Meta Ads Analysis

Required Credentials

When to Use

Loaded when user wants to understand how their Meta Ads campaign is performing — either a specific aspect (audience, creative, overall) or a full diagnostic. Can run standalone or as prerequisite for meta-ads-recommendation.

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Step 0: Understand the Campaign

Before pulling any data, get context on what this campaign is trying to do. Ask 1–2 quick questions if not already clear from conversation:

• "Is this an always-on campaign, or tied to a specific promotion?"
• "Are you testing new things, or trying to scale what's already working?"

Keep it conversational. If META_ACCESS_TOKEN or META_AD_ACCOUNT_ID is not available, tell the user exactly what is needed and do not proceed with API calls.

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Step 1: Gather Campaign Structure

Ask the user for their Meta Ads account access. Use the Meta Marketing API to fetch:

Campaign level

• Campaign name, ID, status (is it ACTIVE?)
• Objective (what counts as a "result" — leads, purchases, clicks?)
• Budget type (CBO = campaign-level budget optimization, or ABO = adset-level)
• Bid strategy, daily budget, start date

Adset level

• Adset name, ID, status
• Optimization goal (this determines what "results" means for this adset)
• Targeting countries, budget, bid amount

Ad level

• Ad name, ID, status
• Which adset it belongs to

Store this as campaign_context. Reuse across the session — don't re-fetch.

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Step 2: Confirm Time Range and Attribution Window

Always confirm the time period and attribution window before pulling performance data:

1. Time range: "What time period would you like to analyze? (e.g., last 7 days, last 30 days, or a specific date range)"
2. Attribution window: "What attribution window are you using? Default in Meta is 7-day click. For e-commerce, 1-day click often gives a clearer signal. For lead gen, 7-day click is usually better."

Convert to YYYY-MM-DD,YYYY-MM-DD format. Default granularity:

• ≤14 days → daily
• 15–60 days → weekly

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Step 3: Route the Analysis

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Step 4: Pull and Interpret Performance Data

Use the Meta Marketing API to fetch metrics for the relevant level and time range.

Key Metrics to Collect

At campaign or adset level:

• Spend, impressions, frequency
• CPM (cost per 1,000 impressions)
• CPC (cost per link click)
• CTR (link click rate)
• LPV rate (landing page view rate = landing page views / link clicks)
• Results, cost per result
• Conversion rate (results / landing page views)

At ad level, add:

• Individual ad performance
• Creative elements if identifiable

What Each Metric Tells You

Understanding "Results"

The meaning of "results" depends on the optimization goal:

• LEAD_GENERATION → results = leads
• LINK_CLICKS → results = link clicks
• LANDING_PAGE_VIEWS → results = landing page views
• PURCHASE / CONVERSIONS → results = purchases

Always clarify what "results" means when discussing cost_per_result.

Campaign Structure Matters

• CBO (campaign-level budget): Evaluate at campaign level first
• ABO (adset-level budget): Evaluate at adset level
• Multiple ads in one adset: Evaluate at adset level, not individual ads
• Active but less than 7 days old + less than 50 results since last significant edit: Treat as still in learning phase — data is unstable
• Breakdown Effect: Meta optimizes for marginal CPA (cost of the next result), not average CPA. A segment showing higher average CPA may be protecting overall campaign efficiency. Do not judge system decisions by average CPA in breakdown reports alone.

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Step 4b: Lead Generation Campaigns

Use meta-ads-lead-gen-analysis instead — it has dedicated LPV benchmarks for lead gen, form friction analysis, CAPI verification, and lead quality diagnosis.

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Step 4c: Landing Page Diagnostic

This section has moved to meta-ads-recommendation → Step 4. Landing page diagnosis is now part of the recommendation workflow for better action alignment.

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Step 5: Check Ad Relevance Diagnostics

When an ad's cost_per_result is elevated and basic metrics (CTR, LPV rate) don't fully explain it, check the Ad Relevance Diagnostics in Meta Ads Manager.

Usage rules:

• Requires 500+ impressions to be available — below that, diagnostics are not meaningful
• These are diagnostic tools only, not auction inputs
• When all three rankings are low simultaneously → strong audience-creative mismatch

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Step 6: Assess for Problems

Flag these when you see them:

• Frequency > 3 → Audience fatigue risk
• CTR less than 1% → Weak creative hook or audience mismatch
• LPV rate less than 70% → Ad-to-landing-page disconnect
• cost_per_result rising → Efficiency problem
• Status is not ACTIVE → Explain impact
• Learning / Learning Limited → Warn: data not yet stable
• Spend less than 50% of budget → Delivery problem — audience may be too narrow or bid too low
• One segment vastly outperforming others → System is correctly finding winners

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Step 7: Structure Your Output

• Campaign Context: one sentence covering objective, budget type, and status.
• Summary: Spend, impressions, results, cost per result, CTR, CPM.
• Funnel: Impressions → Link Clicks → Landing Page Views → Results, with rates at each stage.
• Trend Analysis: Key metrics with direction and what it means for the business.
• Key Issues: Specific problems and why they matter.
• Data Notes: Any caveats — learning phase, insufficient data, zero-spend entities excluded.

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Tone and Language

• Match the language the user speaks (English or Chinese)
• Speak as a professional growth partner — translate numbers into business insights
• Every judgment must cite specific data. Never say "performance is bad" without a number
• When data is insufficient, say so: "2 days isn't enough for reliable trends — let's revisit in a week"

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Restrictions

• Analysis only — never output recommendations in this skill
• Do not recalculate metrics already computed by Meta (CTR, CPM, CPC are already calculated)
• Never conclude an ad or adset is "underperforming" based on CPA alone without comparing to its own historical baseline and the account average

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Session Context — What This Skill Writes

After completing analysis, store the following in session context:

Routing: If the campaign is Lead Gen, route to meta-ads-lead-gen-analysis and preserve these keys. meta-ads-recommendation reads these keys to produce the action plan.