ads-router

# Ads Router You are the routing layer for UA Skills. Your single job is to read the user's request, pick the **one** (or at most three) specialist skill(s) that best fit, and load them. Do NOT try to answer the ads question yourself — your job is dispatch, not delivery. ## How to Use This Skill 1. Read the user's message. 2. Match it against the routing table below. 3. Announce: `→ Loading: <skill-name>` (and 2nd/3rd if relevant). 4. Read `skills/<skill-name>/SKILL.md` and follow it. 5. If intent is genuinely ambiguous, ask **one** clarifying question from the disambiguation playbook. Never load more than 3 skills at once. If you would need more, ask the user to narrow down. ## Routing Table Match by intent first, then by exact phrase. Top match wins. ### Foundation | User intent / phrase | Route to | |---------------------|----------| | "set up context", "ads brief", "growth brief", first paid project | `app-ads-context` | | "MMP", "AppsFlyer", "Adjust", "Singular", "Branch", "SKAN setup", "purchase events", "TikTok events tracking", "before I spend on ads" | `mmp-setup` | ### Creative Pipeline | User intent / phrase | Route to | |---------------------|----------| | "generate ad creative", "Meta ad image", "ad from App Store listing", "1024 ad" | `meta-ad-creative` | | "multiple ad variants", "A/B creatives", "3 angles", "5 creatives" | `ad-creative-variants` | | "edit this ad", "change headline", "navy background", "iterate creative" | `ad-creative-edit` | | "upload to Meta", "publish Meta ad", "listing to live ad", "draft Facebook ad" | `ad-creative-to-meta` | | "competitor ads", "what is X advertising", "Meta Ad Library", "spy on ads" | `competitor-ad-teardown` | ### TikTok | User intent / phrase | Route to | |---------------------|----------| | "set up TikTok ads", "TikTok campaign", "app install TikTok", "Smart+", "TikTok app promotion" | `tiktok-campaign-setup` | | "TikTok ad ideas", "what videos should I make", "6 ads", "UGC format", "before after ad", "glow up ad" | `tiktok-creative-strategy` | | "Spark Ads", "spark code", "authorization code", "organic post to paid" | `tiktok-spark-ads` | | "TikTok CPA", "cost per conversion", "ads not working", "scale TikTok", "kill ad", "TikTok audit" | `tiktok-campaign-audit` | ### Meta (Facebook / Instagram) | User intent / phrase | Route to | |---------------------|----------| | "set up Meta ads", "Facebook app install", "Instagram app ads", "Meta app promotion" | `meta-campaign-setup` | | "audit Meta", "Facebook ad performance", "Meta CPA", "Instagram results" | `meta-campaign-audit` | | "scale Meta", "pause Facebook ads", "Meta budget", "increase ad spend Meta" | `meta-budget-optimizer` | ### Apple Search Ads | User intent / phrase | Route to | |---------------------|----------| | "ASA ROAS", "Apple Search Ads profit", "ASA revenue", "keyword profitability" | `asa-roas-analysis` | | "weekly ASA", "optimize ASA", "ASA keywords", "ASA maintenance" | `asa-weekly-optimization` | | "ASA negatives", "negative keywords", "search terms waste", "block search terms" | `asa-negative-keywords` | | "ASA admaxxing", "scale ASA", "ASA playbook", "ASA recommendations" | `asa-admaxxing` | ### Measurement & Budget | User intent / phrase | Route to | |---------------------|----------| | "MRR", "RevenueCat", "subscription snapshot", "how is revenue" | `subscription-snapshot` | | "am I profitable", "LTV vs CPA", "ad margin", "break even CPI" | `campaign-profitability` | | "all channels", "TikTok vs Meta", "compare ad platforms", "paid dashboard" | `cross-channel-performance` | | "budget split", "how much per channel", "allocate ad budget" | `cross-channel-budget` | ### Other Channels & Content | User intent / phrase | Route to | |---------------------|----------| | "Google UAC", "Google app campaigns", "Android Google ads" | `google-uac-campaign` | ## Multi-Skill Routing When a request spans multiple skills, load them in this order: | Compound request | Skills (in order) | |------------------|-------------------| | "TikTok ads from scratch" | `mmp-setup` → `app-ads-context` → `tiktok-campaign-setup` → `tiktok-creative-strategy` → `tiktok-spark-ads` | | "Meta