Meta Ads Dimensions
Dimensions determine how Meta Ads statistics data is grouped. Each dimension lets you break down a report by a specific audience or impression characteristic.
Demographic Dimensions
age (Age)
Breakdown by age group: 18-24, 25-34, 35-44, 45-54, 55-64, 65+
gender (Gender)
Breakdown by gender: male, female, unknown (not determined)
Geographic Dimensions
country (Country)
Breakdown by the country where the ad was shown. Uses the two-letter ISO 3166-1 alpha-2 country code.
region (Region)
Breakdown by region within a country. Availability depends on the country.
dma (Designated Market Area)
Breakdown by market region (primarily for the US).
Technical Dimensions
platform (Platform)
Breakdown by the type of platform the ad was shown on:
| Value | Description |
|---|---|
facebook | Facebook (web and mobile app) |
instagram | Instagram (web and mobile app) |
messenger | Facebook Messenger |
audience_network | Audience Network |
publisher_platform (Publisher Platform)
A more detailed breakdown of placement platforms:
facebookinstagrammessengeraudience_networkwhatsapp
device (Device)
Breakdown by device type: desktop, mobile, tablet, other
placement (Placement)
The specific location where the ad was shown on the platform:
| Value | Description |
|---|---|
feed | News Feed (Facebook/Instagram) |
story | Stories |
reels | Reels |
search | Search results |
in_stream | In-Stream video |
marketplace | Marketplace |
right_column | Right column (Facebook desktop) |
explore | Explore (Instagram) |
Time-Based Dimensions
hour (Hour)
Breakdown by hour of the day (0-23). Lets you analyze performance by time of impression.
day (Day)
Breakdown by day. Used by default for all reports covering a period longer than 1 day.
week (Week)
Breakdown by week. Useful for trend analysis.
month (Month)
Breakdown by month. For long-term analysis.
Combining Dimensions
Dimensions can be combined to create multi-dimensional breakdowns. For example:
age + gender— demographic profile of the audiencecountry + platform— platform performance by countryplacement + device— placement analysis by device type
Limitation: no more than 3 dimensions at once, to avoid excessive data fragmentation.
Important Notes
- Some dimensions may be unavailable for certain campaign types
- When using demographic dimensions, some data may be marked as
unknown - Age and gender data is only available for users logged into Facebook