Meta Ads Deep Analysis
Andromeda AI Engine
Meta's Andromeda AI engine (Oct 2025) filters ads using 10,000x more complex models.
Creative diversity is now the #1 performance lever. Ads with Similarity Score >60%
get retrieval suppression. The algorithm clusters near-identical creatives and limits
their delivery. 100 minor variations perform no better than 10. Prioritize genuinely
distinct concepts, angles, and formats over volume of similar variants.
Process
- Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)
- Read
ads/references/meta-audit.md for full 50-check audit
- Read
ads/references/benchmarks.md for Meta-specific benchmarks
- Read
ads/references/scoring-system.md for weighted scoring
- Evaluate all applicable checks as PASS, WARNING, or FAIL
- Calculate Meta Ads Health Score (0-100)
- Generate findings report with action plan
What to Analyze
Pixel / CAPI Health (30% weight)
- Meta Pixel installed and firing on all pages
- Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)
- Event deduplication configured (event_id matching, ≥90% dedup rate)
- Event Match Quality (EMQ) ≥8.0 for Purchase event
- All standard events configured (ViewContent, AddToCart, Purchase, Lead)
- Custom conversions created for non-standard events
- Aggregated Event Measurement (AEM) configured for iOS
- Domain verification completed
- Server-side events include customer_information parameters
- Pixel fires with correct currency and value parameters
Creative (30% weight)
- ≥3 creative formats active (image, video, carousel, collection)
- ≥5 creatives per ad set (Meta recommendation)
- Creative fatigue detection: CTR drop >20% over 14 days = FAIL
- Video creative: 15s max for Stories/Reels, 30s max for Feed
- UGC/testimonial creative tested
- Dynamic Creative Optimization (DCO) tested
- Ad copy: headline under 40 chars, primary text under 125 chars
- Creative refresh cadence: every 2-4 weeks for high-spend
Account Structure (20% weight)
- Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional
- Campaign consolidation: 1-3 campaigns total recommended
- Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)
- Budget per ad set: ≥5x target CPA (minimum for learning phase exit)
- Ad set audience overlap <30% (Audience Overlap tool)
- Campaign naming conventions consistent and descriptive
- Advantage+ Sales Campaigns active for e-commerce
- Simplified campaign structure: 1-3 campaigns total (fewer, larger ad sets preferred)
Audience & Targeting (20% weight)
- Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)
- Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)
- Custom Audiences: website visitors, customer lists, engagement
- Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)
- Advantage+ Audience tested vs manual targeting
- Interest targeting: broad enough for algorithm optimization
- Exclusions: purchasers excluded from prospecting, overlap managed
- Location targeting reviewed for relevance
Advantage+ Assessment
If Advantage+ features are in use:
- Advantage+ Sales Campaigns: catalog connected, existing customer cap set
- Advantage+ Audience: performance vs manual audience compared
- Advantage+ Creative: enhancements enabled (text, brightness, music)
- Advantage+ Placements: enabled (let Meta optimize placement mix)
- Budget allocation: Advantage+ campaigns getting fair test budget
Special Ad Categories
If ads are in restricted categories:
- Special Ad Category declared before campaign creation
- Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike)
- Creative compliance with category-specific policies
- Read
ads/references/compliance.md for full requirements
EMQ Optimization Guide
| EMQ Score |
Status |
Action |
| 8.0-10.0 |
Excellent |
Maintain current setup |
| 6.0-7.9 |
Good |
Add more customer_information parameters |
| 4.0-5.9 |
Fair |
Implement CAPI, improve data quality |
| <4.0 |
Poor |
Critical: CAPI + Enhanced Matching required |
Key parameters to maximize EMQ:
em (email): highest match rate signalph (phone): second highest match signalfn, ln (first/last name): improves match accuracyct, st, zp (city, state, zip): geographic matchingexternal_id: CRM/user ID for cross-device matching
Key Thresholds
| Metric |
Pass |
Warning |
Fail |
| EMQ (Purchase) |
≥8.0 |
6.0-7.9 |
<6.0 |
| Dedup rate |
≥90% |
70-90% |
<70% |
| CTR |
≥1.0% |
0.5-1.0% |
<0.5% |
| Creative formats |
≥3 |
2 |
1 |
| Creatives per ad set |
≥5 |
3-4 |
<3 |
| Learning Limited |
<30% |
30-50% |
>50% |
| Budget per ad set |
≥5x CPA |
2-5x CPA |
<2x CPA |
Output
Meta Ads Health Score
Meta Ads Health Score: XX/100 (Grade: X)
Pixel / CAPI Health: XX/100 ████████░░ (30%)
Creative: XX/100 ██████████ (30%)
Account Structure: XX/100 ███████░░░ (20%)
Audience: XX/100 █████░░░░░ (20%)
Deliverables
META-ADS-REPORT.md: Full 50-check findings with pass/warning/fail- EMQ improvement roadmap
- Creative fatigue alerts (any creative with CTR declining >20%)
- Quick Wins sorted by impact
- Advantage+ adoption recommendations
Threads Placement
Threads placement GA Jan 2026, 400M+ MAU. Lower CPMs than Feed/Stories.
Currently ~0.04% of total spend. Emerging channel. Evaluate:
- Is Threads placement enabled in Advantage+ Placements?
