What are columns in Meta Ads Manager?
Columns are the metrics and settings shown in the Ads Manager reporting table for each campaign, ad set or ad. Meta groups them into column presets, such as Performance (the default), Delivery, Engagement, Video engagement and Sales, and you can customize the columns and save your own set as a preset.
Every row in the Ads Manager table is a campaign, ad set or ad, and every column is one number or setting about it, such as results, reach or bid strategy. You rarely need all of them at once, so Meta bundles related columns into presets you can switch between, and lets you build your own. Choosing the right columns is how you make the table answer the question you actually have, whether that is cost, delivery or video watching.
Which column presets does Meta offer?
Meta lists these presets, each built around a group of metrics at the campaign, ad set and ad levels:
| Preset | What it shows, per Meta |
|---|---|
| Performance (default) | Settings such as bid strategy and last significant edit, plus results, reach, frequency and impressions |
| Delivery | Impressions, reach, frequency, cost per 1,000 impressions |
| Engagement | Cost per link click, Page likes or followers, link clicks |
| Video engagement | Impressions, ThruPlays, cost per ThruPlay, video plays |
| Sales | Link clicks, link click-through rate, cost per link click, cost per result, purchase return on ad spend |
| Traffic | Link clicks, results, cost per result, reach, frequency |
| Messaging engagement | Messaging conversations started, messaging replies |
Meta also lists App engagement, Carousel engagement, Performance and clicks, Offline conversions, App installs and Agency fee presets. Meta notes the Agency fee preset is rolling out gradually in some regions. The older Cross-device, Bidding and optimization, and Targeting and creative presets stopped being available after 5 September 2023.
What kinds of metrics can you add as columns?
When you customize columns, Meta groups the options into four categories:
- Performance: metrics like results, reach, frequency and impressions.
- Engagement: further split into Page post, messaging, media, clicks and awareness metrics.
- Conversions: metrics like website conversions, website purchases, cost per website conversion, mobile app installs and mobile app purchases.
- Settings: fields like start date, end date, ad set name, ad ID, delivery, bid and objective.
How do you save your own set of columns?
- Click Campaigns, Ad sets or Ads, depending on the level you want to change.
- Open the Columns dropdown menu and select Customize columns.
- Tick the columns you want to see.
- Tick “Save as column preset” if you want to reuse this layout.
- Click Apply.
To use a saved preset later, click Columns and pick it from the column presets section. For a fuller walkthrough, see the how-to on customizing columns.
Can columns show conversions under different attribution settings?
Yes. In the Columns: Performance dropdown, Meta offers a “Compare attribution settings” option. You pick attribution settings such as 1-day view, 1-day click, 7-day click and 28-day click, then choose whether to count all conversions or only the first. Meta notes you can compare these regardless of the setting the campaign optimizes for, with exceptions for some iOS 14+ app campaigns.
Do all columns export?
Not all. Meta lists columns that can’t be exported to a spreadsheet: tags, age, gender, location, body, destination type, link (URL), preview link, related Page and title. You can still see them in the reporting table.
FAQ
What is the default column preset in Ads Manager?
Performance. Meta labels it the default preset. It mixes settings, such as bid strategy and the last significant edit, with metrics such as results, reach, frequency and impressions, so you see what each campaign, ad set or ad is set up to do next to what it delivered.
Are columns the same as breakdowns?
No. Columns choose which metrics and settings appear for each campaign, ad set or ad. Breakdowns, which you open from the Breakdown menu, show results by delivery, action or time, such as the age of your audience, where they viewed your ads and what devices they used.
Why can’t I find an old preset like Bidding and optimization?
Meta says the Cross-device, Bidding and optimization, and Targeting and creative presets are no longer available after 5 September 2023, and that the Sales, Traffic and App installs presets became available after 28 August 2023. You can still customize columns and save your own column preset.
Sources
- About columns presets in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Customize columns in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Compare attribution settings in Meta Ads Manager (Meta, checked 2 Oct 2026)
- How to export performance data in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Navigate to breakdowns in Meta Ads Manager to understand ad performance (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.