Digital Marketing
Meta Ads Reporting: Device Insights Explained
Learn how to optimize your Meta Ads by analyzing performance across devices to improve returns and refine your campaigns effectively.
By Mason Boroff
Apr 19, 2025
Understanding how your Meta Ads perform on different devices - smartphones, tablets, and desktops - can help you allocate your budget effectively and improve results. Here's what you need to know:
Key Metrics to Track: Focus on CPC (cost per click), CTR (click-through rate), conversion rates, and ROAS (return on ad spend) for each device type.
Mobile vs. Desktop: Compare performance metrics to decide where to shift your budget. Mobile might drive reach and engagement, while desktop could deliver better ROI.
iOS vs. Android: Analyze platform-specific data to adjust your creative assets and targeting.
How to Access Device Data: Use the Breakdown menu in Meta Ads Manager to view performance by device type, platform, or specific models.
Use this data to refine your campaigns, optimize ad creatives, and adjust budgets for better returns. Regularly review device performance trends to stay ahead.
Use Breakdowns in Meta Ads Manager
Finding Device Data in Meta Ads Manager
To view device-specific metrics in Ads Manager, you’ll need to use the Breakdown menu. Here’s how:
How to Access Device Reports
Open Ads Manager and pick the campaign, ad set, or ad you want to review.
Click on Breakdown, then go to By Delivery, and choose one of the following options:
Device Platform (e.g., Mobile, Desktop)
Platform and Device (e.g., iOS, Android)
Device (specific models)
Once you’ve accessed the device breakdown, focus on the key metrics to assess how each device is performing.
Key Device Performance Metrics
Once you’ve gathered device breakdowns from Ads Manager, focus on comparing four key metrics: CPC (cost per click), CTR (click-through rate), conversion rate, and ROAS (return on ad spend) across mobile, desktop, and tablet.
Mobile vs. Desktop Results
Examine how CPC, CTR, conversion rate, and ROAS differ between mobile and desktop. If desktop shows a better return for your investment, consider allocating more budget to it. Meanwhile, keep mobile spending steady if it’s helping you achieve broader reach and engagement.
iOS vs. Android Performance
Analyze the same key metrics for iOS and Android. Use this data to fine-tune your budget and adapt creative assets to better resonate with users on each platform.
Improving Campaigns with Device Data
Use device insights to fine-tune your ad creative, placements, and budgets. Then, implement these adjustments to improve overall campaign performance.
Spotting Device Performance Trends
Analyze your device data to uncover patterns in conversion rates, engagement levels, and user navigation. Look for devices that consistently perform better, whether it’s driving more conversions or higher engagement during specific times.
Optimizing Ads for Key Devices
Customize your ads to match the strengths of your top-performing devices:
Mobile: Focus on short, impactful messaging, vertical or full-screen formats, and streamlined landing pages for faster navigation.
Desktop: Include more detailed content, high-quality visuals, and layouts that take advantage of larger screens. Match calls-to-action (CTAs) and imagery with how users typically interact on these devices.
Budgeting Based on Device Performance
Direct more of your budget toward devices that deliver the best return on ad spend (ROAS), but keep a baseline investment in others. Regularly review performance - weekly or biweekly - and shift budgets as needed to maximize your ROI.
Device Reporting Guidelines
Turn your device insights into a structured reporting process to maintain and build on performance improvements.
Setting Review Schedules
Create a regular schedule for evaluating device performance based on your campaign's activity and trends. For campaigns with high traffic, aim for weekly or bi-weekly reviews. Smaller campaigns can often be reviewed on a monthly basis.
Weekly tasks: Analyze device trends and performance in detail.
Monthly tasks: Summarize data to identify long-term changes.
Improving Device Targeting
Divide your audience by device type to align with usage patterns and conversion behaviors:
Look at peak usage times and conversion rates for each device.
Examine average order values and user behavior trends.
Use this data to adjust ad schedules and customize creative elements to better fit the preferences of users on specific devices.
Device-Based Bid Management
Leverage device performance data to shape your bidding strategy:
1. Keep an eye on performance until you identify clear ROI trends for each device, then adjust bid modifiers accordingly.
2. Regularly fine-tune bids to keep pace with changing device performance metrics.
Conclusion
From identifying device performance in Ads Manager to analyzing CPC, CTR, and ROAS across smartphones, tablets, and desktops, these insights can help fine-tune your ad creative, reallocate budgets, and adjust device-specific bid modifiers. Since device usage and user behavior change over time, keeping a close eye on these trends is crucial. Check out the Device Reporting Guidelines for tips on scheduling regular reviews and refining bids to keep your Meta campaigns effective and ROI-driven.