Meta Ads performance is exposed as six data models, each slicing the same underlying ad data by a different dimension. Pick the one that matches the question you’re asking.Documentation Index
Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
Use this file to discover all available pages before exploring further.
Pick a data model
Platform & Device
Cross-platform & device. Richest metric set — start here when unsure.
Age & Gender
Demographic cohorts.
Hourly Audience
Dayparting. No revenue metrics; only place with Engagement Rate.
Region
Geography. One of two with Reach & Frequency.
Product
SKU-level (catalog campaigns only). Full revenue + funnel.
Asset Breakdowns
Creative testing — six asset types in one page.
Common dimensions
Every Meta Ads data model exposes the same campaign, time, account, and attribution dimensions.- Campaign hierarchy
- Time
- Account & creative
- Attribution
| Dimension | Description |
|---|---|
campaign_id / campaign_name | Campaign |
campaign_objective | Awareness, Traffic, Engagement, Leads, App Promotion, Sales |
campaign_status | ACTIVE / PAUSED / ARCHIVED / DELETED |
campaign_lifetime_budget | Total budget |
adset_id / adset_name / adset_status | Ad set |
adset_daily_budget | Daily ad set budget |
adset_optimization_goal | Link Clicks, Conversions, ThruPlay, etc. |
bid_strategy | Lowest Cost / Cost Cap / Bid Cap / Target Cost |
ad_id / ad_name / ad_status | Ad |
ad_created_at_date / ad_updated_at_date | Ad lifecycle dates |
Metric availability matrix
Use this to find which data model exposes the metric you need.✓ means the metric is available; — means it isn’t.
| Metric | Platform & Device | Age & Gender | Hourly | Region | Product | Asset Breakdowns |
|---|---|---|---|---|---|---|
| Spend & revenue | ||||||
| Ad Spend | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Conversion Value | ✓ | ✓ | — | ✓ | ✓ | ✓* |
| ROAS | ✓ | ✓ | — | ✓ | ✓ | ✓* |
| Conversions | ✓ | ✓ | ✓ | ✓ | ✓ | ✓* |
| AOV | ✓ | ✓ | — | — | ✓ | ✓* |
| Clicks & impressions | ||||||
| Clicks (All) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Impressions | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| CTR (All) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Outbound Clicks | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Inline Clicks | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Unique Clicks | ✓ | ✓ | — | ✓ | — | — |
| Link Clicks | — | — | — | — | — | ✓ |
| Link CTR | ✓ | — | — | — | — | ✓ |
| Cost efficiency | ||||||
| CPC (All) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| CPM | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| CPA | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Cost Per Outbound Click | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Cost Per Link Click | ✓ | — | — | — | — | ✓ |
| Revenue Per Link Click | ✓ | ✓ | — | — | ✓ | — |
| Engagement | ||||||
| Landing Page Views | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Post Engagement | ✓ | ✓ | — | ✓ | ✓ | ✓ |
| Inline Post Engagement | ✓ | ✓ | — | — | — | — |
| Page Engagement | ✓ | — | — | — | — | ✓ |
| Post Reactions | ✓ | ✓ | — | — | — | ✓ |
| Post Shares | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Engagement Rate | — | — | ✓ | — | — | — |
| Cost Per Post Engagement | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Cost Per Inline Post Engagement | ✓ | ✓ | ✓ | — | ✓ | — |
| Cost Per Page Engagement | ✓ | — | — | — | — | — |
| Cost Per Landing Page View | ✓ | — | — | — | — | ✓ |
| Conversion funnel | ||||||
| View Content | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Add to Cart | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Checkouts Initiated | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Add Payment Info | ✓ | ✓ | — | — | ✓ | ✓ |
| Searches | — | — | — | — | — | ✓ |
| Cost Per View Content | ✓ | — | — | — | — | ✓ |
| Cost Per Add to Cart | ✓ | — | — | — | — | ✓ |
| Cost Per Checkout Initiated | ✓ | — | — | — | — | ✓ |
| Cost Per Add Payment Info | ✓ | — | — | — | — | ✓ |
| Video | ||||||
| Video Plays | ✓ | ✓ | — | — | — | — |
| Video Views (3-sec threshold) | — | — | — | — | — | ✓† |
| Video 25% Watched | ✓ | ✓ | — | — | — | — |
| Video 50% Watched | ✓ | ✓ | — | — | — | — |
| Video 75% Watched | ✓ | ✓ | — | — | — | — |
| Video 100% Watched | ✓ | ✓ | — | — | — | — |
| Cost Per Video Play | ✓ | — | — | — | — | — |
| Cost Per Video View | — | — | — | — | — | ✓† |
| Hook Rate | ✓ | — | — | — | — | — |
| Hold Rate | ✓ | — | — | — | — | — |
| Reach & frequency | ||||||
| Reach | ✓ | — | — | ✓ | — | — |
| Frequency | ✓ | — | — | ✓ | — | — |
Channel Reported X name in Title, Image, and Video asset sections. Values are identical — see Channel-reported naming.
† Available only in the Video Asset section of Asset Breakdowns.