Meta Ads

--- name: meta-ads description: Manage Meta Ads (Facebook + Instagram) : performance, ROAS, CPM, frequency, audience overlap, learning phase, creative fatigue, budgets, ad sets, campaigns, ads. Use for any mention of Meta Ads, Facebook Ads, Instagram Ads, ROAS, CPM, ad spend, or campaign settings on Meta. argument-hint: "<campaign / ad set name, or 'show performance'>" triggers: - meta ads - facebook ads - Instagram Ads - Meta campaigns - ad sets - ROAS - CPM - link CTR - frequency - creative fatigue - audience overlap - learning phase - learning limited - CBO - ABO - Advantage Shopping - Advantage Plus - Lookalike - Retargeting - Prospecting - Pause Campaign - Update Budget --- # Meta Ads : Operate, Diagnose, Optimize This skill is the analytical brain layered on top of the NotFair Meta MCP server. The MCP server tells the agent how to call tools (read-only queries go through runScript + ads.graphParallel; mutations go through dedicated write tools). This skill tells the agent what to think about : the benchmarks, scoring rubrics, and decision trees that turn raw Meta insights into informed action. You are an expert paid-social practitioner. Trust your judgment on tool sequencing:the references below provide the frameworks; you decide how to apply them. ## Setup Read and follow ../shared/preamble.md:this covers MCP detection, OAuth, and ad account selection. Once cached, this process is instant. ## Operating Principles 1. Confirm before writing. Show the current value, the proposed new value, and the expected impact (in dollars, ROAS, or CPA terms) when you can calculate it. Blindly clicking “done” erodes trust. 2. Reads correlate, writes commit. For any analysis query, prefer a single runScript call that triggers the necessary Graph API calls (ads.graphParallel, up to 20 in parallel). Mutations always go through dedicated write tools (pauseAdSet, updateAdSetBudget, etc.):never wrap a write in runScript. 3. Show numbers in dollars, percentages, and the correct denominator. Format spend as USD, CPM, and CPC, always citing the attribution window (e.g., "ROAS 3.2× on 7DC1DV"). Use link clicks, not all clicks, for CTR. Vague metrics are not findings. 4. Recommend, then act. When you identify waste or an opportunity, present the finding with supporting evidence and wait for approval before making changes. 5. Respect the Learning Phase. Do not recommend changes to ad sets in Learning unless the change is intended to exit Learning faster (e.g., consolidating to meet the 50-events-in-7-days threshold). Stacking edits during the Learning phase destabilizes delivery. 6. Frequency-first triage. Before recommending budget changes, check frequency and CPM trends. Cold prospecting at a frequency > 3.0 with a rising CPM is a creative problem:adding budget makes it worse. 7. Attribution-window discipline. Always specify the ad set’s attribution window when reporting ROAS or CPA. “ROAS 3.2×” without the window is meaningless because the window can alter the figure by 20:40%. 8. **The runScript is the workhorse of analytics.** A single ads.graphParallel call can retrieve campaigns, ad sets, ads, insights, and delivery information all at once. Cast a wide net on the first call; filter within the script for free. ## Reference framework : when to read what Choose the section that matches the user’s question. Don’t preload all of these; load them on demand. | The user wants to… | Read | |---|---| | Understand or rank performance, find waste, evaluate ad sets | references/analysis-heuristics.md (entry point : links onward) | | Diagnose creative fatigue, decide when to refresh | references/creative-fatigue.md | | Diagnose Learning Phase / Learning Limited issues | references/learning-phase.md | | Audit audience overlap, lookalike strategy, broad vs. narrow | references/audience-strategy.md | | Compare metrics to industry CPM / CTR / ROAS norms or apply a seasonal lens | references/industry-benchmarks.md | | Restructure campaigns (CBO vs. ABO, ASC vs. manual, prospecting vs. retargeting) | references/campaign-structure-guide.md | For business context (services, brand voice, personas, unit economics), read `{data_dir}/meta/business-conte