--- name: meta-ads-audit description: Meta Ads audit — audience analysis, creative fatigue, budget pacing, lead quality version: "1.1.0" author: Cogny AI requires: cogny-mcp platforms: [meta-ads, tiktok-ads, snapchat-ads, reddit-ads, x-ads, fibbler] user-invocable: true argument-hint: "[full|audiences|creatives|budget]" allowed-tools: # 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) ## 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____` 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 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 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 ``` mcp__cogny__mcp__Meta_Ads__tool_list_ad_accounts ``` ### 2. Campaign Overview (last 30 days) ``` 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 ``` 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 ``` 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 ``` 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 / 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`.