How to Read Meta Ads Performance by Placement
Facebook Feed, Instagram Stories and Reels do not present creative in the same way. A campaign can look healthy in total while one placement crops the message, spends inefficiently or carries the result.
Open the breakdown
- In Ads Manager, choose the correct date range and attribution setting.
- Select Breakdown, then By delivery, then Placement.
- Review spend, impressions, CPM, link CTR, landing page views, purchases and cost per purchase.
- Compare the creative format used in each placement.
- Check whether low volume makes any apparent winner unreliable.
- Open previews for the placements with weak engagement or conversion.
Do not automatically remove every expensive placement because Meta's delivery system optimises across the set and attribution is not perfectly isolated. Start by fixing format, crop, safe zones and opening frame. Use a controlled placement test only when the data is strong enough to justify it.
Olivia Robinson
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
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