Breaking Down Ads Manager's Breakdown Function

Facebook Ads Manager is where every social media advertiser eats, drinks, and sleeps. It’s where we analyze and digest all of our data in hopes that there’s a story to tell our clients. And where sometimes, we can ingest too much data and feel really, really sick.

Fortunately, Ads Manager’s Breakdown feature serves as an antacid to help all that data go down a little smoother. Found between the “Export” button and the “Columns” drop-down menu, the Breakdown menu has three categories of Breakdowns to apply and combine.

Breakdowns can be applied to particular campaigns, ad sets, ads, or to an entire account. To look at the totals of Breakdowns for selected campaigns, first select a Breakdown and then click the arrow at the bottom of the table next to “Results,” as shown:

By Delivery

Age, Gender, Age & Gender

Know who is clicking on your ads with these three Breakdowns.

Whether you want to see age and gender separately or together, you can get a better idea of the demographic your ad spend is reaching as well as which age group and gender is converting or clicking at the best rates.

Business Locations, Country, & Region

Find out where your ads are serving with these location-based Breakdowns.

If you are running ads using dynamic Page location targeting, the Business Locations Breakdown tells you which location is getting the most impressions.

The Country and Region Breakdowns tell you if there has been a recent Reptar sighting in a given location. Just kidding, it shows you the country and region where the ad was viewed.

Device, Platform, & Placement

We typically compare mobile and desktop performance to help us tell the story of different experiences based on the device a user is using when they first see an ad.

These Breakdowns show how Devices (Desktop, iPhone, Android Smartphone, Android Tablet, iPad, iPod, Other), Platforms (Facebook, Instagram, Audience Network), and Placements (Right Column, Instant Article, Desktop News Feed, etc.) are performing based on when users are shown an ad on the respective device/platform/placement. Combine Platform or Placement with Device to get even more insight into which placements are resonating most with users.

Product ID

For ad accounts running Dynamic Ads, see which products users clicked on (and whether they led to conversions) with the Product ID breakdown.

Time of Day

Know when users are interacting with your ads with the Time of Day Breakdowns. This hourly Breakdown is available based on either the Ad Account’s default time zone or the time zone of the user who saw the ad.

By Action

Conversion Device

Oftentimes, a user will first be shown an ad on their mobile Facebook News Feed, and then go home and convert on their Desktop computer. Whereas the “Impression Device” breakdown tells you on which device a user first saw an ad, “Conversion Device” tells you where that user converted.

Post Reaction Type

With the expansion of Facebook’s “Like Button” to include other reactions (Love, Haha, Wow, Sad, and Angry) use this Breakdown to see exactly how users are responding to ads.


When a user clicks on your ad, whether it’s clicking a link, hitting “Share” or the “Love” button, this Breakdown will show you the headline of the URL that the user went to after clicking on the ad.

Video View Type

Use this Breakdown to compare users who auto-played a video to users who clicked to play a video. For example, in a Holiday Video Campaign, the Video Percentage Watched was unsurprisingly 98% for clicked-to-play videos vs. 23% for auto-played videos.

Video Sound

Like Video View Type, this Breakdown also helps give a better understanding of video performance. Compare video view metrics for videos that were played with the sound on versus off.

Carousel Card

The Carousel Card Breakdown is helpful in identifying which specific carousel card drove a conversion or website click. Whether allowing Facebook to determine the order of cards or manually selecting your carousel ad’s order, this can help inform future ad builds on what type of creative to put at the forefront.

By Time

Quickly look at and compare performance by day, week (7 day period), 2 weeks (14 day period), or month with the different Time Breakdowns.

Ultimately, Breakdowns can help you digest data easier and tell an insightful and compelling performance story. Play around with the different combinations of breakdowns and you may be able to uncover information about your campaigns or audiences that lead to new tests and ideas.

written by: Alexis Demandante

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