meta-ads

name	meta-ads
description	Pull, summarize, and analyze Meta (Facebook/Instagram) ad performance via the Meta CLI. Used by the daily 7:30 AM ad brief and on-demand by Ops/Research.
triggers	meta ads, facebook ads, instagram ads, roas, ad spend, campaign performance

Meta Ads

V3 transcript ch.6 — the practical example. Wraps the Meta command-line interface with a custom report format.

When to use

• Daily 7:30 AM scheduled ad brief
• User asks: "how are my ads doing?", "ROAS today?", "should I kill campaign X?"
• Ops or Content needs to reference current ad performance

Inputs

• period: string — today | yesterday | 7d | 30d | YYYY-MM-DD..YYYY-MM-DD
• account_id: string (optional) — defaults to META_DEFAULT_ACCOUNT_ID env var

Behavior

1. Shell out to meta-ads-cli report --period {period} --account {account_id} --format json
2. Parse spend, impressions, clicks, conversions, ROAS per campaign
3. Identify winners (ROAS > 2.0), losers (ROAS < 0.8 with spend > $20)
4. Flag blind spots: campaigns with $0 spend in last 24h, frozen creatives older than 14 days
5. Render as the deliverable below
6. Append one-line summary to hive_mind table

Output format

META ADS — {period}
━━━━━━━━━━━━━━━━
SPEND: ${spend} ({delta_vs_prior})
ACTIONS: {conversions}
ROAS: {roas}

🏆 WINNERS (n)
- [{campaign_name}](https://business.facebook.com/...): ${spend} → ROAS {roas}

🔻 LOSERS (n)
- [{campaign_name}](https://business.facebook.com/...): ${spend} → ROAS {roas} — recommend pause

⚠ BLIND SPOTS
- {observation}

QUICK TAKE
{2-sentence Claude analysis: which lever to pull next}

Tools used

• meta-ads-cli (must be installed globally: npm install -g meta-ads-cli)
• bash

Cost notes

• meta-ads-cli: free (uses your Meta access token)
• Quick-take generation: Sonnet, ~$0.003 per invocation

See also

• skills/nano-banana/SKILL.md — for generating new ad creatives when this skill flags a loser
• scheduler/cron.yaml — meta_ads_brief mission fires this skill at 07:30