meta-ads-audit

name	meta-ads-audit
description	Meta Ads (Facebook + Instagram) account audit and business context setup. Use for account-health audits and business-context setup. Trigger on "audit my Meta ads", "audit my Facebook ads", "Meta ads audit", "set up my Meta ads", "onboard Meta", "Meta account overview", "how's my Meta account", "Meta health check", "what should I fix in my Facebook ads", or when the user is new to NotFair Meta and hasn't run an audit before.
argument-hint	<account name or 'audit my Meta ads'>

Meta Ads Audit

Diagnose Meta (Facebook + Instagram) account health and persist business context for downstream skills (/meta-ads). Read-only — never mutates the account. The user runs /meta-ads to execute fixes you recommend.

Setup

Follow ../shared/preamble.md — MCP detection, OAuth, ad account selection.

Filesystem contract (MUST persist)

Artifact	Path	When
Business context	{data_dir}/meta/business-context.json	First full audit, or refresh when audit_date is >90 days old. Skip on scoped audits if file is fresh.
Personas	{data_dir}/meta/personas/{accountId}.json	Every full audit.

These are the handoff to /meta-ads — write them even if the report itself is short. Otherwise downstream skills operate without business context and produce generic output.

If a {data_dir}/business-context.json exists from /google-ads-audit (no meta/ subdir), read it as a starting point — most fields (services, brand voice, differentiators, locations, seasonality) are platform-agnostic. Then write the Meta-specific version to {data_dir}/meta/business-context.json with any Meta-specific overrides (different creative angles, different audiences, different funnel events).

business-context.json schema (shared with Google Ads where fields apply): business_name, industry, website, services[], locations[], target_audience, brand_voice{tone, words_to_use[], words_to_avoid[]}, differentiators[], competitors[], seasonality{peak_months[], slow_months[], seasonal_hooks[]}, social_proof[], offers_or_promotions[], landing_pages{}, unit_economics{aov_usd, profit_margin, ltv_usd, source}, notes, audit_date, account_id.

Meta-specific extensions: meta_funnel_events{top_of_funnel, mid_of_funnel, conversion}, creative_inventory{concepts[], formats[], aspect_ratios[]}, custom_audiences{purchasers, abandoners, engagers, list_uploads[]}, pixel_health{pixel_id, capi_enabled, emq_score, last_event_at}.

personas JSON schema: {account_id, saved_at, personas: [{name, demographics, primary_goal, pain_points[], decision_trigger, value, meta_creative_angles[], visual_cues[]}]}. The Meta version adds meta_creative_angles (e.g. "before/after demonstration", "founder-led explainer", "UGC review") and visual_cues (objects, settings, emotions that resonate with this persona). See references/persona-discovery.md.

Policy freshness check (run first)

Read ../shared/policy-registry.json. For each entry where last_verified + stale_after_days < today:

• High-volatility → WebSearch the area for recent Meta Ads changes; compare to assumption. If drift, banner the report and suggest registry update.
• Moderate-volatility → one-line "may warrant a check" note.
• Stable → skip silently.

The Meta platform changes faster than Google Ads (Advantage+, attribution, learning behaviors) — check high-volatility entries every audit.

Phase 1 — Pull the audit dataset

Choose available read capabilities for the requested audit scope. Batch related reads where useful and supported; the rubric below describes evidence to consider, not a fixed call sequence.

A complete audit needs at minimum:

• Ad account info (/{accountId}) — currency, timezone, business id, spend cap, account status, balance.
• Pixel health (/{accountId}/customconversions + /{accountId}/adspixels) — pixel id, last activity, CAPI status, Event Match Quality (EMQ) score.
• Campaigns (/{accountId}/campaigns) — id, name, objective, status, daily/lifetime budget, special_ad_categories, buying_type, bid_strategy, created_time. Last 90 days.
• Ad sets (/{accountId}/adsets) — id, name, status, campaign_id, optimization_goal, billing_event, bid_strategy, daily_budget, lifetime_budget, attribution_spec, targeting (summary), promoted_object, learning_stage_info.
• Ads (/{accountId}/ads) — id, name, status, ad set, creative summary (image/video, primary text, headline, description, CTA), effective_status.
• Insights at campaign level — spend, impressions, reach, frequency, cpm, link CTR, link clicks, purchases (or other primary action), purchase value, ROAS, CPA.
• Insights at ad set level — same fields, last 30 days.
• Insights at ad level — top 50 ads by spend; same fields plus video metrics (3-sec views, ThruPlays) for video creatives.
• Insights with breakdowns — placement (publisher_platform,platform_position), age/gender, device. Use these to spot placement losers and audience composition.
• Recent edit activity — when available via /{adsetId} last_modified or /{adsetId} change history.

Compute aggregates in the script, return summarized JSON. Don't return all rows — rank, slice, summarize. The agent narrates the result; the script does the math.

Use available platform recommendations as an optional cross-check when they would help the analysis.

If a read fails, follow actionable recovery guidance. Clearly report missing evidence; continue independent findings only when the available data supports them.

Skip scoring entirely if totalSpend == 0 or activeCampaigns == 0. Go straight to business context.

