/ads-meta

name: ads-meta
description: >
  Meta Ads deep analysis covering Facebook and Instagram advertising.
  Evaluates 46 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".
disable-model-invocation: true

Meta Ads Deep Analysis

Process

1. Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores) 2. Read `ads/references/meta-audit.md` for full 46-check audit 3. Read `ads/references/benchmarks.md` for Meta-specific benchmarks 4. Read `ads/references/scoring-system.md` for weighted scoring 5. Evaluate all applicable checks as PASS, WARNING, or FAIL 6. Calculate Meta Ads Health Score (0-100) 7. Generate findings report with action plan

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: ≤5 active campaigns per objective type
• 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+ Shopping Campaigns (ASC) active for e-commerce
• Simplified campaign structure (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:

• **ASC (Shopping 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 46-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