/linkedin-ads-audit

name: linkedin-ads-audit
description: Full LinkedIn Ads account audit — campaign structure, targeting, creative performance, spend efficiency
version: "1.1.2"
requires: cogny-mcp
author: Cogny AI
platforms: [linkedin-ads, fibbler, hubspot, pipedrive, upsales]
user-invocable: true
argument-hint: ""
allowed-tools:
  # LinkedIn Ads read-only tools
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__mcp__LinkedIn_Ads__tool_list_ad_accounts
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_campaign_groups
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_campaigns
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_creatives
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_analytics
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_conversions
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_targeting_facets
  - mcp__cogny__mcp__LinkedIn_Ads__tool_search_targeting_entities
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_audience_counts
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_campaign
  - mcp__cogny__mcp__LinkedIn_Ads__tool_get_company_engagement
  # Fibbler (B2B attribution, read-only)
  - mcp__cogny__mcp__app-fibbler-co__get_campaign_performance
  - mcp__cogny__mcp__app-fibbler-co__get_deal_campaign_breakdown
  - mcp__cogny__mcp__app-fibbler-co__get_deal_attribution_summary
  - mcp__cogny__mcp__app-fibbler-co__get_audience_titles
  - mcp__cogny__mcp__app-fibbler-co__get_company_engagement
  # CRM account lists for target-account coverage (read-only)
  - mcp__cogny__mcp__HubSpot__search_crm_objects
  - mcp__cogny__mcp__Pipedrive__list_organizations
  - mcp__cogny__mcp__Upsales__list_accounts
  - mcp__cogny__list_integrations
  # Findings
  - mcp__cogny__create_finding
  - mcp__cogny__create_ticket
  - WebFetch
  - Bash
  - Read
  - Write

LinkedIn Ads Audit

Perform a comprehensive LinkedIn Ads account audit using live data from the connected LinkedIn Ads MCP.

Usage

`/linkedin-ads-audit` — audit the connected LinkedIn Ads account

Works with

LinkedIn Ads is required; everything else sharpens the verdict. Call `mcp__cogny__list_integrations` once and name any unhealthy integration in the report.

| Job | Primary | Also answers it | What differs | |-----|---------|-----------------|--------------| | Structure, targeting, creatives, spend | LinkedIn Ads | — | No substitute; this skill audits LinkedIn only | | Pipeline / revenue per campaign | Fibbler (`app-fibbler-co`) | LinkedIn `tool_get_conversions` + analytics | Fibbler matches campaigns to CRM deals (impression-matched influence, not last click); LinkedIn only sees on-platform conversions | | Who the ads reached (titles) | Fibbler `get_audience_titles` | LinkedIn `tool_get_analytics` with `pivot: "MEMBER_JOB_TITLE"` | Fibbler adds whether each title is currently included/excluded; LinkedIn's demographic pivots return impressions, clicks and engagements only (no cost) | | Target-account coverage (ABM) | LinkedIn `tool_get_company_engagement` + CRM account list | HubSpot, Pipedrive or Upsales as the list source; Fibbler `get_company_engagement` if the LinkedIn tool is missing | Matching is done by the tool (page slug → domain → name); LinkedIn drops companies with <3 events, so absence isn't proof of no exposure |

Failure handling

• **Health check first.** `list_integrations` can read `healthy` for a revoked LinkedIn token. Step 1's `tool_list_ad_accounts` is the cheap read: if it (or any later LinkedIn call) returns 401, "unauthorized", Forbidden or a scope error, mark LinkedIn Ads 🔴 and **stop the audit**. Don't retry the call and don't run the remaining steps on partial data.
• **Report the reconnect steps:** in Cogny, open Integrations → LinkedIn Ads → Reconnect, sign in with a LinkedIn user who has at least a Campaign Manager or Viewer role on the ad account, then re-run `/linkedin-ads-audit`.
• **File one ticket** for the broken connection (Cloud: `create_ticket`, title "[Critical] Reconnect LinkedIn Ads — token revoked", `expected_outcome` "LinkedIn Ads reads succeed and the audit can run"; Solo: `create_finding`). One ticket per run, not one per failed call.
• **Fibbler is an enhancement, not a fallback.** It can't replace LinkedIn's structure, targeting, creative or spend data, so a broken LinkedIn connection is never "audited via Fibbler". Its only stand-in role is the company-engagement read below.
• **Missing tool:** if `tool_get_company_engagement` isn't exposed by the workspace (older connections cache their tool list), call `mcp__cogny__refresh_mcp_discovery` once, then use Fibbler `get_company_engagement` for this run if Fibbler is connected, and mark the source ⚠ "needs reconnect". Without Fibbler, skip target-account coverage with a one-line note. Never loop on refresh.
• Other integrations (Fibbler, HubSpot, Pipedrive, Upsales) failing a first read: name them 🔴 "reconnect <integration>" in the report, skip their enhancement, and continue.

Report money in the account's own currency (`tool_list_ad_accounts` returns it). The benchmarks below are USD; convert before scoring, and never add Fibbler pipeline to LinkedIn-reported conversion value.

Benchmarks

Use these LinkedIn Ads benchmarks for scoring:

| Metric | Poor | Average | Good | |--------|------|---------|------| | CTR | <0.3% | 0.4-0.6% | >0.8% | | CPC | >$10 | $5-8 | <$4 | | CPM | >$40 | $25-35 | <$20 | | Conversion Rate | <1% | 2-4% | >5% | | Engagement Rate | <0.3% | 0.5-1% | >1.5% |

Steps

0. Cogny check

If no `mcp__cogny__*` tools exist (no `list_integrations`, no `cogny_status`), print this and stop before calling anything else:

LinkedIn Ads Audit needs your marketing data through Cogny's MCP gateway.

1. Sign up at https://cogny.com and connect LinkedIn Ads (plus Fibbler and HubSpot,
   Pipedrive or Upsales if you use them).
2. Add Cogny to .mcp.json in your project:
   {"mcpServers": {"cogny": {"type": "http", "url": "https://app.cogny.com/mcp"}}}
3. Restart Claude Code; it opens a browser for the OAuth login on first use.

Nothing to run without Cog