Breaking down ad spend by country

Last updated: November 3, 2026

To see your ad spend by country across all your ad platforms, create a custom dimension that assigns a country to your ad data. Then use it to break down, filter or build a View for your reports and dashboards.

How it works

Each ad platform reports country differently. Some have a country field you can use, such as Target country in Facebook Ads or Country in Google Ads. Others don't, so for those you use your campaign names instead. A custom dimension combines both into one Country you can use across all your ad spend.

Create a country custom dimension

  1. Create a new custom dimension, for example named Ad Country. See Understanding Custom Dimensions.

  2. For each ad platform that has a country field, add a rule that uses it, for example Target country for Facebook Ads or Country for Google Ads.

  3. For ad platforms without a country field, add rules based on your campaign names. For example, campaigns containing "USA" are United States, and campaigns containing "UK" are United Kingdom.

  4. Set a fallback value, such as Other, for anything that doesn't match.

  5. Save the custom dimension.

For the country fields each platform offers, see its connector article, for example Facebook Ads or Google Ads.

Tip: Ask Polar can build this custom dimension for you. Tell it which platforms you use and how your campaigns are named, for example: "Create a custom dimension called Ad Country. Use Target country for Facebook Ads and Country for Google Ads. For TikTok and Pinterest, campaigns containing USA are United States and campaigns containing UK are United Kingdom. Everything else is Other."

Name your campaigns by country

The campaign-name rules only work if your campaign names include the country or region, for example "USA" in the name of a campaign that targets the United States. If you rename a campaign in your ad platform, Polar picks up the new name at the next data refresh.

Use the custom dimension

To...

Do this

Compare countries side by side

In a custom table, add Ad Spend or any ad platform metric, and use the custom dimension as a breakdown. See Understanding Custom Tables & Charts.

Filter one report to a country

Add the custom dimension as a filter on that custom table, and choose the country.

Filter a whole dashboard or every report to a country

Create a View with a Global Filter on the custom dimension. See Understanding Views.

FAQs

Can I use a platform's country field without a custom dimension?

Yes, for that platform's own metrics. For example, break down Facebook Ads Spend by Target country. To see your total Ad Spend across platforms by country, use a custom dimension, because each platform stores country differently.

What if my campaign names don't include a country?

Rename your campaigns in your ad platform to include the country, or rely on the platform's country field where it has one. Campaigns that match no rule show as your fallback value, such as Other.

Which ad platforms does this work for?

All of them. Use the platform's country field where it has one, and campaign names everywhere else.