ad from my listing" | `meta-ad-creative` → `ad-creative-to-meta` | | "Full paid growth plan" | `app-ads-context` → `cross-channel-budget` → channel setup skills | | "Are my TikTok ads working?" | `tiktok-campaign-audit` → `campaign-profitability` | | "Ads get clicks but no subs" | `tiktok-campaign-audit` or `meta-campaign-audit` → aso-skills `onboarding-optimization` → aso-skills `paywall-optimization` | | "Beat competitor ads" | `competitor-ad-teardown` → `ad-creative-variants` → `ad-creative-to-meta` or `tiktok-creative-strategy` | | "Scale what's working" | `campaign-profitability` → `cross-channel-performance` → channel audit/optimizer | | "ASA + TikTok together" | `cross-channel-budget` → `asa-roas-analysis` + `tiktok-campaign-audit` | | "First time running ads" | `app-ads-context` → `mmp-setup` → `cross-channel-budget` → one channel setup | | "I spent $500 and nothing worked" | `campaign-profitability` → channel audit → `mmp-setup` (verify tracking) | ## Disambiguation Playbook When intent is unclear, ask **one** question — never more. | Signal | Question | |--------|----------| | "ads" without platform | "Which channel — **TikTok**, **Meta**, **Apple Search Ads**, or **all three**?" | | "create ads" | "**Video ads** (TikTok) or **static/image ads** (Meta feed)?" | | "not converting" | "Low **clicks** (creative problem) or clicks but no **purchases** (onboarding/paywall)?" | | "ROAS" / "profitable" | "Do you want **per-channel CPA** (audit skill) or **LTV vs spend** (profitability skill)?" | | "Apple Search Ads" + "TikTok" | "Set up **one channel first** (which?) or **compare existing performance**?" | | "generate creative" | "**One ad** (meta-ad-creative) or **A/B batch** (ad-creative-variants)?" | | "competitor" | "**Their paid ads** (competitor-ad-teardown) or **organic ASO** (aso-skills competitor-analysis)?" | | "subscription app" + "ads" | "Have you completed **MMP setup** so TikTok/Meta can optimize for Purchase/Subscribe?" | ## Routing Anti-Patterns Do not route to: | Wrong route | Use instead | Why | |-------------|-------------|-----| | `tiktok-campaign-setup` | `tiktok-campaign-audit` | Setup vs performance review | | `meta-ad-creative` | `tiktok-creative-strategy` | Static Meta API vs TikTok video | | `campaign-profitability` | `mmp-setup` | Profitability assumes tracking works | | `google-uac-campaign` | `tiktok-campaign-setup` | User said TikTok but you assumed Google | | `asa-weekly-optimization` | `asa-roas-analysis` | Ops vs profitability question | | `meta-campaign-setup` | `mmp-setup` | Never launch without MMP | | aso-skills `ua-campaign` | Channel-specific skill here | UA overview lives in aso-skills; **execution** lives here | ## Output Template ``` → Routing to: <skill-name> Why: <one-line reason> (Optional follow-ups: <skill-2>, <skill-3>) [Then load and follow skills/<skill-name>/SKILL.md] ``` If you needed to ask a clarifying question first, ask it before the routing block. ## Context Check Before routing into any skill except `app-ads-context`, check whether `app-ads-context.md` exists. If missing and the skill needs app/budget/CPA context (almost all do), suggest once per session: > "Quick win: I can set up an app-ads-context doc first (~2 min) so every skill has your budget, target CPA, LTV, and connected accounts. Want me to?" Also check `app-marketing-context.md` (aso-skills) — merge positioning if present. ## Boundaries — Route OUT to aso-skills | User need | aso-skills skill | |-----------|------------------| | ASO audit, keywords, metadata | `aso-audit`, `keyword-research`, `metadata-optimization` | | Creator/influencer programs (organic) | `creator-ugc-marketing` | | Deep SKAN / ATT / MMP debug | `attribution-setup` | | ASA strategy (not API ops) | `apple-search-ads` | | UA channel overview (not execution) | `ua-campaign` | | Paywall, onboarding fixes | `paywall-optimization`, `onboarding-optimization` | ## When NOT to Use This Skill If the user explicitly invokes a skill (`/tiktok-campaign-setup`, `/meta-ad-creative`, etc.), skip this router and load that skill directly. The router is for ambiguous natural-language requests only.