| name | meta-ads-rules-optimizer |
| description | Optimize Meta (Facebook/Instagram) ad performance by rules — read results, then pause / scale / adjust ad sets and ads by CPA/ROAS thresholds (e.g. pause ad sets over 3× target CPA, scale winners gradually, cut fatigued creative). Use when the user wants to optimize, prune losers, scale winners, cut wasted spend, or set up "if CPA > X then pause" logic. NOTE: Meta's native automated rules are NOT exposed by the Porter MCP, so this runs as ASSISTANT logic (read insights → decide → write). Always confirm each write with the user; scale gradually and respect the account-safety limits. |
Meta Ads — Rules Optimizer
Turn performance into action: pause the losers, scale the winners, cut the waste — by explicit,
transparent rules. Because Meta's native automated-rules engine is not exposed by the MCP, this is
implemented as a loop the assistant runs, not a rule Meta enforces server-side.
The loop
- Read performance with
meta-ads-insights-reporting (per ad set / ad, with the result metric for
the objective — CPA for leads/sales, ROAS for e-comm).
- Rank + classify each entity vs the target (see thresholds).
- Decide the action; confirm with the user (money + irreversibility).
- Write via
adset_update / ad_update (status, daily_budget_amount) — budget in the same
MINOR-units convention as everywhere (../_budget/budget.md).
- Re-read later to verify the effect. This is a repeatable cadence, not a one-shot.
Thresholds (a sane default rubric — tune per account)
| Signal | Rule of thumb | Action |
|---|
| CPA > 3× target (with enough spend/conversions) | clear loser | Pause the ad set/ad |
| CPA at/under target + volume | winner | Scale budget +20–30% max/day (never 2×) |
| Frequency high + CTR dropping over the week | creative fatigue | Refresh creative (new ad), pause the tired one |
| High CTR but low conversion | offer/landing problem, not the ad | Don't cut the ad — flag offer/landing |
| Too little spend/conversions | not enough signal | Wait — don't judge yet (learning phase ~50 conv/week) |
- Confirm each write with the user; never silently pause/scale money.
- Scale gradually (≤20–30%/day). Big overnight jumps flag "unusual activity" and reset learning.
- Respect the learning phase — don't cut an ad set before it exits learning (~50 conversions/week)
unless CPA is catastrophic.
- Throttle backoff: on
2859015 or a rate-limit error → back off, don't retry-storm.
- One change at a time per entity so you can attribute the effect.
Gotchas
- No native rules (
adrules_library not exposed) → this is assistant logic, runs when invoked, not
a Meta-side automation. Say so; don't promise "always-on" rules.
optimization_goal / billing_event are frozen at ad-set create — you can only change status/budget/bid, not the goal.- Budget writes = MINOR units (×offset), read-back to verify (money).
Scope
- ✅ Read → decide → pause/scale/adjust ad sets & ads by rules, with confirmation.
- ❌ Creating campaigns/ad sets/ads (setup skills). ❌ Server-side Meta automated rules (not exposed).
