Meta Ads Manager now breaks down results by each image, video and text variation inside an ad
What changed
Meta added creative-level reporting to Ads Manager's Breakdown menu, Social Media Today reported on Oct 27, quoting Meta. Choose Creative > Media to see how each image or video performed when it was delivered as single media. Choose Dynamic creative element and pick a text option to see each text variation. The Ad delivery breakdown also reports on media you've since removed from an ad. Ads that use Show as collection or Show as carousel are left out of the media breakdown, and Meta says some conversion types, such as Donate and Subscribe, aren't covered. Meta's help page for the redesigned media customization (up to 10 images and videos in one ad) now points to this breakdown for creative performance. It follows last week's per-creative age and gender option.
What to do
If you load several images or videos into one ad, open Breakdown > Creative > Media on your top ads and find the assets that take most of the spend, then cut or replace the ones that don't convert. Treat it as a guide for your next round of creative, not a clean split test, because Meta decides which asset each person sees.
Source
- Social Media Today: Meta adds individual performance data for ad creative ↗
- Meta Business Help Center: What's new in placement asset customization ↗
- Social Samosa ↗
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