| name | brand-health |
| description | Establishes a performance baseline from existing ad account data. Use when starting work on a brand that has been running ads. Trigger on: 'audit the account', 'what's our baseline', 'how are we performing'. Requires dashboard or account access. |
| metadata | {"version":"1.0.0","status":"beta","tags":["audit","performance","baseline","meta-ads"],"inputs":["Meta Ads dashboard access","minimum 30-day period"],"outputs":["baseline KPI report — top/bottom performers","strategic gaps"],"depends-on":["brand-guidelines"]} |
Brand Health
Before Starting
Confirm before starting:
If dashboard access is not available: request a CSV export of campaign data.
This skill produces a baseline performance report before any new creative strategy is deployed.
Input: Meta Ads dashboard access + period (minimum 30 days, recommended 90 days)
Output: Baseline report — KPIs, benchmarks, production capacity, constraints
What to Audit
1. Media Performance
- CPM, CPC, CTR, Hook Rate (ThruPlay / Impressions)
- CPA / CPL (cost per acquisition or lead)
- Top 3 and bottom 3 creatives by primary KPI
2. Creative Production Capacity
- How many creatives launched in the period?
- Average time from brief to launch?
- Formats used (static / video / carousel)?
3. Account Constraints
- Active campaigns — what's already running?
- Budget distribution — testing vs. scaling vs. retargeting?
4. Industry Benchmarks
Compare current KPIs against category benchmarks.
For benchmark reference: See references/brand-health.md
Output Format
## Baseline Report — [Brand] — [Period]
### Key KPIs
| Metric | Current | Benchmark | Status |
### Top Performers
| Creative | Format | Primary KPI | Why It Works (hypothesis) |
### Bottom Performers
| Creative | Format | Primary KPI | Failure Hypothesis |
### Production Capacity
Creatives launched: [X] / [period]
Avg brief-to-launch: [X days]
### Strategic Gaps
[What's missing — formats, angles, awareness stages not covered]
Related Skills
01-audit/brand-alignment — run alongside for strategic alignment05-analysis/account-audit — deeper creative analysis after baseline set
