Meta Ad Account ID: "Enter your Meta Account ID here"
You are a senior performance marketing analyst. Run a complete, end-to-end audit of the Meta Ads account provided above using GoMarble MCP. Work through every section below sequentially. Do not skip any section.
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SECTION 1 — ACCOUNT HEALTH OVERVIEW
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Fetch full account details for the account ID above. Report:
- Account name, currency, account status (active / disabled / flagged)
- Current balance and total amount spent all-time
- Number of active campaigns, active ad sets, active ads
- Top 10 spending campaigns: objective, budget type (CBO vs ABO), daily budget, and current status
Flag these issues immediately:
- Any campaign running 30+ days with zero reported conversions
- Any ad set with insufficient conversion events to exit learning phase (fewer than 50 optimization events in 7 days)
- Any campaign with daily budget less than 5x its target CPA
- Any campaign with no active ads
- Any ad set with only 1 active ad (no creative testing)
- Any campaign using OUTCOME_SALES objective but a non-purchase optimization event — note this MAY be a 3rd-party attribution tracker (e.g., Profitmetrics, Triple Whale, Cosmise) routing purchase data through a custom event. Do not recommend changing the optimization event without first confirming this with the user.
Present as a summary with critical flags highlighted.
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SECTION 2 — 30-DAY PERFORMANCE SNAPSHOT
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Fetch account-level insights for:
- Last 30 days
- The 30 days before that (for comparison)
- Last 7 days
For each period report:
- Total Spend, Impressions, Reach, Frequency
- CTR, CPM, CPC
- Total Purchases (use omni_purchase; if absent, fall back to purchase — never sum both)
- Total Revenue (same rule — one action type only)
- Purchase ROAS
- Cost Per Purchase
Show % change between current and prior 30 days. For CPM and CPC, a decrease is an improvement. For ROAS and Conversions, an increase is an improvement.
Also flag:
- If account frequency crossed 3.0 in the last 7 days (audience saturation warning)
- Whether the 7-day trend shows improvement or decline vs the prior 7 days
Present in a comparison table showing metrics across periods with % changes. Add a trend visualization showing the progression.
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SECTION 3 — CAMPAIGN-LEVEL PERFORMANCE
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Fetch campaign-level insights for the last 30 days. Filter for active campaigns only. Sort by spend descending.
For each active campaign report:
- Campaign Name and ID
- Objective, budget type, daily budget
- Spend, Impressions, Reach, Frequency
- CTR, CPM, CPC
- Purchases, Revenue, ROAS
- Spend share % of total account spend
Apply the Pareto rule: identify which campaigns account for 90% of total account spend. These are the Pareto Campaigns — focus all detailed diagnosis on these.
For each Pareto campaign, fetch full campaign details to get: bid strategy, optimization goal, promoted object, special ad categories.
Flag per campaign:
- ROAS below 1.0
- CPM more than 60% above account average
- Frequency above 3.5 with declining CTR
- Zero conversions with spend above 2x average account CPA
- Still in learning phase
- Only 1 ad set (no audience testing)
Present in a table with all metrics. Clearly indicate which are Pareto campaigns. Show a cumulative spend chart highlighting the 90% threshold.
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SECTION 4 — AD SET ANALYSIS
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Fetch ad set-level insights for the last 30 days. Filter for active ad sets only. Sort by spend descending. Fetch all pages before analyzing.
For each active ad set report:
- Ad Set Name, ID, parent Campaign Name
- Spend, Impressions, Reach, Frequency
- CTR, CPM, ROAS
- Spend share within parent campaign
- Number of active ads in the ad set
Flag:
- Spend share above 80% of campaign budget (CBO concentration)
- Zero conversions with spend above 2x campaign's average CPA
- Frequency above 4.0
- Only 1 active ad (no creative variation)
For the top 5 ad sets by spend, fetch full ad set details to extract:
- Targeting (age, gender, locations, interests, custom audiences, lookalikes)
- Optimization event and promoted object
- Estimated audience size
- Placement settings (automatic vs manual)
- Bid strategy
Flag:
- Advantage+ Audience Expansion ON (delivery may reach outside intended targets — check age/gender breakdown in Section 9)
- Audiences below 100,000 estimated reach
- Ad sets mixing prospecting and retargeting audiences in the same ad set
- Retargeting ad sets with no custom audience exclusions from prospecting campaigns
Classify every ad set as Prospecting or Retargeting based on targeting type. Map the relationship: would cutting any prospecting campaign starve the retargeting audience pool?
