Campaigns

Which campaign carries the account, and which ad set and ad inside it does the work?

90 second readAppears on: /marketing/meta/campaign-analytics

This is where you find the money already sitting inside a campaign you are running.

Campaign, then ad set, then the ads themselves — each step narrows until the decision is a single row you can act on.

Only the Campaign tab works on its own. The other three stay empty until you pick exactly one campaign in the filter bar at the top.

The tables

Meta decides how to split your budget between ad sets and between ads. These tables are how you audit that decision without opening Ads Manager.

Campaign

Your largest campaign sets the account's result. Everything below it is a rounding error against that one row.

One row = one campaign.

Columns: ROASROASCounts only sales Amazon credits to these ads, not your whole Amazon business. Compare it against your product margin before deciding a campaign is paying4 or more is healthy · CPACPAabove that, ads are buying sales at a loss. · SpendSpendspend that does not move total sales is the first thing to cut. · CPMCPMWhat a thousand views cost. Lower buys the same reach for less; a rising CPM with steady results is normal auction pressure · CTR (Link)CTR (Link)Counts only clicks through to your site, not likes or photo expands. When it falls, look at the creative and audience before the landing page1.5% or more is healthy · CPC (Link)CPC (Link)Counts only clicks that sent someone to your site, not likes or expands. When it climbs, check whether creative or audience changed · FrequencyFrequencyShows whether you are reaching new people or hitting the same ones again. If it rises while clicks fall, refresh the creativeUnder 2 is healthy · ReachReachIf impressions keep climbing while this flattens, the same people are seeing the ad again. Widen the targeting or change the ad before adding budget · Link clicksLink clicksCounts only people who reached your site, not likes or post expands. If these climb while orders don't, the ad is working and the page isn't — each with a % △ beside it.

Opens sorted by Spend, highest first.

How to scan it

1. Sort by Spend, highest first.
2. Look across at ROAS, then at the total row.
3. The row that matters: the largest spender sitting below the total row's ROAS. Everything under it is being funded by the rest.

Clicking a campaign row does nothing here. To open the next three tabs, choose that campaign in the Campaign: All dropdown above the table.

Ad Set

Meta split this campaign's budget between its ad sets. This is where you check whether the split was right.

One row = one ad set inside that campaign. Same nine measures as the Campaign tab.

Empty until exactly one campaign is chosen — until then it reads "Select a single campaign in the filter above to view its ad sets."

How to scan it

1. Sort by Spend, highest first.
2. Compare CPA across the rows rather than against any outside target.
3. The row that matters: one ad set holding most of the campaign's budget on a worse CPA than a smaller sibling. Meta's own budget decisions are what you are auditing here.

Then read Frequency. A narrow ad set fatigues long before a broad one, and it will be the first row to show it.

Ad - Performance

Your best-returning ad is rarely your biggest-spending one. The gap between those two rows is budget you can move this afternoon.

One row = one ad inside that campaign, on the same nine measures.

Same gate: one campaign selected, or it reads "Select a single campaign in the filter above to view its ads."

How to scan it

1. Sort by ROAS, highest first.
2. Look across at Spend.
3. The row that matters: your best ROAS on one of the smallest budgets. That is the ad with room, and it needs no new creative to grow.

Click any row to open the creative, a Preview in multiple devices: link and the ad's Destination URL:.

Ad - Engagement

When an ad sells badly, this tells you whether the creative failed or whether the offer behind it did.

The same ads, judged on whether people watched and reacted rather than bought.

Columns: ThumbstopThumbstopThumbstop rate. Use it to judge how strong the first seconds of your video are at stopping the scroll · Video Comp.Video Comp.Video completion rate. Helps you see which creatives keep viewers watching till the end · Spend · Cost/Post Eng.Cost/Post Eng.Cost per post engagement. Use it to compare how efficiently each ad drives reactions, clicks, and other actions · Cost/Post Eng.(Inline)Cost/Post Eng.(Inline)Inline engagement cost. Helps you see how efficiently people interact directly with the ad unit itself · Post ReactionsPost ReactionsNumber of reactions. Use it to spot creatives that generate strong positive responses · Post CommentPost CommentNumber of comments. Helps you identify ads that spark conversation and interest · Post SavePost SaveNumber of saves. Use it to find content people want to revisit, a strong sign of deeper intent · Post SharesPost SharesNumber of shares. Helps you see which creatives are most shareable and capable of organic amplification — each with a % △.

Opens sorted by Spend, highest first. Rows are clickable here too.

How to scan it

1. Sort by Thumbstop, highest first.
2. Look across at Video Comp.
3. The row that matters: strong Thumbstop with weak Video Comp. The opening seconds earn attention and the rest gives it back — recut the middle, keep the hook.

Second pass: read Post Save and Post Shares on an ad whose ROAS was poor on the Performance tab. People keeping and passing on an ad that does not sell usually means the creative is doing its job and the offer or the landing page is not.

Filters

One choice up here decides whether most of this page has anything in it at all.

Campaign: All is the control that runs the page. Selecting one campaign opens the other three tabs; selecting several leaves them closed.

Ad Set: All narrows further, and only becomes usable once exactly one campaign is chosen. Otherwise opening it says "Select a single campaign in the campaign filter to see the ad set filter options".

Changing the campaign clears the ad-set choice automatically.

Both selections stay on when you move to Overview, Top Ads or Ad Formats, and survive a reload.

The date range applies and sets the previous period behind every % △. The app's country, customer type and source filters do not reach Meta pages.

Each table has a chart/table switch, a metric picker of up to three measures, a Compare tick box, Search and Export. The tab you are on is kept when the data reloads.

Watch out for

The campaign dropdown always lists every campaign, even when the table below it has been narrowed to one row. It is deliberately built from the unfiltered list, so a filter can never hide its own way out.

Thumbstop and Video Comp. are worked out here, not read from Meta. Both are divided by impressions — every time the ad was shown — not by video plays. They will read lower than numbers with the same name in Ads Manager. Compare rows against each other on this screen, never against a figure from elsewhere.

A campaign with too many ads cannot be opened. You get "Too many ads in campaign. Cannot retrieve data. Try a different campaign instead". Narrow it with the Ad Set filter first, or shorten the date range.

The total row is Meta's total for the whole selection, so the rows above will not add up to it — and Reach and Frequency, which count unique people, never add up in the first place.

Do this first

Pick your biggest-spending campaign in the dropdown, open Ad - Performance, and sort by ROAS.

The gap between your best ad's ROAS and your biggest ad's ROAS is the money already sitting inside a campaign you are running.

See yoursYour campaigns, ad sets and ads with the creative one click away. The Meta section opens on Overview — Campaigns sits below it.

Open Meta →