brand-health

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:

• Access to Meta Ads dashboard (Business Manager or Ads Manager)
• Period defined — minimum 30 days, recommended 90 days
• brand-context.md available (otherwise launch brand-guidelines first)
• Primary KPI known: optimizing for leads, purchases, or ROAS?

If dashboard access is not available: request a CSV export of campaign data.

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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

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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

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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]

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Related Skills

• 01-audit/brand-alignment — run alongside for strategic alignment
• 05-analysis/account-audit — deeper creative analysis after baseline set