Phase 2 — Scope handling

If the user narrows the audit ("focus on one campaign", "campaign X", "just check creative fatigue"):

• Match campaign names by case-insensitive substring. If no match, list available campaigns and ask.
• Filter the in-memory dataset before scoring — no extra API calls.
• Account-level dimensions (Pixel health, attribution defaults) stay account-wide. Note "Scoped to: X" in the report.
• Skip Phase 4 (business context refresh) on scoped audits if business-context.json is fresh.

Phase 3 — Score

Score each of the 7 dimensions 0–5 using references/account-health-scoring.md. Overall = round(sum × 100 / 35).

Score	Label	Meaning
0	Critical	Broken or missing — actively losing money
1	Poor	Major waste or missed opportunity
2	Needs Work	Several clear issues
3	Acceptable	Functional, room to improve
4	Good	Well-managed, minor opportunities
5	Excellent	Best-practice

Scope-aware: campaign-level dimensions reflect in-scope data; account-level dimensions (Pixel + CAPI, attribution setup) score account-wide with a note on scope impact.

Encoded heuristics — apply these, they aren't obvious

• Pixel + CAPI is upstream of everything. EMQ < 7.0 means Meta can't match events well — Smart Bidding starves regardless of how good the creative is. STOP-condition input.
• Reported ROAS systematically overstates true ROAS. Cross-check Meta-reported numbers against Shopify / GA4 / MMM where possible. The gap is the modeled-conversion premium and is typically 20–40% in ecom.
• Frequency × CPM trend = creative diagnosis. Frequency > 3.0 with CPM rising ≥ 30% w/w is fatigue — recommend creative refresh, not budget cuts.
• One ad set carrying > 70% of a campaign is fragility, not concentration. When it fatigues, the campaign collapses.
• Audience overlap > 50% between sibling ad sets fragments signal. Consolidate; don't try to "fix" with bid caps.
• Special Ad Category misclassification is a takedown risk, not just a policy nit. Surface as Critical regardless of current performance.
• Manual placements without evidence is a sign of inherited-from-2018 thinking. Default should be Advantage+ Placements; deviations need data.

Pixel + Tracking Diagnosis Matrix

	EMQ < 5	EMQ 5–6.9	EMQ 7.0+
CAPI off	Critical — flying blind	Critical — most events lost	High — leaving 15–25% of events on the table
CAPI on, dedup off	Critical — duplicated and weak signal	High — duplicate counting risk	Medium — match quality improves with dedup
CAPI on, dedup on	High — match quality is the bottleneck	Medium — improve event_id coverage	Healthy

Phase 4 — Business context

Derive what you can from the data already pulled:

Field	Source
business_name	Ad account name (/{accountId} name field)
services	Top campaigns by spend, ad set names, top-converting ad creatives
locations	Targeting geo summary (countries / regions in active ad sets)
brand_voice	Top-performing ad copy (primary text + headline)
creative_inventory.formats	Mix of image / video / carousel observed in active ads
creative_inventory.aspect_ratios	Aspect ratios across active ads (1:1, 4:5, 9:16)
meta_funnel_events.conversion	Most common optimization event on top-spending ad sets
custom_audiences	Custom audiences referenced in active ad set targeting
pixel_health	From the Pixel detail call
website	Apex domain from active ad final URLs

Then crawl the website (homepage + about + 1–2 top landing pages, parallel WebFetch) and merge into the schema. See references/business-context.md for the full crawl procedure.

Always ask the user: differentiators, competitors, seasonality, AOV + profit margin (essential for ROAS-aware scoring). Ask for everything else only if data + crawl can't answer it.

Phase 5 — Personas

Discover 2–3 personas from creative performance (which angles convert), top-spending audiences, and landing-page content — all from the dataset already in memory. Persist to {data_dir}/meta/personas/{accountId}.json. Each persona must be grounded in observable evidence (a converting ad set, a converting creative angle, a landing-page section) — no inventing. See references/persona-discovery.md.

Phase 6 — Report

Lead with the verdict, then the top 3 actions (with dollar impact when possible), then the scorecard, then evidence for dimensions scoring 0–2 only. Cite specific campaigns, ad sets, ads, and dollar amounts. Cap at ~80 lines.

State where any audit artifacts were actually saved. Do not claim hosted audit history unless a live result confirms it.

Guardrails

1. Read-only skill. Diagnose; don't mutate. Every fix routes through /meta-ads. End the report with one handoff tied to the #1 action.
2. STOP condition — if Pixel health scores 0–1 (EMQ < 5 or CAPI off in an ecom account), recommend pausing scaling decisions until tracking is fixed before recommending anything else. Everything downstream is unreliable.
3. Always persist meta/business-context.json and meta/personas/{accountId}.json even if the report itself is short — downstream skills depend on them.
4. Name names. Every finding cites specific campaigns, ad sets, ad creatives, and dollar amounts. "Some ad sets are underperforming" is not a finding.
5. Never report Meta-reported ROAS without footnoting the modeled-conversion premium. "ROAS 3.2× (Meta-reported, 7DC1DV — typically overstates Shopify-attributed ROAS by 20–40%)" is honest. "ROAS 3.2×" is misleading.