What "Multiple Ad Types" means
When Motion pulls data from Facebook's API, we're checking what creatives are associated with each ad. If Facebook tells us an ad has more than one creative attached to it (e.g., like an image for feed placement and a video for stories) we label it as Multiple Ad Types
This happens in two main scenarios:
Dynamic creative ads
These are ads where you explicitly told Facebook to test multiple creatives.
For example, you might have two videos and one image all running under the same ad. When we pull this data, Facebook sends us all three creatives separately, and we have to treat each one uniquely.
Placement-specific creatives
You created a regular ad, but different placements use different formats. Maybe you're running an image in the feed but a video in Instagram stories. From Facebook's perspective, that's one ad with multiple creatives, so we pull it the same way.
Why this matters for your metrics
When you group by creative in Motion, we're asking Facebook for the individual performance of each creative. But sometimes Facebook doesn't have that breakdown available - especially for historical data or when creatives have been swapped out.
That's when you'll see a dash (—) for certain metrics. We can't show the data because it wouldn't be accurate to guess which creative it belongs to.
Quick fix: Try grouping by ad name instead of creative. This shows you the combined performance at the ad level, which Facebook is usually better at tracking.
The one exception: same format fallback
If all the creatives in a multi-creative ad are the same format (all images or all videos), we assume you probably just cropped something or made minor adjustments. In this case, we'll fall back to showing ad-level data instead of treating each creative separately.
But if we detect different formats (like mixing images and videos) we can't use this fallback logic, and you'll see Multiple Ad Types.
The "Facebook ghost" creative issue
Sometimes you'll see Mulitple Ad Types even when you know your ad setup is clean. This happens because Facebook doesn't always clear old creative data when you swap out images or videos.
We're pulling what Facebook's API gives us, and sometimes that includes "ghost" creatives that aren't actually running anymore. If you're seeing wrong thumbnails or unexpected creative variations, this is likely why.
Still seeing issues?
If switching to ad name grouping doesn't solve your problem, click the chat bubble in the bottom right corner, and we'll help troubleshoot. Include a screenshot showing your current grouping settings and which metrics are missing.