What That "UNKNOWN" Demographic Value Is In Your Facebook Ad Reports

Have you noticed the “UNKNOWN” value showing up in your ad reports on Facebook? We’ve been receiving this from a number of users who like to keep detailed analytics of their ad performance yet didn’t know what this value meant. We reached out for clarification from Facebook and they told us “This usually means it’s an international city of some sort.”

While we thought there may be other reasons behind this value, Facebook suggests that there isn’t.