Meta Ads data models overview

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.

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

Dimension	Description
`date`	Primary time dimension (daily)
`day_name`	Day of week (Monday … Sunday)
`week_start_date`	Week label (“Week of 15th Dec ‘25”)
`week_year`	”Week_02 - 2025”
`month_name` / `month_year`	”Jan” / “Jan - 2025”
`quarter_year`	”Q_2 - 2025”
`type_of_day`	Weekday / Weekend

Dimension	Description
`brand`, `store_name`	Brand and physical store
`ads_channel`, `ads_channel_type`	”Meta Ads” / “Paid Social”
`ad_account_id`	`act_1234567890`
`creative_id`, `creative_name`	Creative asset combination
`body`, `ad_title`, `ad_description`	Ad copy fields
`ad_type`	single image / carousel / video / collection
`ad_creative_cta_type`	Shop Now / Learn More / Sign Up / Download / Get Offer
`ad_image_url`, `ad_video_url`, `destination_url`	Asset & landing URLs
`ad_asset_url`	Asset file URL
`ad_asset_type`	Asset format type (e.g., `image/jpeg`, `video/mp4`)
`boost_type`	Boosted post type (if applicable)

Dimension	Description
`attribution_window`	`1d_click`, `7d_click`, `1d_click_7d_view`, `28d_click`

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	✓	—	—	✓	—	—

* Exposed under the 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.

​Pick a data model