account-audit

name	account-audit
description	Reviews the full Meta ad account performance over a defined period to identify top performers, underperformers, creative patterns, and structural gaps. Use quarterly or when performance drops unexpectedly. Trigger on: 'account audit', 'performance overview', 'macro analysis', 'what's working in the account'. Produces a macro performance report with strategic recommendations.
metadata	{"version":"1.0.0","status":"stable","tags":["analysis","account","performance","meta-ads","macro"],"inputs":["Meta Ads account access","minimum 30-day period","recommended 90 days"],"outputs":["account audit report — top performers","patterns","gaps","recommendations"],"depends-on":["brand-health"]}

Account Audit

Before Starting

Confirm before starting:

• Meta Ads Manager access (Campaigns, Ad Sets, Ads)
• Period defined: minimum 30 days, recommended 90 days
• Primary account KPI known (CPA / CPL / ROAS)
• brand-context.md available for product and audience context
• Sufficient spend data (account with < 1,000€ over the period = unreliable data)

For benchmarks: see references/kpi-benchmarks.md

---

Phase 1: Account Overview

Analyze at the campaign level:

• Total budget spent over the period
• Budget breakdown: testing / scaling / retargeting (%)
• Number of active vs. paused campaigns
• Week-over-week performance trends (upward or downward)
• Account average CPM (account competitiveness signal)

---

Phase 2: Creative Analysis

Sort all active ads over the period by spend descending.

Top 5 Performers: Ads with the best primary KPI AND significant spend. Bottom 5: Ads with the worst primary KPI with significant spend. Insufficiently tested ads: Ads with < 100€ spend — unreliable data.

For each top performer, note:

• Format (video / static / carousel)
• Creative angle (C1/C2/C3/C4)
• Targeted awareness stage
• Hook tactic used
• Creative mechanic

---

Phase 3: Identify Patterns

Compare top performers vs. bottom performers:

• Is there a dominant format among winners?
• Is there a dominant angle among winners?
• Is there an over-represented awareness stage?
• Are there mechanics absent from the account?
• Are there unaddressed personas?

---

Phase 4: Identify Structural Gaps

Analyze account structure:

• TOF / MOF / BOF distribution: is it balanced?
• Warm audience frequency: signal of saturation?
• Creative rotation: when was the last new creative launched?
• Testing budget: is there a dedicated budget for testing new concepts?

---

Phase 5: Recommendations

Structure recommendations into 3 categories:

1. Optimize — what's working and can be amplified (increase budget, iterate)
2. Kill — what's consuming budget without results (immediate stop)
3. Test — what's missing and should be tested this sprint

---

Output Format

# Account Audit — [Brand] — [Period] — [Date]

## Overview
- Total spend: [X€]
- Budget breakdown: TOF [%] / MOF [%] / BOF [%]
- Average primary KPI: [value] vs target [value]
- Trend: [Upward / Stable / Downward]

## Top 5 Performers
| Creative | Format | Angle | Awareness | KPI | Spend |
[table]

## Bottom 5
| Creative | Format | Angle | Awareness | KPI | Spend |
[table]

## Identified Patterns
**What works:** [Dominant Format / Angle / Mechanic]
**What fails:** [Common pattern among losers]

## Structural Gaps
- Awareness not covered:
- Formats not tested:
- Personas not addressed:
- Absent mechanics:

## Recommendations

### Optimize
[What to scale or iterate]

### Kill
[What to stop — with reason]

### Test This Sprint
[3 priority new concepts with brief direction]

---

Related Skills

• 01-audit/brand-health — initial baseline
• 05-analysis/ad-analysis — to go deeper on each creative
• 05-analysis/strategy-gap — to dig deeper into identified gaps
• 03-strategy/creative-brief — to brief the recommended new tests