- Monitor CPM and engagement vs other placements
- Early-mover advantage for brands with active Threads presence
1---2name: ads-meta3description: Meta Ads deep analysis covering Facebook and Instagram advertising. Evaluates 50 checks across Pixel/CAPI health, creative diversity and fatigue, account structure, and audience targeting. Includes Advantage+ assessment. Use when user says Meta Ads, Facebook Ads, Instagram Ads, Advantage+, or Meta campaign.4---56# Meta Ads Deep Analysis78## Andromeda AI Engine910Meta's Andromeda AI engine (Oct 2025) filters ads using 10,000x more complex models.11Creative diversity is now the #1 performance lever. Ads with Similarity Score >60%12get retrieval suppression. The algorithm clusters near-identical creatives and limits13their delivery. 100 minor variations perform no better than 10. Prioritize genuinely14distinct concepts, angles, and formats over volume of similar variants.1516## Process17181. Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)192. Read `ads/references/meta-audit.md` for full 50-check audit203. Read `ads/references/benchmarks.md` for Meta-specific benchmarks214. Read `ads/references/scoring-system.md` for weighted scoring225. Evaluate all applicable checks as PASS, WARNING, or FAIL236. Calculate Meta Ads Health Score (0-100)247. Generate findings report with action plan2526## What to Analyze2728### Pixel / CAPI Health (30% weight)29- Meta Pixel installed and firing on all pages30- Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)31- Event deduplication configured (event_id matching, ≥90% dedup rate)32- Event Match Quality (EMQ) ≥8.0 for Purchase event33- All standard events configured (ViewContent, AddToCart, Purchase, Lead)34- Custom conversions created for non-standard events35- Aggregated Event Measurement (AEM) configured for iOS36- Domain verification completed37- Server-side events include customer_information parameters38- Pixel fires with correct currency and value parameters3940### Creative (30% weight)41- ≥3 creative formats active (image, video, carousel, collection)42- ≥5 creatives per ad set (Meta recommendation)43- Creative fatigue detection: CTR drop >20% over 14 days = FAIL44- Video creative: 15s max for Stories/Reels, 30s max for Feed45- UGC/testimonial creative tested46- Dynamic Creative Optimization (DCO) tested47- Ad copy: headline under 40 chars, primary text under 125 chars48- Creative refresh cadence: every 2-4 weeks for high-spend4950### Account Structure (20% weight)51- Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional52- Campaign consolidation: 1-3 campaigns total recommended53- Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)54- Budget per ad set: ≥5x target CPA (minimum for learning phase exit)55- Ad set audience overlap <30% (Audience Overlap tool)56- Campaign naming conventions consistent and descriptive57- Advantage+ Sales Campaigns active for e-commerce58- Simplified campaign structure: 1-3 campaigns total (fewer, larger ad sets preferred)5960### Audience & Targeting (20% weight)61- Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)62- Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)63- Custom Audiences: website visitors, customer lists, engagement64- Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)65- Advantage+ Audience tested vs manual targeting66- Interest targeting: broad enough for algorithm optimization67- Exclusions: purchasers excluded from prospecting, overlap managed68- Location targeting reviewed for relevance6970## Advantage+ Assessment7172If Advantage+ features are in use:73- **Advantage+ Sales Campaigns**: catalog connected, existing customer cap set74- **Advantage+ Audience**: performance vs manual audience compared75- **Advantage+ Creative**: enhancements enabled (text, brightness, music)76- **Advantage+ Placements**: enabled (let Meta optimize placement mix)77- **Budget allocation**: Advantage+ campaigns getting fair test budget7879## Special Ad Categories8081If ads are in restricted categories:82- Special Ad Category declared before campaign creation83- Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike)84- Creative compliance with category-specific policies85- Read `ads/references/compliance.md` for full requirements8687## EMQ Optimization Guide8889| EMQ Score | Status | Action |90|-----------|--------|--------|91| 8.0-10.0 | Excellent | Maintain current setup |92| 6.0-7.9 | Good | Add more customer_information parameters |93| 4.0-5.9 | Fair | Implement CAPI, improve data quality |94| <4.0 | Poor | Critical: CAPI + Enhanced Matching required |9596Key parameters to maximize EMQ:97- `em` (email): highest match rate signal98- `ph` (phone): second highest match signal99- `fn`, `ln` (first/last name): improves match accuracy100- `ct`, `st`, `zp` (city, state, zip): geographic matching101- `external_id`: CRM/user ID for cross-device matching102103## Key Thresholds104105| Metric | Pass | Warning | Fail |106|--------|------|---------|------|107| EMQ (Purchase) | ≥8.0 | 6.0-7.9 | <6.0 |108| Dedup rate | ≥90% | 70-90% | <70% |109| CTR | ≥1.0% | 0.5-1.0% | <0.5% |110| Creative formats | ≥3 | 2 | 1 |111| Creatives per ad set | ≥5 | 3-4 | <3 |112| Learning Limited | <30% | 30-50% | >50% |113| Budget per ad set | ≥5x CPA | 2-5x CPA | <2x CPA |114115## Output116117### Meta Ads Health Score118119```120Meta Ads Health Score: XX/100 (Grade: X)121122Pixel / CAPI Health: XX/100 ████████░░ (30%)123Creative: XX/100 ██████████ (30%)124Account Structure: XX/100 ███████░░░ (20%)125Audience: XX/100 █████░░░░░ (20%)126```127128### Deliverables129- `META-ADS-REPORT.md`: Full 50-check findings with pass/warning/fail130- EMQ improvement roadmap131- Creative fatigue alerts (any creative with CTR declining >20%)132- Quick Wins sorted by impact133- Advantage+ adoption recommendations134135## Threads Placement136137Threads placement GA Jan 2026, 400M+ MAU. Lower CPMs than Feed/Stories.138Currently ~0.04% of total spend. Emerging channel. Evaluate:139- Is Threads placement enabled in Advantage+ Placements?140- Monitor CPM and engagement vs other placements141- Early-mover advantage for brands with active Threads presence
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