meta-creative-analysis

name	meta-creative-analysis
description	Use when analyzing Meta ad creatives: video hook/hold rates, 4 diagnostic scenarios, image/catalog rules, creative pattern recognition.

Meta Ads - Creative Analysis Workflow

Metric definitions (Hook Rate, Hold Rate, CTR, performance benchmarks, video funnel) live in meta/tool-fundamentals and auto-load with this skill. Do NOT redefine them here. This skill is the workflow for diagnosing creative performance after the metrics are loaded.

Inputs You Need

Before applying this skill, ensure you have:

• Ad-level video metrics (video_play_actions, video_thruplay_watched_actions, actions with video_view) — see tool-fundamentals for the exact fields and the Hook/Hold formulas.
• Account-level Hold Rate baseline from a 90-day account-level pull.
• Pareto set of ads (cumulative spend ≤ 90%).

Diagnostic Scenarios for Video Ads

Apply the benchmarks from tool-fundamentals (Hook Rate / Hold Rate / CTR thresholds) to classify each Pareto video ad into one of these scenarios.

Scenario 1: Good Hook, Poor Hold

• Hook Rate Good (≥ 40%), Hold Rate Poor (< Account Avg), CTR Average
• Root cause: Hook stops scroll, but content loses interest after 3 seconds.
• Fix: Keep the intro/hook. Rebuild seconds 3+ — move value prop earlier, show product sooner, use variety (B-roll + testimonial + selfie mix), keep value props concise.

Scenario 2: Average Everything

• Hook Rate Average (26–39%), Hold Rate ≈ Avg, CTR Average
• Root cause: Nothing stands out. Room for improvement everywhere.
• Fix: Priority 1 — improve hook first (if they don't stop, nothing else matters). Use facebook_analyze_ad_creative_by_id_or_url to assess visual relevance and messaging. Then rebuild remaining clips for hold rate.

Scenario 3: Poor Hook

• Hook Rate Poor (< 25%), Hold Rate any, CTR any
• Root cause: People aren't stopping to watch.
• Fix: Rebuild hook completely. Compare to hooks in top-performing ads. Test variations: different visual opening, text overlay, audio hook, problem vs benefit statement, question vs statement.

Scenario 4: Great Hook + Hold, Poor CTR

• Hook Rate Good, Hold Rate > Acct Avg + 25%, CTR Poor (< 0.65%)
• Root cause: People watch the whole video but don't click. CTA weak or unclear.
• Fix: Check comments for negative sentiment. If fine — strengthen CTA (more prominent visual, clearer verbal, urgency/scarcity, better landing page alignment).

Decision Framework by Ad Format

Single Image

• High CPM (30%+ above Pareto avg) + Low ROAS → Pause ad (expensive audience, not converting).
• Low CTR (30%+ below Pareto avg) + Low ROAS → Check comments first. If fine, test variations with stronger CTA.
• Good metrics (within 20% of Pareto avg) → Create variations (copy, angle, or format).

Single Video

• Apply Scenarios 1–4 above based on the Hook / Hold / CTR profile.
• High CPM + Low ROAS → Pause ad.
• Low CTR + Low ROAS → Check comments, then test stronger CTA variations.

Advantage+ Catalog

• Meta does NOT provide conversion data per product ID.
• Use spend + CTR as proxy for product performance.
• High CPM + Low ROAS → Pause ad, test different product set.
• Low CTR + Low ROAS → Identify low-CTR products and remove from set.

Creative Content Analysis

Use facebook_analyze_ad_creative_by_id_or_url to get subjective analysis of:

• Main angle, assumed user persona, ad format
• Visual elements, visual hook quality (video), audio hook quality (video)

Always show the creative metric visualization when using this tool successfully.

Pattern Recognition Across Top Ads

Among top Pareto ads, analyze each with facebook_analyze_ad_creative_by_id_or_url to identify:

• Common angle patterns (which selling points repeat across winners)
• Common format patterns (image vs video vs carousel)
• Common hook patterns (videos — what stops the scroll)
• Common copy patterns (tone, length, structure)

Use winning patterns to guide new creative variations.

Variation Strategy

When ad performs well: Copy variations (same angle, different words) → Angle variations (different selling point) → Format variations (same message, different format) → Hook variations (videos).

When ad performs poorly:

Issue	Action
Hook Rate poor	Rebuild hook using winning hooks
Hook good, Hold poor	Rebuild middle section
Hook good, Hold good, CTR poor	Strengthen CTA
All metrics poor	Test completely new approach