meta-ads-audit · diff
v1.0.0 to v1.1.0
92 added, 17 removed. Audit A to A.
---
name: meta-ads-audit
description: Meta Ads audit — audience analysis, creative fatigue, budget pacing, lead quality
- version: "1.0.0"
+ version: "1.1.0"
author: Cogny AI
requires: cogny-mcp
- platforms: [meta-ads]
+ platforms: [meta-ads, tiktok-ads, snapchat-ads, reddit-ads, x-ads, fibbler]
user-invocable: true
argument-hint: "[full|audiences|creatives|budget]"
allowed-tools:
- - mcp__cogny__meta_ads__*
+ # Meta Ads read tools (update_* tools ask first, never pre-approved)
+ - mcp__cogny__refresh_mcp_discovery
+ - mcp__cogny__mcp__Meta_Ads__tool_list_ad_accounts
+ - mcp__cogny__mcp__Meta_Ads__tool_get_campaigns
+ - mcp__cogny__mcp__Meta_Ads__tool_get_ad_sets
+ - mcp__cogny__mcp__Meta_Ads__tool_get_ads
+ - mcp__cogny__mcp__Meta_Ads__tool_get_insights
+ - mcp__cogny__mcp__Meta_Ads__tool_get_custom_audiences
+ - mcp__cogny__mcp__Meta_Ads__tool_get_pixels
+ # Same audit on other paid social (read-only)
+ - mcp__cogny__mcp__TikTok_Ads__tool_list_advertisers
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_campaigns
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_ad_groups
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_ads
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_insights
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_audiences
+ - mcp__cogny__mcp__TikTok_Ads__tool_get_pixels
+ - mcp__cogny__mcp__Snapchat_Ads__tool_list_organizations
+ - mcp__cogny__mcp__Snapchat_Ads__tool_list_ad_accounts
+ - mcp__cogny__mcp__Snapchat_Ads__tool_get_campaigns
+ - mcp__cogny__mcp__Snapchat_Ads__tool_get_ad_squads
+ - mcp__cogny__mcp__Snapchat_Ads__tool_get_ads
+ - mcp__cogny__mcp__Snapchat_Ads__tool_get_stats
+ - mcp__cogny__mcp__Snapchat_Ads__tool_list_segments
+ - mcp__cogny__mcp__Snapchat_Ads__tool_list_pixels
+ - mcp__cogny__mcp__Reddit_Ads__tool_list_ad_accounts
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_campaigns
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_ad_groups
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_ads
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_reporting
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_custom_audiences
+ - mcp__cogny__mcp__Reddit_Ads__tool_get_conversion_events
+ - mcp__cogny__mcp__X_Ads__tool_list_ad_accounts
+ - mcp__cogny__mcp__X_Ads__tool_get_campaigns
+ - mcp__cogny__mcp__X_Ads__tool_get_line_items
+ - mcp__cogny__mcp__X_Ads__tool_get_promoted_tweets
+ - mcp__cogny__mcp__X_Ads__tool_get_analytics
+ - mcp__cogny__mcp__X_Ads__tool_get_tailored_audiences
+ - mcp__cogny__mcp__X_Ads__tool_get_web_event_tags
+ # B2B lead quality (read-only)
+ - mcp__cogny__mcp__app-fibbler-co__get_meta_ads_campaign_analytics
+ - mcp__cogny__mcp__app-fibbler-co__get_deal_attribution_summary
+ - mcp__cogny__list_integrations
- mcp__cogny__create_finding
+ - mcp__cogny__create_ticket
- WebFetch
- WebSearch
---
# Meta Ads Audit
Comprehensive Meta Ads (Facebook + Instagram) account audit using live data via Cogny's MCP server.
- **Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com/agent)
+ **Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com)
+ ## Works with
+
+ Meta is primary. The same audit (structure, fatigue, audiences, pacing) runs on any other paid social account the workspace has connected.
+
+ | Job | Meta (primary) | TikTok | Snapchat | Reddit | X |
+ |-----|----------------|--------|----------|--------|---|
+ | Accounts | `tool_list_ad_accounts` | `tool_list_advertisers` | `tool_list_organizations` → `tool_list_ad_accounts(organization_id)` | `tool_list_ad_accounts` | `tool_list_ad_accounts` |
+ | Structure | `tool_get_campaigns`, `tool_get_ad_sets`, `tool_get_ads` | `tool_get_campaigns`, `tool_get_ad_groups`, `tool_get_ads` (`advertiser_id`) | `tool_get_campaigns`, `tool_get_ad_squads`, `tool_get_ads` | `tool_get_campaigns`, `tool_get_ad_groups`, `tool_get_ads` | `tool_get_campaigns`, `tool_get_line_items`, `tool_get_promoted_tweets` (`account_id`) |
+ | Performance | `tool_get_insights(level, date_preset)` | `tool_get_insights(start_date, end_date, level: "AUCTION_CAMPAIGN" / "AUCTION_ADGROUP" / "AUCTION_AD")` | `tool_get_stats(entity_id, start_time, end_time, level)` | `tool_get_reporting(start_date, end_date, level)` | `tool_get_analytics(entity, entity_ids, start_time, end_time)` |
+ | Audiences / tracking | `tool_get_custom_audiences`, `tool_get_pixels` | `tool_get_audiences`, `tool_get_pixels` | `tool_list_segments`, `tool_list_pixels` | `tool_get_custom_audiences`, `tool_get_conversion_events` | `tool_get_tailored_audiences`, `tool_get_web_event_tags` |
+ | B2B lead quality | Fibbler `get_meta_ads_campaign_analytics` | — | — | — | — |
+
+ Tool names omit the `mcp__cogny__mcp__<Prefix>__` part. What differs:
+ - **Frequency** is returned by Meta, TikTok (`frequency` metric) and Reddit (`FREQUENCY` field). On Snapchat and X, request reach/uniques fields if available, otherwise judge fatigue by CTR decay over time instead.
