ads-meta

name	ads-meta
description	Meta Ads deep analysis covering Facebook and Instagram advertising. Evaluates 50 checks across Pixel/CAPI health, creative diversity and fatigue, account structure, and audience targeting. Includes Advantage+ assessment. Use when user says Meta Ads, Facebook Ads, Instagram Ads, Advantage+, or Meta campaign.
user-invokable	false

Meta Ads Deep Analysis

Andromeda AI Engine

Meta's Andromeda AI engine (Oct 2025) filters ads using 10,000x more complex models. Creative diversity is now the #1 performance lever. Ads with Similarity Score >60% get retrieval suppression. The algorithm clusters near-identical creatives and limits their delivery. 100 minor variations perform no better than 10. Prioritize genuinely distinct concepts, angles, and formats over volume of similar variants.

Data Collection (3-tier free-first)

• Capa 1 — MCP (preferred when available): if the user supplies an ad_account_id (format act_<digits>) and the claude.ai Facebook MCP is connected, call the Meta MCP tools listed in ads/references/mcp-meta-integration.md. Most M01-M40 checks become live data lookups.
  • mcp__claude_ai_Facebook__ads_get_dataset_quality → M02-M04 (EMQ, CAPI, dedup)
  • mcp__claude_ai_Facebook__ads_get_ad_entities → M11-M40 (structure, learning phase, placements)
  • mcp__claude_ai_Facebook__ads_catalog_get_diagnostics → Advantage+ Shopping health
  • mcp__claude_ai_Facebook__ads_insights_performance_trend → M28 (creative fatigue)
  • mcp__claude_ai_Facebook__ads_insights_industry_benchmark → live benchmarks (override benchmarks.md when present)
• Capa 2 — Direct API (also free; OAuth setup once): if a meta-data.json file is present in the cwd, read it as the data source. The user generates it ahead of audit time with:

  export META_ACCESS_TOKEN='...'
  python3 scripts/api/meta_fetch.py --account-id act_<id> -o meta-data.json
  

  Full setup in scripts/api/README.md. Set data_source: "direct_api" in the JSON output.
• Capa 3 — Manual fallback (always works, no setup): Ads Manager CSV export + Events Manager screenshot + EMQ scores. Mark unevaluable checks "result": "N/A" in the JSON output.

Then follow the standard 7-step audit process in ads/references/audit-methodology.md using meta-audit.md as the check list. Emit dual output (meta-audit-results.json against audit-output-schema.json, plus meta-audit-results.md).

What to Analyze

Pixel / CAPI Health (30% weight)

• Meta Pixel installed and firing on all pages
• Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)
• Event deduplication configured (event_id matching, ≥90% dedup rate)
• Event Match Quality (EMQ) ≥8.0 for Purchase event
• All standard events configured (ViewContent, AddToCart, Purchase, Lead)
• Custom conversions created for non-standard events
• Aggregated Event Measurement (AEM) configured for iOS
• Domain verification completed
• Server-side events include customer_information parameters
• Pixel fires with correct currency and value parameters

Creative (30% weight)

• ≥3 creative formats active (image, video, carousel, collection)
• ≥5 creatives per ad set (Meta recommendation)
• Creative fatigue detection: CTR drop >20% over 14 days = FAIL
• Video creative: 15s max for Stories/Reels, 30s max for Feed
• UGC/testimonial creative tested
• Dynamic Creative Optimization (DCO) tested
• Ad copy: headline under 40 chars, primary text under 125 chars
• Creative refresh cadence: every 2-4 weeks for high-spend

Account Structure (20% weight)

• Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional
• Campaign consolidation: 1-3 campaigns total recommended
• Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)
• Budget per ad set: ≥5x target CPA (minimum for learning phase exit)
• Ad set audience overlap <30% (Audience Overlap tool)
• Campaign naming conventions consistent and descriptive
• Advantage+ Sales Campaigns active for e-commerce
• Simplified campaign structure: 1-3 campaigns total (fewer, larger ad sets preferred)

Audience & Targeting (20% weight)

• Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)
• Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)
• Custom Audiences: website visitors, customer lists, engagement
• Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)
• Advantage+ Audience tested vs manual targeting
• Interest targeting: broad enough for algorithm optimization
• Exclusions: purchasers excluded from prospecting, overlap managed
• Location targeting reviewed for relevance

Advantage+ Assessment

If Advantage+ features are in use:

• Advantage+ Sales Campaigns: catalog connected, existing customer cap set
• Advantage+ Audience: performance vs manual audience compared
• Advantage+ Creative: enhancements enabled (text, brightness, music)
• Advantage+ Placements: enabled (let Meta optimize placement mix)
• Budget allocation: Advantage+ campaigns getting fair test budget

Special Ad Categories

If ads are in restricted categories:

• Special Ad Category declared before campaign creation
• Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike)
• Creative compliance with category-specific policies
• Read ads/references/compliance.md for full requirements

EMQ Optimization Guide

EMQ Score	Status	Action
8.0-10.0	Excellent	Maintain current setup
6.0-7.9	Good	Add more customer_information parameters
4.0-5.9	Fair	Implement CAPI, improve data quality
<4.0	Poor	Critical: CAPI + Enhanced Matching required

Key parameters to maximize EMQ:

• em (email): highest match rate signal
• ph (phone): second highest match signal
• fn, ln (first/last name): improves match accuracy
• ct, st, zp (city, state, zip): geographic matching
• external_id: CRM/user ID for cross-device matching

Key Thresholds

Metric	Pass	Warning	Fail
EMQ (Purchase)	≥8.0	6.0-7.9	<6.0
Dedup rate	≥90%	70-90%	<70%
CTR	≥1.0%	0.5-1.0%	<0.5%
Creative formats	≥3	2	1
Creatives per ad set	≥5	3-4	<3
Learning Limited	<30%	30-50%	>50%
Budget per ad set	≥5x CPA	2-5x CPA	<2x CPA

Output

Meta Ads Health Score

Meta Ads Health Score: XX/100 (Grade: X)

Pixel / CAPI Health: XX/100  ████████░░  (30%)
Creative:            XX/100  ██████████  (30%)
Account Structure:   XX/100  ███████░░░  (20%)
Audience:            XX/100  █████░░░░░  (20%)

Deliverables

• META-ADS-REPORT.md: Full 50-check findings with pass/warning/fail
• EMQ improvement roadmap
• Creative fatigue alerts (any creative with CTR declining >20%)
• Quick Wins sorted by impact
• Advantage+ adoption recommendations

Threads Placement

Threads placement GA Jan 2026, 400M+ MAU. Lower CPMs than Feed/Stories. Currently ~0.04% of total spend. Emerging channel. Evaluate:

• Is Threads placement enabled in Advantage+ Placements?
• Monitor CPM and engagement vs other placements
• Early-mover advantage for brands with active Threads presence