Present all ad sets in a table. Label each with classification (Prospecting/Retargeting). Add visualization showing audience dependency relationships.
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SECTION 5 — AD-LEVEL PERFORMANCE & PARETO SET
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Fetch ad-level insights for the last 30 days including video metrics. Filter for active ads only. Sort by spend descending. Fetch ALL pages — do not stop at the first page.
Build the Pareto set:
- Sort all ads by spend descending
- Compute cumulative spend % for each ad
- Mark ads where cumulative % is within the top 90% of spend as "Pareto Ads"
For each Pareto Ad report:
- Ad Name, Ad ID, Ad Set Name, Campaign Name
- Spend, Impressions, Frequency, CTR, CPM, CPC
- Purchases, Revenue, ROAS (omni_purchase only)
- Cost Per Purchase
- Spend share % of total account
Flag per ad:
- ROAS below account Pareto average
- CPM more than 60% above Pareto average CPM
- CTR below 0.65%
- Frequency above 3.0
- Zero conversions with spend above 2x account average CPA
Present all Pareto Ads in a table. Highlight flagged items. Include a cumulative spend chart showing Pareto concentration.
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SECTION 6 — CREATIVE FATIGUE ANALYSIS
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Fetch ad-level insights broken down by day for the last 14 days. Include spend, impressions, frequency, CTR, CPM, and ROAS per day per ad. Filter for active ads only.
For each Pareto Ad, look at the daily trend:
Fatigue classification:
- CONFIRMED FATIGUE: Frequency rising AND CTR declining for 7+ consecutive days AND CPA rising
- EARLY SIGNAL: Frequency above 2.5 AND CTR dropped more than 20% from its peak in the window
- NO FATIGUE: Frequency rising but CTR stable or improving
- WATCH: Frequency above 3.0 with any CTR decline in last 3 days
For every confirmed or early fatigue case:
- Name the specific ad
- State frequency level, CTR drop %, and CPA change
- Recommend: pause that ad and immediately test 2-3 new creative variations with a different hook, format, or angle
Also flag any ad that has been running continuously for 45+ days, regardless of current metrics — label as "Long-Running: Monitor."
Present as a summary table showing fatigue status for Pareto ads. Include a trend chart showing frequency vs CTR movements over the 14-day period.
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SECTION 7 — VIDEO CREATIVE ANALYSIS
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From the Pareto Ads, identify those with video play data.
For each Pareto video ad, compute:
- Hook Rate = (3-second video views / video plays) × 100
- Hold Rate = (ThruPlays / 3-second views) × 100
Classify each:
- Hook Rate: Good ≥ 40% | Average 26-39% | Poor < 25%
- Hold Rate: compare to the account's average hold rate
Diagnose using these four scenarios:
- Good Hook + Poor Hold: content loses viewers after 3 seconds. Fix: keep the intro, rebuild everything after it.
- Average Everything: fix hook first, then content quality.
- Poor Hook: people not stopping. Completely rebuild the opening.
- Good Hook + Good Hold + CTR below 0.65%: viewers watch but don't click. Strengthen the CTA.
For the top 3 video ads by spend, perform a full AI creative analysis of each ad using its ad ID. Analyze: hook quality, angle, target persona, emotional triggers, visual elements, messaging strength, and specific improvement suggestions.
Present video performance data in a summary. Show hook/hold rate classifications with diagnosis recommendations. Include AI creative analysis findings with key insights and actionable feedback.
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SECTION 8 — IMAGE & STATIC AD ANALYSIS
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From the Pareto Ads, identify all non-video ads (image, carousel, collection, catalog). For each, report format, CTR, CPM, CPC, ROAS, Frequency, and fatigue status from Section 6.
For the top 2 image/static ads by spend, perform a full AI creative analysis using the ad ID. Analyze: visual hook, headline clarity, primary text, offer strength, CTA alignment, and emotional resonance.
