/ads:meta

Run a comprehensive Meta/Facebook Ads account audit using 46 deterministic checks across 4 categories to identify optimization opportunities and compliance issues.

Quick Start

Copy/agileflow:ads:meta <account-data>                    # Full Meta Ads audit

What It Checks

The audit applies 46 checks across 4 weighted categories:

Output

You receive:

• Meta Ads Score (0-100)
• Category breakdown with individual scores
• Detailed findings organized by severity
• Evidence - Actual account data triggering findings
• Business impact - Wasted spend or missed conversions
• Remediation steps - Exactly how to fix each issue
• Quality gate status - Pixel, domain verification, learning phase

Account Data Needed

Provide details about your Meta Ads setup:

• Pixel and Conversions API (CAPI) setup status
• Campaign objectives and structure
• Number of campaigns, ad sets, ads
• Audience targeting (LAL, custom, interest)
• Creative assets (image, video, carousel)
• Budget and monthly spend
• Performance metrics (CPA, ROAS, conversions)
• Learning phase status

Example format:

Meta Ads Account Summary
- 4 campaigns, 12 ad sets, 30+ creatives
- Monthly spend: $5,000
- Pixel installed but no CAPI
- Using mostly LAL and website retargeting
- Few creative variations tested
- Some ads showing fatigue (frequency > 3.0)

The 46 Checks Explained

Pixel & CAPI Tracking (12 checks - 30% weight)

• Meta Pixel installed on all pages
• Conversions API (CAPI) configured
• Event Match Quality (EMQ) >= 6.0
• Standard events configured (Purchase, Lead, AddToCart)
• Custom conversions defined
• Aggregated Event Measurement configured
• Event deduplication working (with event_id)
• Business domain verified
• Purchase values passed for optimization
• Advanced matching enabled
• Pixel health validated
• Attribution settings (7-day click / 1-day view)

Creative Strategy (14 checks - 25% weight)

• 3+ distinct creative concepts per ad set
• At least 1 video ad per campaign
• Aspect ratio coverage (1:1, 4:5, 9:16)
• 3+ copy variations per concept
• Multiple headlines tested
• UGC-style content tested
• New creatives within last 30 days
• No ads with frequency > 3.0 in cold audiences
• Text overlay < 20% of image
• Appropriate CTA button selected
• Landing page matches creative message
• Dynamic Creative Optimization tested
• Advantage+ creative features enabled
• Winners/losers identified with thresholds

Account Structure (10 checks - 25% weight)

• Campaign Budget Optimization (CBO) used
• Campaign objective aligned with goal
• Ad set consolidation (< 5 per campaign)
• Advantage+ Shopping tested (e-commerce)
• Learning phase healthy (50 conversions/week)
• Consistent naming conventions
• Budget follows 70/20/10 rule
• No micro-campaigns (< $20/day)
• Special Ad Categories declared (if applicable)
• Spending limits set as safety net

Audience Targeting (10 checks - 20% weight)

• Lookalike audiences from quality data
• Custom audience freshness (updated 30 days)
• Audience overlap < 20% between ad sets
• Retargeting funnel (30/60/90+ day segments)
• Purchasers excluded from acquisition
• Audience size appropriate (1M-10M for prospecting)
• Advantage+ with broad targeting tested
• Interest stacking vs separation optimized
• Geographic targeting precise (for local)
• Age/gender performance analyzed

Quality Gates (Critical Rules)

These override scoring and must be fixed first:

1. Pixel required - No optimization without Pixel installed
2. Domain verification - Needed for Aggregated Event Measurement
3. Learning phase protection - Never scale during 50 conversions/week ramp
4. Special Ad Categories - Legal requirement for housing, employment, credit

Learning Phase Requirements

To exit learning phase:

• 50 conversions per week required
• 7-14 days typical duration
• No major changes during learning (bid changes, audience edits, creative swaps)
• Consistent budget during learning phase

Example Usage

Basic Audit

Copy/agileflow:ads:meta "Meta Ads: 4 campaigns, Pixel installed no CAPI, LAL audiences, few creative variations, frequency high (3.5+), no CBO yet."
# Returns: Meta Ads Score with key issues

Detailed Audit

Copy/agileflow:ads:meta
# Paste detailed campaign structure, audience, and performance data
# Returns: Comprehensive 46-check audit with remediation steps

Expected Improvements

By implementing the recommendations:

• 10-15% reduction in cost per conversion through waste elimination
• 20-30% improvement in conversion rate from creative refresh
• Better learning phase with proper budget and audience setup
• Reduced ad fatigue through strategic creative rotation
• 20-40% improvement in attribution accuracy with CAPI

Meta-Specific Tips

Pixel vs CAPI

• Pixel: Browser-based, loses 20-40% of conversions on iOS 14.5+
• CAPI: Server-side, captures conversions Pixel misses
• Deploy BOTH for best coverage

Creative Strategy

• Video ads: 2-3x better than static images
• 1:1 (square) most common, but always test 4:5 and 9:16
• UGC-style often beats polished ads
• Test new creative every 2-3 weeks (before fatigue)

Audiences

• LAL (Lookalike) from purchase data outperforms interest audiences
• Broad targeting with Advantage+ tests well
• Always exclude converters from acquisition campaigns
• Retargeting funnel: 7/14/30/60/90+ days

Learning Phase

• Needs 50 conversions/week to exit
• Don't scale during learning (patience required)
• CBO auto-optimizes, more stable than ABO
• Need minimum $20/day per ad set to reach 50 conversions/week

When to Run

• Monthly - Monitor health and creative fatigue
• After major changes - New audiences, budget adjustments, structure changes
• Quarterly review - Comprehensive account assessment
• Before scaling - Ensure account is optimized before increasing budget
• Performance decline - Diagnose why metrics degrading

Tips

• Pixel first, everything else second - Accurate tracking is foundation
• CAPI essential - Add server-side tracking for iOS reliability
• Creative is king - Spend 40% of energy on testing creatives
• Learning phase sacred - Don't change during ramp-up
• Frequency cap it - Avoid frequency > 3.0 in cold audiences

Related Commands

• /ads:audit - Full multi-platform audit
• /ads:google - Google Ads comparison
• /ads:creative - Creative quality details