git:20260913.cbd228f to git:20261020.b8d634a

63 added, 14 removed. Audit A to A.

---

name: adspirer-performance-review

description: Review ad performance across platforms with Adspirer — how are my ads doing, weekly or monthly reports, a cross-channel scorecard, CPA, ROAS, CTR, spend trends, and auditing whether conversion tracking is set up correctly. Read-only; changes nothing.

---

# Performance review

Follow `adspirer-mcp` before any tool call. This skill only reads — it never changes a campaign.

## Where the numbers come from

The two big platforms have **direct, top-level** performance tools. The rest go through their router.

| Platform | How |

|---|---|

| Google Ads | `get_campaign_performance` — call it directly |

| Meta Ads | `get_meta_campaign_performance` — call it directly |

| TikTok | `tiktok_ads` router → `execute` → `get_tiktok_campaign_performance` |

| LinkedIn | `linkedin_ads` router → `execute` → `get_linkedin_campaign_performance` |

| Amazon | `amazon_ads` router → `execute` → `get_amazon_campaign_performance` |

| ChatGPT Ads | `chatgpt_ads` router → `execute` → `get_chatgpt_performance` |

Calling the routed ones directly by name will fail — they aren't in the tool list. Pass

`raw_data: true` when the user wants the numbers rather than the rendered summary.

Only pull the platforms the user has actually connected. Check `get_connections_status` first

instead of firing six calls and reporting five failures.

## Before you trust a single number

- **Verify conversion tracking.** Run `audit_conversion_tracking`. It returns a health score and

- findings across Google, Meta, and LinkedIn — pixels, CAPI, dedup, conversion actions, enhanced

- conversions, attribution.

+ **Verify conversion tracking before you trust a CPA.** Run `audit_conversion_tracking` for Google,

+ Meta, and LinkedIn. It does not cover Microsoft. It looks back from today. Read `freshness_state`

+ on the performance pull first. If that window had no delivery, a "no conversions" finding is not

+ proof the tag is broken — say the window had no delivery.

- If tracking is broken, every conversion metric below is fiction, and the honest answer to "how are

- my ads doing" is "I can't tell you yet, and here's why." Say that before presenting a CPA. This is

- the single most valuable thing this skill does.

+ Advertisers don't all use a website tag. A GA4 import, an offline or API upload, calls, or a

+ platform lead form is judged by that source: last conversion, upload health, whether the action is

+ primary. A tag chip that says Urgent, or a Data manager with no source listed, only matters for

+ actions that use the tag. Two primaries for the same event (tag and GA4 both counting one purchase)

+ double-count. On Google, compare Conversions with All conv. — a wide gap means bidding is ignoring

+ most of the activity. Primary versus secondary is set in the ads UI, not via Adspirer.

+ If the audit ignores `customer_id` ("You have N google_ads accounts connected. Please specify..."),

+ retry once, then the error catalog in `adspirer-mcp`. The UI read, when you need the method the API

+ can't show, is `adspirer-ads-manager-browser`.

+ If tracking for the primary goal really is broken, say that before you present a CPA. "How are my

+ ads doing" is then "I can't tell you yet, and here's why."

Also check the window. Amazon's last 48 hours are incomplete. Today is always partial. A "drop" that

- is really an unfinished day is the most common false alarm in this job.

+ is really an unfinished day is the most common false alarm in this job. If a platform returns

+ `no_data`, look at the freshness window, look back only as far as that window (not past a year),

+ and report the range that has data. Label it. Don't write 0.

## The scorecard

- Report per platform, then in total:

+ Default period when they say "this week": the last full Monday–Sunday week against the week before.

+ "This month": the closed month against the month before. Compare like with like, not against a

+ partial week.

- - **Spend** — and pace against the monthly budget

- - **Conversions** and **cost per conversion**

+ Report per platform and account. Follow the evidence rules in `adspirer-agent`.

