Meta Ads Deep Analysis
Process
- Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)
- Read
../ads/references/meta-audit.md for full 46-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: ≤5 active campaigns per objective type
- 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+ Shopping Campaigns (ASC) active for e-commerce
- Simplified campaign structure (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:
- ASC (Shopping 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 46-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
1---2name: ads-meta3description: Meta Ads deep analysis covering Facebook and Instagram advertising. Evaluates 46 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## Process9101. Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)112. Read `../ads/references/meta-audit.md` for full 46-check audit123. Read `../ads/references/benchmarks.md` for Meta-specific benchmarks134. Read `../ads/references/scoring-system.md` for weighted scoring145. Evaluate all applicable checks as PASS, WARNING, or FAIL156. Calculate Meta Ads Health Score (0-100)167. Generate findings report with action plan1718## What to Analyze1920### Pixel / CAPI Health (30% weight)21- Meta Pixel installed and firing on all pages22- Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)23- Event deduplication configured (event_id matching, ≥90% dedup rate)24- Event Match Quality (EMQ) ≥8.0 for Purchase event25- All standard events configured (ViewContent, AddToCart, Purchase, Lead)26- Custom conversions created for non-standard events27- Aggregated Event Measurement (AEM) configured for iOS28- Domain verification completed29- Server-side events include customer_information parameters30- Pixel fires with correct currency and value parameters3132### Creative (30% weight)33- ≥3 creative formats active (image, video, carousel, collection)34- ≥5 creatives per ad set (Meta recommendation)35- Creative fatigue detection: CTR drop >20% over 14 days = FAIL36- Video creative: 15s max for Stories/Reels, 30s max for Feed37- UGC/testimonial creative tested38- Dynamic Creative Optimization (DCO) tested39- Ad copy: headline under 40 chars, primary text under 125 chars40- Creative refresh cadence: every 2-4 weeks for high-spend4142### Account Structure (20% weight)43- Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional44- Campaign consolidation: ≤5 active campaigns per objective type45- Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)46- Budget per ad set: ≥5x target CPA (minimum for learning phase exit)47- Ad set audience overlap <30% (Audience Overlap tool)48- Campaign naming conventions consistent and descriptive49- Advantage+ Shopping Campaigns (ASC) active for e-commerce50- Simplified campaign structure (fewer, larger ad sets preferred)5152### Audience & Targeting (20% weight)53- Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)54- Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)55- Custom Audiences: website visitors, customer lists, engagement56- Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)57- Advantage+ Audience tested vs manual targeting58- Interest targeting: broad enough for algorithm optimization59- Exclusions: purchasers excluded from prospecting, overlap managed60- Location targeting reviewed for relevance6162## Advantage+ Assessment6364If Advantage+ features are in use:65- **ASC (Shopping Campaigns)**: catalog connected, existing customer cap set66- **Advantage+ Audience**: performance vs manual audience compared67- **Advantage+ Creative**: enhancements enabled (text, brightness, music)68- **Advantage+ Placements**: enabled (let Meta optimize placement mix)69- **Budget allocation**: Advantage+ campaigns getting fair test budget7071## Special Ad Categories7273If ads are in restricted categories:74- Special Ad Category declared before campaign creation75- Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike)76- Creative compliance with category-specific policies77- Read `../ads/references/compliance.md` for full requirements7879## EMQ Optimization Guide8081| EMQ Score | Status | Action |82|-----------|--------|--------|83| 8.0-10.0 | Excellent | Maintain current setup |84| 6.0-7.9 | Good | Add more customer_information parameters |85| 4.0-5.9 | Fair | Implement CAPI, improve data quality |86| <4.0 | Poor | Critical: CAPI + Enhanced Matching required |8788Key parameters to maximize EMQ:89- `em` (email) — highest match rate signal90- `ph` (phone) — second highest match signal91- `fn`, `ln` (first/last name) — improves match accuracy92- `ct`, `st`, `zp` (city, state, zip) — geographic matching93- `external_id` — CRM/user ID for cross-device matching9495## Key Thresholds9697| Metric | Pass | Warning | Fail |98|--------|------|---------|------|99| EMQ (Purchase) | ≥8.0 | 6.0-7.9 | <6.0 |100| Dedup rate | ≥90% | 70-90% | <70% |101| CTR | ≥1.0% | 0.5-1.0% | <0.5% |102| Creative formats | ≥3 | 2 | 1 |103| Creatives per ad set | ≥5 | 3-4 | <3 |104| Learning Limited | <30% | 30-50% | >50% |105| Budget per ad set | ≥5x CPA | 2-5x CPA | <2x CPA |106107## Output108109### Meta Ads Health Score110111```112Meta Ads Health Score: XX/100 (Grade: X)113114Pixel / CAPI Health: XX/100 ████████░░ (30%)115Creative: XX/100 ██████████ (30%)116Account Structure: XX/100 ███████░░░ (20%)117Audience: XX/100 █████░░░░░ (20%)118```119120### Deliverables121- `META-ADS-REPORT.md` — Full 46-check findings with pass/warning/fail122- EMQ improvement roadmap123- Creative fatigue alerts (any creative with CTR declining >20%)124- Quick Wins sorted by impact125- Advantage+ adoption recommendations
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