> ## 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.
# Meta Ads data models overview
> Six Meta Ads data models in Ocular — common dimensions, a master metric availability matrix, and guidance on which breakdown to use when.
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
Cross-platform & device. Richest metric set — start here when unsure.
Demographic cohorts.
Dayparting. No revenue metrics; only place with Engagement Rate.
Geography. One of two with Reach & Frequency.
SKU-level (catalog campaigns only). Full revenue + funnel.
Creative testing — six asset types in one page.
## Common dimensions
Every Meta Ads data model exposes the same campaign, time, account, and attribution dimensions.
| 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](/data-models/meta-ads/asset-breakdowns#channel-reported-naming).
† Available only in the Video Asset section of Asset Breakdowns.