meta-ads-audit

Files (4)

• SKILL.md
• account-health-scoring.md · references/
• business-context.md · references/
• persona-discovery.md · references/

SKILL.md (first lines)

# Meta Ads Audit

Diagnose Meta (Facebook + Instagram) account health and persist business context for downstream skills (`/meta-ads`). **Read-only** — never mutates the account. The user runs `/meta-ads` to execute fixes you recommend.

## Setup

Follow `../shared/preamble.md` — MCP detection, OAuth, ad account selection.

## Filesystem contract (MUST persist)

| Artifact | Path | When |
|---|---|---|
| Business context | `{data_dir}/meta/business-context.json` | First full audit, or refresh when `audit_date` is >90 days old. Skip on scoped audits if file is fresh. |
| Personas | `{data_dir}/meta/personas/{accountId}.json` | Every full audit. |

These are the handoff to `/meta-ads` — write them even if the report itself is short. Otherwise downstream skills operate without business context and produce generic output.

If a `{data_dir}/business-context.json` exists from `/google-ads-audit` (no `meta/` subdir), read it as a starting point — most fields (services, brand voice, differentiators, locations, seasonality) are platform-agnostic. Then write the Meta-specific version to `{data_dir}/meta/business-context.json` with any Meta-specific overrides (different creative angles, different audiences, different funnel events).

**business-context.json schema (shared with Google Ads where fields apply):**
`business_name, industry, website, services[], locations[], target_audience, brand_voice{tone, words_to_use[], words_to_avoid[]}, differentiators[], competitors[], seasonality{peak_months[], slow_months[], seasonal_hooks[]}, social_proof[], offers_or_promotions[], landing_pages{}, unit_economics{aov_usd, profit_margin, ltv_usd, source}, notes, audit_date, account_id`.

**Meta-specific extensions:**
`meta_funnel_events{top_of_funnel, mid_of_funnel, conversion}, creative_inventory{concepts[], formats[], aspect_ratios[]}, custom_audiences{purchasers, abandoners, engagers, list_uploads[]}, pixel_health{pixel_id, capi_enabled, emq_score, last_event_at}`.

**personas JSON schema:** `{account_id, saved_at, personas: [{name, demographics, primary_goal, pain_points[], decision_trigger, value, meta_creative_angles[], visual_cues[]}]}`. The Meta version adds `meta_creative_angles` (e.g. "before/after demonstration", "founder-led explainer", "UGC review") and `visual_cues` (objects, settings, emotions that resonate with this persona). See `references/persona-discovery.md`.

## Policy freshness check (run first)

Read `../shared/policy-registry.json`. For each entry where `last_verified + stale_after_days < today`:
- **High-volatility** → WebSearch the `area` for recent Meta Ads changes; compare to `assumption`. If drift, banner the report and suggest registry update.
- **Moderate-volatility** → one-line "may warrant a check" note.
- **Stable** → skip silently.

The Meta platform changes faster than Google Ads (Advantage+, attribution, learning behaviors) — check high-volatility entries every audit.

## Phase 1 — Pull the audit dataset

Choose available read capabilities for the requested audit scope. Batch related reads where useful and supported; the rubric below describes evidence to consider, not a fixed call sequence.

A complete audit needs at minimum:

- **Ad account info** (`/{accountId}`) — currency, timezone, business id, spend cap, account status, balance.
- **Pixel health** (`/{accountId}/customconversions` + `/{accountId}/adspixels`) — pixel id, last activity, CAPI status, Event Match Quality (EMQ) score.
- **Campaigns** (`/{accountId}/campaigns`) — id, name, objective, status, daily/lifetime budget, special_ad_categories, buying_type, bid_strategy, created_time. Last 90 days.
- **Ad sets** (`/{accountId}/adsets`) — id, name, status, campaign_id, optimization_goal, billing_event, bid_strategy, daily_budget, lifetime_budget, attribution_spec, targeting (summary), promoted_object, learning_stage_info.
- **Ads** (`/{accountId}/ads`) — id, name, status, ad set, creative summary (image/video, primary text, headline, description, CTA), effective_status.
- **Insights at campaign level** — spend, impressions, reach, frequency, cpm, link CTR, link clicks, purchases (or other primary action), purchase value, ROAS, CPA.
- **Insights at ad set level** — same fields, last 30 days.
- **Insights at ad level** — top 50 ads by spend; same fields plus video metrics (3-sec views, ThruPlays) for video creatives.
- **Insights with breakdowns** — placement (`publisher_platform,platform_position`), age/gender, device. Use these to spot placement losers and audience composition.
- **Recent edit activity** — when available via `/{adsetId}` last_modified or `/{adsetId}` change history.