Pattern recognition across all analyzed creatives:
- Which angles are winning? (social proof, problem-solution, discount, UGC, founder story, etc.)
- Which formats are outperforming?
- What CTA patterns appear on high-CTR ads?
- What copy structures repeat across top performers?
Summarize the winning creative formula for this specific account.
Present image/static ad performance in a summary. Include AI creative analysis findings with specific examples and metrics. Provide a narrative on winning patterns, angles, formats, CTAs, and copy structures.
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SECTION 9 — AUDIENCE & PLACEMENT BREAKDOWN
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Fetch insights broken down by age and gender for the last 30 days. Then fetch a separate breakdown by publisher platform and placement position. Then fetch a separate breakdown by device.
For age and gender:
- Spend, CTR, CPM, ROAS per segment
- Identify best and worst performing segments by ROAS
- Flag any age segment receiving more than 20% of spend with ROAS below account average (possible Advantage+ leakage)
- Only flag a segment if it has at least 100 impressions and 3+ conversions — call out low-confidence segments explicitly
For placements:
- Spend, CTR, CPM, ROAS per placement (Feed, Stories, Reels, Audience Network, Messenger)
- Flag any placement with CPM more than 50% above average AND ROAS below account average
- Flag Audience Network if it receives more than 15% of spend with CTR below 0.5%
For devices:
- CTR, CPM, CPA by device (mobile vs desktop)
- Flag if CPA divergence between mobile and desktop exceeds 40%
Important note on all breakdowns: these show how Meta distributed budget — they are not levers you can directly control. The only valid actions are creating new ad sets with specific placements or targeting, or excluding segments via ad set settings. Never recommend "allocating more budget to a placement or demographic."
Present age/gender breakdown in a table with ROAS highlighting. Create a visualization for age group performance (CTR and ROAS). Create a visualization for device performance (CTR and CPA). Show placement spend distribution visually. Include a note on the limitations of these breakdowns.
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SECTION 10 — PIXEL & CUSTOM AUDIENCE HEALTH
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Fetch all pixels connected to this account. For each pixel report:
- Pixel ID, name, creation date, last fired date, status
Flag:
- Pixels not fired in the last 7 days (dead pixel)
- Account with zero pixels (no conversion tracking)
- More than 3 pixels (fragmentation — events split across pixels)
- Pixels older than 3 years (may need reconfiguration for iOS 14+ ATT compliance)
Fetch all custom audiences for this account. For each audience report:
- Name, ID, type, size, last updated date
Flag:
- Website visitor audiences below 100 people
- Customer list audiences last updated more than 90 days ago
- Retargeting audiences below 1,000 people
- Any audience used in an active ad set that has fewer than 1,000 people
Assess the audience infrastructure — check whether each of these exists and is healthy:
- 180-day website visitor audience
- 30-day website visitor audience
- Customer list audience
- Past purchaser audience
- Video viewer engagement audience
- Lookalike audience built from purchasers
Rate the infrastructure: Strong / Adequate / Weak, with specific gaps listed.
Present pixel status in a table. List all custom audiences with their metadata. Provide an infrastructure assessment summary showing what exists and gaps.
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SECTION 11 — PRODUCT CATALOG HEALTH
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Fetch all product catalogs linked to this account.
If catalogs exist:
- List all catalogs with name, ID, and product count
- Check if active campaigns are using catalog-based or Advantage+ Shopping ads
- Fetch product sets for each catalog
Flag:
- Catalogs with zero product sets
- Catalogs not updated in 7+ days (stale feed)
- Product sets with fewer than 10 items
- Any Advantage+ Shopping Campaign — add caveat that its reported ROAS includes organic conversions and may overstate true incremental ROAS
If no catalogs exist and the account appears to be ecommerce (based on ad copy or URLs), note the opportunity.
Present catalog findings as a summary. List catalogs and product sets with metadata. Note any gaps or stale data issues.
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SECTION 12 — LANDING PAGE & UTM AUDIT
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For the top 10 Pareto Ads by spend, fetch the ad creative details to extract the destination URL for each ad.
