A new analytics block for catalog campaigns has been spotted in Meta Ads Manager. It allows advertisers to evaluate the performance not only of the entire campaign, but also of specific items in the assortment: from ad spend and clicks to purchases and their value. For online stores, this creates an opportunity to identify products more quickly that consume budget without delivering a corresponding result.
Meta Ads specialist Bram van der Hallen reported the update on October 22, 2026, demonstrating the new interface. At the same time, Meta has not yet published separate official documentation confirming a broad rollout of the feature or the methodology used to calculate all of its metrics.
Key Takeaways
- A block called Top products in your campaign with a product ranking has been spotted in the performance charts of catalog campaigns.
- The interface includes seven metrics: spend, clicks, views, purchases, and metrics for attributed orders.
- From the short overview, users can move into a more detailed Product Insights section.
- According to the specialist’s report, product statistics can also be viewed at the level of individual ad sets.
- Meta has not confirmed general availability of the feature, the list of supported countries, or the exact attribution rules.
- For e-commerce, the new interface may simplify catalog auditing, but it does not replace store data on margins and actual sales.
Why product analytics matters for catalog advertising
In Meta’s dynamic ads, the algorithm independently selects products from the catalog for specific users. Advertisers can see the overall campaign results, but without additional detail they do not always understand which exact items receive the most impressions, clicks, and purchases.
For a small store with a few dozen products, this issue can partly be solved through manual analysis. For a catalog with thousands of SKUs, the situation is more complex: overall ROAS may look acceptable, even though part of the assortment is spending budget without making a noticeable contribution to sales.
Previously, teams relied on Marketing API data, catalog product identifiers, web analytics, and their own reports for deeper product analysis. In particular, the agency Impression described building a separate system that combined Meta ad data with product information.
The appearance of a short ranking directly inside Ads Manager potentially shortens the path from identifying a problem to analyzing it. However, it is still unclear how closely the new interface matches the capabilities of specialized analytics systems.
Seven metrics you can view for products
According to the published description, the block supports seven metrics. They cover different stages of a buyer’s interaction with a product.
Spend and engagement
- Product amount spent. The amount of ad spend that the system attributes to a specific product.
- Product clicks. The number of clicks associated with the product.
- Product views. The number of product views recorded by Meta.
These metrics help separate products that attract attention from items that account for the largest share of spend.
At the same time, without an official metric description, one should not assume that Product clicks fully corresponds to site visits, or that Product views equals the standard ViewContent event. Meta has not yet published exact definitions for these indicators in the new block.
Orders and purchases
- Product attributed orders. The number of orders attributed to the product according to the system’s rules.
- Product attributed orders conversion value. The conversion value associated with those orders.
- Product purchases. The number of product purchases according to Meta’s data.
- Product purchase conversion value. The conversion value of purchases associated with the product.
The names of these metrics suggest that Meta separates attributed orders from purchases. However, the company has not yet publicly explained by what logic these metrics may differ.
For that reason, Product attributed orders should not be mechanically added to Product purchases or treated as interchangeable. Likewise, the value of attributed orders does not necessarily equal the actual revenue a store receives after returns, cancellations, and discounts.
Where to find Top products in your campaign
According to Bram van der Hallen, the new block is located in a campaign’s performance charts inside Ads Manager.
- Open Meta Ads Manager.
- Go to a campaign that uses a product catalog.
- Open the campaign’s performance charts.
- If the feature is available, find Top products in your campaign.
- Select the metric you want in order to view the product ranking.
- For more detailed analysis, use the link to Product Insights.
According to the same report, similar statistics can also be obtained for a specific ad set. This makes it possible to analyze not only the overall result of a catalog campaign, but also individual ad groups.
If the relevant block is not there, that does not necessarily mean there is an account error. Meta has not yet confirmed either a global rollout or the list of availability criteria. It is also not established whether the new interface supports all types of catalog campaigns.
How to use product data to optimize ads
The greatest practical value of the update is the ability to quickly spot discrepancies between a product’s advertising activity and its contribution to the result.
A product is getting budget but not generating purchases
If an individual item is accumulating significant spend and clicks without corresponding sales, it is worth checking its product page: price, availability, delivery terms, photo quality, and whether the ad promise matches the landing page.
