Acme Watches sells a diver in black, blue and green. Once its ads are mapped to variants, the report shows the blue dial took 55% of spend at 2.6 ROAS while the green dial took 10% at 3.1. The team briefs more green-dial creative, something it could not see when ads were only grouped by campaign.

Ads Manager reports by campaign, ad set and ad, not by product. Without a mapping, questions like which product our ads sell best, or which bestseller has no fresh creative, mean someone opening every ad. It also keeps creative and stock in step: ads for a sold-out variant should not keep spending.

Map at upload time, when the person who made the creative still knows what is in it. Use your store's product and variant records instead of free text, and review unmapped creatives on a regular schedule so the gaps never pile up.