.

4. By Creative Asset

If you're using dynamic creative, you'll want to know which ad creative is performing the best and driving the most results. You can view your asset level breakdown for your dynamic creative campaigns using this category. 

What does each breakdown show?

  1. By Delivery

Age: This shows the breakdown of results by age range.
Gender: This shows the breakdown of results by gender.
Age & Gender: This shows the breakdown of results by age range and gender.
Country: This shows the breakdown of results by the country where people live or were located when they saw your ads, depending on how you set your location targeting.
Region: This shows the breakdown of results by the region (such as state or province) where peoplelive or were located when they saw your ads, depending on how you set your location targeting.
DMA Region: This shows the breakdown of results by the designated marketing area (DMA) region where people live or were located when they saw your ads, depending on how you set your location targeting. The DMA region represents a U.S. media market, or an area reached by TV, radio, newspaper or other media. If ads were delivered outside the United States, data will appear in the Non-DMA Region category.
Impression Device: This shows the breakdown of results by the devices people were using when they saw your ads.
Platform: This shows the breakdown of results by platform where your ad was shown (ex: Facebook, Instagram).
Placement: This shows the breakdown of results by placement where your ad was shown (e.g. Right-Hand Side, News Feed).
Device Type: This shows the breakdown of results by device type.
Platform & Impression Device: This shows the breakdown of results by platform (ex: Facebook, Instagram) where your ad was shown and devices people were using when they saw your ads.
Placement & Impression Device: This shows the breakdown of results by placement where your ad was shown and devices people were using when they saw your ads (ex: Facebook desktop News Feed, Instagram mobile News Feed).
Product ID: This shows the breakdown of results by product ID. Product ID data is only available for ads connected to a catalog.
Time of Day (Ad Account Time Zone): This shows the breakdown of results based on time of day in the ad account's time zone.
Time of Day (Viewer's Time Zone): This shows the breakdown of results based on time of day in the time zone where the ad was viewed. 

2. By Action

Conversion Device: This shows the breakdown of results by the devices people were using when they took any actions as a result of your ads.
Post Reaction Type: This shows the breakdown of results by the reactions on your ads or boosted posts. The reactions button on an ad allows people to share different reactions on its content: Like, Love, Haha, Wow, Sad or Angry.
Destination: This shows the breakdown of results by the URL people went to after clicking on your ad.
Video View Type: This shows the breakdown of results by whether a video view was auto-play or click-to-play.
Video Sound: This shows the breakdown of results by whether sound was on or off for a video view.
Carousel Card: This shows the breakdown of results by each card in a carousel ad. These values are estimated.

3. By Time

Day: This shows the breakdown of results by each day that your ads were active.
Week: This shows the breakdown of results by each week that your ads were active.
2 Weeks: This shows the breakdown of results by each 2-week period that your ads were active.
Month: This shows the breakdown of results by each month that your ads were active. 

4. Dynamic Creative Asset

Ad Format: This shows the breakdown of results by ad format.
Body: This shows the breakdown of results by body.
Call To Action: This shows the breakdown of results by call to action button.
Description: This shows the breakdown of results by news feed link description.
Image: This shows the breakdown of results by image.
Video: This shows the breakdown of results by video.
Link URL: This shows the breakdown of results by destination website urls.
Title: This shows the breakdown of results by title.

Important Notes

  • You cannot combine breakdowns under the same category.

  • There are some restrictions on which metrics you can see with some of the breakdowns.

  • Some breakdowns from different categories can't be combined and you'll get a warning message once you choose them together.

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