Such a product should not be excluded from the catalog right away. First, the volume of data, conversion delay, and possible impact on the sales of other items need to be taken into account.
A product gets clicks but has weak conversion
High interest does not guarantee a purchase. If users frequently interact with a product but rarely place an order, the problem may lie not in the advertising algorithm, but in the offer itself.
In that case, it makes sense to compare the price with competitors, check the mobile version of the product page, and make sure the attributes and stock levels in the feed match the site.
A product sells, but it is barely advertised
If a certain item is in high demand according to store data but receives little advertising attention, you can check its availability in the catalog, product attributes, and compliance with campaign settings.
This is also a reason to consider a separate test for a product group or creative. But appearing in the Product Insights ranking does not by itself mean that Meta will automatically increase the budget for the selected SKU.
Why you should not evaluate products by ROAS alone
Even if the new section allows you to compare ad spend with purchase value, that is still not a complete picture of profitability.
Two products may have the same advertising ROAS, yet different margins, shipping costs, return rates, and order processing expenses.
For example, a product with high revenue and low margin may be less profitable than an item with lower turnover but higher gross profit. This is especially important for stores with a large assortment.
That is why Product Insights should be treated as an additional layer of advertising analytics. Final decisions about assortment, pricing, and scaling should be cross-checked against CRM data, the e-commerce platform, and the product’s actual unit economics.
What limitations of the new interface remain unknown
As of October 23, 2026, the information about Top products in your campaign is based on an interface demo by an advertising specialist and on its coverage by the industry media outlet PPC Land.
Meta has not published a separate public document explaining:
- whether the block is available to all advertisers or only to some accounts;
- which countries and types of catalog campaigns are supported;
- how Product views and Product clicks are calculated;
- what exactly differentiates attributed orders from purchases;
- which attribution windows and product matching rules are used;
- whether all metrics can be exported and used in standard automated reports.
There is also a separate sign of possible inaccuracies: in comments under the demo, one user reported that the interface may display sitelinks as products. This is a single observation rather than a Meta-confirmed bug, but it underscores the need to verify data before changing campaigns.
Why the update matters right now
At the end of October, Meta is changing several elements of advertising work with product catalogs at the same time.
In particular, Product Browsing is scheduled to be automatically enabled on October 28 for some already running ads. This feature can show shoppers an internal Facebook or Instagram product showcase before they move to the site.
More details about this change are available in the UAGEEK article “Meta Product Browsing from October 28: What Will Change”.
At the same time, Product Browsing and Product Insights are different tools. The former affects the potential customer journey after an ad click, while the latter helps advertisers analyze product performance.
For stores preparing for Black Friday on November 27, 2026, access to product statistics may be especially useful. It makes it possible to check in advance which items are getting the most advertising attention and whether that aligns with the business’s commercial priorities.
What advertisers should do
If you work with catalogs in Meta Ads, check whether Top products in your campaign is available in the charts of active campaigns. If the feature appears, compare its data with the store’s internal analytics and pay attention to items with disproportionately high spend.
In parallel, it is worth checking the quality of the product feed: price accuracy, availability, links, images, and identifier consistency. If individual products fail moderation or do not enter ads, use the UAGEEK guide to rejected products in Meta Ads.
The new block may simplify everyday analysis of catalog advertising, but for now it should not be considered a full replacement for product analytics. Without official metric definitions and validation against store data, decisions on reallocating budget will remain premature.
Sources for verification
Sources for verification
Bram Van der Hallen — post about Top products in your campaign. The first public description of the new block in Ads Manager, the seven metrics, and the transition to Product Insights. The post is reproduced on the specialist’s company page.
Original post about Meta Ads product analytics
PPC Land — Meta Ads Manager gains 7 product-level metrics for catalog campaigns. A publication from October 22, 2026, analyzing the demo, listing the metrics, and clarifying that Meta has not yet published official documentation.
Overview of the new Product Insights block
Search Engine Journal — Breaking Into The Black Box. A study of Meta’s previous product-level analytics limitations and the methods advertisers used to access such data through the Marketing API and product catalogs.
How advertisers analyzed the performance of individual products
Impression — An e-commerce case study on unlocking Meta’s product-level ad data. A practical case study on combining Meta ad statistics with product identifiers and online store data.
Experience building product analytics for Meta Ads