+ - **Spend** — and pace against the monthly budget, in that account's currency

+ - **Conversions** and **cost per conversion**, using that platform's own conversion name and

+ attribution window

- **ROAS**, where revenue is tracked

- - **CTR** and **CPC** — diagnostic, not goals

+ - **CTR** and **CPC** — diagnostic, not goals. CPM when the goal is awareness

- **Change vs the previous equivalent period**

- Compare like with like: last 7 days against the 7 before, not against a partial week.

+ Derived CTR, CPC, CPA, and ROAS come from totals and are labeled derived. If a breakdown (keyword,

+ ad group, ad set, ad) doesn't add up to the account total, mark it unverified and don't recommend

+ from it alone.

+ Google per-campaign clicks and impressions come from `analyze_wasted_spend` when

+ `get_campaign_performance` doesn't include them. Say where that tool's target ROAS came from

+ (account goal, a 90-day average, or its default). If no source has clicks, write "not available".

+ Don't back into them.

+ **Microsoft Advertising** has no performance tool unless `microsoft_ads` `list_tools` has grown

+ one. Show campaigns, status, and budgets (`adspirer-microsoft-ads`) and put metrics under what you

+ could not read.

+ **GA4 and Search Console**, when those routers are connected, are context only

+ (`adspirer-google-analytics`, `adspirer-search-console`). Never add their events or organic clicks

+ to ad conversions.

+ An inactive account that refuses a read goes under what you could not read. Ask before activating

+ it.

+ Totals only within one currency. Never sum conversions across platforms as if they were

+ deduplicated. A missing input is "not available", never 0. On a quota or tool error, say which

+ call failed. `get_usage_status` before and after a wide pull — don't assume every lookup is free.

+ End with a "could not read" list: every platform, account, metric, or range that was unavailable,

+ and why.

+ Lead with the biggest mover. Two to four next steps, as questions. Several proposed edits go to

+ the review table in `adspirer-optimize`. Anything that increases spend goes to `adspirer-launch`.

+ Offer `adspirer-dashboard` when a chart will help. Email or Slack is `adspirer-digest`, after a

+ yes. A scheduled run that finds no new data since the last report gets one line, not a full

+ scorecard.

## Say what it means

A table is not a review. Lead with the answer:

> Google is doing the work — 34 leads at $41, under your $50 target. Meta spent $890 for 3 leads.

> The Meta ad set has a frequency of 4.2 and its CTR halved over two weeks; that's creative fatigue,

> not targeting.

Name the biggest problem and the biggest opportunity. Give one recommendation, with the number

attached. Offer to act — don't act. Changes belong to `adspirer-optimize`.

## When something moved sharply

Use the anomaly tools rather than speculating: `explain_performance_anomaly` (Google),

`explain_meta_anomaly`, `explain_tiktok_anomaly`, `explain_linkedin_anomaly`. They compare windows

and attribute the delta to a cause.

Before blaming the algorithm, check the boring explanations: a campaign paused, a budget changed, a

disapproved ad, a landing page that started 404ing, a conversion tag someone removed on deploy.

## Make it easier to look at

- A scorecard across six platforms is a table the user will squint at, and a trend is a shape, not a

- column of numbers.

+ A scorecard across platforms is a table the user will squint at, and a trend is a shape, not a

+ column of numbers. For an actual chart, load `adspirer-dashboard`.

## Make it recurring

A review is worth more every week than once. When the user likes what they just read, offer to

schedule it — this host can, and they can create it just by asking.

Each run costs tool calls against their monthly quota, the same as a live conversation. Weekly is the

right default; daily only for accounts spending enough to justify it. Say so before setting it up.

If the user wants it delivered by **email** instead, or this host has no scheduler, Adspirer's

`monitoring_and_reporting` router does server-side scheduled briefs. See `references/host-surfaces.md`

in `adspirer-agent`.

## Don't

- Don't average CPA across platforms with wildly different volumes and call it "blended performance"

without saying so.

- Don't present a 3-day window as a trend.

- Don't fabricate a number when a tool fails. Say the call failed and which one.

- Don't schedule a daily review for an account that spends $20 a day. The runs cost more attention,

and more quota, than the findings are worth.