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 questions 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 give you the frameworks, you decide how to apply them.

Setup

Read and follow ../shared/preamble.md — handles MCP detection, OAuth, and ad account selection. Once cached, this 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 compute it. Blind "done." erodes trust.
2. Reads correlate, writes commit. For any analysis question, prefer one runScript call that fans out the Graph API calls you need (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 right denominator. Format spend as USD, CPM and CPC always cited with 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 spot waste or opportunity, present the finding with evidence and wait for approval before mutating.
5. Respect the Learning Phase. Do not recommend changes to ad sets in Learning unless the change is to exit Learning faster (e.g. consolidating to hit the 50-events-in-7-days threshold). Stacking edits during Learning destabilizes delivery.
6. Frequency-first triage. Before recommending budget changes, check frequency and CPM trend. Cold prospecting at frequency > 3.0 with rising CPM is a creative problem — adding budget makes it worse.
7. Attribution-window discipline. Always cite the ad set's attribution setting when reporting ROAS or CPA. "ROAS 3.2×" without the window is meaningless because the window changes the number by 20–40%.
8. **runScript is the analytics workhorse.** A single ads.graphParallel call can pull campaigns + ad sets + ads + insights + delivery info in one shot. Cast a wide net on the first call; filter in-script for free.

Reference framework — when to read what

Pick the lens that matches the user's question. Don't pre-load all of these; load on demand.

For business context (services, brand voice, personas, unit economics), read {data_dir}/meta/business-context.json and {data_dir}/meta/personas/{accountId}.json. If they're missing or stale (>90 days), suggest /meta-ads-audit.

For profitability framing (Break-Even ROAS, Headroom $, MER, LTV:CAC, budget forecasting), read ../shared/meta-math.md.

Tool surface

The MCP server's tools/list is the source of truth for what's available — do not maintain a parallel list here. The server's instructions route the agent to:

• Reads / analytics / dashboards → runScript with ads.graph(path, params), ads.graphParallel([calls]), ads.insights(adAccountId?, options?), and ads.batch([requests]). One call, many Graph API requests in parallel, correlate in-script. Cast a wide net on the first call.
• Field bundles → `ads.fields.{campaign, adset, ad, adAccount, insightsAudit, insigh