Report:
- Ad Name → Destination URL
- Group ads by unique landing page
- Identify which landing pages receive the most spend
Flag:
- Ads pointing to a homepage instead of a product or offer page (high friction, lower conversion rate)
- Multiple ads with different offers pointing to the same URL (message mismatch)
- Ads with no destination URL (critical — spend with no landing)
- Any unusual URL patterns compared to other ads in the same ad set (may indicate a wrong URL was set)
UTM consistency check:
- Are UTM parameters present on destination URLs?
- Are dynamic UTM tokens used (campaign name, ad set name, ad name)?
- Flag ads with missing UTMs (attribution gap)
- Flag inconsistent UTM naming conventions (mixed underscores, hyphens, capitalization)
Present landing pages and URLs in a table grouped by unique page. Show UTM status per ad. Highlight any critical issues.
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SECTION 13 — BUDGET PACING & ALLOCATION
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Using campaign insights and daily spend data for the last 14 days:
For each active campaign calculate budget utilization:
- Actual spend divided by (daily budget × days in period) × 100
- Flag utilization below 70% (delivery issues — audience too narrow, bid too low, ad quality issue, or policy restriction)
- Flag utilization above 100% (budget misconfiguration)
Budget concentration:
- What % of total account spend goes to the top campaign?
- What % goes to the top 3 campaigns?
- Flag if top campaign holds above 70% of all spend
Prospecting vs Retargeting split:
- Using the audience classification from Section 4, calculate % of total spend going to each
- Flag if retargeting exceeds 50% of total spend (not scalable long-term — depends on prospecting for audience replenishment)
Daily spend trend (last 14 days):
- Fetch daily account-level spend
- Flag days with spend more than 30% below the daily budget average
- Flag sudden spend spikes or drops and correlate with any account changes from Section 15
Present budget utilization per campaign in a table. Show daily spend over 14 days as a chart with average budget marked. Display Prospecting vs Retargeting split visually. Provide summary on budget concentration and health.
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SECTION 14 — CONVERSION EVENT & ATTRIBUTION AUDIT
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From ad set details already fetched, extract:
- What conversion event is each active ad set optimizing for?
- What attribution window is configured per ad set?
Report:
- All unique conversion events in use across active ad sets
- Flag any ad set using ADD_TO_CART or CONTENT_VIEW as its optimization event on an OUTCOME_SALES campaign (weak signal)
- Flag any COMPLETE_REGISTRATION, LEAD, or custom event name on an OUTCOME_SALES campaign — add the note: "May be a 3rd-party tracker routing purchase data through this event. Confirm with user before suggesting any change."
Attribution window analysis:
- Are all ad sets using 7-day click attribution?
- Flag any ad set using 1-day click only (likely under-reporting conversions)
- Flag any campaign where view-through conversions make up more than 30% of total reported conversions (inflated ROAS warning)
Cross-campaign attribution risk:
- Identify any campaigns targeting overlapping audiences (same retargeting pool used in multiple campaigns)
- Flag these as potential double-counting risks — the same purchase could be attributed to both campaigns
Present conversion events per ad set in a table. Show attribution window settings and flag non-standard configurations. Provide summary on attribution risks and view-through conversion inflation.
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SECTION 15 — ACCOUNT ACTIVITY LOG
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Fetch the account activity log for the last 30 days. Report the 20 most recent significant changes:
- Date and time
- What changed (budget edit, ad paused, creative added, campaign created, etc.)
- Entity affected
- Old value → New value where available
Flag:
- Budget increases greater than 30% in a single edit (too aggressive — risks learning phase reset or overspend)
- The same ad or ad set paused and re-enabled repeatedly (disrupts algorithm)
- Multiple new campaigns created within a short window (budget fragmentation risk)
- Any ad set with its optimization event changed (always resets learning)
- Ads added or removed from an active ad set in the last 7 days
Connect activity to performance: if a metric change (CTR drop, CPA spike, spend drop) happened within 2-3 days of an account change, surface that correlation explicitly.
Present the 20 most recent changes in a table. Highlight flagged items. Provide summary on notable changes and their performance correlations.
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SECTION 16 — COMPETITOR BENCHMARKING
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Based on the account's industry (infer from ad copy, landing page URLs, and product categories visible in ad names), identify the top 3-5 competitors running Meta ads in the same space using the Ads Library.
For each competitor:
- Brand name
- Ad formats in use (video / image / carousel)
- Offer and messaging angles (discount, social proof, free trial, urgency, UGC, etc.)
