Meta has expanded creative performance reporting in Ads Manager, giving businesses a clearer look at how individual images, videos, and text variations perform in Facebook and Instagram ads.
The update, reported on October 27, helps advertisers examine individual assets within eligible ads instead of relying solely on combined performance figures. For small businesses testing product images, promotional videos, or service offers, the additional data can help guide their next creative decisions.
The expanded reporting options build on capabilities documented earlier in 2026, including a workflow supporting multiple images and videos within one ad. Meta has not confirmed a universal rollout date, and availability varies by advertising account and ad format.
How to view creative performance in Ads Manager
In eligible accounts, the Meta Ads creative performance breakdown is available through the reporting toolbar. According to Meta's creative performance guidance, advertisers can follow these steps:
- Open Meta Ads Manager and select the Ads tab.
- Choose the relevant ad and reporting period.
- Click Breakdown → Creative → Media to examine individual images and videos.
- To review copy variations, choose Breakdown → Dynamic creative element, then select an available text option.
The Media breakdown shows available metrics such as impressions, clicks, and spending. Conversion-related results depend on the selected metric and ad configuration, while some reported values may be estimates.
A retailer testing several product demonstrations, for example, can examine which videos received the most exposure and compare their available results before planning another campaign.
What the breakdown doesn't show
Meta excludes media displayed through the Show as carousel and Show as collection options. Custom conversions and certain results, including Contact, Donate, Subscribe, and Schedule, are also unsupported.
A real estate agency tracking scheduled property viewings, for instance, may need to consult its customer relationship management (CRM) system to assess which campaigns generated qualified inquiries.
An independent Ads Manager examination published November 5 found that some values were labeled as estimates. Text-level reporting also indicated that offsite conversion metrics were still in development.
Missing conversion figures should not be interpreted as poor creative performance without checking which metrics the report supports.
How to interpret creative performance
Meta's automated delivery system can allocate different amounts of exposure and spending to individual assets. A creative with a lower cost per acquisition (CPA) or higher return on ad spend (ROAS) may have benefited from different delivery conditions.
Compare spending, impressions, clicks, and supported conversion results together. An image receiving limited exposure may not have generated enough data for a reliable comparison.
Controlled A/B testing can help determine whether performance differences persist under defined conditions. Businesses reviewing their broader advertising approach can consult Fit Small Business's social media marketing strategy guide for guidance on campaign goals, content formats, and measurement.
For businesses working with outside marketers, the site's comparison of social media management companies covers providers offering paid campaign management and performance reporting.
What to check before changing ads
The next step depends on the campaign objective:
- Purchase campaigns: Review spending, purchases, CPA, and ROAS where supported. Avoid decisions based on only a few conversions.
- Lead-generation campaigns: Compare available engagement data with website analytics and CRM records, particularly when the desired conversion is unsupported.
- Carousel or collection campaigns: Use available ad-level and placement reports rather than expecting individual assets to appear in the Media breakdown.
Before replacing an image, video, or headline, review its exposure and available results. Use the breakdown to identify promising creative approaches, then compare those findings with actual leads, sales, or other business outcomes before committing more budget