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Meta unveils Creative breakdown for Flexible formats and AI generated image ads

Meta introduced a new 'Creative' breakdown option in Ads Manager on July 11, 2025, enabling advertisers to analyze ad performance by specific creative elements for the first time.

Luis Rijo

• 5 min read
Meta Ads Manager Creative breakdown showing Image generation performance data with estimated values for AI-generated content tracking.
Meta Ads Manager Creative breakdown showing Image generation performance data with estimated values for AI-generated content tracking.

The advertising platform update provides granular insights into two key features that were previously part of Meta's "black box." According to digital marketing specialist Bram Van der Hallen, who spotted the update, Meta added the breakdown option to help advertisers understand how Flexible formats and AI-generated images impact campaign performance compared to original creative assets.

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Summary

Who: Meta advertising platform users, particularly digital marketers and advertising specialists managing campaigns with Flexible formats and AI-generated creative content

What: New Creative breakdown option in Meta Ads Manager enabling performance analysis by individual creative elements, including Flexible format components and AI-generated images, plus emerging Related media breakdown for automated optimization

When: Announced July 11, 2025, with gradual rollout to advertising accounts throughout the remainder of 2025

Where: Meta Ads Manager reporting interface, accessible through the Popular breakdowns section in the right panel of Ads Reporting

Why: Addresses advertiser demands for transparency in AI-driven optimization processes, enables data-driven creative decisions, and supports campaign optimization while maintaining Meta's automation-focused advertising strategy

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Flexible Format gains transparency

With Flexible format enabled, advertisers can include up to 10 images and videos in a single campaign. The Creative breakdown now allows viewing results by each flexible format element within Ads Manager. Before this update on July 11, 2025, advertisers lacked visibility into which specific images or videos performed best within their campaigns.

The new breakdown functionality addresses a significant gap in campaign optimization. "Before this update, you were unable to get insights on performance data for these creative enhancements," Van der Hallen noted in his LinkedIn announcement. The change enables advertisers to identify top-performing creative assets and make data-driven decisions about future campaigns.

AI-generated image performance tracking

For campaigns using AI-generated image variations to diversify creative assets, advertisers can now compare performance data specifically for generated images versus original content. This capability provides the first transparent view into how Meta's artificial intelligence tools affect advertising outcomes.

Meta's AI-powered creative features have expanded significantly throughout 2025. In April, the company reported 30% more advertisers using AI creative tools in Q1, while Advantage+ sales campaigns showed an average 22% boost in return on ad spend.

Some advertising accounts are displaying a "Related media" breakdown option, representing an automated optimization feature that adds existing images or videos to current campaigns. This media consists of images and videos previously uploaded and used in other advertisements within the same account.

The Related media feature reflects Meta's broader automation strategy. According to Van der Hallen, this automated optimization option adds existing creative assets to campaigns without manual intervention, expanding the platform's AI-driven content selection capabilities.

Technical implementation details

The Creative breakdown appears under the Popular breakdowns section in the right panel of Ads Reporting. Advertisers can combine the Creative breakdown with other performance metrics to analyze delivery status, reach, impressions, cost per result, and amount spent for individual creative elements.

Meta's official documentation indicates that creative-level data becomes available only after July 1, 2017. The breakdown currently excludes results from dynamic creative ads, and bar and trend chart views are not supported when the Creative breakdown is applied.

Applying other breakdowns alongside Creative enables viewing audience details, placements, and additional performance insights for specific creative assets. The system also provides ad placement previews when hovering over Creative thumbnails in Ads Reporting.

Industry context and significance

This transparency update represents a strategic shift for Meta's advertising platform. The company has faced increasing pressure from marketers demanding more control over campaigns, particularly as AI automation expands across its advertising ecosystem.

The timing coincides with Meta's broader AI initiatives. In June 2025, Meta announced enhanced branding tools and upgraded video generation capabilities at Cannes Lions, building on its existing AI infrastructure that generated $46.8 billion in Q4 2024 advertising revenue.

Marketing professionals have emphasized the importance of campaign stability in Meta's algorithm-driven environment. Recent discussions among advertising specialists highlighted how minimal interference with high-performing campaigns leads to better long-term results, making granular performance data increasingly valuable for optimization decisions.

Performance measurement implications

The Creative breakdown functionality enables A/B testing of individual creative elements without disrupting entire campaigns. Advertisers can identify which images or videos drive the highest engagement rates, click-through rates, and conversion metrics within their existing campaign structure.

For campaigns utilizing Flexible format, the breakdown reveals performance variations between different aspect ratios and content types. This data becomes particularly relevant given Meta's complex aspect ratio requirements across 25 distinct ad placements, where creative optimization requires understanding placement-specific performance patterns.

The AI-generated image tracking provides quantifiable insights into automated creative development. As Meta continues expanding its generative AI capabilities, this data helps advertisers evaluate the effectiveness of AI-created content against manually produced assets.

Gradual rollout characteristics

Meta noted the experience is being "gradually introduced" and may not be available to all advertisers immediately. The phased rollout approach aligns with Meta's typical deployment strategy for significant platform updates, allowing the company to monitor system performance and user feedback before full implementation.

Digital marketing specialists anticipate the Creative breakdown will become available across all advertising accounts throughout the remainder of 2025. The feature's integration with existing reporting infrastructure suggests minimal disruption to current campaign management workflows.

Technical specifications and requirements

The Creative breakdown integrates with Meta's existing column presets functionality, enabling advertisers to save customized reporting views that include creative-level metrics. Users can export Creative breakdown data as Excel or CSV files for external analysis.

The system maintains compatibility with Meta's reporting API, though specific Creative breakdown endpoints may require additional development time before becoming available to third-party tools and platforms.

Van der Hallen's analysis indicates that Creative breakdown data appears in dedicated reporting views rather than replacing existing performance metrics. This approach preserves current reporting functionality while adding new analytical capabilities for creative optimization.

Future expansion possibilities

The introduction of Creative breakdown suggests Meta may expand transparency into other algorithmic optimization areas. The Related media feature represents one example of automated optimization gaining visibility, potentially indicating broader changes to campaign management interfaces.

Industry observers note that increased transparency aligns with regulatory pressures and advertiser demands for accountability in AI-driven advertising systems. The Creative breakdown provides measurable data about specific algorithmic decisions affecting campaign performance.

Meta's documentation references additional creative-level features under development, though specific details remain unavailable. The company's focus on creative optimization tools throughout 2025 suggests continued expansion of performance measurement capabilities.

The Creative breakdown update arrives as Meta navigates the balance between AI automation and advertiser control. By providing granular insights into previously opaque optimization processes, the platform addresses longstanding concerns about algorithmic transparency while supporting data-driven campaign management decisions.

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