- How long their ads have been running (longer = more likely profitable and evergreen)
- Creative angles they are using that this account is NOT (gap and opportunity)
Find the longest-running competitor ads — these are the likely profitable, proven formats worth studying.
Present competitor findings as a summary. List each competitor with ad formats, angles, and longevity. Highlight creative gaps and opportunities.
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SECTION 17 — PRIORITIZED RECOMMENDATIONS
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After completing all sections, generate a prioritized list of recommendations organized by urgency.
HIGH PRIORITY — act within 48 hours:
- Confirmed creative fatigue cases
- Campaigns with zero conversions and significant wasted spend
- Dead pixels or missing conversion tracking
- Ads with no destination URL
MEDIUM PRIORITY — act within 1 week:
- New creative angles to test based on winner patterns
- Audience infrastructure gaps
- Budget reallocation from underperforming to top-performing campaigns (maximum 20% increase at a time)
- UTM and attribution fixes
- Landing page message mismatch fixes
LOW PRIORITY — plan for the next 2-4 weeks:
- Account structure simplification
- New ad formats to test if only one format is currently used
- Audience expansion opportunities
- Catalog setup if missing for an ecommerce account
- New conversion event or attribution window testing
For every recommendation:
- Name the exact campaign, ad set, or ad it applies to
- Cite the specific metric that triggered it
- State the expected outcome
- Note whether the change can be executed directly in Meta Ads Manager or requires creative production
Never recommend:
- Pausing the top-converting ad in an ad set
- Any budget change at the individual ad level (ads do not have budgets)
- "Allocating more budget to a placement or demographic" (not a valid control — suggest creating new ad sets instead)
- Budget increases greater than 20% at once
- Changing any non-purchase optimization event without first asking the user whether a 3rd-party tracker is involved
Present recommendations as a prioritized list organized by urgency tier. Include exact entity, triggering metric, expected outcome, and implementation path for each.
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FINAL REPORTING STRUCTURE
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After completing all 17 sections, organize findings directly in this chat with clear section headers:
1. Key Metrics Overview — current vs prior 30 days with % changes
2. Account Health Summary — overall health, risks, opportunities
3. Performance Trends — visualization of spend, ROAS, CPA over 30d
4. Campaign Breakdown — all active campaigns with key metrics
5. Pareto Campaign Analysis — detailed findings on top 90% spend
6. Ad Set Performance — all active ad sets with key metrics
7. Creative Fatigue Snapshot — Pareto ads with fatigue status
8. Video Creative Insights — hook/hold rates and AI analysis
9. Static Creative Insights — image/static ad performance
10. Creative Pattern Analysis — winning angles, formats, CTAs
11. Audience & Placement Analysis — demographics, devices, placements
12. Infrastructure Assessment — pixel, audience, catalog health
13. Landing Page Audit — top landing pages and UTM status
14. Budget & Pacing Analysis — utilization, concentration, trends
15. Attribution Audit — conversion events and attribution windows
16. Account Activity Impact — recent changes and correlations
17. Competitor Insights — competitor ads and creative gaps
OUTPUT FORMAT: Generate an animated, shareable HTML dashboard report with:
✨ Visual Elements:
- Smooth fade-in and slide animations on page load
- Interactive gradient cards with hover effects
- Color-coded severity badges (critical 🔴 / warning 🟡 / good 🟢)
- Animated charts (line charts for trends, bar charts for Pareto, progress bars)
- Metric boxes with shimmer effects
- Responsive design (mobile, tablet, desktop)
📊 Data Presentation:
- Executive summary with key metric cards
- Performance snapshot tables with sortable columns
- Campaign/ad set breakdowns with status badges
- Interactive Pareto bar chart for spend distribution
- Critical issues in card layout with visual flags
- Prioritized recommendations grouped by severity with timelines
- Financial impact visualizations (savings, opportunities, ROI)
- 90-day recovery timeline with phase cards
📁 Deliverable:
- Single self-contained HTML file (no external dependencies except Chart.js CDN)
- Print-friendly CSS (converts to PDF cleanly)
- Fully shareable via email, Slack, or web link
- Professional design suitable for stakeholder presentations