Compute aggregates **in the script**, return summarized JSON. Don't return all rows — rank, slice, summarize. The agent narrates the result; the script does the math.

Use available platform recommendations as an optional cross-check when they would help the analysis.

If a read fails, follow actionable recovery guidance. Clearly report missing evidence; continue independent findings only when the available data supports them.

**Skip scoring entirely if** `totalSpend == 0` or `activeCampaigns == 0`. Go straight to business context.

## Phase 2 — Scope handling

If the user narrows the audit ("focus on one campaign", "campaign X", "just check creative fatigue"):

- Match campaign names by case-insensitive substring. If no match, list available campaigns and ask.
- Filter the in-memory dataset before scoring — no extra API calls.
- Account-level dimensions (Pixel health, attribution defaults) stay account-wide. Note "Scoped to: X" in the report.
- Skip Phase 4 (business context refresh) on scoped audits if `business-context.json` is fresh.

## Phase 3 — Score

Score each of the 7 dimensions 0–5 using `references/account-health-scoring.md`. Overall = `round(sum × 100 / 35)`.

| Score | Label | Meaning |
|---|---|---|
| 0 | Critical | Broken or missing — actively losing money |
| 1 | Poor | Major waste or missed opportunity |
| 2 | Needs Work | Several clear issues |
| 3 | Acceptable | Functional, room to improve |
| 4 | Good | Well-managed, minor opportunities |
| 5 | Excellent | Best-practice |

Scope-aware: campaign-level dimensions reflect in-scope data; account-level dimensions (Pixel + CAPI, attribution setup) score account-wide with a note on scope impact.

### Encoded heuristics — apply these, they aren't obvious

- **Pixel + CAPI is upstream of everything.** EMQ < 7.0 means Meta can't match events well — Smart Bidding starves regardless of how good the creative is. STOP-condition input.
- **Reported ROAS systematically overstates true ROAS.** Cross-check Meta-reported numbers against Shopify / GA4 / MMM where possible. The gap is the modeled-conversion premium and is typically 20–40% in ecom.
- **Frequency × CPM trend = creative diagnosis.** Frequency > 3.0 with CPM rising ≥ 30% w/w is fatigue — recommend creative refresh, not budget cuts.
- **One ad set carrying > 70% of a campaign is fragility, not concentration.** When it fatigues, the campaign collapses.
- **Audience overlap > 50% between sibling ad sets fragments signal.** Consolidate; don't try to "fix" with bid caps.
- **Special Ad Category misclassification is a takedown risk, not just a policy nit.** Surface as Critical regardless of current performance.
- **Manual placements without evidence is a sign of inherited-from-2018 thinking.** Default should be Advantage+ Placements; deviations need data.

### Pixel + Tracking Diagnosis Matrix

| | EMQ < 5 | EMQ 5–6.9 | EMQ 7.0+ |
|---|---|---|---|
| **CAPI off** | Critical — flying blind | Critical — most events lost | High — leaving 15–25% of events on the table |
| **CAPI on, dedup off** | Critical — duplicated and weak signal | High — duplicate counting risk | Medium — match quality improves with dedup |
| **CAPI on, dedup on** | High — match quality is the bottleneck | Medium — improve event_id coverage | Healthy |

## Phase 4 — Business context

Derive what you can from the data already pulled:

| Field | Source |
|---|---|
| `business_name` | Ad account name (`/{accountId}` `name` field) |
| `services` | Top campaigns by spend, ad set names, top-converting ad creatives |
| `locations` | Targeting geo summary (countries / regions in active ad sets) |
| `brand_voice` | Top-performing ad copy (primary text + headline) |
| `creative_inventory.formats` | Mix of image / video / carousel observed in active ads |
| `creative_inventory.aspect_ratios` | Aspect ratios across active ads (1:1, 4:5, 9:16) |
| `meta_funnel_events.conversion` | Most common optimization event on top-spending ad sets |
| `custom_audiences` | Custom audiences referenced in active ad set targeting |
| `pixel_health` | From the Pixel detail call |
| `website` | Apex domain from active ad final URLs |

From Swastik023/marketing-api-automation-mcp, MIT.