+ - **Units:** Reddit and Snapchat budgets and bids are in micros (÷ 1,000,000); check whether a spend field is micros before reporting it. X analytics needs explicit `entity_ids`.
+ - **Conversions** use each platform's own pixel and attribution window; don't compare CPL across platforms as if it were the same event.
+ - Every account has its own currency. With several platforms connected, report one section per platform side by side and never sum spend or leads across them.
+
## Prerequisites Check
- Verify `mcp__cogny__meta_ads__tool_list_ad_accounts` is available. If not:
+ Call `mcp__cogny__list_integrations`. If Meta Ads is connected, run the steps below. If only TikTok, Snapchat, Reddit or X is connected, run the same steps with that platform's tools from the table and title the report with the platform name. If none is connected:
```
- This skill requires Cogny's Meta Ads MCP server.
- Sign up at https://cogny.com/agent and connect your Meta Ads account.
+ This skill requires a paid social integration (Meta, TikTok, Snapchat, Reddit or X Ads) via Cogny's MCP server.
+ Sign up at https://cogny.com and connect your ad account.
```
## Usage
`/meta-ads-audit` — full audit
`/meta-ads-audit audiences` — audience analysis only
`/meta-ads-audit creatives` — creative performance only
`/meta-ads-audit budget` — budget pacing only
## Full Audit Steps
### 1. Account Discovery
```
- meta_ads__tool_list_ad_accounts
+ mcp__cogny__mcp__Meta_Ads__tool_list_ad_accounts
```
### 2. Campaign Overview (last 30 days)
```
- meta_ads__tool_get_campaigns(ad_account_id, status_filter: ["ACTIVE"])
- meta_ads__tool_get_insights(ad_account_id, level: "campaign", date_preset: "last_30d")
+ mcp__cogny__mcp__Meta_Ads__tool_get_campaigns(ad_account_id, status_filter: ["ACTIVE"])
+ mcp__cogny__mcp__Meta_Ads__tool_get_insights(ad_account_id, level: "campaign", date_preset: "last_30d")
```
### 3. Ad Set Analysis
```
- meta_ads__tool_get_ad_sets(ad_account_id)
- meta_ads__tool_get_insights(ad_account_id, level: "adset", date_preset: "last_30d")
+ mcp__cogny__mcp__Meta_Ads__tool_get_ad_sets(ad_account_id)
+ mcp__cogny__mcp__Meta_Ads__tool_get_insights(ad_account_id, level: "adset", date_preset: "last_30d")
```
Check: audience overlap, frequency saturation, demographic breakdown
### 4. Creative Performance
```
- meta_ads__tool_get_ads(ad_account_id)
- meta_ads__tool_get_insights(ad_account_id, level: "ad", date_preset: "last_30d")
+ mcp__cogny__mcp__Meta_Ads__tool_get_ads(ad_account_id)
+ mcp__cogny__mcp__Meta_Ads__tool_get_insights(ad_account_id, level: "ad", date_preset: "last_30d")
```
Flag: fatigue (frequency > 3), low CTR, single-creative ad sets
### 5. Audience Health
```
- meta_ads__tool_get_custom_audiences(ad_account_id)
- meta_ads__tool_get_pixels(ad_account_id)
+ mcp__cogny__mcp__Meta_Ads__tool_get_custom_audiences(ad_account_id)
+ mcp__cogny__mcp__Meta_Ads__tool_get_pixels(ad_account_id)
```
Check: audience sizes, stale audiences, pixel health
+ ### 5b. Lead quality (enhanced when Fibbler is connected)
+ For B2B lead-gen accounts, Meta's leads say nothing about whether they became pipeline.
+ ```
+ mcp__cogny__mcp__app-fibbler-co__get_meta_ads_campaign_analytics(time_period: "90d")
+ mcp__cogny__mcp__app-fibbler-co__get_deal_attribution_summary(source: "META_ADS", time_period: "90d")
+ ```
+ Flag campaigns with cheap CPL but no influenced pipeline, and a high `untaggedVisits` count (missing UTMs caps attribution). Fibbler's "engagements" are not conversions, and its pipeline is influence, not credit; show it next to Meta's numbers, never added to them.
+
### 6. Budget Pacing
Compare daily budget vs actual spend for last 7 days. Flag:
- Under-pacing (< 70% of budget)
- Over-pacing (> 110% of budget)
- Budget waste on non-converting campaigns
### 7. Report
```
- Meta Ads Audit: [Account Name]
+ [Meta / TikTok / Snapchat / Reddit / X] Ads Audit: [Account Name] ([currency])
Health Score: X/100
Account Overview (30d):
Spend: [X] | Reach: [X] | Leads: [X] | CPL: [X]
+ Influenced pipeline (Fibbler, if connected): [X]
Active Campaigns: [N]
Top Performer: [Campaign] — [CPL/ROAS]
Worst Performer: [Campaign] — [why]
Issues Found: [N]
- [Critical] ...
- [High] ...
Top 3 Actions:
1. ...
2. ...
3. ...
```
+
+ ## Recording findings
+
+ Use `create_ticket` when the workspace has it (Cloud) and `create_finding` otherwise (Solo).
+ The fields differ; see section 2 of `../../skills/marketing-engineer/references/mcp-routing.md`.