Meta Just Unlocked Creative-Level Reporting in Ads Manager: What Ecomm

On October 28, 2026, Meta launched individual creative performance breakdowns in Ads Manager. For ecommerce brands running Advantage+ Shopping Campaigns, Dynamic Creative, or any multi-asset ad format, this means you can now see 7 performance metrics, including spend, CTR, CPA, and ROAS, broken out per individual creative asset for the first time inside your own account without a third-party tool.

What Does Meta's Creative Performance Breakdown Mean for Your Campaigns?

Meta's new breakdown gives you asset-level transparency that previously required expensive third-party creative analytics tools. If you are running Advantage+ Shopping Campaigns with multiple creatives, you can now see exactly which images, videos, and text variations are driving actual purchases. This changes the creative optimization workflow for every 7 and 8-figure brand heading into BFCM.

For the full picture of every Meta Ads change in 2026, see our complete Meta Ads 2026 update tracker.

How Has Meta Ad Reporting Worked Before This Change?

Until now, multi-asset campaigns like Advantage+ Shopping Campaigns reported at the blended ad level. You could see total spend, total ROAS, and total purchases for the campaign, but you could not see which of your 10 product images drove 80% of the conversions. Brands solved this two ways: running separate single-asset campaigns to isolate each creative, or paying for third-party tools that scrape Ads Manager data to approximate asset performance.

Both approaches add cost and complexity. Separate single-asset campaigns fragment your audience signal and increase setup overhead. Third-party tools introduce reporting delays and data discrepancies. Meta's native breakdown eliminates both problems. You get direct, real-time data inside Ads Manager itself for any active campaign.

Which Ad Formats Support the New Creative Breakdown?

The breakdown is available for most multi-asset ad formats, with one key limitation. Here is what is currently supported:

Supported: Advantage+ Shopping Campaigns, Flexible ads, Dynamic Creative, and most single-image and single-video formats delivered programmatically across placements
Not supported: Multi-post display formats such as Show as Collection and Show as Carousel. If your top BFCM campaigns use carousel formats, you will not see asset-level breakdowns yet.
Text variation breakdown: Available through the Dynamic Creative Element breakpoint, showing headline and primary text performance separately from media
Removed asset history: An Ad Delivery breakdown tracks performance for paused or removed assets so you can see historical data on creatives you have already turned off

How Do You Access Individual Creative Performance in Meta Ads Manager?

Meta placed the new feature inside the Breakdowns menu rather than adding a separate tab, so it is easy to miss if you do not know where to look. Here is exactly where to find it:

Open Meta Ads Manager and go to the Ads tab (or open Ads Reporting)
Click the Breakdowns button in the top right toolbar (between Columns and Reports)
For media performance: select Creative, then Media. This shows spend, impressions, clicks, CTR, purchases, CPA, and ROAS for each individual image or video
For copy performance: select Dynamic Creative Element to see headline and primary text performance broken out by variation
Sort by CPA or ROAS descending to quickly identify your highest and lowest performing assets

The breakdown is live for all accounts now. You do not need to enable a setting or opt in.

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What Should You Do Now with Meta's Creative Performance Breakdown?

Run the Media breakdown today on your top Advantage+ Shopping Campaigns. Sort by CPA ascending to surface your worst-performing assets. If any assets have spent more than $500 with a CPA that is 2x or higher than your campaign average, remove them before BFCM spend scales.
Run the Dynamic Creative Element breakdown on campaigns using multiple headlines or primary text variations. Identify the top 2 copy combinations by ROAS and prioritize those in new BFCM creative builds.
Audit your Flexible ad formats. If you have been running Flexible ads with 5 or more images, the new breakdown will show whether Meta is actually rotating all of them or defaulting to 1 or 2. Remove any asset receiving less than 5% impression share.
Document your top-performing creative assets now. Save the specific images and video thumbnails that rank highest by purchase ROAS so you can replicate that creative direction in new BFCM variations launching next week.
Set a weekly breakdown review cadence through Q4. During BFCM, creative fatigue accelerates faster than at any other time of year. Use this breakdown every Monday to flag declining CTR on previously top-performing assets and rotate in fresh creative before the performance drop compounds into wasted spend.

What Are the Key Limitations to Know Before Acting on This Data?

A few constraints worth noting before making budget decisions based on the new breakdown:

Carousel and collection formats are excluded. If your highest-volume campaigns use Show as Carousel or Show as Collection, you will not see asset-level breakdowns in the current release. Meta has not confirmed a timeline for support of these formats.
Custom conversion events may not appear. Standard ecommerce events (Purchase, Add to Cart, Initiate Checkout) are all supported. Events like Donate or Subscribe are excluded.
This reflects Meta's delivery optimization, not a fair split test. Meta allocates more spend to assets it predicts will perform better based on its signals. An asset with low spend may simply have been deprioritized by the algorithm. Wait until each asset has at least 50 purchases before making removal decisions based on CPA alone.

Frequently Asked Questions

Is the creative performance breakdown available for all Meta ad accounts?

Yes. Meta has rolled the feature out to all accounts as of October 28, 2026. You do not need to enable a setting or apply for early access. Open Ads Manager, navigate to the Ads tab, and click Breakdowns to find the Creative breakdown options.

Can I see creative performance breakdowns for past campaigns?

The breakdown is available for active campaigns and for ads with removed or paused assets through the Ad Delivery breakdown option. Historical data availability depends on your account's data retention settings. For campaigns that have already completed, data may be limited to the reporting window your account retains.

Does this work with Advantage+ Shopping Campaigns?

Yes. Advantage+ Shopping Campaigns are one of the primary formats where this breakdown is most useful, because ASC campaigns typically run many assets simultaneously without showing individual creative attribution in the standard reporting view. The Media breakdown now shows spend, CPA, ROAS, and CTR for each individual image or video in your ASC campaigns.

Why does some creative data show very low spend?

Meta's delivery system allocates budget toward assets it predicts will perform better based on its signals. If an asset is showing low spend, it may be because Meta's algorithm has deprioritized it, not necessarily because it is a poor creative. Wait until each asset has at least 50 purchases before making removal decisions based on CPA alone. Low-spend assets often lack statistical significance and can be misleading when viewed in isolation.

If you are managing a 7 or 8-figure ecommerce brand and want to structure your Meta creative strategy for BFCM, talk to the team at Common Thread Collective. We manage hundreds of millions in Meta ad spend and can help you build a Q4 creative system built on real asset-level data.

Common Thread Collective is the leading source of strategy and insight serving DTC ecommerce businesses. From agency services to educational resources for eccomerce leaders and marketers, CTC is committed to helping you do your job better.

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Meta Just Unlocked Creative-Level Reporting in Ads Manager: What Ecommerce Brands Must Check Right Now